Depth interviews involve consumers being interviewed and filmed for several hours in their own surroundings, be it at home, in their offices or ‘out and about’. They are conducted by one of our experienced researchers, trained for moderating for video purposes and provide unique insights into consumers’ opinions, views and lifestyle.
We also take the opportunity to film respondents’ surroundings, the products and brands they use, what they wear, eat, watch and listen to. These are called cutaway shots.
We often also set tasks for the respondents beforehand, including photo/written diaries, putting together mood boards, collecting sales / advertising materials. We then discuss these with the respondent at the interview stage. Stills of these can also be filmed and used as extra cutaway shots.
Our client case studies feature a number of projects where we have conducted depth interviews with: