In-depth or in-depth interviews are a qualitative research method used to conduct in-depth interviews of people where respondent numbers are small and research focuses on a specific product, process, situation, or purpose. Companies use market research firms to use in-depth discussions to understand consumer Usability with a new concept or to expand sales of an existing product line.

or in other words, In-Depth Interviews is a data collection method that helps to analyze, explore, study perception, attitude, and respondent behavior to a particular idea or concept. The questions are open-ended, less structured, flexible, and continuous.

The great advantage of in-depth interviews is that more information and detailed insights can be obtained compared with other data collection methods. IDI can create a friendly environment for people to share their ideas and thoughts. The second benefit of in-depth interviews is that it allows the interviewees to have a deeper understanding of the participant, and to gain more knowledge and understanding than the focus group. Third, the speedy process has become one of the benefits of in-depth interviews.

In-depth interviews can be used when developing strategies.  In addition, in-depth interviews play a crucial role if someone is interested in gaining personal information about certain interesting topics that can only be gained through informal conversation.

1+1 Research’s moderators are highly trained professionals with industry-specific backgrounds and are experts in creating a comfortable environment to probe the respondent’s feelings, beliefs, thoughts, and perspectives in a particular order and words.