Depth Interviews

In comparison to in-situe or spot interviews, depth interviews are designed to capture the often complex decision making behaviour of respondents.

In comparison to spot or in-situe interviews, depth interviews are designed to capture the often complex decision making behaviour of respondants. Usually at least 1 hour in duration, they are used to interview management decision makers and government officers to understand the decision making behaviour of key players in a market.

A key methodology in feasibility research, the selection of respondents is crucial. The interviewer is guided by a structured interview form, which nevertheless has ample flexibility. More important than the interview schedule however is the interviewer's understanding of the goals of the interview, and the rapport built up with the interviewee. Follow on questions are a key skill.

Often, data acheived in depth interviews suggests further avenues for research, and are therefore often used in the preliminary stages of data collection. Respondents can often identify others who can provide information and a different perspective. The interviewers job here has some similarity to that of the journalist, though there are several critical differences.

Depth interviews are taped (audio or visual) for later analysis.