The Truth Of The Matter Is Often Down Deep

Knowing the difference between in-depth interviews and other types of studies is incredibly important to our agents. When we're coordinating interviews, we consider the schedule for both participants and the moderator, making sure our moderators have enough breaks built in. There's nothing worse than a 12-hour day that seems twice as long – and our time in the field has made us cognizant of moderators' needs in the facility.

Participants are carefully screened to ensure they are comfortable discussing the topic for as many as 60 minutes without interruption. When we conduct the interviews, we use only specifically trained staff who know how to keep the conversation flowing and probe and clarify to gain the deepest insights possible.