The best research method in the world revealed…

If we had to put all other research methods in Room 101, and could only keep one, which one would it be? This is the kind of conversation research geeks have! But the answer is pretty simple… depth interviews would win every time. Now we know that research methods have advantages and disadvantages depending on the objectives, but we only get to choose one here!

So, firstly for those who don’t know, we should explain that depths are a form of qualitative research – talking face to face, online or on the phone to an individual but sometimes we do pairs or triads (that’s three people, not an organised crime gang). We have a discussion guide but not set questions so the conversation can develop more freely.

We love depth interviews because:

• You can build a connection with the participant enabling them to share personal experiences and explain their attitudes and feelings towards a subject.
•  The data is rich in insight because the conversation with each participant lasts longer and digs deeper.
• You can conduct research on very sensitive topics (with the right interviewer) e.g. we interviewed the parents and spouses of people with life changing brain injuries. We saved the tears for later!
• The participant isn’t influenced by group members and can feel more relaxed about contributing their point of view.
• They work brilliantly for business-to-business and business-to-consumer products and services and you can even show participants adverts, packaging, dummy products, etc to get their immediate reaction.

If you’d like to know more about our favourite research method, have a look at our website or drop us a line! What research method would you save from Room 101?