Market research is only as strong as the data it is built on. Whether a business is launching a new product, improving customer experience, entering a new market, or refining its brand strategy—data forms the foundation of every decision. Data collection is the first and most critical step of the research process because it determines […]
A Simple Guide to In-Depth Interviews (IDIs) for Market Research
In-depth interviews, commonly known as IDIs, are one of the most powerful qualitative research methods used to uncover rich, detailed insights directly from participants. While surveys and quantitative research provide the “what,” IDIs help understand the “why” behind consumer attitudes, motivations, and behaviors. This guide offers a simple and practical overview of what IDIs are, […]