Whilst these are usually carried out face-to-face, they can also be carried out by telephone – particularly useful for conducting interviews with geographically dispersed people and time-pressed individuals such as business owners and senior decision makers.

Depth interviews are typically conducted on a one-to-one basis (interviewer and respondent) although there may be occasions where “paired” depths may be recommended for example, under 16 year olds where friends are interviewed together and where a parent would need to be present.