In-depth interviews in advertising perception research

In-depth interviews occupy a central place among qualitative methods for studying consumer perceptions of advertising. This method allows researchers to obtain detailed information about respondents’ thoughts, feelings, and motivations through individual conversations. Unlike quantitative surveys, in-depth interviews allow for the exploration of hidden layers of perception that cannot be revealed through standardized questionnaires. This method is particularly valuable when studying complex topics related to emotional responses to advertising messages and the formation of attitudes toward brands.

An in-depth interview is a qualitative research method that involves a direct, face-to-face conversation between the interviewer and the participant. The researcher asks open-ended questions that allow the respondent to freely share their experiences, behaviors, and feelings. This approach helps understand not only what consumers think about advertising but also why they form the attitudes they do. The one-on-one format ensures personalized interaction and creates a deeper connection between the parties.

Structural characteristics of in-depth interviews

In-depth interviews are characterized by a flexible structure, covering several topics for discussion. The interviewer adapts to the flow of the dialogue, following the respondent’s train of thought. Interactivity ensures a comfortable flow of conversation between participants, ensuring a lively and natural conversation. Depth is the defining characteristic of the method — the interviewer asks a series of probing questions and subsequent clarifications to gain a deep perspective on user perceptions.

There are three main types of in-depth interviews. A structured interview involves a guided conversation with a predetermined list of questions, typically maintaining consistency without much room for open dialogue. A semi-structured interview combines elements of structured and unstructured approaches, allowing for spontaneity and probing while maintaining a basic focus. An unstructured interview allows the interviewer to gather as much data as possible on the subject matter, leading to an open, free-flowing dialogue that can yield unexpected, profound insights.

The relevance of this method for advertising research stems from its ability to explore complex topics and the motivations behind user decisions. Conversations held in a relaxed, comfortable environment encourage honesty and openness. In-depth interviews collect rich, qualitative data unavailable through surveys. The flexibility of the format allows for unexpected insights to be discovered during the conversation. The method encourages candid feedback for more user-focused decision-making.

Application of semi-structured interviews in marketing research

Semi-structured interviews offer a flexible and adaptable approach to data collection, allowing researchers to explore topics in depth while maintaining structure. The method combines the predictability of structured interviews with the openness of unstructured ones, allowing the interviewer to ask predetermined questions while simultaneously encouraging participants to develop their responses. This dual approach facilitates richer insights, making the method a powerful tool in targeted interviewing techniques.

Key components of semi-structured interviews include developing a flexible interview guide. This guide provides a roadmap, allowing interviewers to explore new themes as they arise. Active listening helps interviewers identify hidden themes and clarify responses, improving the quality of the data collected. Creating a comfortable environment for participants is crucial, ensuring they feel at ease and can express themselves openly.

Semi-structured interviews are best used in specific circumstances. This method is suitable when the precise questions to ask in a survey are unknown and additional insight is needed to understand stakeholder perspectives. This format works well when there is more than one opportunity to speak with a participant. The interviewer has an understanding of some of the issues but wants to give participants the opportunity to steer the conversation in a different direction if necessary. Semi-structured interviews are open, flexible, and help gather the right information to refine an agile marketing research strategy.

Probing techniques in qualitative research interviews

Effective use of probing in research interviews is crucial for obtaining rich, in-depth data from participants. Probing accesses an additional level of detail and depth through verbal prompts to clarify, elaborate, illustrate, or explain a previous response. Probing techniques include several types of questions, each serving a specific purpose in uncovering consumer perceptions of advertising.

Descriptive elaborative probes are used to obtain more specific information about what was said. Idiographic memory probes help participants recall specific instances or examples from their experiences with advertising. Clarifying probes are used when the interviewer needs clarification on the meaning of what was said. Explanatory probes aim to understand the reasons and motives behind certain opinions or behaviors.

Probing techniques are particularly useful in studying advertising perceptions, as they allow researchers to penetrate beyond superficial reactions. Cognitive interviewing using probing techniques can assess the validity of research questions and reveal how respondents truly understand advertising messages. The use of web probing in online surveys expands researchers’ capabilities for collecting qualitative data on digital advertising perceptions.

The ladder survey method in revealing emotional connections

Ladder interviewing is a powerful in-depth interviewing technique that moves the line of questioning from product characteristics to user characteristics. Ladder interviewing involves using a series of directed probes to uncover the full range of attributes, consequences, and values associated with a chosen product or service. The technique encourages respondents to consider the connections between product attributes and their personal goals — the motivations behind their preference for that particular product.

