In one-on-one interviews, we explore opinions and needs in depth.

What we do?


In the in-depth interview, we explore values, needs and requirements of 6-12 representatives of a target group. This qualitative method allows us to respond individually to the interviewee and to reveal their attitudes and opinions. In-depth interviews are conducted remotely or on site, using a semi-standardized interview guide.


What are typical questions?


• How satisfied is the target group with a  product? What are the reasons behind the satisfaction?

• How do (potential) customers make purchasing decisions?

• What expectations does the target group have of my product?

• Which customer needs do I serve well, where is there a need for optimization?


How does it help?


• Deep understanding of the target group in terms of their needs & requirements, their lifeworld, values and motivations.

• Meet the expectations and needs of the target group to a greater extent and align future products and communications accordingly. 


What are the limitations?


• Given the qualitative nature of the method, results are rather a collection of topics and not representative. They should be validated and prioritized in a subsequent representative survey.

Key Infos

When to use?

When there isn’t enough information about the target group and its interests and topics available, especially when we deal with new topic fields and products that aren’t covered by existing data. 

Combine with

A representative survey in order to quantify the importance of the findings. Available target group insights, in order to choose the right participants.

Variants and options

On site (with one-way mirror) or remote (participants are at home), with live translator into English, homework (participants bring ‘cultural probes’ e.g. photos and screenshots). 


What can be explored with in-depth interviews?

All questions concerning your physical or digital products, as well as attitudes, values, motivations and needs of your target group. Purchase decisions, brand perceptions and customer satisfaction are further important subjects of investigation. 

How many people should be interviewed during in-depth interviews?

The optimal number of in-depth interviews is between 8 to 20.

Do the small case numbers in in-depth interviews provide robust results?

Yes, qualitative studies provide reliable results even though they are not large samples. In-depth interviews offer the opportunity to explore the person's attitudes, motivations, and values more deeply.

Michael Wörmann

Managing Partner

+49 89 2050 5560 

m.woermann (AT)