We conduct in-depth interviews that go beneath the surface and give you real answers, you can implement in your business. Kailow has extensive experience in numerous interviews methods, including in-depth interviews. In-depth interviews are great for exploring different aspects of your business from the customer’s perspective. You can examine your products, your marketing or your design. The results are most often elaborate and give clear answers to more or less complex issues.
In-depth interviews can be used to examine:
- New products
What are in-depth interviews?
In-depth interviews consist of a series of interviews carried out personally and individually. Finally, the results are compared. The method typically results in a greater degree of confidence than, say, focus group interviews, and in-depth interviews thus return very useful results. The underlying thoughts and dreams in the left brain hemisphere are examined systematically and analytically.
Good questions give good answers
The peculiarity of in-depth interviews is that this interview form requires a good interviewer. The good result is often a result of the good conversation. Because the method is less standardised than traditional surveys, it requires an interviewer who is analytical, picks up body language and can adapt questions to the individual. We always use well-considered, semi-structured interview guides. This ensures both a uniform workflow and comparable results. It also makes it possible to differentiate and dive into the interesting issues that may emerge during the interview. The model also helps to ensure the trust that is essential for the good results.
We measure the dreams, emotions and motivation
The purpose of the in-depth interview is to penetrate beneath rational thought and find out how the product, brand and advertising affects the thoughts and feelings of the target audience. The symbolic and cultural significance of things often come into play. Think about it. Cars are rarely just transportation, and food is more than just something that we consume. They possess a symbolic value to the consumer, and it is this value we find through in-depth interviews. We need to go behind the seemingly rational choices and unspoken cultural values, patterns and logics. Only then can we create meaningful products, sharp marketing and good, solid brands.
Advantages of in-depth interviews
- Great flexibility
- Create clarity and identify correlations
- Provide answers to why and how the customer acts
- Are ideal for exploring the more sensitive issues
Kailow Insight exists to confirm or dismiss the gut feeling that you have already. However, we also exist to give you more perspectives on yourself as a company. Our research department uses scientific methods to prepare our studies, and we have roots in psychology, anthropology and sociology. This does not mean that we spend all our time behind the desk. We believe that studies must be carried out in the real world, and that the meeting with people creates meaning for the good study. Click here to see a handful of studies in which we have employed in-depth interviews.