While gathering data on a group of prospective customers through focus groups and online bulletin boards can be great for analyzing trends and understanding a broad customer base, in some instances, you may need a more private setting to acquire the rich data you’re after.
In-depth interviews (IDIs) are a powerful research tool that provides deep insights into the personal beliefs and motivations of a person or select group. They’re great for unpacking the nuance of individual perspectives in scenarios where each response is critical but may be overshadowed in a larger, group setting. Here is a closer look at the benefits of in-depth interviews and when it makes sense to include them in your research strategy.
What Is the Purpose of an In-Depth Interview?
The general purpose of an IDI is similar to that of a focus group. In both cases, you’re looking to acquire information about a respondent’s views, experiences, and perspectives on a specific topic. However, the one-on-one setting makes IDIs better for research subjects requiring more privacy or depth.
Common Goals of IDI’s:
- Identify Insights and Consumer Language: The singular nature of IDIs allows researchers to better understand the unique subtleties of the language consumers or a specific group use to describe their attitudes and experiences.
- Explore Aesthetic and Sensorial Elements: IDIs help researchers understand the sensory and audio-visual cues that impact purchase decisions, which can be useful for product development.
- Understand Behaviors and Attitudes: IDIs give researchers the ability to go more in-depth with their questioning, providing greater clarity around the driving factors behind consumer actions.
- Gather Feedback for Refinement: Preliminary feedback gathered during an IDI can help refine product ideas before broader testing when launching a new feature, design, or packaging.
When Should You Use an In-Depth Interview
IDIs are a useful tool in a wide variety of scenarios, although they are most effective in situations where specific perspectives, feelings, and ideas are needed. This may be because the topic is sensitive or requires specialized knowledge the average person may not have.
Common Scenarios Where IDIs Are Useful:
- Professional Interviews: IDIs can be great for gaining insights from specialized audiences such as healthcare professionals or patients.
- Sensitive Topics: The private setting IDIs provide makes them effective for exploring topics that participants may be hesitant to open up about in front of a group.
- In-depth Exploration: IDIs also work well for complex topics that require additional probing that the time constraints and free-flowing nature of a focus group may limit.
Best Practices for Conducting Effective In-Depth Interviews
Skilled moderators can obtain a wealth of intriguing data about customers from IDIs. However, you must know what to look for and strike a balance between structure and flexibility. To acquire the most data, researchers should:
- Look for Patterns: Analyze responses from participants across all the interviews you conduct and look for recurring themes and consistencies to extract actionable insights.
- Observe Non-Verbal Cues: Don’t fixate only on what participants tell you directly. Pay attention to body language and visceral responses to better understand the subconscious feelings respondents have toward a subject.
- Note What Is Unstated: Silence or hesitation can be as revealing as any words spoken, so document what is unstated as well as what is stated.
What Are the Pros and Cons of In-Depth Interviews?
IDIs can be highly effective in countless complex situations, but like any practice, they have their advantages and challenges. Here are a few things to consider if you’re considering IDI’s for your next research study:
Advantages of IDI’s
- Greater Depth of Information: Researchers have the freedom to dive deeper into a topic and answer follow-up questions about an individual’s point of view that produce rich, detailed insights.
- Candid Responses: Participants may feel more open and willing to provide honest answers without feeling judged or influenced by other participants.
- Instant Feedback: Researchers can ask immediate follow-up questions on any vague responses that require further exploration.
Challenges of IDI’s
- Small Sample Size: IDIs usually only involve about 10 participants, which means the data may not represent an entire group or customer base. As a result, the findings are not statistically projectable. Conducting IDIs alongside larger studies like focus groups and bulletin boards can be a good way to balance in-depth insights with broader representation.
- Time/Geographic Constraints: Conducting and interpreting in-person IDIs can be time-consuming compared to other research techniques, plus it limits you to participants who can access the physical location. Hosting IDIs online can be an effective solution to save time and reach a larger pool of participants.
- Samples Not Always Random: Participants for IDIs are typically screened from a database rather than randomly sampled, which can call into question the authenticity of the data. For instance, some professionals familiar with the research setting may be overly aware of their answers being analyzed and hold back on certain topics. Careful vetting and creative screening questions can help you find the right participants.
Get More Out of Your In-Depth Interviews With the Help of New Perspectives
In-depth interviews can be very effective when done correctly and produce astonishing insights that are difficult to obtain in other research settings. However, conducting a successful IDI takes careful planning, moderation, and analysis and may be challenging without prior experience. If you’re considering implementing an IDI and need assistance from skilled professionals, New Perspectives will be happy to help. Contact us today to get started with your next research study.
