IDI is an alternative to FGD for a greater understanding of consumers’ motivations. IDIs are common in business to business audiences where the subject is big and sometimes complicated and is used to obtain a deep understanding of the thoughts, behavior and motivations of selected individuals. A strong interaction between the interviewer and respondent is vital in this type of interview. Here at Rahbar Bazaar the interviews are generally held at home or offices of respondents and need to be booked in advance, but depending on the project we might invite our target audience to our office as well.

IDI