In-depth interviews (IDIs) are qualitative research methods that involve one-on-one conversations between a researcher and a participant. These interviews delve deeply into the participant’s perspectives, experiences, and opinions.
Objectives
- To gain comprehensive insights into participants’ thoughts, emotions, motivations, and behaviors.
- To explore complex topics in detail and uncover nuanced understandings that may not emerge through other research methods.
Advantages
- Depth and Richness: Provides detailed and nuanced insights into participants’ perspectives and experiences.
- Flexibility: Allows for exploration of unanticipated topics and adaptation of questioning based on participant responses.
- Confidentiality: Participants may feel more comfortable sharing sensitive or personal information in a one-on-one setting.
- Real-Time Feedback: Researchers can observe participants’ non-verbal cues and reactions during the interview.
Applications
- Market Research: Exploring consumer preferences, perceptions, and behaviors.
- Product Development: Understanding user needs and preferences to inform product design and features.
- Social Sciences: Investigating attitudes, beliefs, and experiences related to various social phenomena.