Personal in-depth interviews

Eye to eye with your target group representatives

Due to the depth of content of the interviews and the lack of specified alternative responses, the attitudes and emotions of the respondents can be analysed in detail – directly as they are being experienced. This makes in-depth interviews also suitable for the analysis of sensitive topics.

In-depth interview procedure

• The interviews are conducted exclusively by trained interviewers with psychological or sociological training based on pre-defined guidelines. They are members of the core team of MAKAM Market Research GmbH, who already have extensive experience in this area of qualitative market research.
• Interview duration – depending on problem and task formulation

Examples of applications of in-depth interviews

• In-depth interviews to test concepts, commercials, products, product re-launches, product sampling, product innovation, product and brand images
• In-depth interviews as an analysis of expectations, attitudes and buying motives