In-Depth Interviews: Exploring the Minds of Consumers

Recently, we heard some compelling stories about a client’s brand. We were conducting consumer in-depth interviews (IDIs) to better understand how people make personal healthcare decisions, as well as their perceptions of our client’s brand.

As we listened, we were impressed by the passion and honesty each participant shared—a benefit that’s relatively unique to IDIs. Focus groups, on the other hand, tend to be dominated by a handful of participants, which can skew results. By eliminating the drawbacks of “group think,” IDIs enabled us to garner consumer input that was not affected by the views of other participants……