An IDI with an AI Guy
By Dorothy Nam
Qualitative research utilizes a variety of approaches to achieve a comprehensive understanding of the complexities of consumer behavior. In-depth Interviews (IDIs) are a common, yet valuable method often incorporated in exploratory research to capture rich and detailed insights to facilitate findings within a specific subject. The IDI format is structured or semi-structured in nature, allowing for flexible conversations and enabling moderators to adapt questions and probes to deeply explore participant responses.
Unlike a job interview where candidates prepare extensively to respond to a set of questions, qualitative interviewers in market research seek ‘candidates’ who already possess the desired information and/or relevant experiences. Whether or not the moderator is familiar with the topic, the purpose of the interview is to learn more about the participant and identify various pain points, key factors in purchase decisions, and other perspectives.
Some might wonder how moderators can conduct an interview without a substantial amount of knowledge in the category. As market researchers, we are open to a range of topics―from professional sports to knee braces to everyday appliances to pet food. Our expertise lies in uncovering insights, trends, and patterns rather than specializing in a single topic. While moderators prepare for IDIs with discussion guides that focus on informed questions, our understanding is fresh, nascent, and eager to learn more. In contrast, brands are often experts in a specific subject or product and, as such, are regularly immersed in their own industry knowledge and practices. And then alternately, AI brings the syndication of a vast amount of knowledge available online.
The triangulation between researcher, client, and AI can pack a powerful punch.
To embrace a more well-rounded approach, brands can significantly benefit from partnering with market researchers and travel outside their category. Market research offers new and unbiased observations, objective evaluations of services and marketing strategies, and internal expertise that can enrich a brand’s approach through diverse findings. With these collaborations, brands gain a deeper understanding of target consumers and their needs and preferences that influence behaviors.
Exploratory research frequently uncovers novel concepts and hypotheses that might have otherwise gone unnoticed. Moreover, it can also validate these new ideas. As a market researcher, witnessing this process in real time is fascinating, especially when clients actively listen in on IDIs via a physical or virtual ‘backroom’. In this space, clients can give feedback directly to the moderator or request additional probes if a participant’s response piques their interest, ultimately fostering an insightful and collaborative research journey.
To showcase how AI and IDIs can complement one another, check out the excerpt below discussing women’s soccer and the FIFA Women’s World Cup. Seeing as Women Soccer is having a moment, we thought it just made sense. Enjoy!
