In what type of research situations would marketing researchers use in-depth interviews?

In-depth interviews provide insights that help managers better understand the nature of their industry as well as important trends and consumer preferences, which can be invaluable for developing marketing strategies. Specifically, they can establish a historical context for the phenomenon of interest, particularly when they include industry experts or experienced consumers. They also can communicate how people really feel about a product or service at the individual level. Finally, marketers can use the results of in-depth interviews to develop surveys.