In-depth interviews are one of the most common qualitative methods. One reason for their popularity is that they are very effective in giving a human face to research problems.
The main purpose of in-depth interviews is to explore personal motivations, business needs as well as to test potential of concepts in terms of suitability with current needs and relevance.
Main benefits:
Suitable for more sophisticated target (business target) willing to gain full attention from moderator. Also IDIs have the advantage of being more flexible and thus, suitable for high income target that value more their free time
Facilitates better the process of introspection and analysis at individual level of the way experience with providers is interpreted
Explore the mechanisms that generated the personal perception and impact on individual behavior
Advantage of an in-depth observation of each respondent opinion