In-Depth Interviews

(B2B & Consumers): IDIs are one-on-one conversations between a researcher and a participant, designed to delve deeply into their thoughts, feelings, experiences, and perspectives on a specific topic. Using open-ended questions, this method captures rich, nuanced data that goes far beyond simple yes-or-no answers. IDIs are a cornerstone of qualitative research, ideal for uncovering profound insights and understanding complex subject matters at a deeper level.