It has been found that the most significant aspects of in depth interviews are that it allows the interviewers to devote more research time on the participant, and allows the interviewer to establish good rapport with the participant such that there can be more understanding of the individual needs. It also allows the interviewer to conduct a thorough investigation and cover all the variables that is required for the research. This has been touted to be better than just a questionnaire method (used in this research). The researcher can gain awareness of the exact needs of the situation. In this case, random sampling is often used and the researcher is able to gain understanding of the situations from a complete and a holistic angle. When the interview is conducted as a focus group, there are more dynamics aspects that have been involved. There is more roles for the moderator in the case of the focus groups. They can essentially allow the people to form groups based on the subjective requirements of the situation. The moderator can also steer the direction of the group and allow the people to be actively involved in the conversation. This conversational ability of the focus groups also directs the people in finding and resolving the issues. The real ability in focus groups lies in selecting the right kind of groups for each of the situation that has been involved. Now there are different objectives identified for the research work, and each of these objectives could have been used to tap into individual segments. By bypassing this form of qualitative research data gathering, the research work suffers because the attitudinal information, brand associations and more human elements of connecting with brand might not be revealed.