Data Collection

In-Depth Interviewing (IDI)

This process allows W5 interviewers to engage a respondent in a less formal setting to understand his or her beliefs and opinions. In-depth interviewing, while structured, allows questions to flow naturally, with the conversation directing what is asked, as well as the order of questioning. This methodology can be used to measure the level of brand awareness, test new product reactions, get feedback on new concepts, assess the consumer's use of a product, determine company image, and a variety of other research objectives.

W5 employs a wide range of methodologies for in-depth interviewing, including intercept interviewing, online panels and affiliate networks, and telephone interviewing, among others.

See also:

• Qualitative > Understanding Consumer Experience