In-depth interviews as well as focus groups are used while researching new products ideas, their positioning and apperception, product’s image testing, and study of consumers’ positions, opinions, needs and motivation as well.
Clients frequently wonder if they should prefer an in-depth interview or a focus group. Both focus groups and in-depth interviews allow obtaining much various information including non-conscious one.
In-depth interview discovers deep personal details which are used to obtain information about complicated behavior or decision-making process. In-depth interview should be preferred when you search for consumers’ thoughts and attitudes insight and understanding their influence on behavior. Private interview should also be used when there is some specific subject of study and when respondents consider topic of the discussion to be confidential.
In the focus groups information is obtained due to occasional thoughts and statements, creative stimulating environment, and unique situation of co-operative activity.
