In-Depth Interviews (IDI)
Interviews in which the respondent and interviewer delve deeply into usage and attitudes through one-on-one discussion. IDIs are also called 1-on-1 interviews.
Service Outline
One-on-one interviews allow you to go beyond the collection of superficial information and probe deeply and in detail into the respondent’s lifestyle and behavior. In addition, the interviewer can delve into and clarify underlying thoughts and motivations, desires, frustrations, values, etc. by asking questions in response to the answers and reactions given.
For example, in-depth interviews can be used to
- clarify users’ purchase process and history
- gain a deeper understanding of the perceived value of a brand
- ask about about extremely personal topics that are difficult to talk about in front of other people (such as money, illness, physical concerns, etc.)
Characteristics of In-Depth Interviews
In-depth probing of respondent’s personal experiences and processes
Since a considerable amount of time is spent on each respondent, you can ask detailed questions to gain a clearer understanding of specific areas of interest such as the process of purchasing products and services, brand selection behavior, brand switching, loyalty formation history, lifestyle and life stage changes, etc.
Clarification of latent needs
By delving deeper into their values and lifestyle, you can not only identify the conscious needs driving repondents’ actions but also uncover underlying needs that they themselves may not be aware of.
Proposals based on extensive experience and data
INTAGE has a department specializing in qualitative research and many experienced researchers. Making full use of our extensive experience, expertise, and in-house market data, we can offer the best research plan for your needs.
“Cognitive interviewing” for a broader, deeper understanding of the customer journey in context
We have a variety of interview methods to suit your objectives. For example, we can use a technique for maximizing memory recall called “cognitive interviewing” to learn about the experiences that led people to become “fans” of a brand, and thereby identify the core values that should be conveyed, or to find out what purchasers felt and experienced up until purchase as a way of gaining inspiration for ad campaigns.
Deliverables
We can create a summary, full report, individual profile sheets, or other materials to suit your budget and requirements.
Service Flow
Cost
From approximately 2.3 million yen
*For 6 interviews, offline, with opportunity recruitment, transcription, and full report