The topics covered during In-depth Interviews are similar to those of a focus group; however, IDIs explore concepts and generate ideas from one respondent at a time. eVOC conducts IDIs to learn how consumers think about a subject specifically as it relates to your products, the web or a website.
Unlike a focus group, IDIs allow the moderator to show a website or prototype to the respondent and ask for feedback. This is difficult to do in a focus group because there are too many respondents to collect concentrated input.
IDIs are generally flexible and unstructured, which encourages participants to expound on a number of subjects. eVOC conducts IDIs using state-of-the art facilities across the United States and abroad that are equipped with two-way viewing capabilities. Participants are recruited to match the desired demographics of your target population.
eVOC recommends In-depth Interviews when you are in the needs assessment phase or concept testing phase of a website, an online tool or application, or an online media campaign.
Key insights from IDIs help refine proposed products and key concepts prior to development to ensure the product or concept meets the necessary requirements with target users to be a success.