In-depth Recruited Interviews

For certain projects, it is beneficial to conduct in-depth, lengthy interviews with respondents. In-depth interviews typically employ open-ended discussion guides as opposed to using a more structured questionnaire or survey. These can be administered in-person, or by telephone.

This method is especially helpful if visual concepts need to be presented, such as:

  • creative comps
  • story boards
  • product prototypes
In-depth interviews are also ideal for uncovering the thinking and logic individual consumers use when making decisions about particular products or services.
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