In-Depth Interviews
One to one interviewing for sensitive categories, senior B2B respondents, and any question a group discussion would distort.
What are in-depth interviews, and does Quantum Gulf Marketing conduct them in Oman?
An in-depth interview is a long, one to one conversation guided by a researcher, used when you need to understand reasoning rather than count opinions. Quantum Gulf Marketing has run in-depth interview programmes in Oman at substantial scale, including face to face interviewing for banking clients covering the full country. The format suits sensitive subjects, senior business respondents who will not sit in a group, and any topic where the presence of other participants would change what people admit to.
Depth interviews suit sensitive categories, senior business respondents who will not attend a group, complex decisions involving several people over several months, and populations so small that group recruitment is not realistic. For business respondents we recruit by role and verify it, because a job title given over the phone is not a qualification. Interviews are recorded with consent and analysed in the original language, so the verbatim evidence behind each conclusion survives into the report.
- Format
- One to one, typically 30 to 90 minutes
- Respondents
- Consumers, trade, senior B2B, internal stakeholders
- Languages
- Arabic and English
- Run in Oman
- Banking programmes at full country coverage
- Delivered
- Analysis against the decision, with verbatim evidence
Four cases.
Sensitive categories
Money, health, family and anything with a social expectation attached. People tell the truth to one person more readily than to eight.
Senior B2B respondents
Executives and business owners will give you an hour alone and will not attend a group. Their time is the constraint, so the format follows it.
Complex decisions
Where the purchase involves several people, several months and several criteria, you need to follow one story properly rather than sample eight partial ones.
Small populations
When there are only a few dozen people in the country who qualify, group recruitment is not realistic and depths are the only workable route.
Done here, for names you know.
In-depth interviewing already delivered in the Sultanate.
| Client | Programme | Scale |
|---|---|---|
| Bank Dhofar | In-depth interviews, face to face | N = 3,000, full country |
| Caltex | B2B retailer in-depth interviews | Full country |
Client names published with permission. Sample sizes are per wave where a study ran in waves.
Common questions
How many interviews are enough?
Enough to stop hearing new things, which in practice is usually fifteen to thirty per distinct audience. We agree a number and review at the halfway point.
How are respondents recruited?
Against a written screener applied before invitation. For B2B we recruit by role and verify it, because a job title given over the phone is not a qualification.
Are interviews recorded?
With consent, yes, which is what allows verbatim evidence to sit behind the analysis.
Can interviews be conducted in Arabic?
Yes, and analysis is done from the original language rather than from a rushed translation that flattens the nuance.
Do you interview our own staff?
Yes. Internal stakeholder interviewing is a regular part of our work, and the independence of an outside interviewer is usually the point.
What does the output look like?
Findings organised around the decision you have to make, with the quotes that support each conclusion attached so you can judge the evidence yourself.
Tell us the question.
We will tell you how to measure it.
Send us the business decision you are stuck on. You will get a straight answer on whether research can settle it, what it would take, and what it would cost.