In the case of depth interviews, the focus is on the specific attitudes and needs of the individual. This contrasts with the group discussion, which exploits the group-dynamic process for the research purpose in question. Depth interviews are particularly well suited to topics that are judged very differently by different individuals and where a degree of confidentiality is required (e.g. asset management, investment, health, sexuality).
Common to both of these techniques and in contrast to quantitative methods, discussion guidelines are used in place of questionnaires. These determine the general direction the interview should take while leaving sufficient room for the individual train of thought of the subject to be developed. Since representativeness in a statistical sense is not the object here, a limited number of individual discussions (approx. 20-50) are normally conducted on a given topic.
Depth interviews can be conducted either in the home or workplace of the subject or even at our own premises, where our focus group equipment and viewing facilities are available.