In-depth Interviews
Why use in-depth interviews (IDIs)?
- Drill deeply into detailed information on how stakeholders personally describe thoughts and feelings about your services or brand.
- Learn stakeholders’ feelings and thoughts in their own words.
- Examine intricate decision-making processes of people evaluating your brand, products, or services.
- Delve into the background context behind what people think and feel to “walk in their shoes”.
- Study sensitive topics.
- Explore customer satisfaction and other business-critical questions while maintaining participants’ privacy.
- Gather stakeholder-generated language, concepts, and questions that can help build effective quantitative surveys.
- Learn from geographically-diverse stakeholders.
Common questions about in-depth interviews:
- How many participants should we look to interview?
- How do we recruit for IDIs?
- Who should we recruit?
- What questions should we ask to gain the insights we need?
- How do we phrase questions to encourage participants’ input?
- What if the people we’d like to learn from are geographically diverse?
- Should we reveal our brand as sponsoring the study, or should we keep the sponsorship anonymous?
- Could our questions be addressed more effectively with focus group discussions compared to in-depth interviews?
How we can help:
We can guide you throughout the planning process, implement objective data collection, make recommendations based on the data collected, and consult with you on implementing action steps. Percept Research consultants provide:
Planning
- Needs assessment to define clear research goals.
- Research design aimed toward gathering specific, relevant, and attainable data.
- Recruitment consulting to define sample populations and identify qualified participants.
- Discussion guide development to stimulate conversation while collecting specific, relevant input.
Research implementation
- Objective interviewing to eliminate bias, and ensure all viewpoints are heard and registered.
- Interpersonal skills that create a neutral, relaxed, conversational atmosphere that encourages participants to speak freely.
- Fluid conversational exchange and perceptive listening that invites sharing.
Reporting
- Data integration with secondary resources to frame participants’ comments specifically within the context of your program and industry.
- Data analysis, interpretation, and presentation that speaks directly to your program objectives.
Consulting
- Actionable recommendations based on data collected.
- Guidance on action items implementation and best practices.
