Qualitative research is built on in-depth interviews. In-depth interviews allow respondents to freely share their opinions and are more likely to be influenced by others. Researchers can better understand each person’s story in a one on one setting. Interviewers can spot implicit assumptions and interpretive patterns by focusing on one customer at a time.
Interviews can be conducted by telephone or online. This allows researchers to share creative and other documents with consumers in order to get feedback and reactions. People are more open and honest with their opinions and will share sensitive and personal information to add value to research findings.
Researchers are better equipped to spot subtleties in tone and word usage and can follow up. Interviews one-on-one can provide an opportunity to discover new insights through unexpected turns.