One of the most important concepts Bergent presented, that seems so obvious, yet often overlooked, was "Why do we do what we do?" A pretty basic concept that means so much in getting the right message across.
Marshall Rushford, Director, Hocking Stuart
Gaining more personal insight
Depth interviews are a one-on-one form of qualitative research that provide a detailed understanding of the needs and perceptions of the research subjects.
During the interview, a qualified researcher uses various psychological techniques to elicit information from individuals. Depth interviews yield valuable insight into individual attitudes and feelings, which are not tainted by the opinions of other people.
While the interviewers follow a loosely structured discussion guideline, covering the specific issues outlined in the research objectives, they rely heavily on the interviewees answers to develop the overall content. This enables the researcher to uncover what people truly think about a topic.