How AI-Powered Tools are Revolutionizing In-Depth Interviews for Market Research

Despite the fast-paced changes happening in contemporary market research, in-depth interviews (IDIs) remain a cornerstone for insightful analysis.

These interviews offer a unique depth of understanding that can’t be gleaned from quantitative data alone. Here’s why IDIs matter, even in the modern day:

• Rich insights: IDIs provide an opportunity for researchers to delve deep into the thoughts, emotions, and experiences of participants. This qualitative data offers rich, nuanced insights into consumer behavior, preferences, and motivations.
• Contextual understanding: While quantitative data can provide statistical trends, IDIs offer context. They allow researchers to understand customers and the “why” behind their actions, helping to uncover underlying factors driving behavior.
• Uncovering unmet needs: IDIs are invaluable for identifying unmet needs or latent desires that may not be apparent through other research methods. By engaging directly with participants, researchers can uncover pain points and opportunities for innovation.
• Flexibility and adaptability: Unlike rigid survey formats, IDIs allow for flexibility in questioning and exploration. Researchers can adapt their approach in real-time based on participant responses, leading to more natural and insightful conversations.
• Human connection: In our current era that’s dominated by digital interactions, IDIs offer a human touch. Building rapport with research participants fosters trust and encourages them to share candid insights, leading to more authentic findings.

However, analyzing in-depth interviews and its rich data comes with some challenges.

Problems with Analyzing IDIs for Market Research

In-depth interviews (IDIs) are invaluable in market research, offering deep insights into consumer behavior. Yet, their cost in time, energy, and budget poses challenges. These problems include:

• Time-intensive: Conducting IDIs requires significant time investment. From recruiting participants to conducting interviews and transcribing data, the process can be lengthy, especially when aiming for a diverse sample size.
• Budget constraints: IDIs can be expensive. Recruiting participants, compensating them for their time, and hiring skilled interviewers all incur costs. Additionally, transcription and analysis further add to the financial burden.
• Analysis complexity: Analyzing qualitative data from IDIs demands careful attention to detail. Researchers must sift through transcripts, identify themes, and extract meaningful insights, which can be a time-consuming and labor-intensive process.
• Participant Availability: Coordinating interviews with participants can be challenging, especially when dealing with busy schedules or geographic constraints. Rescheduling interviews or dealing with no-shows can disrupt research timelines.

Despite these hurdles, strategic planning can turn IDIs into powerful tools for informed decision-making and innovation in research.

How You Can Analyze IDIs Better

Not to sound too optimistic, but things are getting faster and more efficient in the market research space. Gone are the days of taking hours and hours to comb through interviews, taking notes during meetings, or leaving hours of research with a ‘feeling’ of how things go.

Nowadays, you have AI-powered qualitative research tools that help you better manage the time, energy, and financial cost of running and analyzing in-depth interviews for market research.

How Voxpopme is redefining in-depth interview analysis for market researchers

Easy scheduling for in-depth interviews

If you’ve ever tried to schedule 15 interviews in a week over email, you know what I’m talking about here. Your inbox is frustrating enough without trying to organize this over email.

In 2023, Voxpopme acquired HubUX, a software that helps researchers screen, schedule, and conduct interviews. Here’s a good video showing how that is changing the game.

Better IDI budgets

The more time you spend scheduling and conducting interviews, the more time you lose. We hear from our partners and customers that insights teams are on deck to do more with less, and conducting IDIs and focus groups is no exception.

Bundling Live Interviews with your Voxpopme subscription is going to save you money. When you include qualitative research services Voxpopme offers, you’re talking a huge leap in capacity for your team. We will do everything from recruitment and screening all the way to reports and showreels for your team.

Making large-scale video analysis fast (and honestly, fun)

If you’re not going down the services route and want to DIY your market research, it’s important to understand the evolving tech landscape that is improving the analysis part of a market researcher’s life. Voxpopme recently released features that are making analysis for researchers faster than before: 

Voxpopme Recorder

Have a session scheduled on Zoom, Google Meet, Teams, etc? Invite recorder@voxpopme.com and our tech will join the call, record it, and deposit it into your account for automatic transcription and analysis.

AI Insights Summary

Have moderators doing your IDI sessions? Get a summary email and report of the call’s key themes, with quotes and clips on topics you can review. Even better, analyze large-scale video projects at once. Have 15 hours of video you want to sift through? We can help you do that in about 2 minutes. 

AI Insights Chat

Auto-generated information is cool, but sometimes there is a really specific thing you need out of research. Stuff like:

• What do respondents think about our product?
• What competitors of company X were mentioned by respondents?
• What do respondents refer to when talking about brand X?

For those types of deep dive questions, we have AI Insights chat. So deep-divey we almost called it that.

Coming soon: AI Insights Reporting

It’s a work in progress, but it’s coming soon. Join us in shaping the future of market research with our AI reporting tool for in-depth interviews (IDIs) and focus groups. Your support will drive innovation, making analysis faster, more efficient, and more insightful.