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. During an interview, the moderator asks the respondent questions according to a preset scenario.
IDI takes around 1–1.5 hours.
Ethnographic In-Depth Interview
An ethnographic in-depth interview is a survey that takes place at the respondent’s home (their usual environment) and allows having a look at and registering their lifestyle, purchasing and consumption habits as well as associations and phrases related to a product/brand.
One or several members of a household participating in the survey.
The aim of this method is to investigate rational and emotional behavior models and find out the opinions, expectations, and needs of existing/potential customers related to a certain product/brand. This method allows for obtaining diverse information with regard to the environment, lifestyle, values and behavior models of a respondent.
IDI takes up to 2.5 hours.