Focusing on what matters through a quality, one-to-one conversation.
Some topics are personal or sensitive and don’t lend themselves as discussion groups. Indeed, we know that there are some areas in which people may be more open and direct on a one-to-one basis than they might be in a group. Quite often we also find that business people and professionals are happy to undertake a focussed, open-ended telephone interview, but may be reluctant to give over the time to meet a researcher face-to-face. That’s where we tend to recommend the use of in-depth interviews – either face to face or through Zoom.