Primary Research Solutions · In-Depth Interviews
Structured IDI programmes built around your research objectives — respondents recruited to your exact specification, a consistent discussion guide, professional moderation, and findings synthesised across the full set.
30–60
Minutes per interview
One Voice at a Time
Structured IDI programmes with respondents recruited to exact specification — professional moderation, full transcripts, and cross-interview synthesis that turns conversations into findings.
When It Fits
New market, new customer segment, new category — when you don't yet know what the right questions are, open-ended depth interviews surface the variables a questionnaire would have missed.
Buying journeys, switching triggers, vendor evaluations — the messy, multi-stakeholder reality of how decisions actually get made only comes out in conversation.
Senior buyers, niche specialists, and small populations where a statistically sized survey is impossible — twelve well-chosen respondents can be the entire decision-relevant universe.
IDIs first, survey second — interviews generate the hypotheses and the language; the survey then validates at scale. The sequence produces sharper questionnaires and cleaner findings.
What You Get
The difference between IDIs and ad hoc conversations is structure — consistent guides, consistent screening, consistent documentation, and synthesis that treats the interview set as one body of evidence.
Typical programmes
8–20 interviews of 45–60 minutes, fielded over two to four weeks. Smaller and larger sets are scoped per brief.
01
Sample structure, respondent specification, and a discussion guide built from your research objectives — drafted by us or refined with your team, and improved after the first interviews if the field teaches us something.
02
Role, industry, company size, geography, behaviour, or fully custom criteria — every respondent screened and verified before inclusion. No professional survey-takers padding the sample.
03
Our moderators run the interviews with consistent technique across the set — or your team leads and we handle recruitment, scheduling, and documentation around you.
04
Verbatim transcripts and structured summaries in a consistent format — comparable across respondents, ready to cite in your deliverable.
05
The programme deliverable: themes, segments, contradictions, and decision-relevant findings consolidated across the full interview set — organised around the questions you started with.
The Process
Most programmes run two to four weeks from approved scope to final synthesis — with summaries arriving throughout, so findings start flowing from the first week.
The decision you're informing, the respondent specification, and the interview count that fits — agreed in the scoping proposal.
Discussion guide drafted and approved — themes, probes, and the must-answer questions.
Respondents screened and scheduled; interviews run with progress updates and summaries as they complete.
Cross-interview synthesis delivered at close — and if the findings point to a survey or focus groups, the programme extends under the same scope.
The Natural Sequence
Follow your IDI programme with a right-sized B2B or B2C survey (50–300 respondents) built directly from the interview findings — same project lead, one consolidated evidence base.
FAQ
Something specific? Write to sales@astuteconnect.com — we respond within one business day.
For a single, well-defined audience, themes typically stabilise around 10–15 interviews. Multiple segments need coverage per segment. We recommend a number in the scoping proposal — and we'll tell you when fewer is enough.
Expert calls are individual consultations with practitioners chosen for their personal expertise. IDIs are a research method: a structured set of interviews against one guide, with a designed sample and cross-interview synthesis. Many engagements use both.
Yes — senior B2B recruitment is where our expert-network sourcing gives the research a real edge. Difficult audiences may extend the fieldwork window; we flag that honestly at scoping.
Yes — silent observation is standard practice, with respondents informed that observers are present. Many teams watch the first two or three, then rely on summaries.
Major business languages across North America, Europe, and Asia-Pacific, with growing reach elsewhere. Multi-country programmes run under one scope with consistent guides — deliverables in English regardless of interview language.
Tell us the decision and the audience — we'll design the IDI programme, recruit to spec, and deliver findings you can act on.
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