Qualitative fieldwork

Face to Face

Face to face interviews, also called In-Depth Individual interviews (IDIs), are a traditional way to get in-depth, unbiased answers from a research participant. Face to face interviews traditionally last no more than 1 hour in order to avoid respondent fatigue, while still allowing enough time for a deep dive. The trust built during the in-depth interview aids in uncovering insights that may not be spontaneously mentioned otherwise. When performed in-person at a central location with a one-way mirror and video recording, body language greatly enriches the content sourced from interviews.


  • Unbiased / No group influence
  • Body language
  • Deep dive


  • Limited geographic coverage

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