Individual Depth Interviews
Individual depth interviews (IDI’s) are ideal for communication, where it’s important to get a “clean read” (not influenced by other participants) on what the stimulus is communicating be it print ads, storyboards, animatics or finished spots, and when rotation of a variety of stimulus is important to eliminate order bias.
IDI’s are also ideal for:
- Concept tests, especially when there is a prototype to see and touch
- Website usability evaluations
- Complex topics
- Detailed discussions of purchase decisions
- Sensitive or very personal issues
- Discussions with businesspeople when the topic is such that they would not want to reveal information to potential competitors
- Anytime where depth is more important than breadth – when you want each respondent to address every topic or issue
Traditionally, in-depth interviews have been conducted in-person at a focus group facility, but increasingly, they are also being conducted via web cam. This method offers the benefits of:
- Enabling respondents to participate from the comfort of their own environment (e.g., home, office)
- Including respondents from a variety of geographic areas (including rural ones)
- The moderator and viewers being able to see respondents’ facial expressions while they are viewing a concept or ad
- Respondents being able to do a “show and tell” of an item from their home or office
- Allowing more flexibility in scheduling and rescheduling of interviews
- Not requiring any travel for respondents, viewers or moderator
CASE STUDY
The maker of a facial filler product wanted to gain insights into women’s consideration journey toward treatment with the business goal of increasing sales and maintaining its leadership in the dermal treatment industry. Thirty-six depth interviews were conducted in several markets among women age 35 – 54, who represented a mix in terms of users of the client’s product, users of a competitor’s product and non-users of the product. The interviews focused on uncovering deep-seated emotional drivers related to aging and appearance. The research identified factors and influences that inhibited the decision to move forward with treatment and determined the type of language that would resonate with the target audience and encourages them to take action.
