IDI

INTRODUCTION

• Detailed probing
• Highly confidential subject matter
• Emotional or embarrassing subject matter
• Need to conform in a group discussion may influence responses
• Highly detailed understanding of complicated behavior or decision-making pattern
• Interview professional people

INSIGHTS

• Ideal for developing ideas
• Answers question “why”
• No group interaction = less exaggeration
• Very detailed explanations

BEWARE:

• Results represent the researcher’s views
• Poor recruitment