In-depth interview (IDI) is a cornerstone of qualitative research, and the original classic setting for market research of all types: detailed interviews, usually with one respondent.
This method, like FGD, will provide a deep insight into the mentality of the target group. But the difference is that it will be conducted one-on-one and face-to-face, and each interview will last about an hour and to achieve this objective, the respondents should be given incentives. This method is suitable for gaining deep insight of an expert or professional group, and it will usually be done at their place of business, but in addition, this method is also used for deep insight towards our customers. Recruiting in this method is time-consuming and expensive, especially if the target group includes certain specialists from an industry, because they do not have enough time to interview.
The primary advantage of in-depth interviews is that they provide much more detailed information than what is available through quantitative surveys. Because a good interviewer will establish a rapport with a respondent, articulate and insightful responses are frequently obtained.
But it also has other benefits:
⦁ Interviewers have greater opportunity to ask follow-up questions, probe for additional information, and circle back to key questions later on in the interview to generate a rich understanding of attitudes, perceptions, motivations, etc.
⦁ Interviewers can monitor changes in tone and word choice to gain a deeper understanding. (Note, if the in-depth interview is face-to-face, researchers can also focus on body language.)
⦁ There is a higher quality of sampling compared to some other data collection methods.
⦁ Researchers need fewer participants to glean useful and relevant insights.
⦁ There are none of the potential distractions or peer-pressure dynamics that can sometimes emerge in focus groups.
⦁ Because in-depth interviews can potentially be so insightful, it is possible to identify highly valuable findings quickly.
Common uses for IDIs include branding research, customer satisfaction, market need, Obstacles and market problems, new product and service interest, consumer/customer, as well as others. Results from IDIs point organizations in the right direction and give critical feedback for their next move.