In-depth interview market research agency
One-on-one in-depth interviews (IDIs) allow participants to share their individual experiences and perspectives, facilitating a detailed exploration of knowledge and ideas. They are particularly useful in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field.
1000+ IDI projects completed
IDIs run in 50+ countries
10k+ IDI participants recruited
Why in-depth interviews?
Why should you conduct IDI market research?
In-depth interviews (IDIs) are a qualitative research method designed to explore individual perceptions, opinions, beliefs, and attitudes in detail. Conducted one-to-one, they allow participants the time and space to reflect and speak openly about products, services, concepts, advertising, ideas, or packaging. This depth of discussion makes IDIs particularly valuable when nuanced understanding and rich insight are required.
IDIs are especially effective when the research objective is to understand differences between individual viewpoints rather than establish group consensus. They are also well suited to sensitive or personal topics, where participants may feel uncomfortable sharing openly in a group setting, and to studies involving experts or specialists, whose knowledge and experience warrant focused, uninterrupted discussion. By removing peer influence, IDIs provide clearer, more honest insight into individual motivations and decision-making.
IDI clients
Selected IDI market research clients
FieldworkHub has arranged in-depth interviews for some of the world’s leading brands...
Types of IDI
What are the different types of in-depth interview?
IDIs vary in terms of the amount of structure in the discussion guide.
Structured IDIs
Structured IDIs follow a predetermined set of questions, ensuring consistency across interviews. The interviewer adheres fairly strictly to a script, allowing for easy comparison of responses. This method is ideal for analysis and when specific information is needed from each participant.
Semi-structured IDIs
Semi-structured IDIs combine a set list of questions with the flexibility to explore topics in more depth as they arise. The interviewer has a guide but can probe deeper based on the interviewee’s responses. This balance allows for both consistency and rich qualitative insights.
Unstructured IDIs
Unstructured IDIs are more conversational and flexible, with no predetermined set of questions. The interviewer explores topics as they naturally come up during the conversation. This approach is useful for discovering unexpected insights and understanding the interviewee’s perspective in depth.
Case studies
IDI case studies
We are experts in recruiting participants for IDIs in the UK, Europe and beyond. We have successfully recruited for more than 500 IDI projects and have run IDIs in more than 50 different countries. Here is a small selection of our previous IDI research.
Depth interviews: travel visa applicants, India, UAE
Our client was developing a new digital service to simplify the process of applying for international travel visas and wanted to conduct in- depth interviews with people who had recently applied for a UK visa and travel agency employees who assisted their customers with applications.
IDIs: 5 types of healthcare practitioners, USA
Our client wanted to interview five categories of healthcare practitioner in the USA (physicians, specialist gastroenterologists, pharmacists, nurses and hospitalists) on the topic of Clostridium difficile (C. diff), a type of bacteria that can cause severe diarrhoea and colitis.
IDIs: attitudes towards lab-grown diamonds, EU
A global mining group wanted to understand more about consumers’ attitudes towards diamond jewellery containing lab-grown rather than natural diamonds. FieldworkHub was asked to recruit four consumers in each of Germany, France, Italy and the UK who buy luxury goods. Respondents took part in remote IDIs.
IDIs: global social media behaviour
A client supporting a popular social media platform reached out to FieldworkHub to carry out IDIs with a sample of the platform’s users in Brazil, Egypt, Germany, India and Indonesia to discuss some features that were being developed to support discussions in the form of comments on posts.
Online IDIs: retailers on pop-up shops, UK
A leading retail landlord in the UK, was developing a new pop-up concept to encourage companies to experiment with temporary retail stores in the wake of the coronavirus pandemic. We arranged for direct-to-consumer retailers and traditional retailers to take part in online interviews over the course of two weeks.
Online IDIs: sustainability experts, 16 markets
We helped an NGO to complete a global climate sustainability study by arranging 42 online interviews across 16 markets with environment and sustainability experts from a variety of backgrounds. This successful project demonstrates our expertise in managing complex recruitment challenges across diverse markets.
Client testimonials
Testimonials from IDI clients
Here’s what some of our previous IDI clients say about us.
Working with the FieldworkHub team was truly a relief on a complex multi-country project. We used their local moderator and simultaneous translation services in a few markets. Winnie, as well as the local country teams, were adaptable, responsible and accommodating in a logistically challenging project. I value their partnership and will be tapping them in again on the next international project!
Kerry
Project Manager
Insights Agency
USA
FieldworkHub did an amazing job in setting up and managing one-on-one interviews for us. They were able to successfully recruit the people we needed, they did a fantastic job in setting up the interviews, and they showed outstanding attention to detail and precision in doing their job. I would strongly recommend choosing FieldworkHub as your research partner!
Simone
Research Manager
USA
Got questions?
Frequently Asked Questions
As consultants in the research space, we’ve got the answers to your questions about how to facilitate IDIs. And if there’s anything left unanswered, drop us an email or give the team a call. We’d be happy to help.
1
What kind of questions are asked in an in-depth interview?
Questions in an IDI or in-depth interview are usually open-ended and exploratory, designed to elicit detailed responses. They can cover a range of topics, including personal experiences, opinions, perceptions, and suggestions related to the research subject.
2
How long does an IDI typically take?
An IDI typically lasts between 30 to 90 minutes, depending on the complexity of the topic, type of profile, and the depth of information required.
3
How are participants chosen for IDIs?
Participants are typically selected based on specific criteria relevant to the research objectives, such as demographic factors, purchasing behaviour, or professional expertise, to ensure they represent the target audience.
4
How do IDIs compare to other qualitative methods like focus groups?
IDIs offer more depth and personal insight compared to focus groups, which may be influenced by group dynamics. IDIs allow for more private, candid responses, making them suitable for sensitive topics.
5
What is the typical cost of conducting IDIs?
The cost can vary widely depending on factors such as the type of respondent required, length of interview, the expertise of the interviewer, and whether the interviews are conducted in-person or remotely, but it’s generally more expensive to interview a given number of participants one at a time compared to running focus groups with the same number of people.
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