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In-depth interviews "IDIs"


Beacon also carries out in-depth interviews or IDIs for projects where

  1. respondents are hard to reach or hard to find
  2. competitive circumstances or the need for disclosing confidential information would prohibit a more open, group-oriented setting
  3. reaction to stimuli – such as advertising concepts – can be made without being influenced by others
  4. cost and logistical considerations prohibit other means of gathering information

IDIs are also employed at the conclusion of quantitative projects to provide color, texture or deeper meaning to the statistical findings.

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