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In-depth interviews - personal and flexible

In-depth interviews are a qualitative method where an interviewer discusses a specific topic with one person at a time. It is one of the most effective methods for understanding what really drives people’s choices, attitudes and behaviors. Through one-on-one conversations, we have the opportunity to go in-depth, exploring nuances and uncovering insights that can be difficult to capture in group discussions or quantitative surveys.
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Why choose in-depth interviews?

In-depth interviews are particularly suitable when we want to:

  • Understanding individual decision-making processes.
  • Uncovering underlying motivations and values.
  • To explore sensitive or complex topics.
  • Gain deeper insights into customer experiences and user journeys.
  • To test concepts, communications or prototypes at a more in-depth level.
  • Talking to a hard-to-reach target group, such as doctors, managers, IT managers, etc.


In-depth interviews usually last between 30 and 60 minutes, but in some cases they can stretch up to 90 minutes. The number of interviews varies depending on the target group, but we rarely conduct more than 8-10 interviews within one segment.


In-depth interviews provide a unique opportunity to listen, follow up and adapt the conversation along the way, allowing us to dig deeper into what really matters to the people we’re talking to. This makes the method a valuable tool when we want to understand the target group on a more personal and deeper level.

Flexibility

In-depth interviews allow for great flexibility. Interviews can be conducted where it is most convenient for the participants and the purpose of the survey – whether that is at home, at the workplace or in a more neutral setting such as a café. This creates a safe and comfortable setting where the interviewee can freely share thoughts, experiences and reflections.


In-depth interviews are also a very suitable method for B2B surveys. Digital execution via video meeting platforms has lowered the threshold for participation in the business market.


In-depth interviews invite openness. Here we get a direct and unfiltered understanding of the individual’s thoughts and feelings, which is crucial for uncovering deeper needs, barriers and drivers.

In-depth interviewing in practice:
Test of communication: Ford brushes the dust off the iconic Mustang

The survey was conducted in Norway, England, Germany and Spain. The communication solution that Innsikteriet tested was at the sketch stage – not a finished commercial.
Read more here