QUALITATIVE RESEARCH – Individual in-depth interviews
Definition, process and results
Individual in-depth interviews are a type of research that allows you to get detailed information from one person about his or her experiences, beliefs, emotions and behaviors. They will allow you to get to know the user of your brand or competing brands in a deeper way.
Understand why he or she behaves in certain ways and what factors influence his or her decisions. Often used in sensitive topics or where group influence is not desirable, such as in communications.
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