In-depth interview (IDI)

What is an in-depth interview (IDI)?

An in-depth interview (IDI*) is a qualitative research method that uses a one-on-one interview format to elicit in-depth information from the subject. This format uncovers hidden aspects in terms of consumer attitudes and subconscious thoughts.
In-depth interviews are more effective than group interviews for sensitive topics that the subjects may be uncomfortable in discussing in front of others or topics where peer-pressure dynamics can distort subjects' responses. In-depth interviews are suitable for delving into an individual's sincerely held thoughts and opinions.
Research personnel other than the interviewer can observe the discussion from behind a one-way mirror or from an observation room.

*IDI = Individual in-depth interview

The ways in which different interview techniques are used

In-depth interview (IDI)

One-on-one interview format. Focusing on individual thought processes enables extensive insight into specific topics.

• Explore an individual's opinions and discover needs and aspirations of which the subject was unaware.
• Shed light on complex, multifactor decision-making processes.
• Discuss things that people are reluctant to talk about in public, such as financial or sensitive topics.
• Uncover underlying opinions on topics that people tend to keep to themselves.

Focus group interview (FGI)

Interview conducted in a discussion format with multiple participants. Build group rapport to elicit a wide variety of ideas and opinions.

• Helpful in exploring different ideas from multiple angles.
• Can target segments with certain common characteristics such as gender, age, and intentionality.
• Useful for finding common themes or attitudes among a target segment.

• Click here for more information about focus group interviews (FGI)

Home visit (HV)

A home visit is an interview conducted at the subject's home. We can observe non-verbal information at the subject's home to gain insights into their lifestyles.

• Understand behaviors in conventional living spaces and locations such as kitchens, living rooms, or dressing tables.
• Understand values in a subject's life, including aspects that are difficult to verbalize.
• Interview the subject and family members simultaneously.

• Click here for more information about home visit (HV).

Expert interview

Conduct interviews with specialists and experts who have work experience in specific industries and occupations.
Understand overall attitudes, opportunities, risks, and the latest trends for relevant fields such as market trends, industry practices, and problem awareness.

Key features of Cross Marketing's in-depth interviews (IDI)

Cross Marketing provides the environment and means to enable researchers to explore consumers' inner feelings and attitudes through in-depth interviews.

A range of dedicated interview rooms

We have dedicated facilities with observation rooms and one-way mirrors in Hatsudai and Ningyocho (both located in Tokyo). These are our in-house venues, so we can offer a flexible range of services based on the content and schedule of an interview. In addition, we have a wide range of venues overseas.

Experienced researchers and moderators manage interviews

The interviews are designed and conducted by researchers/moderators with expertise in qualitative research. We can tackle any topic and can refer clients to external moderators with whom we collaborate.

Using various recruitment methods to select the most suitable targets

While leveraging some of the most extensive partnership panels in Japan for online or referral-based recruitment, we can utilize various other methods to gather the optimal sample group (e.g., influencers or experts) to suit your needs or a specified topic.

Established track record

We conduct 1,300 group interviews and more than 360 central locations tests (CLTs) per year. The number of online and offline surveys we manage is steadily increasing year by year.

Support for online in-depth interviews

Targeting a nationwide sample

Access hard-to-reach targets!
Using drop-in venues reduces time and travel constraints, so it is easier to interview people who were previously difficult to access.
(e.g., college students, pregnant women, people with infants, caregivers, hardcore gamers, specialists, etc.)

Interviews observed from multiple locations

There are no restrictions on the monitoring location. People who do not have time to travel and staff from overseas or regional offices and research centers can participate audiovisually with ease.

Research in a real-world setting

We talk to subjects in environments where they can relax, which allows for more genuine conversations. Online in-depth interviews can also utilize cameras to show rooms, actual products used, or the inside of a refrigerator.

Download online interview materials

Detailed material on online interviews, including comparisons with offline interviews and their advantages and disadvantages, can be downloaded here.

• Download

Usage examples for in-depth interviews

• Cosmetics: Assess potential updates/relaunches of existing products
• Large theme park: User survey for the creation of customer journeys
• Insurance: Survey for understanding customer lifestyles and needs

and many more uses.

Standard schedule and deliverables

Standard schedule

　
• STEP.01

  Preliminary discussion

• STEP.02

  Formulate process / Respondent recruitment (5 days+)

• STEP.03

  Survey (1 day+)

• STEP.04

  Delivery of discussion transcript (1 day+)

• STEP.05

  Delivery of report / Presenting (5 days+)

Deliverables

• Contact