In-depth interview (IDI)

How an in-depth interview works

An in-depth interview, usually shortened to IDI, is a one-on-one qualitative research session, most often 30 to 60 minutes by video or phone, in which a researcher explores your experiences and opinions in detail. There is no group and no audience — the entire session is built around your answers.

Sessions are scheduled in advance, usually recorded with your consent, and steered by a discussion guide the researcher works through question by question. Some studies ask you to prepare — have a product nearby, or screenshot your app settings — and the invitation states any preparation when you book, along with the session length and the incentive.

How much do in-depth interviews pay?

In-depth interviews often pay $40-$100 or more per session, well above survey rates for the same hour of time. The honorarium is typically a fixed amount, disclosed before you commit, and paid within days to weeks of the session.

Higher rates reflect what the client is buying: an hour of one person's undivided attention, often from a hard-to-reach profile. Pay climbs for specialists — clinicians, engineers, executives — whose opinions are genuinely scarce, while ordinary consumer sessions sit at the bottom of the range.

Who qualifies for in-depth interviews?

Qualification depends on the study's target profile, which runs from everyday consumers to specific professionals: a nurse, a small-business owner, a daily user of one particular app. Matching depends heavily on how complete your profile is, because recruiters search profiles before they ever send an invitation.

Complete profiles win bookings, so name your exact job title, the tools and devices you use daily, your household setup, and the products you bought recently. Platform pages in the survey hub show which platforms recruit for one-on-one research alongside ordinary survey panels.

• Exact job title and industry, not just employed
• Tools, software, and devices you use every day
• Household composition and who makes purchasing decisions
• Products or services you used in the past month

IDI versus focus group: which should you take?

An IDI and a focus group pay in the same band, but the experience differs: the interview is a private conversation where a quiet, thoughtful person can shine, while the group rewards people comfortable thinking aloud in front of strangers.

Practically, take whichever you qualify for — both are infrequent — and treat neither as scheduled income. If cameras drain you, prefer phone interviews; if you enjoy group energy, chase the groups. Reliable attendance matters more to future invitations than which format you choose.