One-to-one in-depth interviews are often used for more sensitive subjects or to discuss experiences that are unique to each person. They allow us to obtain rich exploratory information and individual stories.
They are also extremely useful in situations where it is difficult to convene a focus group, due to the dispersed location of the target audience.
Benefits of IN-DEPTH INTERVIEWS
Ability to capture verbal and non-verbal cues. A face to face in-depth interview allows our interviewers to capture visual queues such as body language along with emotional responses such as discomfort or enthusiasm for the topic.
The interviewer can keep the participant focused on the questions which you don’t have with quantitative surveys and can also enlarge on a question to ensure the respondent understands the question.