Uncover the depth beneath your data

Because high-quality qualitative interviews generate rich, detailed data, you often reach what researchers call “saturation” (the point where new interviews stop adding new themes) surprisingly quickly. Decades of methodological research shows that core themes emerge early, and that large qualitative samples are rarely necessary to understand meaning, motivations, and lived experience.

Because qualitative research is about why people think, feel, or behave the way they do — not about how many hold a particular view. A single qualitative interview often produces more text, explanation, and meaning than an entire quantitative dataset. The aim is depth and understanding, not numerical precision.

Our approach — small, fast qualitative depth interviews supported by AI analysis — aligns precisely with the evidence-based standards of the field:

• We focus on the right number of interviews, not the biggest number.
• We ensure saturation is reached quickly, efficiently, and transparently.
• We apply methods validated across multiple landmark studies.
• We combine classic qualitative best practice with AI-enhanced pattern detection, meaning we uncover themes at the pace modern decision-making requires.

The result: high-resolution understanding, produced rapidly, grounded in established research methodology.

We recommend you start at 50 qualitative depth interviews because this number consistently delivers rich, reliable insights across both homogeneous and heterogeneous populations. At around 50 interviews, you typically reach:

• Full thematic saturation in homogeneous groups
• Strong cross-perspective coverage in heterogeneous samples
• Enough variation to understand motivations and meaning

But we can also scale to much higher volumes, or multiple smaller sub-groups where needed so that you can get the insights you need.

Our online 1:1 interview methodology offers several significant advantages:

• Elimination of group dynamics: Without the influence of dominant personalities or groupthink that can occur in focus groups, participants express their genuine views without being swayed by others’ opinions.
• Reduced social pressure: People are more likely to share honest, unfiltered thoughts on sensitive topics when they’re not concerned about judgment from peers in the room.
• Greater diversity of participation: Online 1:1 interviews enable participation from people who might be reluctant to join group sessions or face geographical or mobility barriers.
• Flexibility in scheduling: Individual interviews can be conducted at times convenient for each participant, rather than requiring everyone to be available simultaneously.
• Comfort and authenticity: People often feel more comfortable speaking from their own environments, leading to more authentic and relaxed conversations.
• Reduced self-censorship: Without peers present, participants are more likely to express unpopular opinions or admit to socially undesirable attitudes or behaviours.