IDI (In-Depth Interview)

Also known as: In-Depth Interview, One-on-One Interview, IDI

45-90 minute individual interview with a consumer to deeply explore their experiences, motivations, and perspectives.

The IDI (In-Depth Interview) is an extensive individual conversation—unstructured or semi-structured—between an expert researcher and a participant, with the goal of deeply exploring their personal experiences, motivations, beliefs, attitudes, and perspectives on a specific topic.

Unlike the focus group, the IDI eliminates group influence and allows a greater level of depth and honesty, especially on sensitive or complex topics. Its flexible format allows following the participant's narratives organically.

Specific IDI techniques: laddering (chaining 'why?' questions to reach fundamental values), projective techniques (brand metaphors, personification, collages), and experience maps built with the participant.

Atlantia uses IDIs both in-person and online (with AI-assisted moderation) for projects requiring qualitative depth.