The in-depth interview, which implies the comprehensive questioning of individual respondents, is an alternative way to collect qualitative data. This approach is more time-consuming than the focus-group method, however in-depth interviews are the recommended method for dealing with complex research issues such as when there is a risk of respondents influencing each other’s opinions or when the issue being researched is a sensitive one.

ACT offers unstructured and semi-structured in-depth interviews, pair and triangular interviews. In order to plumb the furthest reaches of consumer motivation and attitudes we apply up-to-date projective techniques (including a wide range of associative, constructive, expressive and other techniques), laddering and repertoire frame techniques.