The laddering interview process begins with attributes — the researcher asks about specific product characteristics or features. Then, the interviewer moves on to functional benefits — explaining why these attributes matter, uncovering practical benefits. The next stage is exploring emotional benefits, delving deeper to understand the emotional satisfaction derived from these benefits. The process culminates in the discovery of personal values, linking these emotions to core personal values and beliefs.

The power of laddering lies in its ability to uncover the often subconscious connections consumers make between product characteristics and their personal identity. By understanding these connections, brands can develop more compelling marketing messages that resonate on a deeper level. The method helps identify opportunities for product innovation that align with consumer values. Laddering builds stronger brand loyalty by appealing to core emotional needs.

Using laddering in advertising research helps understand which elements of advertising messages are truly important to the audience. The method is particularly effective for studying consumer behavior, building brand loyalty, and refining product positioning. Companies can create marketing strategies that deeply resonate with the target audience. Laddering should be used when the goal is to go beyond superficial responses and understand consumers’ deeper emotional connections with a product or brand.

Hidden Problems Technique and Symbolic Analysis

The hidden-issues technique attempts to uncover personal "pain points" related to deeply felt personal concerns rather than general lifestyles. This approach helps researchers identify sensitive topics that respondents may not openly discuss in direct interviews. In the context of advertising research, the hidden-issues technique helps understand which aspects of advertising messages evoke discomfort or negative associations in consumers.

Symbolic analysis attempts to analyze the symbolic meaning of objects by comparing them with their opposites. To discover what something is, the researcher tries to discover what it is not. Typical questions include, for example, what it would be like if you could no longer use the internet. The method explores the non-use of products, the attributes of an imaginary "non-product," and opposing product types.

Durge identifies laddering as one of three fundamental in-depth interviewing methods, arguing that the combined use of laddering, latent issue interviewing, and symbolic analysis can be complementary and can yield a wide variety of material useful for fields such as creative advertising. These methods, taken together, allow researchers to gather rich material on how consumers perceive advertising on various levels — rational, emotional, and symbolic.

Ethnographic interviews in the natural environment of consumers

Ethnographic interviews are conducted with deep immersion in the consumer’s natural environment to observe their lifestyle. In situations where people lack access to their own cognitive and emotional processes, ethnographic interviews combined with observation provide profound insights unattainable through standard individual interviews. Researchers enter the participant’s world and see it through their eyes.

This method allows us to understand the context and see what cannot be said, as well as the motivations and behavioral patterns of respondents. Ethnographic research combines various data collection methods. Behavioral observation involves a professional facilitator visiting consumers in their natural environment, observing their behavior, collecting relevant materials, and taking photographs. This method is particularly accurate because trained moderators observe completely unconscious behavior that cannot be documented by the consumers themselves.

Diaries, both paper and electronic, allow consumers to independently observe and document their behavior. Respondents describe their lifestyle, consumption patterns, product use, and anything else that may be relevant to the study. Pictures, audio, and video recordings are used to illustrate the observed or described behavior. An ethnographic interview takes the form of a friendly conversation, in which the researcher slowly asks indirect questions about the consumer’s life, values, and beliefs to help the consumer share their experiences.

Ethnographic data can provide valuable insights into the behavior and attitudes of target audiences and help create more effective marketing strategies. Ethnography relies on first-hand experience rather than second-hand reports. By immersing themselves in the context of the target market, researchers can better understand the needs, desires, and motivations of the audience. Ethnographic research is especially important in a globalized world, where understanding cultural differences and nuances is essential for business success.

The Role of In-Depth Interviews in Understanding Consumer Research

The role of in-depth interviews in consumer research is critical for obtaining rich, qualitative data that other methods often miss. The method’s goal is to gain detailed insights into behavior, attitudes, and experiences. Researchers can explore complex themes and motivations behind user decisions. The method captures rich, qualitative data that is impossible through surveys. Its flexibility allows for unexpected insights to emerge during interviews.

In-depth interviews collect intensive, individualized information to explore the program’s potential, providing detailed insights into thoughts and behavior. This method is particularly valuable for discussing confidential, sensitive, or awkward topics. A detailed understanding of complex behavior becomes possible through in-depth conversations. Interviews with professionals require a personalized approach. Situations where the product experience is sensory in nature, influencing moods and emotions, are particularly suitable for in-depth interviews.

