In-Depth Interviews (IDIs)

In-depth interviews are used to understand the reasoning behind decisions, buyer decision-making, product and concept testing, due diligence, customer journey mapping, and brand perception. They're most valuable when you need the why, not just the what, and when respondents are senior or the topic is too nuanced for a survey.

For most B2B research questions, 10 to 15 interviews within a consistent respondent segment produce sufficient thematic saturation to the point where new interviews stop producing new themes. Studies exploring multiple segments or geographies typically require 20 to 30 interviews. We advise on the right sample size during scoping at no charge.

Recruitment begins within 24 hours of brief sign-off. Standard IDI studies with business professionals are typically ready to field within 3 to 5 days. Projects requiring highly specialised participants or niche screening criteria may take 7 to 10 days depending on profile availability.

We recruit respondents directly using custom screeners before invitations go out. Every respondent is verified against professional profile criteria including seniority, job function, industry, and company size. We do not rely on open panels; all respondents are sourced from our verified expert network or through targeted direct outreach.

Focus groups capture group dynamics and are suited to concept testing and social norms research. IDIs eliminate social influence, making them better suited to sensitive topics, senior respondents, complex B2B decision-making, and any context where buyers would not speak candidly in front of competitors or peers. We often recommend both methods within the same programme for triangulation.

Yes. Most of our IDIs are run online over secure video, which lets us reach the right respondents globally while keeping the depth and rapport of an in-person interview. Your team can observe live, and every session is recorded and transcribed. We also offer telephone and in-person formats.

Cost depends on the number of interviews, respondent seniority, and screening complexity. You only pay for the interviews you commission, there's no subscription. Get an instant estimate with our price calculator →