Depth interviews

"Get to the heart of the matter"

Depth interviews are with an individual respondent (though some times pairs work well) and allow significant probing of beliefs and attitudes. They can capture the most complex decision making behaviour, cover sensitive subjects and "get to the heart of the matter". They are often used as a precursor to quantitative studies to determine content.

Our excellent service in this area is a result of our interviewers' ability to engage and elicit meaningful qualitative data from respondents; they have great rapport building and excellent listening skills. A discussion framework guides the interviewer, though there is plenty of scope for flexibility and exploratory questions.

Where face-to-face depth interviews are not feasible or affordable, it is possible to conduct depths via the telephone with appropriate modifications in duration and content.


    Illustration based on original artwork by
    Paul Edwards