In advertising research, in-depth interviews allow researchers to ask questions about mental images, moods and feelings associated with advertising, music, and colors, and even fantasies associated with certain terms. When truly understanding consumer behavior, simply recording data or analyzing trends is insufficient. Many purchasing decisions are rooted in personal experiences, hidden concerns, and mental perceptions invisible in external behavior. In-depth interviews serve as a conversational tool that provides a more intimate look into consumer thinking.

Using interviews to identify real customer needs

By asking questions like "What convinced you to buy this product?" or "What features are most important to you?", product designers and marketers can uncover the true needs and desires of their target market. In-depth interviews are useful in a variety of contexts. Through open-ended questions and survey responses, participants are encouraged to share detailed, thoughtful answers. A deep exploration of thoughts, emotions, and motivations goes beyond superficial data.

Interviews are particularly useful for obtaining detailed information from each respondent. Building relationships often leads to more information being revealed. The method offers great flexibility in the types of questions that can be asked. An in-depth interview is a one-on-one conversation where the researcher thoroughly explores the respondent’s thoughts and experiences related to a product, service, or industry. Instead of multiple-choice answers, as in online surveys in quantitative research, rich details are obtained that explain why a portion of the target market thinks or acts in a certain way.

Interviews help understand not only the choices B2B buyers make but also the motivations and decision-making processes behind them. As a core qualitative research method, in-depth interviews are well-suited for exploring new product concepts and gaining a better understanding of the buying process. When combined with quantitative research, in-depth interviews can also be used for other types of projects. With in-depth interviews, researchers uncover real customer stories and motivations, gaining insights that no superficial survey could uncover.

Thematic analysis of in-depth interview data

Thematic analysis is a tool used in qualitative data to identify recurring themes and patterns. The method draws attention to the elements most influential in young people’s purchasing decisions in online advertising. The importance of thematic analysis in identifying factors such as perceived value, emotional appeal, and trust is further emphasized by research. For example, advertising emphasizing sustainability may resonate with the theme of social responsibility, which aligns with the ethical principles of most young consumers.

Thematic analysis also reveals the interactions between various advertising components. Research highlights that integrating influencer endorsements with exclusive discounts can evoke themes of trust and accessibility, which drive both emotional and rational decision-making processes. A systematic thematic analysis process for developing a conceptual model from qualitative research findings has been extensively developed in the academic literature.

Thematic analysis identifies the underlying causes and drivers of consumer behavior, while sentimental analysis contextualizes them within the audience’s emotional landscape. This integrated approach allows marketers to create campaigns that not only attract attention but also emotionally engage, ensuring greater impact on young people’s purchase intentions. By analyzing themes emerging from young consumers’ behavior and their engagement with online advertising, researchers could better understand what influences their likelihood to purchase.

Thematic analysis is used to understand young consumers’ attachments to online advertising on social platforms. The findings indicate that the key themes through which young consumers engage with influencer marketing on social platforms are "trust," "relevance," and "emotional appeal." If a person can relate to an influencer’s message — shared values, perspectives, and experiences — positive emotional responses ensue. This suggests that a stronger understanding of the more nuanced themes associated with young consumer behavior is necessary to create more effective marketing campaigns.

Sentimental Analysis of Emotional Responses to Advertising

Sentimental analysis measures the emotional value of consumer reactions. By determining whether attitudes are positive, neutral, or negative, researchers are better able to assess the emotionally effective nuances of an advertising campaign. Studies have found that positive sentiments are generated by advertising that is innovative and understandable. Conversely, negative sentiments are associated with intrusive or irrelevant advertising.

Together, thematic and sentiment analysis offer a comprehensive framework for understanding the impact of online advertising. Through sentiment analysis, marketers obtain quantitative results for emotional resonance, enabling campaign improvement and actionable interventions. A positive sentiment distribution following a given advertising format indicates the success of the approach. Online advertising is particularly in need of sentiment analysis, as young people are often emotional decision makers who are likely to respond to emotionally appealing advertising.

Sentimental analysis focuses on identifying emotional responses to advertising using qualitative research techniques. This method helps marketers understand how audiences emotionally respond to various elements of advertising messages. Emotional responses to advertising can be a critical factor in shaping consumer behavior and purchase intentions. Emotional advertising refers to the use of emotional appeals that evoke either negative or positive feelings.

Projective techniques in advertising research

Projective techniques serve as an additional tool in in-depth interviews to uncover hidden attitudes and perceptions. Choice-ordering techniques are useful when the researcher wants to understand respondents’ priorities. Probing questions are used to find out why participants rated some benefits as more important than others. This method helps understand the hierarchy of consumers’ values and preferences when perceiving advertising messages.

