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In depth interviews are conducted by qualitative marketing researchers one-on-one with the respondent. With this approach the interviewer has a list of questions approved by the clients who require the inquiry. This method of research is used when the information needed is taken from topics that are controversial, sensitive personal experiences, or issues that may be offensive when talked about. Aside from the privacy of the interview, it also gains insight that isn't influenced by the opinions of others, which could happen in a group. In most cases, the researcher goes to the home of the participant because when talking about matters that are touchy, the most vital information is disclosed in comfort zones. In that sense, the venues may change depending on where the respondent feels most relaxed. The interviewer may set the expectations of the respondent by giving them a bird’s eye view of where the interview might or might not take their discussion and may clearly state the lines that they may cross in completing the process, at the same time respondents are given options to refuse answering a question due to the sensitivity, and is guaranteed that the information they share will be held confidential and that any recordings done will be discarded after when the research has been completed. When the interview begins, the researcher records the entire conversation so he or she may transcribe it after. This allows them to preserve how the entire interview transpired and could insert their notes, observations and interpretations when the time comes for them to present the outcome to their clients. It is important for the researcher to catch what the interviewee says or doesn't and take carefully detailed notes on what they interpret it to mean. Aside from their interpretation, they have to present how they see the results might affect future actions of the client. These days, many marketing solution companies have created applications that allow an in depth interview to happen online with tools to record and transcribe their sessions. This makes the process easier for both the researcher and participant, not to mention that it’s much faster than the one done in person. Somehow this has proven to be more effective since each is in their comfort zone and even though the interview is ‘in depth’ the physical distance of the respondent from the interviewer provides a sense of personal space. Using the mobile technology to conduct in depth interviews includes videos where comprehensive observation of the respondent can be derived. They can get impressions from the venue the respondent chooses when doing the interview – at home, in the garden, a coffee shop, a library or even someone else’s house, and this makes mobility a very useful tool in this aspect of qualitative research.
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