Depth Interviews
Depth Interviews (also known as In-Depth Interviews or IDIs) are detailed, one-on-one conversations with research participants to gather rich, detailed information about their thoughts, opinions, and experiences. Unlike quick surveys or focus groups, these are longer, more personal discussions that usually last 30-90 minutes. Market researchers use this method when they need to understand complex behaviors, decision-making processes, or sensitive topics that people might not feel comfortable discussing in a group setting. It's like having a thoughtful conversation with someone to really understand their perspective, rather than just collecting quick answers.
Examples in Resumes
Conducted over 50 Depth Interviews with senior executives to understand B2B purchasing decisions
Analyzed and reported findings from 30 In-Depth Interviews for a major consumer brand study
Designed discussion guides for IDI sessions exploring customer satisfaction
Led Depth Interview projects with healthcare professionals to understand treatment decisions
Typical job title: "Market Research Interviewers"
Also try searching for:
Where to Find Market Research Interviewers
Professional Organizations
Online Communities
Example Interview Questions
Senior Level Questions
Q: How do you handle a situation where a depth interview isn't providing useful insights?
Expected Answer: Should discuss techniques for redirecting conversations, using probing questions effectively, and knowing when to adjust the discussion guide while maintaining research objectives.
Q: How do you ensure consistency across multiple depth interviews while still allowing for exploration of unique insights?
Expected Answer: Should explain balancing structured discussion guides with flexibility to explore unexpected topics, maintaining project objectives while capturing unique perspectives.
Mid Level Questions
Q: What techniques do you use to make participants comfortable during depth interviews?
Expected Answer: Should mention building rapport, creating safe environment, using appropriate body language, and demonstrating active listening skills.
Q: How do you prepare a discussion guide for depth interviews?
Expected Answer: Should explain process of organizing topics, creating open-ended questions, planning probes, and ensuring flow while covering all research objectives.
Junior Level Questions
Q: What's the difference between a depth interview and a regular survey?
Expected Answer: Should explain that depth interviews are detailed conversations allowing for follow-up questions and deeper exploration, while surveys collect specific, structured responses.
Q: How do you take notes during a depth interview?
Expected Answer: Should discuss balance between active listening and note-taking, recording key quotes, and capturing non-verbal cues while maintaining engagement with participant.
Experience Level Indicators
Junior (0-2 years)
- Basic interviewing techniques
- Note-taking during interviews
- Following discussion guides
- Basic analysis of responses
Mid (2-5 years)
- Creating discussion guides
- Managing challenging participants
- Identifying key insights
- Writing detailed research reports
Senior (5+ years)
- Research project design
- Training other interviewers
- Complex analysis and recommendations
- Client relationship management
Red Flags to Watch For
- Poor listening skills or tendency to interrupt participants
- Inability to build rapport with different types of people
- Lack of experience in writing discussion guides
- No understanding of research ethics and participant confidentiality
Related Terms
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