A qualitative research method used to explore a participant’s perspectives, motivations, behaviors, and experiences in a detailed, conversational format. Unlike surveys or focus groups, which gather responses from multiple individuals simultaneously, an IDI is a one-on-one session conducted by a trained interviewer, allowing for deeper probing and a more nuanced understanding of the respondent’s views.
These interviews are typically semi-structured, guided by a discussion guide but flexible enough to follow the participant’s lead. This allows researchers to uncover insights that are not easily accessible through closed-ended questions or group dynamics.
In marketing, IDIs are frequently used to:
- Explore customer decision-making processes
- Understand brand perceptions and emotional drivers
- Test reactions to new products, messaging, or campaign concepts
- Investigate pain points in customer journeys or service experiences
- Gain cultural or contextual depth in international or niche markets
IDI sessions can be conducted in person, over the phone, or via video conferencing, and they are often recorded and transcribed for thematic analysis. While time-intensive, IDIs are particularly valuable when the goal is to extract rich, detailed insights from a smaller, strategically selected group of respondents—especially when discretion, sensitivity, or complexity makes group settings inappropriate.
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