Depending on the objective, just a few carefully selected conversations can be enough to reveal patterns, drivers, barriers, or blind spots. This means results are available quickly, and the budget remains manageable.
Get to the "Why" Quickly with WhyDives!
Qualitative depth doesn't always require a large or expensive framework. Our WhyDives are short, qualitative conversations of approximately 20-30 minutes that quickly deliver valuable insights. With WhyDives, we've already uncovered anxieties and concerns about the future, untangled decision-making processes during home renovations, and precisely identified dietary and shopping patterns.
WhyDives enrich quantitative Studies
Whether for the 17th wave of a tracker or an ad-hoc study, participants provide fascinating interview partners for subsequent in-depth conversations. Focus topics or questions where open-ended questionnaire questions only scratch the surface can be ideally explored in greater depth during these short conversations.
Quantitative results also benefit from WhyDives on an emotional level: Original quotes, audio tracks, or video snippets create a sense of connection, increase empathy, and, by activating mental images, ensure that insights are not only understood but also remembered.
How to make WhyDives a success
After several hundred short interviews, we know that depth of topic isn't achieved through numerous questions, but through clear focus. WhyDives don't work by simply shortening a classic 60-minute interview guide. They require their own logic: rapid trust building, a narrow focus, and consistent follow-up questions.- Don't Jump In
The warm-up phase is crucial—precisely because the interview is short. It lowers tension, builds trust, and opens the space so that participants can quickly enter an authentic narrative flow. - Less is More
Instead of superficially touching on many topics, the focus is on answering one central question. The more streamlined the interview guide, the more space there is for the participants' perspectives – and the clearer the insights. - Empathetic Facilitation
In short interviews, every minute counts. Pace, tone, and follow-up questions must be tailored to the individual so that a genuine connection is quickly established and brief conversations yield real insights.
When WhyDives are ideal – and when they aren't
WhyDives are ideal for tight timelines, clearly defined focus topics, and for exploring hypotheses in greater depth. They are particularly suitable when the goal is to quickly understand the drivers, barriers, or decision-making logics behind a behavior.
They are less suitable for broad explorations, complex customer journeys with numerous stakeholders, or questions requiring a comprehensive understanding of people's lives. For these situations, we recommend in-depth interviews, ethnographic approaches, or multi-stage qualitative designs.
When qualitative depth is important, but time and budget are limited, WhyDives offer a streamlined path to better decisions.
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