In-Depth Interviews (IDIs): Exploring the Hearts and Minds of Healthcare 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…
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Healthcare consumers are more empowered than ever to choose according to their perceptions, and they know it. As health plans get more flexible in letting people pick providers – and online platforms enable word-of-mouth to cover more ground at faster speeds – the competition to be anyone’s provider of choice is fierce.