Projective techniques are especially valuable when working with topics that respondents may find difficult to discuss directly. Participants can project their own feelings and attitudes onto third parties or hypothetical situations, allowing researchers to bypass socially desirable responses. Qualitative research in advertising includes projective techniques as an essential component of the researcher’s toolkit. Combining projective techniques with other in-depth interview methods enriches the data and provides a multidimensional understanding of consumer perceptions.

Advantages of in-depth interviews over other methods

In-depth interviews offer several advantages over other advertising research methods. The method is essential in qualitative marketing research, offering researchers insights from real people. Individual interviews allow for more focused and productive results, as fewer people mean fewer distractions. The one-on-one format ensures personalized interaction and builds trust, which often leads to more revealing information.

This method provides detailed information from each respondent, which is difficult to achieve in group formats. Researchers can build relationships with participants, which often leads to greater disclosure. In-depth interviews offer greater flexibility in the types of questions asked. The researcher can tailor the conversation based on the respondent’s responses, pursuing the most promising avenues of research.

In-depth interviews allow for exploration of nuances and complexities that quantitative methods cannot capture. Rich narratives and contextual information gleaned through interviews transform abstract data into relevant stories. This process helps brands discover valuable perspectives that numbers alone cannot reveal. Engaging customers through interviews allows brands to glean rich narratives that provide context and depth.

Limitations and challenges of the in-depth interview method

Despite numerous advantages, in-depth interviews have certain limitations. The method can be time-consuming, especially when multiple interviews are required to achieve data saturation. The difficulty of scheduling and coordinating meetings with busy respondents can slow down the research process. Individual interviews require a significant time investment per participant.

The cost of conducting in-depth interviews is typically higher than that of mass surveys. The need for trained interviewers capable of effectively conducting probing and guiding the conversation increases research costs. Transcription and analysis of qualitative data require specialized skills and time. Researchers must be proficient in qualitative analysis techniques to accurately interpret the collected data.

The subjectivity of data interpretation presents an additional challenge. Different researchers may interpret the same responses differently depending on their experience and perspective. The generalizability of the results is limited by the small sample size typical of qualitative research. Results from in-depth interviews provide a rich understanding of a specific context but cannot always be extrapolated to a broader population.

Conducting in-depth interviews in B2B advertising research

In-depth interviews are particularly practical for B2B marketing research. Professional respondents often prefer one-on-one conversations to group discussions for reasons of confidentiality and ease of scheduling. B2B purchasing decisions are typically more complex and involve multiple stakeholders, making in-depth interviews an ideal tool for understanding the decision-making process.

The study found high levels of advertising adoption on professional platforms, with an average of 32% of digital marketing budgets allocated to this channel. While cost per click and cost per lead often exceed those of other social media platforms, the quality of leads generated is significantly higher, reflecting strong conversion rates of 5% to 9%. Precise segmentation features — especially targeting by job title, industry, and company size — proved instrumental in reducing lead loss and improving campaign relevance.

A qualitative study with 25 industrial marketing professionals, conducted in-depth interviews, assessed adoption levels, targeting capabilities, performance metrics, and return on investment. Despite the learning curve and the need for specialized technical content, most participants reported positive results. In-depth interviews allowed the researchers to understand not only digital metrics but also qualitative aspects of how professionals perceive advertising.

Using interviews to understand perceptions of native advertising

The perception of native advertising requires careful study using qualitative methods. This study examines the impact of artificial intelligence on the creative process in advertising agencies through the lens of practitioners involved in creative production and their perceptions of AI’s role in enhancing or detracting from creativity. Adopting a qualitative methodology based on an interpretive paradigm, the study placed particular emphasis on the insights and experiences of creative directors, who play a central role in integrating AI into the creative process.

In addition to these key professionals, the study also analyzed the perspectives of AI specialists, digital transformation decision-makers, and AI consultants. Data was carefully collected through semi-structured in-depth interviews, providing a comprehensive understanding of how AI is changing creativity in advertising. The findings indicate that while AI offers significant potential to optimize and enhance creative processes, concerns about authenticity and the risk of diminishing human creativity remain.

