In-depth interviews are one of the tools most suitable when the aim is to gain a deeper insight into the respondent’s knowledge, opinions, motives and life philosophies.
The in-depth face-to-face interview is the most common type of interview. During the interview, the respondent and the interviewer are face-to-face. This allows the interviewer to interpret both words and body language in order to achieve a better understanding of the respondent.
This direct contact also creates a feeling of trust between the two parties, meaning that the respondent is more likely to open up, something which is more difficult to achieve in a telephone interview. The location of the interview also has a significant impact on the answers provided by the respondent. Therefore, if the questions relate to feelings, habits and everyday life, we always recommend a location where the respondent feels safe. Depending on the problem and the respondent, they can be interviewed in their own home, in our premises at Frederiksberg or in a neutral location.
The in-depth face-to-face interviews are based on an interview guide which ensures that we cover the entire issue in the interview situation. At the same time, we always strive to schedule the interview in such a way that there is time for follow-up questions. The key to a successful qualitative survey lies in planning for the unforeseen, as it is often here that the truly interesting insights are hidden.
Telephone interviews are another method used frequently by MEGAFON. These have many of the same advantages as in-depth, face-to-face interviews, but as the interviewer and the respondent do not have to be in the same location, they are both quicker and less expensive.
Sensitive and personal questions can be well suited to telephone interviews, but they can also be problematic. While there is not the same level of trust between the respondent and the interviewer in a telephone interview as in a face-to-face situation, the respondent may feel safer in their anonymity, and thus be more likely to open up, in the former.
Telephone interviews are often ideal for examining questions that are not personally sensitive, as both the number of respondents and their geographic distribution can be increased at a lower cost.
Walk-alongs are a variation on the in-depth face-to-face interview. Rather than sitting at a table, in a walk-along the respondent and the interviewer walk around together.
Walk-alongs can be beneficial in situations where the focus is on physical limits. The method is, for example, suitable for use in projects associated with urban regeneration in run-down areas, as it is possible to walk around and discuss actual things and the opinions and associations linked with these. In a traditional interview situation, it can feel very abstract to discuss, for example, a local area that cannot be seen there and then, but needs to be remembered. In this sense, a walk-along can make the abstract rather tangible.
Moreover, to many respondents this is a more familiar way of conducting a conversation, meaning that they feel more relaxed and the conversation flows more easily. A walk-along may be conducted as a bike-along or run-along, depending on the nature of the issue.
On-the-spot interviews are conducted without prior agreement with the respondent. In general, these interviews are shorter and less detailed than pre-agreed interview formats. On the other hand, they are well-suited as a supplement to other methods, or as part of a pilot test, in the same way as an ethnoraid, in which they are often included.
MEGAFON houses solid and extensive experience regarding consulting and research for private as well as public sector companies and organisations. We provide individual counselling and through close collaboration with you, our consultants identify the research design best fitted to your problem fields and needs.
MEGAFON is one of the most renowned research institutes in Denmark, known for providing high quality and reliability. Choosing MEGAFON immediately signals a high level of reliability to the targeted recipients: Management, politicians, journalist and opinion formers. Choosing an acknowledged partner makes your work easier at all levels.
It is a good idea to have your research carried out by an independent institute, ensuring that the work is unbiased. Additionally, respondents participate more willingly in studies when they are initially contacted by a well-known and respectable company. When MEGAFON is your provider, you get independent, serious and valid research based on high response rates securing the best quality.
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