Expert interviews and in-depth interviews (IDI)
An expert interview is a one-to-one conversation with someone who knows the market from the inside: a distributor, a buyer, a technologist or an industry manager. It lasts 30–45 minutes and gives information you will not find in statistics: margins, trade terms, how buyers purchase and what competitors are doing. Interviewees are not told who commissioned the research.
We show client names and logos only with their direct consent. Most of our projects are covered by a confidentiality clause.
What is an expert interview (IDI)?
An IDI (individual in-depth interview) is a conversation with one person. It follows an interview guide but leaves room for follow-up questions. In market analysis we mostly talk to experts and decision makers, so we call these expert interviews.
In small or unusual markets, interviews are often the only reliable source of data. A handful of distributors and buyers can tell you how big the market is, who holds what share and what prices customers pay. We check the results against registers and statistics so that each estimate is confirmed from more than one side.
When are expert interviews worth doing?
What expert interviews include
List of interviewees
We agree who to talk to: distributors, buyers, users, technologists, scientists or trade journalists.
Interview guide
We write the questions around your decision and agree them with you before we start.
Recruitment
We reach interviewees and book the calls. We do not say who commissioned the research.
Interviews
Interviews are run by analysts who know the subject and can probe for detail. We talk by phone or online.
Cross-checking
We compare what interviewees say with each other and with data from registers and statistics.
Findings map
We organise the results into a map of the most important information and turn it into recommendations.
Scale and timing
Typical parameters of expert interview projects.
What we use expert interviews for
Typical goals we design interviews around.
Market size without statistics
Interviews with distributors and buyers let us estimate market size and company shares where official statistics and registers give no answer.
Value proposition
Interviews with purchasing decision makers help define the USP and value proposition of a new offer.
Customer journey
Conversations with customers and trade partners produce a map of the buying path, from need to choice of supplier.
How the media see a company
Interviews with trade journalists show how they see a company and what information they expect from it.
What you get
When the module is part of an in-depth market analysis, industry, scientific and business experts also comment on the results.
Frequently asked questions about expert interviews
What is an expert interview?
A one-to-one conversation with someone who knows the market from practice: a distributor, buyer, technologist, manager or scientist. It usually lasts 30–45 minutes and gives information that is not in statistics.
How many expert interviews are needed?
4–6 interviews are enough to add to desk research. 15–20 interviews describe a sales channel, and a standalone qualitative study usually needs 30–40.
Do interviewees know who the research is for?
No. We talk on behalf of MarketHub and do not disclose the client. Interviewees speak more openly as a result, including about your company.
How long does an IDI project take?
4–6 interviews fit into 15–20 working days. A project with 30–40 interviews usually takes 5–7 weeks.
How is an expert interview different from expert commentary in a report?
An expert interview is a data source: we collect market information from the conversations. Expert commentary is an assessment of finished results that we add to every paid report.
Can interviews be ordered on their own?
Yes, as a standalone qualitative study or as a module of an in-depth market analysis.
Request a quote
Request a quote: Expert interviews
We send the scope, timeline and price within 72 hours of your enquiry.
Related: In-depth market analysis · Case studies · Market entry analysis
Other modules: Surveys: CAWI and CATI · Focus groups · Demand model in Excel · Strategy workshop · Competitive intelligence