1-o-1’s/IDI’s
One-on-one interviews, like the term “focus groups,” have often
come to mean “we need depth and individual insight.” While IDI’s do provide the
means to gain focus and depth in an interview, other techniques can provide for
this as well. IDI’s are best used when it is important to limit any outside
influence on the respondent. This is most important in areas like usability
testing, laddering, food prototype testing or in categories that are sensitive in
nature (personal care, financial services, health). The key moderating
challenge is making the respondent feel comfortable in the one-on-one
environment and ensuring the respondent is giving honest opinions, not
modifying response to please the interviewer.