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Market Research Blog

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What’s the Difference Between Key Informant Interviews and In-Depth Interviews?

Years ago, in the burgeoning field of cultural anthropology, ethnographers began discreetly observing research subjects from within a community. It was a novel approach; instead of bringing subjects to them in a controlled setting, researchers would immerse themselves within a group, asking questions and conversing with individual subjects with..

An Introduction to In-Depth Interviews

Oftentimes, one of the first things companies do when starting a large-scale market research project is conduct in-depth interviews (IDIs) with various types of respondents; IDIs can help businesses uncover information about which they weren’t previously aware, thus providing a means for narrowing or sharpening subsequent research focus.

What ..

In-Depth Interviews: Data Collection Advantages and Disadvantages

In-depth interviews are a qualitative data collection method that involves direct, one-on-one engagement with individual participants. In-depth interviewing can take place face-to-face, or –– in some cases –– over the phone. However, for the latter to be effective and to deliver reliable information, the interviewer must be highly skilled to..

Four Actionable Tips to Improve Your In-Depth Interviews

In-depth interviews are an excellent source of primary data for researchers looking to answer more complex or open-ended questions, but only if best practices are followed. If you are looking for ways to improve the quality, accuracy or relevance to your in-depth interview responses, read on to learn four of the most important guidelines you..

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