# 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
[Using in-depth interviews](https://www.gov.uk/service-manual/user-research/using-in-depth-interviews) 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
  [Product designer](https://personawiki.app/en/personas/designer) · [Journalist](https://personawiki.app/en/personas/journalist) · [Content marketer](https://personawiki.app/en/personas/content-marketer) · [Market research analyst](https://personawiki.app/en/personas/market-researcher) · [Customer success manager](https://personawiki.app/en/personas/customer-success-manager)

## 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
[Korean source](https://personawiki.app/knowledge/research-interviews)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/research-interviews?lang=en)