Research, awareness & brand tracking · Core
In-depth interview
Also called: IDI
ELI5
A qualitative one-to-one interview exploring experience, motivation and meaning.
Used in conversation
“The finding on in-depth interview is directional, not universal.”
Pitch context
You will see “In-depth interview” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches research, awareness & brand tracking.
Why it matters: It helps a reader interpret research, awareness & brand tracking without confusing the measure, decision, role or evidence being discussed.
Sources & evidence · 5
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16