For research questions that require more than “yes” or “no” answers, we use In-Depth Interviews.
In-person, virtual, or occasionally, phone interviews are a way to gain insights to the nuanced perspectives of your target consumer. Because of the high-intensity level of time and depth required, market research firms will conduct a handful of interviews as an aggregate to more extensive methodologies (e.g., surveys, focus groups). However, interviews allow for a targeted approach to specific characteristics of your consumer demographics.
For example, a [wellness service company] may want to understand the reasoning of a potential client when deciding on which holistic approaches to consider, and how to convert incomplete consumers to full cycle clients. The in-depth interview process can create a narrative case study that can be extrapolated out to create a target profile. Interviews can also set the groundwork for larger scale data collection, providing direction for surveys or diary studies.
At Nuland Consults, we work with your team to generate a structure for any discussion-based research method. We expect your feedback and want to ensure we are asking the right questions that will dictate your actionable insights.