Researchers, Not Interviewers
Our IDI team holds degrees in psychology, sociology, and anthropology. They don’t just ask questions — they know how to listen, probe, and follow unexpected threads.
Qualitative Research
IDI Research in Poland
Professional in-depth interview services across Poland — face-to-face, video & phone interviews that uncover what surveys miss.
What Is IDI Research?
IDI (In-Depth Interview) research is a qualitative method built around a single principle: one researcher, one respondent, one uninterrupted conversation. Each IDI session lasts 45–90 minutes and follows a semi-structured guide that gives the researcher freedom to probe, challenge, and follow unexpected threads. Without group dynamics or conformity pressure, respondents share the full decision pathway — from first awareness to final purchase, including every hesitation, compromise, and emotional trigger. Fieldstat conducts in-depth interviews across Poland for all respondent types: consumers, patients, B2B buyers, and C-suite executives.
In-Depth Interviews vs. Focus Groups — When to Use Which
When to choose in-depth interviews over other methods. Focus groups are brilliant for group reactions and creative exploration — but they fail on sensitive topics (health, money, workplace frustration) and B2B contexts (a CFO will not share procurement strategy in front of competitors). IDI fills that gap. It is the method of choice for: patient journey research, luxury goods exploration, financial decision-making, C-suite interviews, employee experience, and any topic where privacy unlocks honesty.
Three Interview Formats — Face-to-Face, Video & Phone
Three IDI formats — one quality standard. Face-to-face IDI delivers the richest data — body language, environmental context, spontaneous reactions to physical stimuli. Video IDI (Zoom, Teams) provides 80% of that depth with 100% geographic flexibility — interview a respondent in Gdańsk at 9 AM and another in Rzeszów at 2 PM without leaving your desk. Telephone IDI is the fastest and cheapest format, ideal for B2B experts with packed calendars and simple exploratory questions.
From IDI Recording to Actionable Insight
How we deliver IDI research in Poland. Our team combines methodological rigour with genuine human curiosity. Every IDI session is recorded, transcribed, and analysed using thematic coding — a systematic process that transforms 15 hours of conversation into a clear pattern map showing what drives decisions, what blocks them, and what your competitors are doing better. A typical project includes 10–20 in-depth interviews conducted across Poland, covering consumers, patients, professionals, and senior executives.
The Business Case for Individual Depth
The business case for depth over breadth. A single well-conducted IDI can reshape your product roadmap. When a healthcare company heard one patient describe — in granular, unprompted detail — why she abandoned a treatment after two weeks, they redesigned their onboarding protocol and reduced churn by 18%. That’s the power of depth over breadth.
Market in Numbers
45–90 min
per interview — enough for the full story
10–20
IDIs per project — saturation-driven sample
3 formats
face-to-face, video & telephone
1–2 weeks
typical fieldwork duration
Sources: ESOMAR, PTBRiO, Fieldstat project benchmarks
IDI Formats Compared
| Format | Depth | Speed | Best For |
|---|---|---|---|
Face-to-face IDI |
Highest — body language, environment |
Moderate |
Consumer journeys, UX testing, ethnographic context |
Video IDI (Zoom/Teams) |
High — facial expressions, screen sharing |
Fast |
Nationwide reach, B2B, remote respondents |
Telephone IDI |
Moderate — voice only |
Fastest |
B2B experts, short exploratory, hard-to-schedule |
Paired IDI (dyad) |
High — relational dynamics |
Moderate |
Couples, parent-child, business partners |
Longitudinal IDI |
Deepest — multiple sessions |
Slow |
Behaviour change, treatment journeys, adoption curves |
Why Fieldstat?
B2B & Executive Access
We routinely interview CFOs, CMOs, procurement directors, and medical specialists. We speak their language and respect their time.
Thematic Coding & Cross-Case Analysis
Every interview is transcribed and coded. You receive a pattern map, not just a stack of transcripts.
Fast Turnaround
Format flexibility (in-person + video + phone) means we can complete 10–20 IDIs within 1–2 weeks, even with hard-to-reach respondents.
Benefits
- Complete privacy unlocks honest responses on sensitive topics
- Full decision pathway reconstruction — from awareness to purchase
- No group conformity bias — every voice gets full attention
- Three formats (face-to-face, video, phone) for maximum flexibility
- B2B and executive interviews with industry-literate researchers
- Thematic coding transforms hours of conversation into clear patterns
- Rapid fieldwork: 10–20 interviews completed in 1–2 weeks
- Nationwide reach across Poland without geographic constraints
Applications
Customer decision journey and experience mapping
Patient journey research in healthcare and pharma
B2B procurement and decision-making process analysis
Employee experience and organisational culture research
Luxury goods and premium brand perception
Financial product usage and switching behaviour
UX and product usability evaluation
Expert and thought-leader opinion capture
Implementation Process
1
Brief & Interview Guide
We define research questions, design the interview guide with probing sequences, and select the optimal IDI format (face-to-face, video, phone).
2
Respondent Recruitment
We recruit 10–20 respondents matching your target profile — consumers, patients, professionals, or executives — and schedule interviews within days.
3
Interviews
Our researchers conduct recorded IDIs, following the guide while remaining flexible to explore unexpected insights and emotional triggers.
4
Transcription & Coding
All interviews are transcribed and thematically coded. We build a cross-case analysis matrix identifying patterns, outliers, and segment differences.
5
Insight Report
You receive a pattern map, key verbatim quotes, decision pathway diagrams, and prioritised recommendations. Delivered within 2 weeks of final interview.
Frequently Asked Questions
How many IDI interviews do I need for a project?
Most projects require 10–20 IDIs. The exact number depends on topic complexity and segment diversity. We follow the principle of theoretical saturation — we stop when new interviews stop producing new themes.
How much does IDI research cost in Poland?
A single IDI costs PLN 500–1,500, depending on respondent type (consumer vs. C-suite executive), format (in-person vs. phone), and analysis depth. Full IDI research project pricing (12–15 interviews + report) typically ranges PLN 15,000–35,000.
Can IDIs be conducted online?
Yes. Video IDIs via Zoom or Teams are our most popular format — they combine strong visual contact with geographic flexibility. We also use specialised platforms with stimulus-sharing and screen-recording capabilities.
In-depth interviews or focus groups — which should I choose?
Choose IDI when you need privacy (sensitive topics), individual depth (decision pathways), or access to hard-to-recruit respondents (B2B, executives). Choose focus groups when group interaction adds value (concept reactions, creative development). Many projects benefit from both.
Who conducts the interviews?
Our in-house researchers with backgrounds in psychology, sociology, and market research. For specialist topics (medical, financial, IT), we match researchers with relevant industry experience.
How long does the project take end-to-end?
From brief to final report: 3–4 weeks. Recruitment takes 3–5 days, fieldwork 1–2 weeks, and analysis + reporting 5–7 days. Express projects can be delivered in 10 working days.
Sources
In-Depth Interview — Research Method (Wikipedia)
https://en.wikipedia.org/wiki/Interview_(research)ESOMAR — Qualitative Research Guidelines
https://esomar.org/code-and-guidelines/icc-esomar-codePTBRiO — Polish Market and Opinion Research Association
https://ptbrio.pl/