In an in-depth interview, a dialogue takes place between an interviewer and a single respondent. The conversations are geared towards uncovering motivations and ideas about a subject. By using a (structured) list of talking points, the interview can ensure that all aspects of the problem are addressed. The duration of an in-depth interview can vary, but generally, the conversation is scheduled to last no more than one hour.
This method is highly suited for gathering more subjective and complex information. Detailed information is generated which cannot be obtained strictly through quantitative methods. In-depth interviews can also be approached in a less preconceived way and are therefore extremely useful for more exploratory research.
This method generates information about the visitors’ feelings, perceptions, expectations and experiences. A focus group is made up of from 5 to 10 individuals – who have generally never met – brought together to discuss a certain topic, for example the theme of an exhibition. The aim is for them to express their opinions on the topic and to react to one another’s views (interaction). The interaction and group dynamics are what make the fundamental difference with individual in-depth interviews. On average, a group discussion lasts from 1½ to 2 hours. A group discussion is especially suited for researching a new product or service, approach, the opening of a new museum, etc. Depending on the questions to be addressed, one may opt for sessions with a single group or multiple target groups (for example, a group of disabled people in order to evaluate the accessibility of the building), or for a group composition that reflects the average visitor profile.
