In-depth interviewing
principles, techniques, analysis
Bibliographic details
Additional authors
Aroni, Rosalie. Hays, Terrence Neville.
Summary
Online surveys, user review sites and focus groups can be great methods for collecting data. However, another method of gathering data that is sometimes overlooked are the in-depth interviews. All of these methods can be used in your comprehensive customer experience management strategy, but in-depth interviews can help you collect data that can offer rich insights into your target audience’s experience and preferences from a broad sample. In this article you will discover the main characteristics of in-depth interviews as a great tool for your qualitative research and gather better insights from your objects of study.