In-depth Interviews

MMR frequently conducts in-depth interviews with a variety of different interviewees. In-depth interviews are different from other types of interviews.  Typically, they use a semi-structured interview guide that specifies the topics of interest but allows the conversation the flexibility to uncover new issues and explore new facets of existing issues.  Also, in-depth interviews are typically conducted by more qualified interviewers, such as MMR staff, who have the ability to conduct a two-way conversion with the interviewee.

We have conducted in-depth interviews with frequent users at a seafood restaurant chain to better understand why they like that particular chain. We have interviewed executives and front-line employees at a financial service company to understand their perspectives on customer retention.  We have interviewed subject matter experts at an insurance company to understand their perspective on the customer experience.

Often, we use in-depth interviews before a survey to better focus the questionnaire, or after a survey to get additional depth of description on the results.

Contact MMR to learn more.