In-Depth Interviews in Marketing Research – A Complete Guide

Understanding your customer is the key that unlocks unprecedented opportunities and success. The core of crafting effective digital marketing strategies lies in empathetically tuning into the customer’s voice, peeling back the layers of their thoughts, needs, and expectations to reveal the golden insights hidden beneath. In-depth interviews stand as a beacon of insight, illuminating the path with invaluable data and understanding.

In this article, we unfurl the process, significance, and methodology of conducting qualitative in-depth interviews that are more than just a dialogue—they’re a gateway to understanding, connecting, and serving your customers in ways that are as profound as they are personalized.

In-Depth Customer Interview Definition

An in-depth customer interview is a comprehensive and thorough conversation or interaction with a customer. This qualitative research method aims to gain a deep understanding of the customer’s needs, preferences, challenges, and experiences related to a product, service, or brand.

This type of interview aims to go beyond surface-level information and uncover nuanced opinions and perspectives. It helps businesses gather valuable data to improve their offerings, tailor their digital strategies for marketing, and enhance the overall customer experience.

Such interviews are the first important step in our digital marketing strategy framework that bring you your first a-ha moments and helps to achieve a laser-focused vision.

During our practice as a digital marketing strategy agency, even the most skeptical and experienced business owners were pleasantly surprised. They believed they understood their customers as well as they understood themselves. However, upon reading transcripts and summaries of these interviews, they were quick to initiate positive changes. It’s akin to acquiring a completely new perspective, as if they had just gained a pair of fresh eyes to see their business and customers in a whole new light.

You can easily gain such insights too. You just need to ask the right questions (we’ll talk about it a bit later).

Selecting the right individuals for in-depth customer interviews

It’s crucial to start with customer interviews, as they provide the necessary context for analyzing competitors.

However, before conducting these interviews, there’s a critical prerequisite: you must focus on ONE customer persona at a time. By customer persona we mean a specific person with specific needs

Why is this important?

  1. Usually any business serves different people with different needs. Even the same product can be used to achieve totally different goals. 
  2. Different people are involved in different stages of the purchasing process. 

And our goal is to change the word “different” to “specific”. In other words – your goal is to achieve laser focus. 

Here’s a simple example:

Imagine you run a law firm. Initially, you might define your customers as individuals or businesses seeking legal services. However, this is an oversimplification. In reality, you serve at least three clusters of customers.

On one side, you have the individual clients with their unique legal needs and goals:

  1. Individuals going through family disputes, each with their specific legal needs and emotional states.
  2. Entrepreneurs starting new businesses, requiring distinct legal assistance for registration, compliance, and contracts.
  3. Persons accused of crimes, each with their unique defense needs and concerns.

On the other side, you serve different types of businesses:

  1. Small businesses requiring legal advice on compliance, employment laws, or dispute resolutions.
  2. Large corporations with their complex legal needs involving mergers, acquisitions, compliance, and international law.
  3. Non-profits and charities that need assistance with tax laws, registration, and compliance.

Additionally, you interact with the judicial system, including judges and opposing counsel, who have their expectations and requirements from your firm.

Each of these clusters encompasses its own set of personas.

For example, a tech startup may have entirely different legal needs and budget constraints compared to a well-established retail corporation.

Similarly, a family going through a contentious divorce will have different needs and emotional states compared to someone starting a new business.

Why is this important?

Understanding and acknowledging the specific needs of each client type helps in crafting personalized and effective solutions. When you acknowledge that your clients have specific needs and expectations, you can better tailor your services and communication to meet these requirements, thereby building stronger relationships and trust with your clientele.

Additionally, recognizing the specific needs of the various individuals and entities you serve helps in developing targeted marketing strategies, allowing you to effectively reach and engage potential clients. This laser-focused approach not only improves client acquisition and retention rates but also enhances the overall efficiency and effectiveness of your marketing.


I understand that you might be feeling slightly overwhelmed at this point, thinking, “Hey! You promised us clarity, but now we’re even more confused!”

If that’s the case, it’s a clear indication that you lack focus. The good news, however, is that achieving focus isn’t as complicated as it may seem.

Here’s a simple yet effective approach: analyze your past projects—identify those that not only brought in good revenue but were also enjoyable to work on.

You’ll likely discover certain commonalities among them. Were they in similar industries? The same geographical regions? Utilizing similar technologies?

