In-Depth Interviews
Semi-structured, 60-90 minutes, following the participant's language.
What They Are
One-on-one conversations with a discussion guide, not a script. Enough structure to cover your research questions, enough flexibility to follow unexpected threads when a participant says something you didn't anticipate.
How They Work
Build rapport first. Start broad, then narrow. Use the participant's words back to them. Ask for examples, not opinions — "tell me about the last time" beats "how do you feel about" every time. Probe for specifics: how often, how long, what happens when it goes wrong.
What They Produce
Themes and patterns across participants. Direct quotes as evidence — the kind that make stakeholders sit up in a readout. And unexpected insights you didn't know to ask about, because the best interviews go places you didn't plan for.