In-depth probing of motivations, feelings and ideas either face-to-face or on the telephone
In-depth interviews are a market research interviewing technique used for gathering detailed information from customers, users and members. Depth interviews are also useful where expert opinions are required. They have been a permanent fixture of Turquoise’ qualitative market research over the past 30 years, providing the opportunity to capture rich, descriptive data about people’s behaviours, attitudes and perceptions.
Turquoise in-depth interviews have benefited many leading firms…
Can in-depth interviews benefit your business?
Whether or not in-depth interviews are used as a stand alone qualitative research method or part of a multi-method project, here are some of the benefits…
- Each interview is conducted by a trained Turquoise moderator – either a senior researcher or director
- In-depth interviews are usually 45min – 60min in duration and can be particularly cost effective if conducted on the telephone
- The discussion will follow a predetermined topic guide which is designed in conjunction with the client
- As the discussion develops, the moderator will use their experience and knowledge of the overall objectives to explore further if required
Turquoise conducted our first in-depth market research project. The results have been very thorough and have helped us to better understand our users and non-users and to plan how we can reach more people in the future. The team at Turquoise are very professional, helpful and efficient and I would recommend them.
Turquoise in-depth interviews are used on an ongoing basis by many of our clients who integrate our research work with their business planning and strategy. If you are an existing client of ours or a business that is completely new to us, we would love to explore how focus groups might deliver value to your firm.