Qualitative methodology
In-depth interview
Personal interviews with your target audience.
The in-depth interview, also known as personal interviews or IDIs (In Depth Interviews) is a qualitative analysis method, which is particularly suitable when very complex issues need to be analysed.
Why choose an in-depth interview?
- The personal interview is recommended if you need to gain in-depth knowledge of relatively few people's individual judgements on specific topics. The explorative potential of this form of analysis allows you to gain valuable “new knowledge” that quantitative methods cannot uncover
- The individual interview is more suitable than the group interview if, for example, the research topic is sensitive because it is either taboo or controversial. In the in-depth interview, the individual respondent can elaborate and justify their views without the influence of other respondents
The realisation
IDIs are typically conducted as a face-to-face conversation between interviewer and respondent, but interviews can also be conducted via telephone (TDIs) as it is a flexible and cost-effective solution. Face-to-face telephone interviews are a great way to reach hard-to-reach target groups such as busy experts and key opinion leaders, and it is also possible to ensure geographical spread without increasing costs.
- During both face-to-face and telephone interviews, there are opportunities to show content to the respondent to test messages, communication and concepts or show projective material to facilitate the conversation
- During phone interviews, this is done by screen sharing or by sending material in advance
Interview guide
Before the interview phase begins, Analysis Denmark prepares an interview guide in close dialogue with the customer, which ensures that the interviewer uncovers precisely the subject areas that are important to illuminate in relation to the study's purpose and issues.
The in-depth interview often takes place at the respondent's home or workplace, which makes the respondent feel more comfortable and relaxed and therefore open and willing to answer in-depth questions. A face-to-face interview typically lasts 1-2 hours and is usually recorded on tape or video as a basis for subsequent analysis and report writing.