Once you identify these commonalities, concentrate your efforts on them. Here’s a straightforward formula:

“We assist [specific companies] in achieving [specific goals].”

For instance:

Software Development Firm: “We assist e-commerce businesses in crafting scalable and intuitive shopping platforms.”

Cloud Service Provider: “We collaborate with startups to offer robust and cost-effective cloud infrastructure solutions.”

IT Consulting Firm: “We guide software companies in adopting best practices for agile development and continuous integration.”

Cybersecurity Firm: “We provide cutting-edge security solutions to protect IT agencies from advanced cyber threats.”

By the way, some business owners fear that such niche specialization might deter other opportunities. But here’s the magic: it often works in precisely the opposite way!

If you feel that it’s an impossible task for your company, because your product/service is presented in multiple categories – start from categories. Pick one that brings you the biggest amount of revenue and joy. Then think about which type of customer here is the most interesting for you, define people that are involved in the buying process and focus on a decision maker

How many people to interview? 

Interviewing at least 5 individuals who fit the same customer persona is a reasonable starting point for gaining insights and identifying patterns. However, the ideal number of interviews can vary depending on factors such as the complexity of your research objectives, the diversity of your customer base, and the resources available. 

Who should conduct such interviews?

Typically, it’s a person within your company responsible for marketing or business development. However, we’ve noticed that customers may not always share the whole truth with company representatives. This can happen for various reasons, such as their reluctance to provide negative feedback directly. Also, you need someone who has experience in-depth interviews. 

For more objective results, we recommend considering an external agency that specializes in such services.

In-depth interview structure and questions: 


  • Thank the person for their time today.
  • Briefly introduce yourself.
  • Outline the topics and request permission to record the interview for analysis purposes.

Personal Background:

  • Can you tell me a bit about yourself and your background?
  • What is your role in the company, and what are your primary responsibilities?
  • Could you describe a typical day at work and the tasks you regularly undertake?
  • Are there specific Key Performance Indicators (KPIs) or metrics you’re responsible for tracking and achieving?

Experience with solving a particular problem:

  • Can you recall the last time you had to address problem [X]? Could you walk me through the journey you went through to find a solution?
  • What were the major challenges or obstacles you encountered during this process?
  • How did you discover the service provider?
  • I’d love to hear more about your experience with them:
    • What aspects were impressive?
    • Were there any areas that could have been better?
    • If you could imagine the perfect experience with such a service, what would that look like?

Evaluating Service Providers:

  • What does a successful partnership look like to you with a [TYPE OF PROVIDER]?
  • What would be an immediate positive impact or quick win for you when working with such a provider?
  • When you’re searching for [THIS SERVICE], what’s the primary concern or question that comes to mind?
  • What factors do you prioritize when choosing a service or provider?
  • Before even reaching out, how do you assess if a company might be a good fit for your needs?

Feedback on Your Company:

  • Can you share your overall experience with [COMPANY NAME]?
  • What stood out as particularly good?
  • Were there areas you felt needed improvement?
  • In your opinion, what do you believe is [COMPANY NAME] greatest strength?
  • Conversely, where do you feel they might have room for improvement?
  • If there was one thing you could change about your interactions with them, what would it be?
  • On a scale from 1 to 10, how would you rate your collaboration with [COMPANY NAME]? And what would make it a 12 for you?

Informational Needs:

  • What specific topics or areas within [THIS FIELD] are you most passionate or curious about?
  • Do you have favorite blogs, YouTube channels, or podcasts about [THIS TOPIC] that you’d recommend?
  • In a broader sense, where do you see the [SPECIFIC INDUSTRY OR MARKET] heading in the near future?

Wrap Up:

  • Before we conclude, is there any other feedback or insight you’d like to share with me?

What are the deliverables?

After each interview, you should have the following artifacts:

  1. Audio recording
  2. Full transcription (in a document format)
  3. Summary with insights (in a document format)

What’s next? 

After conducting a few interviews, you may begin to notice recurring patterns in customers’ descriptions of their journeys, expectations, frustrations, and more. These patterns are the valuable insights you’re seeking and will be using for creating a digital marketing strategy. By identifying and utilizing these patterns, you’ll be well-prepared to create and outline your customer profile. You can copy a template from here.

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