In-depth Interviews

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:


  • 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.


  • 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.


  • Actionable recommendations based on data collected.
  • Guidance on action items implementation and best practices.