An IDI, or in-depth interview, is a type of data collection method where a researcher conducts a conversation with an individual to gain insights into their experiences, beliefs, and attitudes. These conversations usually last between 30 to 90 minutes and can be conducted over the online or in person. IDIs are an effective way of exploring new concepts such as products or services and can help researchers understand the decision-making process and other related factors. This data collection method is useful for gaining in-depth insights and understanding the opinions and behaviors of participants. By conducting IDIs, researchers can gain a better understanding of consumer needs and preferences, which can aid in the development of effective marketing strategies and product designs.