Identifying the Needs of Customers in Individual Interviews

An in-depth interview is all about identifying a respondent’s attitudes, motives and needs. In general, in-depth interviews are carried out as individual interviews. The moderator follows a common thread that sets out certain themes for questioning. This structuring means the interviews can be compared with one another. However, the moderator has a great deal of freedom to shape the discussion and can therefore explore the respondent’s particular situation flexibly. This openness towards the individuality of the other party creates room for new findings. One form of in-depth interview that intervista also uses frequently is ethnographic interview.