In-depth interviews

A qualitative research method for understanding context by asking about people’s situations, experienced problems and actual behavior.

Method · Marketing

Core concepts

• Research questions: what remains unknown and can be investigated in interviews
• Concrete experience: actual events and processes rather than general preferences
• Discussion guide: a question structure that maintains conversational scope

Application

Use interviews to understand how customers currently complete tasks and what causes difficulties. Agree on consent and recording scope.

Limitations and jurisdiction

Participants’ memories and accounts may differ from actual behavior. Do not estimate market proportions from a small set of interviews.

Editorial perspectives

• Exploration: follow unexpected contexts.
• Comparison: use common questions to examine differences between participants.

Sources

GOV.UK Service Manual · Institutional user research guidance

Context: UK public service research method

Source checked: 2026-10-07

Independent editorial summary and source link; the original text is not republished.

Related personas

Translation status

Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.

Translation prepared: 2026-10-09 · Source fingerprint: kb-103ffc6b26e905c5

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