We do in-depth interviews face to face so that a rapport can be created with respondents. Body language is also used to add a high level of understanding to the answers. Telephones can also be used by a skilled researcher with little loss of data and at a tenth of the cost. The interview is more of a guided conversation than a staccato question and answer session. The interview is conducted using a discussion guide which facilitates the flushing out of the respondent’s views through open ended questioning.