ONE-ON-ONE IN-DEPTH INTERVIEWS (IDIS): TELEPHONE OR IN-PERSON
This research methodology allows us to speak with very targeted or hard-to-reach audiences. IDIs allow for a more in-depth, candid discussion and probing on specific issues than a traditional focus group. We explore in-depth what is most important to an individual respondent and how an issue personally affects them. These interviews give a more detailed look at an individual’s attitudes and feelings about an issue and what language resonates most with an individual. The interview is roughly 30 minutes to an hour in length.
One-on-one in-depth interviewing can be conducted over the telephone or in-person depending on the sensitivity of the subject matter to be explored. We recommend conducting the in-person IDIs at a professional focus groups facility in order to provide audio and video recording as well as allowing for client observation of the interviews.
IDIs are typically conducted with very high-level respondents (CEOs of Fortune 500 companies, elected officials, policy leaders, etc.). They are generally not a “stand-alone” research segment, but completed as part of an overall research plan including other elements.