Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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In-Depth Interview (IDI)
Also known as a Depth Interview. An unstructured or semi-structured qualitative interview that probes detailed aspects of attitudes, needs, wants and behaviours. This type of interview is typically undertaken with consumers when the subject matter is sensitive or emotive and therefore inappropriate for larger forums such as focus groups. They are often used in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field.