In-Depth Interview (IDI)
IDI is a method of qualitative survey, where a moderator focuses on each respondent during an interview. This method is used to find out detailed opinion, attitude and beliefs of a respondent on a particular topic, for example, evaluation of new products or service packages introduced to the market.
This is the method that can provide very accurate and particular responses as well as comprehensive and varied knowledge about the experiences, opinions and motives of individuals, which cannot be obtained from a focus group discussion. IDI method is usually applied to interview experts and B2B representatives.
IDIs take place in a designated room with a one-way mirror and audio/video equipment.
During an interview, the moderator asks the respondent questions according to a preset scenario.
IDI takes around 1–1.5 hours.
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