The face-to-face in depth interviews

The in depth interview is an unstructured technique, usually used in the exploration stage of research, during which information regarding consumption habits, preferences, convictions, opinions, attitudes, etc are gathered from the interviewed subjects.

Face-to-face interviews are ideal as regards business-to-business studies or some targets that are more difficult to manage (for example, managers, directors, representatives of various institutions, etc);
Advantages of in depth interview:
- It offers rich information due to the time spent with every subject separately,
- The subjects find it easier to express their opinions, without being inhibited by the presence of other members.