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Individual in-depth interview

A depth interview is defined as a set of probing

questions posed one on-one to a subject

by a trained interviewer

so as to gain an idea of what the subject thinks

about an issue

or

why he or she behaves in a certain way

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It can generate

New concepts

Designs

Advertising and promotional messages

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Two basic types:

Non-directive

Semi structured or focused individual

interviews

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Non directive interviews

The respondents is given maximumfreedom to respond, within the bounds of

topic of interest to the interviewer

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Semi structured or focused individual

interviews The interviewer attempts to cover a specific list of

topics or sub areas

This mode of interview is especially effective

with:

Busy executively Technical experts

Thought leaders

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Techniques of conducting in depth

interviews: Laddering

Hidden-issue questioning

Symbolic analysis

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Laddering:

In this process questioning progresses from

product characteristics to user characteristics

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Hidden issue

Questioning

Here the focus is not on socially shared

values but rather on personal Sore Spots-

not on general lifestyles but on deeply felt

personal concerns

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Symbolic analysis

It attempts to analyze the symbolicmeaning of objects by comparing them

with their opposites