Depth interviews offer a means of conducting qualitative research on a one-to-one basis. This approach is ideal if:

• The topic being explored is sensitive or personal in nature;
• The participants’ status (for example physicians, executives or government leaders) demands scheduling accommodation and individualized attention;
• The area being studied is mainly concerned with process or a chain of action, and therefore doesn’t lend itself to collaborative discussion.

Depth interviews can be conducted in person, by telephone, or online.

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