QUALITATIVE METHODOLOGIES

IN-DEPTH INTERVIEWS

The in-depth interview is another widely used qualitative technique. Its essence and development is roughly equivalent to the Focus Groups, with the only difference that is made only to an individual.

It is a very appropriate methodological option when trying to make a qualitative study with people who have many difficulties to attend a meeting (e.g. opinion leaders, experts in certain fields or senior management) or when the subject of study requires a degree of confidentiality (e.g. topics that are very difficult to speak about publicly).

Apart from the individual interview also emerge:

• Double or triple In-depth interviews

• Family interviews, for the observation family dynamics between partners / spouses, parent / child ...

The duration of in-depth interviews is usually between 45 minutes and 1 hour, although in some cases, such as experts or opinion leaders, can last up to 2 hours.