“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
In-depth interviews are another qualitative research tool. They are one-on-one discussions with individual consumers, customers, or employees that offer several advantages over focus groups:
- No group dynamic effects.
- Time to pursue the thoughts of an individual(s) to deeper levels, especially with sensitive topics.
- Can be done in-home which brings the additional advantage of bringing context to the interview.
- In-depths can be done in waves in which stimuli are progressively altered based on consumer response.
- In-depth projects can evolve into quantitative studies, either through expansion of the number of interviews, or by expanding into waves of follow-up interviews.