In-depth studies

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In-depth studies are also called qualitative studies, motivational studies or non-directive studies, depending on the case. They refer to analyses made in order to understand the psychological mechanisms of an individual. This means answering questions such as:

  • Why does a person behave like this?
  • What motivates a person to do what they do?

To find answers, in-depth studies propose to analyze the behavior of a small sample of 20 people. These do not necessarily represent your target audiences. The only condition is that the sample includes individuals from a wide variety of categories.

It is then a matter of questioning each individual one by one to understand their :

  • attitudes,
  • needs,
  • perceptions,
  • brakes and, in short, the process by which he goes through to make a decision.

Information obtained from an in-depth or qualitative study cannot be extrapolated to the population. They only allow us to create hypotheses concerning the decision-making processes of individuals.

Furthermore, the methods used in an in-depth study are those of the human sciences. Psychology and sociology are mainly used. This is why in-depth studies should always be conducted and treated by psychologists or sociologists.