In-depth interviews are another primary research tool. They are one-on-one discussions with consumers that offer several advantages:
- No group dynamic effects.
- Time to pursue the thought of an individual to deeper levels.
- Can be done in-home which brings the additional advantage of bringing context to the interview.
- In-depths can be done in waves in which stimuli are progressively altered based on consumer response.
- Ultimately, an in-depth project can evolve into a quantitative study.