Depth Interviews for Market Research

The Use of Depth Interviews in Market Research

Depth interviews, also known as structured interviews, individual interviews or one-on-one, are qualitative market research interviews normally with a single respondent in the target population. Depth interviews vary in length, content and location. These interviews may be conducted face-to-face or via telephone.

Depth interviews are useful for exploring issues in detail such as probing opinions and perceptions, understanding needs and identifying benefits for example. Depth interviews discover why answers are offered.

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