In-depth interview: questions, stages, principles of implementation
Posted: Sun Dec 22, 2024 5:42 am
What are we talking about? A deep interview is a marketing research method aimed at identifying the consumer's experience of interaction with a company's product. It allows you to understand the buyer's needs, weaknesses of a product or service, and competitive advantages.
How to conduct? It is necessary to define the target audience (TA), prepare questions, invite respondents and follow the algorithm to avoid mistakes. After conducting an in-depth interview, the results are processed and analyzed.
In this article:
The concept of in-depth interview
When qualitative research method is kuwait whatsapp numbers used - in-depth interview
Questions for in-depth interviews
In-depth interview formats: offline and online
Stages of a deep interview
How to Reduce In-Depth Interview Error When Recruiting Respondents
The main difficulties in conducting research using the in-depth interview method
Frequently Asked Questions About Depth Interviewing
In-Depth Guide: How to Cut Your Ad Costs by 25% with Artificial Intelligence
Download for free
The concept of in-depth interview
This is a long and detailed conversation with people who make up the target audience of the business. The objectives of the in-depth interview:
Find out the requests, needs, desires, preferences and concerns regarding the product.
Understand what problem the buyer finds in the product.
Find out how a person decides to buy a product.
The first mentions of the method of in-depth interviews and focus groups appeared in the seventies of the last century. Sergei Belanovsky in a book about this method says that it was used in coal mines to understand the reasons for the turnover of middle managers. In marketing research, this tool has recently begun to be used - previously it was attributed to sociology.
The concept of in-depth interview
Source: shutterstock.com
Such interviews help to create new products or improve existing ones. Based on their results, hypotheses can be put forward and measures can be taken to improve the product in order to increase demand for it.
A psychological portrait of a client is also needed for developing a marketing strategy and tactics, since it shows what requests and needs need to be taken into account when creating PR creatives, how to communicate with a potential buyer so that he trusts you.
The advantages of in-depth interviews include the fact that they allow you to avoid mistakes: consumers talk not only about how they choose a product, but also about what happens after the purchase. You can find out how people use the product/service, what they don’t like, what they tolerate and why.
So, a person may be irritated by the bright color of shoes, but he does not refuse them because of their reliability and comfort. But you need to think about it: if they do not like it, then potential buyers may not go for a deal because of this. We put forward a hypothesis: our target audience does not like brightly colored shoes. You can release a batch in a different design and see how it sells. After comparing the results, it will be clear whether it is worth changing the design of the entire line or not.
There should be at least five clients for an in-depth interview, and ideally their number should be several times more. There are no exact parameters for the duration of contact, but it certainly should not be very short. Although there is no point in talking to each person for several hours. It is better to focus not on time, but on the quality of the conversation - whether the motives and behavior of buyers have become clear.
How to conduct? It is necessary to define the target audience (TA), prepare questions, invite respondents and follow the algorithm to avoid mistakes. After conducting an in-depth interview, the results are processed and analyzed.
In this article:
The concept of in-depth interview
When qualitative research method is kuwait whatsapp numbers used - in-depth interview
Questions for in-depth interviews
In-depth interview formats: offline and online
Stages of a deep interview
How to Reduce In-Depth Interview Error When Recruiting Respondents
The main difficulties in conducting research using the in-depth interview method
Frequently Asked Questions About Depth Interviewing
In-Depth Guide: How to Cut Your Ad Costs by 25% with Artificial Intelligence
Download for free
The concept of in-depth interview
This is a long and detailed conversation with people who make up the target audience of the business. The objectives of the in-depth interview:
Find out the requests, needs, desires, preferences and concerns regarding the product.
Understand what problem the buyer finds in the product.
Find out how a person decides to buy a product.
The first mentions of the method of in-depth interviews and focus groups appeared in the seventies of the last century. Sergei Belanovsky in a book about this method says that it was used in coal mines to understand the reasons for the turnover of middle managers. In marketing research, this tool has recently begun to be used - previously it was attributed to sociology.
The concept of in-depth interview
Source: shutterstock.com
Such interviews help to create new products or improve existing ones. Based on their results, hypotheses can be put forward and measures can be taken to improve the product in order to increase demand for it.
A psychological portrait of a client is also needed for developing a marketing strategy and tactics, since it shows what requests and needs need to be taken into account when creating PR creatives, how to communicate with a potential buyer so that he trusts you.
The advantages of in-depth interviews include the fact that they allow you to avoid mistakes: consumers talk not only about how they choose a product, but also about what happens after the purchase. You can find out how people use the product/service, what they don’t like, what they tolerate and why.
So, a person may be irritated by the bright color of shoes, but he does not refuse them because of their reliability and comfort. But you need to think about it: if they do not like it, then potential buyers may not go for a deal because of this. We put forward a hypothesis: our target audience does not like brightly colored shoes. You can release a batch in a different design and see how it sells. After comparing the results, it will be clear whether it is worth changing the design of the entire line or not.
There should be at least five clients for an in-depth interview, and ideally their number should be several times more. There are no exact parameters for the duration of contact, but it certainly should not be very short. Although there is no point in talking to each person for several hours. It is better to focus not on time, but on the quality of the conversation - whether the motives and behavior of buyers have become clear.