IDI research is a qualitative technique that uses one-on-one interviews to gather information and opinions from respondents. The interviews are conducted by a moderator and provide a deeper understanding of consumers’ perceptions and experiences with a particular product or service.The purpose of these interviews is to obtain information about consumers’ attitudes, behaviors, opinions, preferences, perceptions and motives toward products and services. Interviews can be conducted in group or individual form, using traditional or modern techniques.
Individual in-depth interview (IDI) is a research method that involves conducting individual, in-depth interviews with respondents. It is one of the most widely used research methods in marketing and sociology. The use of IDI is to learn about the individual opinions, attitudes, experiences and needs of the people under study. Due to the fact that the interview is conducted on an individual basis, the researcher can ask in-depth questions to gain very detailed information about the issue under study. IDI is often used in qualitative research that seeks to learn about the subjective opinions and experiences of the people being studied. IDI is often used in marketing research to learn about consumers’ opinions about a product or service, their needs, preferences and experiences of using it. This is particularly useful for new products or services that are not yet well known in the market.