Seidman (2012) describes the root of in-depth interviews as “an interest in understanding the lived experience of other people and the meaning they give to that experience” . The interview research method has become a widely used technique for gathering different forms of methodical information about individuals in the social world. Interviews can be conducted using one of two basic structures called structured (closed-ended questions) or unstructured (open-ended questions). They can be formulated in such a way that the researcher retrieves the desired information from the respondent. Open-ended interviews are a qualitative research technique that involves conducting interviews with an individual or a small number of participants. The strategy is administered by the researcher to explore participants' unique perspectives on a particular area being studied. For example, the researcher may ask participants about their experiences and expectations related to the topic and their thoughts on the topic (Boyce and Neale 2006). The appeal of this research method is that it can provide a detailed description from the subject. respondent, while being profitable for the researcher. They allow individuals to communicate more than just canned responses; this allows the researcher to see the interviewee's true perspective and elicits more honest responses (Erickson & Kaplan 2000). This is because open-ended questions are worded in a specific way that prevents simple “yes” or “no” answers. An example of an open-ended question is: "What do you think about modern consumer culture?" » The researcher must ensure that the questions asked do not "lead" or "direct" a...... middle of article.... ..ations of interviews as a research technique for studying viewers . [online] Available at: http://www.aber.ac.uk/media/Students/aeo9702.html [Accessed April 17, 2014]. SILVERMAN, D., 2011. Interpreting qualitative data. Sage.SEIDMAN, I., 2012. Interviews as qualitative research: A guide for researchers in education and the social sciences. Teachers College Press. SCHISCHKA, J., 2013. Developing participatory communication: a case study using semi-structured interviews in Samoa. Development in Practice, 23(4), pp. 537-548. SWAIN, J., HEYMAN, B. and GILLMAN, M., 1998. Public research, private concerns: ethical issues in using open-ended interviews with people who have learning difficulties.TORRINGTON, D., LOBBY. L. ; TAYLOR, S., 2008. Human resources management, 5., pp. 150-154WILES, R., 2012. What are qualitative research ethics? A&C Black.