Customer Interviews

In depth customer interviews involve one-on-one interactions between a researcher and a participant either online or in person. They are often used as the preliminary phases of research, helping to identify key themes and approaches for the quantitative research phase. In-depth interviews can vary in length, but are usually between 45 minutes to 90 minutes, depending on the topic.

Without a solid understanding of your market, you risk making decisions based on assumptions or outdated information, leading to misaligned branding efforts, wasted resources, and costly mistakes.

Make informed decisions that are grounded in real data.

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“As a business, you are about to invest thousands, 100s of thousands, even millions into launching into a new market, but many of us don’t even take the time to do our research first. What can we do today, to guarantee success tomorrow?

Do your due diligence - do your research. It's worth the investment."

In-depth interviews offer several benefits in the context of market research including:

In-depth customer interviews allow for detailed exploration of participant experiences, attitudes, and opinions. This depth provides richer qualitative data compared to more structured survey methods.

Researchers can probe and delve deeper into participants’ responses, enabling a better understanding of complex motivations, beliefs, and decision-making processes.

Customer Interviews Are Adaptable

In-depth interviews can be adapted on the fly. If certain aspects require further exploration, the interviewer can adjust the conversation to gather more detailed and relevant information.

Customer Interviews Provide Nuanced Insights

Researchers can explore nuances and subtleties in participant responses that might be missed in more standardised survey formats such as online quantitative surveys and clarify ambiguous responses straight away, reducing the risk of misinterpretation.

In-depth customer interviews can provide a deep understanding of the subject matter, making them a powerful tool for uncovering insights in market research.

Interested to find out more about in-depth customer interviews for your research project? Schedule a call with us and let us provide you more information on options available to you.

How Do We Do This?

Our global team of experts uses a wide range of research techniques to answer your
 questions and drive your business towards achieving its goals.

Let’s work together

STEP 1: Let’s chat about your research needs!

Let’s connect so we can better understand your desired outcomes, budget and timeline to assess the best research solutions and research specialist to work on your project.

STEP 2: Finalise Scope of Work and Assign Research Expert.

Here we sign off on your project objectives and allocate a Research Client Manager and Research Specialist to work on your project.

STEP 3: Kick Off time!

Now it’s time to set up for success! We have a 1-hour online meeting with the core team and key internal stakeholders on roles and responsibilities, project milestones and ways of working.


“We approached Insights Exchange to better understand our potential customers in Australia and to size the market opportunity. Their past expertise with working in both New Zealand and Australia with technology start-ups and their good reputation with clients such as Xero was our appeal to working with them.

We were really impressed with their responsiveness to our queries, fast turnaround, quality of researchers and ease to work with.”

Irina Smolina – Marketing Manager – Lentune

These Businesses Used In Depth Customer Interviews to Gain Insights and Drive Decisions

NZ Post - For a Greener Future

Read Full Case Study