n.a
type of questioning or discussion used by advertisers in an attempt to gain
insight into the reasons behind the
behavior of prospects and
customers. Depth interviews are used, for
example, when an advertiser wants to find out why a
consumer prefers a
competitor's
brand over his own. A
group of consumers are asked carefully worded questions to find the reasons. The answers are analyzed to try and get some idea of what changes the advertiser may have to make in his sales
program or in the
product itself.