Tasks set
The behaviour of users and customers is often influenced by unconscious motives, attitudes, and emotions that can usually not be accessed in the course of a simple questioning. In-depth interviews, however, that are conducted in an atmosphere that inspires trust will enable us to dissolve resistance and superficial rationalisations. Furthermore, they help discern the connection of effects that are concealed or difficult to verbalise, and open them for interpretation.
From the users' actual needs we can derive specific strategies regarding the optimisation and direction of products.
Method
In addition to a mostly open and flexible, non-directive structure of conversation and questioning, in-depth interviews use projective and associative processes; these may also provide insights into aspects and parts of human behaviour and experience that are unwanted or taboo.
An atmosphere of mutual trust without influencing or restricting the respondents forms the basis of in-depth interviews.
In-depth interviews can be combined productively with behavioural observations: subsequent to a specific product usage, e.g. a web appearance/homepage, such aspects as usability, attractiveness and utility can be examined more thoroughly in the immediate context of the experience.
In-depth interviews are conducted by qualified psychologists and interviewers trained in psychology.
Process phase
Especially during the phase of product development and the search for ideas, in-depth interviews provide valuable clues as regards the users' needs and attitudes; these can be studied, e.g. on the basis of various prototypes or design alternatives.
Sample
Usually, smaller samples with 10 to 12 participants suffice.
Timing
A study can be conducted within 2 to 3 weeks, if the sample size does not exceed 10 respondents.
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