In-Depth Interviewing

In-Depth Interviewing (IDI) is an intimate conversation between a moderator and an individual or small group of participants. It is a preferred approach when research topics are sensitive or more detailed feedback is needed.

Semistructured, the approach allows conversations to flow naturally, with the spirit of the conversation guiding the questioning and its order. W5 views IDI as offering several methodological advantages, including building a strong rapport and leading to more detailed, evocative feedback. The approach is often direct and focused with minimal distractions, allowing for more genuine, thoughtful responses.

“Interviewing is a lot like talking, but you have to guide the conversation. You have to know what you want and go about getting it.”

-Anthony DeCurtis

In-Depth Interviews can help you:

  • Explore individual concerns for a product, concept, or idea

  • Assess independent decision making and behavior among a specific consumer audience

  • Connect with unique, specialized populations to discuss a specific subject in depth

  • Explore sensitive or emotional topics inappropriate for community discussion

  • Understand complex elements of a client product or service from the experience of a sophisticated end user

Connect with us to learn more about W5’s In-Depth Interviewing capabilities and how we can support your team.

Explore

W5 practices empathy in everything we do, inside and outside of our project work.

See the blog post here.

W5 helped an established HR firm develop and refine a new campaign to reflect the needs of small business owners.

See the case study here.