Best Practices for Conducting In-Depth Interviews (IDIs)
Looking beyond surface-level insights? In-depth interviews (IDIs) are a powerful way to uncover the real motivations and emotions behind customer decisions. In this blog, we share best practices for conducting IDIs that deliver rich, actionable insights—helping you connect with your audience on a deeper level.
5/15/20252 min read
In the world of market research, in-depth interviews (IDIs) are one of the most powerful tools to uncover rich, detailed insights directly from your target audience.
Unlike surveys or focus groups, IDIs allow for one-on-one, open-ended conversations that explore motivations, beliefs, and behaviors at a much deeper level.
But to get truly valuable insights, you need more than just a set of questions, you need a strong strategy.
🎯 What Are In-Depth Interviews?
In-depth interviews are qualitative research conversations - typically lasting 30 to 60 minutes - conducted with individual respondents. They're ideal for exploring:
Product or service experiences
Customer journeys
Brand perception
Unmet needs and pain points
✅ Best Practices for Conducting Effective In-Depth Interviews
1. Start with a Clear Objective
Before you ask a single question, define why you’re conducting the interview. What specific insights are you looking for? A focused objective helps guide the conversation and ensures relevant outcomes.
2. Use a Semi-Structured Discussion Guide
Don’t script it word-for-word. A flexible guide with open-ended questions allows you to steer the conversation naturally while covering key themes. Always leave room for unexpected insights.
3. Build Rapport Early
The first few minutes are critical. Put the respondent at ease, explain the purpose of the interview, and assure them that there are no right or wrong answers. A comfortable respondent shares more honestly.
4. Listen More, Talk Less
The best insights often come when the interviewer listens actively and probes thoughtfully. Use phrases like:
“Can you tell me more about that?”
“What made you feel that way?”
“What happened next?”
5. Avoid Leading Questions
Stay neutral. Don’t influence responses with your tone or phrasing. Instead of asking, “Did you like the new feature?”, ask “What was your experience with the new feature?”
6. Record and Transcribe (With Permission)
Always ask for consent to record the interview. Transcripts help capture exact language, tone, and phrasing which is invaluable during analysis.
🧠 Why In-Depth Interviews Matter
When done well, IDIs provide:
Deep emotional and behavioral insights
Rich customer stories and quotes
A better understanding of the "why" behind decisions
They’re especially useful for B2B research, healthcare studies, concept testing, and user experience analysis.
Final Thoughts
In-depth interviews are more than conversations - they’re windows into the minds of your customers. Following these best practices ensures you gather actionable, honest, and high-quality insights.
📩 Want to uncover deep insights from your audience?
We help brands plan, conduct, and analyze in-depth interviews that drive smarter decisions.
Let’s talk.