In-depth interviews

Key benefits from research

In-depth interviews allow you to avoid making decisions in conditions of uncertainty. Having the results of the study, you are 99% likely to make the right decision.

Opportunities of the method

In-depth interviews are used less frequently in marketing research than in sociological research. However, in some cases, only in-depth interviews allow you to collect the necessary information.

The technique allows you to find out the motivation of consumers, get to the essence of the problem (for example, when using the “7 Whys” method), and also identify hidden issues. Focus groups are a competing technique, but in-depth interviews have a serious advantage over them: there is no influence of other people’s opinions on the answers.

Sample size and timeline

The minimum size of a representative sample for such projects per individual segment of the target audience is 8-12 interviews. The minimum period for surveying this quantity is 2 business days.


The cost of in-depth interviews consists of the cost of data collection, the amount of remuneration for respondents and the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire yourself using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a study is from 1000 £ (the cost is indicated for a minimum sample).

Sample report


Description of the approach

In-depth interviews are a qualitative research technique, so questionnaires (guides) for such surveys usually contain 50 questions or more.

The interviewers are professional sociologists, psychologists, and sometimes journalists, who, as a rule, are included in all stages of the research. If necessary, the customer is provided with recordings and transcripts of all interviews conducted. The form and amount of incentives for respondents is chosen by the customer.

The technique allows for visual and organoleptic assessment (if necessary).

A limitation of in-depth interviews is their relatively high cost.

Process of research

  • BCGroup’s work in preparing and conducting in-depth interviews is structured as follows:

    1. A BCGroup specialist clarifies the tasks facing the research using in-depth interviews, a portrait of the target audience;
    2. A BCGroup specialist agrees with the customer on the final version of the interview guide, the geography of the survey, and the criteria for selecting respondents;
    3. An NDA (confidentiality agreement) is signed between BCGroup and the company;
    4. BCGroup selects respondents who meet the criteria and schedules an interview (it is also possible to conduct interviews online);
    5. BCGroup interviewers conduct in-depth interviews with audio recording;
    6. Next, the BCGroup employee transfers the collected data to the customer’s representative in the form of text transcripts and audio recordings;
    7. After 3-5 days, a BCGroup employee sends an analytical report on the tasks set by the customer before the study using in-depth interviews (sample reports)

How to start?

Just send us a request using any of the forms. A BCGroup specialist will draw up a proposal by the end of the working day.

Send a request