In-Depth Interview


An in-Depth Interview is a qualitative method of data collection that provides the possibility of receiving a large amount of information about the behavior, attitude, and perception of interviewees through face-to-face, telephone, or online interviews. During the IDI, the interviewer and the interviewee are free to make additional points and change the direction of the interview if necessary. Having a flexible structure, being interactive, going deeper into the topic, and being productive (creating new understanding and knowledge about the topic) are the main characteristics of in-depth interviews. Also, combining this method with other research methods such as online surveys has a very good effect.


To get feedback about the launch of a new product or service, to understand the needs and expectations of customers in persona-gathering sessions, and to get customers’ ideas about improving existing products and services, Using an in-depth interview method provides great data for brands.


The main objective of in-depth interviews is to understand consumer behavior and make informed decisions. Brands can formulate their marketing strategy based on the information received from the respondents and understand the customer’s thought process and design products with market acceptance. Brands can also gain insight into potential consumer demand.

Types of in-depth interview structure

Interviews can be structured, unstructured, and semi-structured:

  • Structured interviews: The methodology of this type of interview is fixed, and the interviewer only asks predetermined questions to understand certain experiences of the interviewee. In a structured interview, it is possible to go deeper into the topic under discussion.
  • Unstructured interviews: Unstructured interviews do not include predetermined questions and are more like a conversation between the interviewer and the interviewee.
  • Semi-structured: The most valuable in-depth interviews are semi-structured interviews; This is because some questions and basic topics are predetermined and designed, but the interviewer can ask for more details from the interviewee or the interviewee can change the direction of the interview if necessary.

Importance and advantage:

  • The possibility of reaching the reasons for the respondents’ beliefs, opinions, and preferences
  • The openness of the questions and the possibility of customizing the questions
  • Creating a relationship between the interviewer and the interviewee that makes the interviewee feel comfortable and provides honest feedback
  • The possibility of noting the body language of the respondents
  • Small sample size and no need for many respondents
  • The possibility of checking the change of tone and the choice of words of customers


  • Time-consuming due to the need to organize and analyze details
  • being expensive
  • The need to be very careful to select the respondents so as not to create bias in the data
  • It is difficult to encourage respondents to accept cooperation


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