In-depth interviews

In-depth interviews (IDIs), where a moderator interviews a single respondent, can be crucial for exploring delicate subjects or accessing hard-to-reach demographics, whether face-to-face, online, or over the phone.

It may also be useful to conduct IDIs instead of, or in addition to, focus groups when you want to obtain a lot of detailed information from each respondent or when want to explore the differences in opinion between lots of different kinds of respondents. IDIs are often used in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field. A small number of IDIs with the right interviewees can deliver valuable findings very quickly.

Respondents will typically be more comfortable and talkative when speaking to just one other person in the room, especially when it comes to sensitive topics. When only speaking to one person, it is also easier to probe more deeply on a particular statement or ask follow-up questions which weren’t initially included in the discussion guide.

We can record IDIs and provide simultaneous translation for foreign language interviews. We can also analyse and report on interviews in order to draw out key insights.

Online and telephone interviews are typically most cost-effective and convenient, and make it easier to obtain insights from participants who live in different locations, but complex or sensitive issues may be explored more easily face-to-face.


Healthcare professional holds stethoscope out towards patient during a check-up

In-depth interviews with cardiologists in Canada

For a management consulting client, we recruited six Canadian cardiologists who were based outside hospitals and had experience in prescribing New Oral Anticoagulant (NOAC) drugs to patients with heart conditions and scheduled in-depth telephone interviews with them over a two-week period.

Teenage boy sitting on public transport using smartphone to access social media

Telephone interviews with teenagers in the UK about social media

A large social media company had carried out an online survey amongst users of its platform and wanted to conduct telephone interviews in the UK with a sample of teenage users who met the target profile. We were provided with a list of qualified respondents and asked to contact them, convince them to take part, and arrange the payment of incentives. To encourage participation we paid part of the incentive when each interview was scheduled and the remainder once the interview had been successfully completed.

Female healthcare patient sat next to an infusion pump feeding an IV drip into her arm

In-depth interviews about infusion pumps with nurses, patients and care-givers in the UK

Our client wanted to conduct in-depth interviews with nurses, patients and care-givers who had experience of using a particular brand of infusion pump, including those who used one at home. We arranged for 18 nurses and 18 patients and care-givers to attend a central location to discuss their experience of using the pumps and explore the features of a new model of pump in two-hour sessions. The interviews took place in London over the course of a week and allowed the end client to gain valuable insights into the new pump.