Qualitative/IDI Study

The in-depth interview (IDI) is a qualitative research method that utilizes a moderator to garner information from one respondent, either in person or over the telephone/Internet. Market researchers frequently turn to IDIs as the first step during business-to-business research encounters. The one-on-one format promotes an intimacy that other qualitative measures can’t engender, making IDIs especially suited for gathering information on sensitive topics or when researchers want opinions from industry experts. The private nature of the setting allows the moderator to evaluate respondent behavior, including voice tone and body language.

We can arrange and conduct in-depth interviews face-to-face, over a video call, or on the phone. Absolutely vital to an efficient IDI program may be a carefully crafted discussion guide, tailored to specific audiences, and structured to deliver the deepest set of insights. Skilled interviewers also play an important role in the success of any IDI project. That’s why all CAWI Panel IDIs are conducted by trained specialists in this field with the analytical skills to dig deep and uncover meaningful insights that your business can influence.