In-depth interviews are primarily used for what type of marketing research?

In-depth interviews are primarily utilized for primary qualitative research because they allow researchers to gather detailed, nuanced insights from individuals about their thoughts, feelings, behaviors, and motivations. This method emphasizes understanding the subject's perspective in a deeper, more personal way, enabling researchers to explore the complexities of consumer attitudes and experiences.

Qualitative research focuses on understanding the underlying patterns and themes that characterize human behavior, which is exactly what in-depth interviews aim to uncover. Through open-ended questions and conversational techniques, the researcher can adapt the discussion based on the participant’s responses, facilitating a richer data set that offers context and meaning beyond mere numbers.

This approach contrasts with quantitative research, which would rely on structured data that can be statistically analyzed—such as surveys with closed-ended questions—and would not provide the same level of depth regarding individual experiences. Similarly, secondary data analysis involves examining existing data sets and research, which cannot capture the unique insights gleaned from direct interaction with participants. Lastly, while market segmentation is an important step in marketing research, it primarily utilizes qualitative outcomes within broader strategies, rather than focusing specifically on the in-depth interviewing methodology.