A dictation machine was used to record all interviews, lasting anywhere from thirty minutes, to over an hour depending upon the depth of each individual’s responses. Brief notes were also taken during the duration of the interviews to help remind me of areas that needed elaborating or further discussion. Data was collected through a series of one-to-one in depth interviews, and a focus-group. In-depth interviewing was chosen as it linked well with a grounded theory approach; it is also an unstructured and direct way of obtaining information making it the job of the interviewer to skilfully uncover underlying motivations, beliefs, attitudes and feeling on a topic. Probing was one of the ways in which data turned from basic expressions to in-depth expressions, the use of ‘could you please elaborate on that point’ and ‘what makes you say that’ helped peel back layers of thought with respondents.