Market research is the basis for shaping business decision that are necessary to conduct. It relies on scientific methods that include the collection, analysis, and interpretation of information to facilitate marketing decision making. Qualitative research methods are used within the market research processes. Qualitative methods are used to understand human perception, and give the answer to the question "Why". Researchers choose which qualitative methods need to fulfill the purpose of their research. The primary goal of qualitative research is to describe and interpret respondents' experiences, gather new knowledge, acquire knowledge, and understand human behaviour without assumptions. The most common techniques used for the purpose of qualitative research are projective and diagnostic techniques which are based on a combination of several disciplines. In-depth interview is one of the tehniques of qualitative research. It is an informal detailed conversation with an individual about a particular topic. It is used for a variety of purposes including consumer needs assessment, business entity problem identification, strategic planning, and product and service image testing. An in-depth interview is most appropriate in situations where they want to ask open complex questions that can only be gathered from a relatively small number of people, most often those who are well acquainted with the purpose of the research. The interviews take place in several stages; from problematizing topics, designing questions, conducting interviews, transcribing conversations to analysis and reporting. For the purpose of practical application of the in-depth interview on the example of the communication strategy of the 22nd Pannonian Challenge, the following was concluded; identifying target groups and main communication messages, dealing with the organizational team, conducting a SWOT analysis, determining the media representation of the festival and other. This established the role of in-depth interviews in market research.