In-depth interviews (individual & paired)


In-depth interviews are used to intensively research and reveal  underlying subjective motivation structures and inner patterns of experience. They are useful when one wants detailed information about an individuals attitudes, thoughts, perceptions and behaviors.

In a 1 to 2 hour conversation the trained interviewer explores the rational and emotional attitudes of the interviewee towards a particular issue/ subject/ stimuli..

A well structured and comprehensive discussion/ interview guide is an imperative for a fruitful in-depth interview though it’s flow is often altered to suit the interviewee.

The conversations are recorded on tape, subsequently transcribed and then the content is analyzed and interpreted.

An in-depth interview is sometimes also conducted with two participants at once (paired interviews), who may know each other, or may be recruited as strangers.

If known to each other, they are sometimes referred to as a friendship pair, this is used especially for children or young respondents (who gain security from the presence of a friend). Another common application is in research concerning decisions made jointly by couples, such as buying a car or choosing a holiday, or for interviews with mothers and children.

If not known to each other, participants may be recruited as having similar behavior and interests, or as a conflict pair. The latter is designed to dramatize differences between, for example loyal users of two different brands.


Flexibility: The freely-led, relaxed conversation using an adjustable guideline can be largely adapted to the response of the interviewee. As a result on the one hand the interviewee himself can decide the contents which are focused on and on the other hand the interviewer can follow up in detail subjects which only emerge during the conversation.

Better Rapport: The pleasant conversational atmosphere created and the personal rapport generated with the interviewer enable the interviewee to talk about not only his own emotions, but also unpleasant or socially undesirable aspects.

Depth of findings: With the help of projective or associative questioning techniques the interviewer gains access to attitudes and needs which are hard to verbalize and which the interviewee is not directly aware of and can reflect on these together with him.

In-depth interviews conducted at home….


  • Analysis of individual, intimate attitude and behavior patterns
  • Image studies
  • Motive analysis
  • Lifestyle research
  • Communication testing
  • Psychological market segmentation