In-Depth Interviews

In-Depth Interviews (IDIs) collect qualitative data from a single or small group of carefully selected participants that meet the qualifications of your target audience. This common technique is highly effective when you need detailed information about thoughts and behaviors or want to explore topics in-depth. Traditionally conducted in person, IDIs have evolved with time and technology and can be held virtually, expanding the pool of qualified participants to include more diverse and niche audiences.

 

IDIs are advantageous for dissecting potentially sensitive topics and avoiding the phenomenon of "group think" that may occur in Focus Groups. These interviews are typically one-on-one, but can also be conducted in small groups of two or three to observe the relationship between participants, such as spouses/partners or people who work together.