In-depth Interviews
The method of psychological face-to-face exploration is ideally suited in our experience to obtaining a realistic and subtle impression of how hard-to-reach target groups see a research issue or how sensitive topics are seen.
This is a method of interviewing, which gives the respondent the opportunity to describe his personal views, experiences and needs in detail. Apart from the level of conscious perception and comment, the unconscious level is addressed too, e.g. by using methods like ‘analogies’, ‘picture allocation tests’ and so on. This allows deeper-seated motivations, attitudes and opinions of the respondents to be accessed.
To generate unfiltered information from the respondents’ point of view, the interviews are first held very freely, the interviewee determining the focal points of discussion. The interviewer follows the respondent’s comments and asks deepening questions. In this respect, the findings derived from these interviews have a high degree of relevance and authenticity. In the further course of the interview, the relevant questions are then specifically introduced step by step if they have not been sufficiently discussed spontaneously.
