Definition of In-Depth Interview

In-Depth Interview (IDI) is a qualitative research method used in digital marketing that involves a one-on-one conversation between an interviewer and a participant. The purpose of IDIs is to gather detailed information about a person’s experiences, opinions, or perspectives on a particular topic. These interviews provide valuable insights on consumer behavior and preferences, allowing marketers to develop tailored strategies and campaigns.


The phonetic pronunciation for “In-Depth Interview” can be represented as: “In-Depth”: /ˈɪn ˈdɛpθ/”Interview”: /ˈɪntərˌvjuː/

Key Takeaways

  1. In-Depth Interviews are qualitative research methods that involve conducting one-on-one conversations with participants to gain deeper understanding of their experiences, opinions, and perspectives on a given topic.
  2. These interviews can yield rich data and insights as they provide opportunities for interviewers to ask open-ended questions, probe deeply into subjects, and follow up on unexpected leads that emerge during the conversation.
  3. Conducting a successful in-depth interview requires careful planning, skilled interviewing techniques, and thorough data analysis. It’s important to establish a rapport and maintain an unbiased, non-judgmental approach throughout to ensure that participants feel comfortable sharing their thoughts and feelings.

Importance of In-Depth Interview

In-Depth Interview (IDI) is a significant term in digital marketing as it refers to a qualitative research method involving one-on-one interviews between a skilled interviewer and a respondent.

This method provides an opportunity for marketers to gain valuable insights into consumer behavior, preferences, and attitudes.

Moreover, IDIs allow a deep understanding of a target audience’s needs, motivations, and decision-making processes, thus guiding marketers in devising effective marketing strategies and communication campaigns.

By engaging in open-ended conversations, producers and service providers can address specific concerns, identify gaps in their offerings, and tailor their products or services to better cater to consumer demands in an increasingly competitive digital marketplace.


The primary purpose of an In-Depth Interview (IDI) in the realm of digital marketing is to extract profound insights about consumer behavior, perceptions, and decision-making processes. Conducted in a one-on-one setting, these interviews aim to capture in-depth knowledge about customers’ relationships with certain products, services, or brands by engaging them in meaningful and detailed conversations.

Digital marketers often rely on IDIs to delve into aspects like customer preferences, pain points, motivations, and unmet needs, which can have a significant impact on crafting precise marketing strategies and enhancing the overall user experience. IDI serves as a powerful tool for digital marketers, not only in understanding their target audience on a deeper level but also in discovering potential areas to leverage in their marketing campaigns.

By allowing participants to freely share their thoughts and experiences with a skilled interviewer, these interviews can reveal nuances which may otherwise go unnoticed in traditional surveys or focus groups. The insights gained from IDIs enable marketers to formulate highly personalized and effective content and messaging, ultimately leading to improved customer engagement, brand loyalty, and increased ROI.

In summary, In-Depth Interviews play a crucial role in shaping successful digital marketing campaigns that resonate with consumers on a highly personal level.

Examples of In-Depth Interview

In-Depth Interviews (IDIs) are qualitative research methods that involve one-on-one interactions between an interviewer and a respondent. These interactions allow marketers to gather comprehensive insights into consumer preferences, perceptions, and behaviors. Here are three real-world examples of digital marketing using In-Depth Interviews:

Redesigning an eCommerce Website: A web design agency is working with a fashion brand to redesign their eCommerce website. To understand user experience and enhance the design, they conduct In-Depth Interviews with existing customers. These interviews help them identify pain points, shopping preferences, and elements users enjoy on the existing site, allowing the agency to create a tailor-fit online experience, ultimately improving usability, engagement, and sales.

Launching a New Product: A digital marketing company is developing a strategy to launch a new product for a tech startup. They perform In-Depth Interviews with potential customers to understand their interests, needs, and attitudes towards the product. By gathering valuable insights into consumer behavior and expectations, they can craft a targeted and data-driven marketing campaign to reach the right audience, ultimately driving conversions and boosting brand awareness.

Developing a Content Strategy: A digital marketing agency is working with a lifestyle blog to create a content strategy that resonates with their readers. They conduct In-Depth Interviews with a diverse group of blog subscribers to understand what type of content is most valued and enjoyed. With these insights, they can develop a content plan with topics that will engage, educate, and satisfy the blog’s readership, increasing traffic, and retaining loyal subscribers.

In-Depth Interview FAQ

1. What is an in-depth interview?

An in-depth interview is a qualitative research method in which an interviewer conducts a one-on-one conversation with a participant to obtain detailed information about their thoughts, opinions, emotions, and experiences related to a specific topic or issue.

2. What is the purpose of an in-depth interview?

The purpose of an in-depth interview is to uncover detailed insights, explore complex issues, and understand the perspectives and motivations of participants. It can be used to collect in-depth information on various topics and contribute to a better understanding of people’s opinions, values, and behaviors.

4. How long does an in-depth interview typically last?

An in-depth interview usually lasts between 45 minutes to 2 hours, depending on the complexity of the topic and the level of detail required from the participant. It may also be influenced by the level of engagement and rapport developed between the interviewer and the interviewee.

4. How is an in-depth interview different from a regular interview?

An in-depth interview differs from a regular interview in that it aims to explore complex topics in great detail. It often uses open-ended questions that encourage the participant to share their thoughts and feelings, whereas regular interviews may rely more on closed questions to gather specific information. Furthermore, the in-depth interview process is more flexible, less structured, and allows interviewers to adapt to the participant’s responses to gain deeper insights.

5. What challenges can arise during an in-depth interview?

Some challenges that can arise during an in-depth interview include building trust and rapport with the participant, managing the conversation to keep it on track, interpreting complex emotions or non-verbal cues, and avoiding leading questions or personal biases that could influence the participant’s answers.

Related Digital Marketing Terms

  • Qualitative research method
  • One-on-one interaction
  • Open-ended questions
  • Interview guide
  • Data analysis

Sources for More Information

  • Smart Insights –
  • HubSpot –
  • Qualtrics –
  • Marketing 91 –
Reviewed by digital marketing experts

More terms

Guides, Tips, and More