Achieve a holistic understanding of your target audience through one-on-one communication. In-Depth Interviews (IDIs) are a widely used qualitative methodology, known for fostering a strong rapport between the respondent and the moderator.

IDIs are typically conducted with key industry experts and important stakeholders, offering the ability to gain profound insights. These interviews can take place in person (at the workplace, at home, or at a facility), over the telephone, or via online platforms.

A typical IDI lasts between 60 to 90 minutes, depending on the agenda and depth of questions. Through this method, you can gather detailed, nuanced feedback directly from your audience, enhancing your understanding and informing your strategy effectively.