YouGov qualitative's in-depth interviews present the psychologically most exhaustive form of collection for the differentiated, individual interplay of conscious and unconscious motives, emotions and attitudes. The open form of the interviews guarantees that the interviewees' experiences and behaviour will not be limited by default questions and answers. This way, immediate access to the depths of consumers' or customers' experiences is made possible. The method's flexibility also facilitates the investigation of the hidden meaning of spontaneous ideas and seemingly devious thoughts in connection with the items discussed. The qualitative interviews conducted by YouGov are guided interviews in which the conversation is gently led by some preset topics but remains open to the development of the individual dynamics of the interview. The single points of the interview are consecutively addressed in the form of general questions in order to influence the test person as little as possible. Additional to the open and unaided exploration also precise aspects (e.g. evaluating a customer-oriented event or advertising material) can be covered. BENEFITS The time-frame of at least 60 to 120 minutes allows the interviewer, by means of certain non-directive techniques of questioning, to explore experiences that are hard to verbalise or subconscious. The relationship between the interviewer and the test person is characterised by mutual trust which allows for addressing also embarrassing or off-limit aspects in the interview. Ostensible rationalisations as well as socially acceptable or superficial answers are challenged to uncover and interpret subsurface psychological connections. This way, motives, emotions, judgements, prejudices and resistances to certain brands, products, services or marketing measures can be isolated, explored and comprehensively described in their interplay. APPLICATIONS YouGov qualitative particularly employs in-depth interviews for the following objectives: basic studies on in-depth understanding consumers' (customers', employees', internet users') behaviour or for analysing the complex structures of the emotional and motivational influence on purchase and consumption behaviour impact analyses of advertising material and other means of communication (e.g. in the cases of image campaigns, strongly emotional issues or for analysing picture language). For more information see Advertising Effectiveness in-depth psychological exploration of brand images and corporate images detecting and interpreting the psychological "working" of products and services for identifying their character, benefits, 'reason why' and unique selling proposition customer satisfaction analyses for identifying all relevant (especially the emotional) parameters regarding the formation of strong dissatisfaction or high customer retention in the area of organisational research in detecting motivational barriers, tendencies of resignation, potentials for fear and conflict (e.g. in the case of corporate reorganisation or mergers) when qualitatively testing the usability of products and websites by means of biotic interviews (BIOTIC.VIEW) PROCEDURE As a first step, our client receives a detailed briefing on the conduction of the project. In close coordination with you, we compile interview-guidelines that pre-structure the contents and objectives. At the same time, the test persons are recruited - either on the basis of test person-files or customer lists or also, if requested, via cold calling or at the point of sale (POS). The interviewers are thoroughly briefed before conducting the interviews. The in-depth interviews are conducted either in the test person's house (home interview) or in the test studio (e.g. for the client to observe some of the interviews). B2B-interviews are generally conducted at the workplace (office interview). The in-depth interviews can be recorded and inspected (under the given data security regulations) by the client. An observation of some test studio-interviews via one-way mirror is also possible. The interviewers compile single or collective summarizations of the interviews, including psychological interpretations. When the interviews are completed, an analysis-session with all interviewers will take place. The results of this session, as well as those of the summarizations, will be incorporated in a systematic evaluation and interpretation. Finally, the results are processed and structured in a chart-report. If requested, we represent the report in our client's office. INTERVIEWERS' QUALIFICATIONS Our interviewers for in-depth interviews are psychologists, ethnologists and social scientists especially trained and experienced using qualitative methods and interviewing techniques. In order to be included in our interviewer-pool, the interviewers have to submit a sample interview (audio tape and summarization of default guidelines) and will be assessed by an experienced project manager. When part of our interviewer-pool, the interviewers receive the YouGov interviewers' handbook (as well as an interviewer ID), compiled under the quality standards of ADM/BVM, which obliges the interviewers in strictly keeping to our quality standards as well as to data security regulations. Our interviewers receive continuous supervision, coaching and support (via feedback, target agreements and their systematic supervision). Our interviewers are intensively trained in special forms of interviewing (biotic interviews, qualitative usability tests, etc.).