IN-DEPTH INTERVIEWS (IDI) AND TELEPHONE DEPTH INTERVIEWS (TDI)
Designed to extrapolate rich qualitative data sets, in-depth interviews involve a 1-on-1 long-form conversation with one of your target consumers, allowing our market researchers to gain holistic insights and perspectives into your consumer’s beliefs and behavior.
With the option of conducting these interviews face-to-face or over the phone, also known as Telephone Depth Interviewing or TDI, this qualitative market research modality offers a flexible and versatile approach when compared to a survey study or focus group methodology.
Our IDIs revolve around consumer-centricity! Our expert market researchers will build a rapport with your consumer to generate genuine responses and read in-between the lines by working off of social cues like your consumer’s body language, word, voice and tone variation and facial expressions to deduce your consumer’s visceral responses to incisive prompts.
Our IDI market research methodology involves:
A comprehensive discussion guide based on research objectives
Building a rapport with your target consumer
Navigating your consumer into comfortable territory
Genuine consumer responses
A comprehensive set of single-consumer-origin actionable insights
Often used by companies in the healthcare industry, media and civil rights organizations, NGOs, government organizations, thinktanks or non-profits to discover sentiments surrounding sensitive issues like euthanasia, human rights, racial and religious harmony or domestic violence, IDIs are the perfect market research solution to draw out responses relating to highly sensitive issues.
You can also rely on a triangulation of data by leveraging qualitative market data produced through IDIs along with survey data or ethnography to produce corroborated and credible research findings!