Depth Interviews | Applications, Thoughts, Resources

This post discusses depth interviews. The post: (a) provides a range of applications where interviews may be useful; (b) makes a few observations from my experience; (c) lists additional resources for the interested reader.

Focus Groups Should Not Be Used to Measure Attitudes of the Population | Myki Case Study

Victoria is in the process of adopting a new public transport ticketing system called Myki based on an electronic card. It's delivery is late and the project is over budget. The system has become a political issue. It was interesting to read the following statement:

"[MyKi project’s new spokeswoman] said that Government focus groups had shown that Melburnians were looking forward to using the new card." - TheAge

I just wanted to make a few comments about problems in the reasoning of the above quote.