RW Humes & Company

in-depth personal interviews

In-depth personal interviews are conversations with a single respondent or small groups of respondents. Interviews are conducted in person at respondent's offices and last between 30 and 60 minutes.

Advantages

Respondents can view concept presentations and interact with demonstrations.
The personal interview is dynamic and the best method for in-depth probing of personal opinions, beliefs and values. Probing is very useful for uncovering hidden and unknown issues.
There is no social pressure for respondents to conform and no group dynamics.
They are flexible or loosely structured and provide rich depth of information.

Disadvantages

Personal interviews can be time consuming and responses can be difficult to interpret.
Personal interviews require skilled interviewers; interviewer bias can influence results.

Tools

in-depth personal interviews