Wholfe Customer Research & Development

Customer In-Depth Interviews: Understanding Your Target Audience

Consumer In-Depth Interviews

In-Depth Interviews with Customers (IDIs) are a qualitative research method used to gain a better understanding of customer attitudes, behaviors, and motivations.

Businesses can gain valuable insights into their target market as well as information about products and services that can be used to inform product development or marketing. This is done by conducting IDIs.

Typically, the IDI process requires conducting one-to-one interviews with a small number of participants.

A typical interview is open-ended and unstructured, allowing participants to express their thoughts and feelings about a specific product or topic without being bound by predetermined questions.


This is a more in-depth approach than traditional research methods such as surveys or focus groups. It is a more in-depth approach than traditional research methods such as surveys or focus groups.

IDIs, for example, can be used by businesses to learn how customers interact with products, what they like and dislike, and how they buy. This data can then be used to tailor products and marketing campaigns to the needs of the target audience.

Another benefit of IDIs is that they allow businesses to identify potential market segments or niches that they would not have considered otherwise.

IDIs, for example, may reveal that there is a subset of customers who are particularly interested in environmentally friendly products. This may be because there is a demand for a product that caters to a specific age group or lifestyle.

Select representative participants

Selecting participants who are representative of the target audience is crucial when conducting IDIs. This can be done by using a variety of recruitment methods such as online surveys, social media advertising, or snowball sampling (asking participants to refer friends or family members who fit the target demographic).

It is also critical to conduct IDIs in a neutral setting and to make participants feel at ease and relaxed during the interview. This can be accomplished by employing a conversational, non-threatening interview style and holding the interview in a convenient location.


In conclusion, Customer In-Depth Interviews are an effective tool for gaining a deeper understanding of customer attitudes, behaviors, and motivations.

As a result of conducting IDIS, companies have the opportunity to gain valuable insights into their target markets. These insights can then be used to inform product development, marketing and sales plans.

Businesses can better address the demands of their target audiences by creating goods and marketing that use IDIs, as well as by discovering possible niche markets.

Wholfe Customer Research & Development

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