Depth Interview
What is Depth Interview?
VR's moderators conduct a personal interview with a single respondent to understand underlying motivations, beliefs and feelings on a particular subject that respondents have not been aware of. (Also called One-on-One Interview)
Benefits of In-Depth Interview
1. Explore a subject in depth to
know the reason "Why"
Experienced moderators approach respondents' consciousness from a broad
perspective to elicit their unconscious feelings, and make their ambiguous
opinions clear.
- Helps understand consumer's' values and lifestyle in concrete terms
- With laddering* method, enables understanding of brand image and constituting
factors
* Laddering is a technique for conducting in-depth interviews where questions progress from product characteristics to user characteristics
2. Helps figure out complicated decision-making
processes
Elicits information about complicated decision-making processes and buying
processes, which aren't clear with group interviews.
- Useful to understand elaborate mechanism of consumers' behavior
3. Allows for talking about themes
that aren't suited for group discussion
One-on-one, in-depth interview enables respondents to talk about sensitive
subjects that they would ordinarily hesitate to discuss within a group situation.
Ideal for products that are looking for a solution to their negative image
- Ideal for business users who hesitate to tell the truth in a group interview
with competitors
Procedure of In-Depth Interview
Basic Schedule
 2
- 3 weeks: |
Briefing for VR | Propose a survey plan to solve problems by giving advice; how to sort out the problems, what is the best way to resolve them, etc. |
| Decide on conducting In-Depth Interview |
||
| Recruit respondents | Recruit respondents from VR's database of panels with optimal conditions for the survey theme | |
| Make a list of questions to ask |
VR's experienced moderators make questionnaires that will clarify clients' marketing challenges. | |
| Conduct a survey | Gather respondents in VR's leased facility VOICE, and conduct an In-Depth
interview. Clients are able to monitor the interview in the Monitoring Room and the Meeting Room. |
|
| 2
- 3 weeks: |
Put respondents' remarks on record |
Create a summary of the discussion |
| Reporting | Propose solutions to the problems after examining and analyzing the results of the interview | |
