In-depth Interviews

What are in-depth interviews?

  • One-on-one, moderated sessions
  • Sample sizes vary widely (between six and 20 sessions is typical)
  • Interviews are usually conducted in a dedicated viewing facility
  • Each session lasts between 30 and 60 minutes

What do in-depth interviews tell me?

  • How do individual consumers make decisions and behave?
  • What are the deep-rooted beliefs and attitudes that shape their actions?
  • How do consumers feel or act in response to sensitive/private topics or situations?

What else should I know?

  • Sessions can be video streamed for live viewing anywhere in the world
  • In-depth interviews can also be conducted online or via telephone (which is often significantly more cost-efficient)
  • Projects are conducted across the US and in international markets