Consistent with our theme of 'sense, senses and sensibilities', we do a lot of one-on-one interviewing at Susan Bell Research. I do love one-on-one interviewing because you get to know people in a way that you never can in a group discussion, whatever the format.
Here is a brief summary of the one-day course that I gave on one-on-one interviewing at the AMSRS Winter School in July 2015.1 It was really interesting to learn that many of the course delegates are doing more and more one-on-one interviews by phone rather than face to face, with relatively little use of technology, so far anyway.
Back in the mists of time when market research began, most research projects were about products. I know that in my early days as a researcher, I spent a lot of time researching jam, beer and insecticide!
Researching products is a one-sided affair: we want to know how the person buying or using the product behaves. We can't ask the product about its experience...