In-depth interviews are another common qualitative technique used by Enventure Research, typically used in a one-on-one setting, but can be conducted with pairs or more if appropriate. They can often provide a greater depth of insight when compared to focus groups, as views, opinions and attitudes can be explored in detail for a single respondent rather than across a group.
In-depth interviews can be used when covering potentially sensitive topics, such as health issues, or with respondents who would not feel comfortable discussing topics in a group setting. They are also useful if respondents are geographically spread, allowing an interviewer to travel to them, or alternatively conducting the interview over the telephone.
In-depth interviews are particularly useful when researching professionals who are time poor and therefore cannot attend a focus group discussion, such as health professionals, senior stakeholders and teachers.
As with focus groups, in-depth interview respondents are recruited in advance to participate and are usually incentivised to encourage participation.