What
are In-Depth Interviews?
In-Depth Interviews (IDIs) are one-on-one discussions used to uncover the
beliefs, behaviors and motivations of respondents.
In-Depth Interviews are ideal for exploring topics that might not be
discussed easily in a group setting, such as sensitive personal issues or
strategic/proprietary business topics that respondents might be reluctant to
discuss in front of competitors. These
one-on-one sessions are also used when respondents are spread out
geographically and cannot meet in a group setting.
In-Depth
Interviews can also be completed over the telephone. These sessions, which can
run as long as 45-60 minutes, follow the same format as face-to-face
interviews, but they allow a skilled moderator to reach respondents in many
different cities.
Projects
involving In-Depth-Interviews are usually priced on a per-interview basis.
The cost of each interview varies widely depending on the location and
length of the interview and the type of respondent sought.
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Why
Use In-Depth Interviews?
Ø
Privacy
and Sensitivity – In-Depth Interviews provide a format in which
respondents can speak openly about private or sensitive issues that could not
be discussed in a group setting.
Ø
Individual
Attention – In-Depth
Interviews allow a moderator to give individual attention to each respondent,
probing in depth every thought and opinion relative to the client’s
interests.
Ø
Capturing
the Elusive Respondent – In-Depth Interviews can be extremely helpful if
your respondents are difficult to pin down (doctors, C-level executives) or
live far away from one another. Unlike
Focus Groups, In-Depth Interviews can be conducted by phone, so respondents
can be reached anywhere, and they don’t have to take time to travel to a
facility.
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Are
In-Depth Interviews Right for You?
In-Depth Interview are used to uncover the same types of information as Focus
Groups, and thus are a good format for uncovering the thoughts, opinions and
perceptions of the market. In-Depth
Interviews are uniquely suited for sensitive topics, Web site usability
testing, executive or hard-to-pin-down respondents and for reaching responds
in different cities. In-Depth Interviews are often coupled with Focus Groups
or other research techniques.
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Case
Study
In developing a
new line of business focused on the hospital setting, a large manufacturer and
distributor of industrial gas needed more information about the market.
They wanted to talk to a variety of buyers and decision influencers
that were hard to reach. Using
both personal on-site interviews and in-depth telephone interviews, we were
able to talk to anesthesiologists, directors of pharmacies and purchasing
agents in various hospitals in one concentrated market and throughout the
country to learn more about the purchase process.
The information helped our client tailor communication, marketing and
sales approaches for the successful launch of this new product line.
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