
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.