The Group Depth Interview

“Discussion panels,” “respondent-oriented interviews,” “consumer conferences,” and “focused group interviews” have enjoyed increasing popularity in attempting to solve marketing problems. This article describes the mechanics of conducting group interviews and also some of its consequences. The title of the article, “The Group Depth Interview,” reflects a situation in which information is sought from a number of interacting individuals at the same time, using a combination of probing and direct-inquiry techniques.