Detailed discussions performed one on one or in pairs with respondents. It isn’t as likely as group discussions to reach new and creative ideas in this technique but it allows access to the maximum amount of information regarding personal subjects. Unlike focus group interviews, since there isn’t any group dynamic and interaction, it isn’t very probable to reach creative and new ideas.

However, in depth discussions are the most productive qualitative research method in the following situations:

• Gathering information on personal/delicate subjects,

• Reaching hidden meanings and emotions,

• Understanding personal opinion by reducing group effects (social approval, approval anxiety),

• Difficulties such as an inability to gather more than one respondent in the same place due to time constraints.