In-depth interviews allow researchers to understand the contextual factors that influence advertising perceptions. Qualitative in-depth interviews were conducted with 17 Flemish self-identified lesbian, gay, and bisexual individuals to examine how LGBTQ people evaluate gay-themed print and television advertising in mainstream media. The findings demonstrate the importance of the context in which LGBTQ people receive and evaluate gay-themed advertising. By offering a shared stock of social knowledge and experience, context creates a framework against which LGBTQ people evaluate gay-themed advertising.

Interview for a study of children’s perception of advertising

A qualitative approach to understanding young children’s advertising literacy requires specialized interview techniques. The study examines the knowledge and skills of children aged 4 to 7 regarding television commercials, platform previews, and influencer marketing. The study also explores how parental perceptions and practices, as well as children’s social skills, influence the development of their advertising literacy.

Semi-structured in-depth interviews were conducted with parents and their children. The results showed that preschoolers have advertising literacy skills for television commercials and pre-rolls, but not for influencer marketing. These skills are limited to recognizing ads based on perceptual cues and simply understanding sales intent. Children’s advertising literacy skills evolved according to age but were not correlated with social development.

Advertising literacy was associated with parental media exposure: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among preschoolers. This study fills significant gaps in the literature on young children and advertising by conducting a qualitative examination of children’s knowledge of digital advertising formats and how they differ from traditional advertising.

Interview in the study of cultural differences in advertising perception

A study of the ethical legitimacy of tobacco advertising, promotion, and sponsorship in Indonesia utilized both focus groups and in-depth photo-elicitation interviews. Data was collected from 71 study participants. Participants used three sets of metaphors to describe their beliefs about propriety. First, they used metaphors describing the centrality of tobacco advertising and smoking in Indonesian society. Second, they used metaphors describing the regulation of tobacco advertising and regulators; and third, they used metaphors describing the activities of tobacco companies.

Participants’ photographs revealed strong collective validity of tobacco advertising in Indonesia and a strong consensus of beliefs about propriety. The study is one of the first to integrate perception-based legitimacy theory and an ecological systems framework to provide multi-level insights into how tobacco advertising is perceived as legitimate and, therefore, not unethical. The findings have important implications for tobacco regulators seeking to curb tobacco advertising in a country where all levels of the ecological system support its collective validity.

A study examining the evolution of the male image in fashion advertising utilized a three-phase methodology: content analysis, surveys, and in-depth interviews with an expert panel. The study examined how menswear has been communicated in fashion over 50 years, focusing on three prominent brands. The findings reveal a noticeable shift in fashion advertising aimed at men, characterized by increased racial diversity among models and more varied depictions of attitudes and poses. The study highlights the influence of advertising on the formation of the image of the "new man."

Neuromarketing methods and in-depth interviews

The application of neuromarketing techniques in the Spanish advertising industry was explored through semi-structured interviews. The chosen data collection technique — semi-structured interviews — allowed for a deeper exploration of emerging themes. Following a preliminary screening of 100 professionals who met the established criteria, interviews were conducted individually, face-to-face, with a sample of 30 individuals with significant professional experience in marketing, sales communications, and marketing research.

All participants belonged to leading companies in the sector. After the information was categorized into units with common themes, the results were interpreted to explain how neuromarketing techniques are used in advertising. The results led to the conclusion that, while neuromarketing provides more objective data and is closer to what actually happens to consumers when they encounter advertising,

A study examining the impact of message framing and unconscious perception on the effectiveness of non-commercial advertising applied neuromarketing techniques to a commercial. The goal was to study cognitive and emotional responses to enhance effectiveness, with the ability to verify the results by measuring benefits in terms of calls from contributors. Cerebral activity was measured via an electroencephalogram (EEG) to obtain an approach-distance index. The study empirically demonstrates the impact of calls through changes in message framing strategies in non-commercial advertising, suggested and measured using neuromarketing techniques.

Mixed methods involving in-depth interviews

A combination of quantitative and qualitative methods provides a more comprehensive understanding of advertising’s impact on consumer behavior. The study adopts a mixed-methods design to provide a comprehensive understanding of advertising’s impact on consumer behavior. The quantitative phase involves a survey-based approach to collect numerical data on consumer perceptions, attitudes, and purchasing behavior. The qualitative phase includes in-depth interviews to gain a deeper understanding of consumer experiences, emotions, and the underlying motivations driving their behavior.

These interviews are semi-structured and conducted with a diverse sample of participants. Quantitative data is collected through an online survey administered to a large sample of participants. The survey includes demographic questions and elements related to advertising exposure. Data collected from the survey and interviews were analyzed using appropriate statistical techniques and thematic analysis, respectively, to derive meaningful insights into the impact of advertising on consumer behavior.

