Observing the Unsaid As Well As the Said
Build comfort to discuss sensitive topics and observe non-verbal cues body language, tone, and pauses across in-person, phone, or online sessions.
In-Depth Interviews (IDIs)
One-to-one expert conversations that reveal behaviors, perceptions, and attitudes. Conducted face-to-face, online, or by phone our senior moderators extract rich, actionable detail.
One-to-One
Semi-Structured
Probing & Follow-ups
Verbatims
Non-verbal Cues
Sensitive Topics
Remote or On-site
Audio/Video Capture
B2B Decision-Makers
Discussion Guide
Moderator Notes
Thematic Coding
Can you walk me through your current challenges?
Adoption has been slow across our teams.
What do you think is driving that hesitation?
Mostly unclear ROI and lack of training resources.
That’s helpful, what kind of support would remove those barriers?
What IDIs Deliver
In-depth interviews are a cornerstone qualitative method for collecting comprehensive accounts of B2B professionals’ behavior, perceptions, and attitudes. Conducted with one expert at a time, our senior moderators use conversational probing to extract rich detail whether sessions are face-to-face, online, or by phone.
Benefits of Conducting In-Depth Interviews
Small Sample, Rich Content
One-on-one conversations encourage openness and yield higher fidelity insights than many broad methods.
Deeper Understanding of Participants
Probe follow-ups, track shifts in language and tone, and uncover motivations to inform better product and GTM decisions.
Quality of Findings
Open ended questions, direct engagement, and expert moderation generate high quality material that can be quantified and themed.
How IRG Runs In-Depth Interviews
01
Design
Align objectives and craft a lean discussion guide for depth and flow.
02
Recruit
Source, screen, and schedule senior B2B experts via our network.
03
Moderate
Experienced moderators probe deeply and capture verbatims.
04
Synthesize
Code themes and produce actionable recommendations.
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A Consultation Call
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