In-depth Interviews

THE METHOD

An in-depth interview is a qualitative research technique that involves conducting intensive interviews to explore participant sentiments, attitudes, and beliefs about a product, program, or service.

They are often used early in a research program to generate ideas and discover opportunities for innovation. They are conducted individually in-person or remotely with typically between 5 and 30 participants.  In-depth interviews are often used in conjunction with other methods (usually a large-scale survey) to better understand the context and motivation for responses or behaviors.

In-depth interviews tend to be time intensive as they require a trained moderator to conduct the sessions and time to compile the notes into themes and insights.

THE OUTCOME

• Detailed notes, themes, and quotes to provide context and a deeper understanding.
• A story or workflow that helps inform design changes and recommendations.
• Insights from real users that provide details to describe the culture.