In-Depth-Interviews

Exploration and analysis of deeper motive structures in the context of specific research questions

Method
Experienced GIM explorers interview test persons in a non-standardised way or on the basis of semi-structured topic guides using a comparatively flexible interviewing style.

The subtle creation of trust between moderator and test person and the use of projective interviewing techniques gives the moderator the chance to find out a person's attitudes, motives and feelings.