In-depth interview formats: offline and online

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There are two types of in-depth interviews: offline and online. Each has its pros and cons, and the choice of format depends on the capabilities of the questioner and his interlocutor.

Offline in-depth interview, advantages:

You can see and control the reaction of your yahoo email list interlocutor.

Non-verbal signs make it easy to notice a respondent’s doubts or understand that he is not telling you something.

You can participate in a conversation by nodding your head or otherwise signaling that you are listening to the person.

In personal communication, it is easier to create a friendly, trusting atmosphere by being open and smiling.

Offline cons:

In personal communication, it is difficult to write something down because visual contact is disrupted.

You may unknowingly send signals that the other person will perceive as disagreement.

Online advantages:

You can make settings suitable for a specific interlocutor, turn on or turn off the camera.

It's easy to take notes while answering.

You can talk to several people at the same time at a time convenient for them.

It is convenient to interview respondents from different regions.

Disadvantages of online in-depth interviews:

You are judged only by your voice, and if you have a high pitched voice, you may be mistaken for a young, inexperienced specialist.

Technical difficulties.

Lack of non-verbal communication - without video, it is difficult to understand how sincerely the other person is responding.

You need to constantly participate verbally in the conversation, since gestures are not visible.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Stages of a deep interview
Marketing research in the format of a confidential conversation consists of several steps, including specification of the target audience, the preparation stage, the conversation itself, and analysis of the results of the in-depth interview. Let's take a closer look:

Step 1: Defining the target audience
Before preparing for an interview, you need to understand the opinion of which segment of the audience you are interested in. For example, if you need to study the demand for products for babies, you need to collect the opinions of parents of children under 3 years old, and not those whose children are already in school.

Step 2: Preparation
At this stage, you need to determine the goals and objectives of the study. It is convenient to display them as a list:

establish criteria for product selection;

find out what associations a person experiences when seeing a specific product;

find out the customer's opinion about competitors' products.

Step 2 Preparation

Source: shutterstock.com

Next, you need to decide on the number of respondents. Typically, about 20 people from your target audience take part in the survey. The focus group undergoing in-depth interviews is divided by age category, gender, employment, and brand loyalty. Where to get respondents:

Contacts from online surveys . At the end of an online survey, you should ask people to leave contact information (optional). Out of 200 people, about ten agree, this information can be used for interviews.

Personal contacts , if they meet the criteria of the study. If they are your friends, then another person should conduct the interview with them so that the answers are objective and truthful.

Thematic forums, chats and communities . There are now a large number of groups where participants are happy to take surveys. In this case, it is better to call in advance and clarify whether the interlocutor is really suitable for the role of respondent.

Database . Every company has a technical support or sales department where people come with thanks and complaints. Check there to see if you can select several people from the database for an in-depth interview.

Platforms with reviews . There you can immediately see what portrait the user matches. You can encourage them to talk with a comment under the review or find them on social networks and write them a private message.

Once you have found a candidate for an interview, you need to engage them in conversation. You should be prepared for a large number of rejections. This is normal. The abundance of spam leads to the fact that people often react negatively to messages from unknown persons.

Before conducting an in-depth interview, study the person's profile, find out what they do, what groups they are a part of, what comments they write. This will allow you to organize a more lively conversation with them.