The quantitative analysis focused on examining the relationships between advertising exposure, consumer perceptions, attitudes, and purchasing behavior. The findings demonstrated that advertising has a significant impact on consumer behavior. Survey results indicated a positive correlation between advertising exposure and consumer attitudes toward advertised products or brands. The qualitative analysis revealed that emotional appeals in advertising played a critical role in capturing consumers’ attention and evoking emotional responses that subsequently influenced their purchase decisions.

Visual stimuli in in-depth interviews

Face-to-face interviews are particularly useful if time is available. They can provide in-depth qualitative data and allow the researcher to introduce visual stimuli, such as product images or marketing materials. The method is particularly useful for capturing a snapshot of public reaction to a new marketing campaign or product. The ability to show advertising materials and observe the respondent’s immediate reaction enriches the data collected during interviews.

The remote self-confrontational interview method allows for gaining insights into users’ perceptions of digital media content from a distance. The method involves several stages: first, participants interact with the stimulus, which allows for assessing their attention, emotional reactions, and intensity of engagement. Second, self-confrontational interviews are conducted to discuss and reassess the observed behavior of the participants. Third, additional research objectives are addressed through semi-structured interviews, and fourth, through problem-oriented tasks.

Weighing the benefits and challenges for participants and researchers, the method is discussed as an effective and widely applicable approach to studying the perceptions and evaluations of digital media users. The combination of observing interactions with advertising materials and subsequent discussion of reactions provides a multi-layered understanding of advertising perception. The method is particularly valuable for understanding how users process advertising messages in the digital environment.

Using interviews to evaluate new advertising formats

A study of players’ perceptions of in-game advertising utilized a naturalistic paradigm and a qualitative approach. The study utilized a phenomenological design through in-depth interviews with players who participated in a specific event. The goal of the study was to understand players’ perceptions of brand-video game collaborations, analyzing them from the perspective of in-game advertising to determine whether this tool was effective in facilitating this integration.

It was demonstrated that brand popularity and the innovative format within the medium enabled the success of the in-game advertising strategy among users. In-depth interviews allowed the researchers to understand the nuances of perception of this new form of advertising. Participants were able to express their opinions on how the brand’s integration into the gaming experience influenced their attitudes toward the brand and their gaming experience.

A qualitative study exploring consumer desires behind the screen utilized 94 in-depth interviews. The study design included a qualitative study with 94 in-depth interviews, a literature review, and a conceptual proposal. The qualitative study follows the analysis of data on tourism consumer desires, from categorization to integration. The literature analysis utilizes a systematic literature review approach based on 29 of the most relevant articles on emerging technologies from peer-reviewed journals.

A qualitative study reveals that consumers, drawing on their imagination and memories, desire therapy and landscapes and associate these desires with empathetic and resonant advertising messages. A conceptual framework for tourism marketing and advertising is proposed based on the qualitative research and literature review. In-depth interviews allowed the researchers to understand consumers’ deepest desires and how advertising can resonate with these desires through technological applications.

The role of transcription in interview analysis

Accurate interview transcription is critical for high-quality data analysis. Researchers should record and transcribe all telephone or virtual interviews to capture key points. Modern transcription technologies significantly facilitate the processing of in-depth interview data. Automated transcription tools can save researchers significant time, although human review remains necessary to ensure accuracy.

Transcriptions should capture not only words but also pauses, intonations, and emotional nuances that may be important for understanding the perception of advertising. A detailed transcription facilitates subsequent thematic analysis and the identification of patterns in the data. Researchers can return to transcripts multiple times during the analysis process, discovering new themes and connections. High-quality data analysis software can assist in organizing and coding transcripts.

Future Directions for the Application of In-Depth Interviews

Technological advances are opening up new possibilities for conducting in-depth interviews in advertising perception research. Remote interviews via video platforms are becoming increasingly common, expanding the geographic scope of research. Integrating artificial intelligence into interview data analysis can accelerate the identification of themes and patterns. However, human interpretation and contextual understanding remain indispensable for in-depth analysis.

Combining in-depth interviews with neuromarketing methods promises an even deeper understanding of unconscious reactions to advertising. Virtual reality can be integrated into the interview process to create an immersive advertising evaluation experience. Ethnographic approaches with long-term observation combined with periodic in-depth interviews can provide a more comprehensive understanding of changes in advertising perceptions over time.