In-depth interview (IDI)

Advantages and disadvantages of the Depth Interview (IDI)
Features of Cross Marketing's Depth Interview (IDI)
Well-equipped venues and facilities
About Online Interviews
Examples of Depth Interview (IDI) Applications
Standard schedule, fees and deliverables

If you are looking for a company to conduct depth interviews, please feel free to contact us.
Our experienced researchers will provide full support and propose the best research plan.

Consultation / Request for Quotation

Advantages and Disadvantages of Depth Interviews (IDI)

Advantages

Enables in-depth exploration of individual opinions and uncovers latent needs and desires.
Helps clarify complex decision-making processes.
Effective for sensitive or personal topics.
Facilitates candid and unfiltered responses.

Disadvantages

Without interaction with others, opinions may become fixed or biased.
Risk of overthinking leading to confusion in responses.
Lack of discussion means ideas may not evolve or expand.

Purpose and Use Cases

To explore individual opinions and uncover unconscious needs or motivations.
To clarify multifaceted decision-making processes.
For discussing sensitive or personal topics (e.g., money, health).
When honest and individual views are needed without group influence.

Features of Cross Marketing's Depth Interviews (IDI)

1.Dedicated Interview Rooms

We have our own interview rooms at Hatsudai Station, next to Shinjuku Station, equipped with backrooms and mirror rooms.
Our facilities allow flexibility in setup based on the study’s needs and schedule. Dozens of venues are also available overseas.

2. Diverse and Qualified Recruitment Methods

We recruit from a panel of over 10 million web monitors—Japan’s largest—and also utilize other methods, including intercept and referral recruiting.
We can also recruit niche targets such as influencers, experts, doctors, and patients.
Annual recruitment volume: approx. 40,000 people (based on 2019 data).

Click here for basic information on panel attributes, headcount ratios, etc.

panel

Specialty Panels

recruiting

※Switch to Japanese

Specialty Panels

Drinking Panel Corporate Panel Car Holding Panel Cosmetics Panel Beverage Panel Care Panel Home Appliances and AV Equipment Panel gambling panel Housing Panel High quality contact lens panels Qualification Panel Cell phone panel Financial Panel Motorcycle Panel Newspaper subscription panel Pet Owner Panel Purchasing Panel Disease Panel Smoking and cigarette panels Student Panel Travel Panel

3. Experienced Researchers and Moderators

Our qualitative research experts handle everything from study design to interviewing and reporting.
We can assign the most suitable moderator, including partner moderators with expertise across various industries.

4. Extensive Experience – Over 1,300 Interviews per Year

We conduct more than 1,300 interviews annually.
Since the COVID-19 pandemic, we have also conducted a significant number of online interviews.
With our extensive know-how, we propose the most suitable method—whether face-to-face or online.

Well-equipped venues and facilities

Perfect access! 2 interview rooms available in Hatsudai

Two interview rooms available in Hatsudai—both located in Tokyo Opera City Tower, directly connected to Hatsudai Station (next to Shinjuku Station), ensuring convenience regardless of the weather.

Hatsudai Opera City Tower

Access: Keio New Line (direct connection to Toei Shinjuku Line), directly connected to Hatsudai Station East Exit.
Our facilities are flexible and can accommodate equipment brought in by clients.

Located in Tokyo Opera City, directly connected to the East Exit of Hatsudai Station, the facility can be accessed from the station regardless of weather conditions. We are flexible and can set up for you to bring your own equipment, etc.

Room F

interview room

Mirror room 10 seats

Monitor room 10 seats

Equipment

Simultaneous interpretation equipment
Zoom and Microsoft Teams available for live streaming
Wi-Fi, 50-inch monitor, whiteboard, free drinks, refrigerator

Room H

interview room

Mirror room 10 seats

Monitor room 10 seats

About Online Interviews

Due to increasing demand, we now offer online interviews as a standard service.

For more information about our services, click here.

Click here for online interview

Examples of Depth Interview (IDI) Applications

Cross Marketing's interviews are attractive due to their flexibility, such as diverse recruiting methods and the ability to combine approaches based on research objectives. Here are some examples.

Recruiting Capability

Kien Recruitment: 30 interviews with individuals over 100 years old: For hard-to-reach demographics, we use referral-based recruitment (“kien”) to secure participants.

Web Recruit: Interview with Stylish Men: Web-based recruiting is used, and participants fitting the desired image are selected based on survey results.

Survey Mix

Online Research + Depth Interviews:: Start with a quantitative survey to understand the overall market, and then select specific respondents for in-depth interviews.

HUT + Online Depth Interview:: After participants use basic cosmetics at home and complete a survey, we follow up with online interviews to explore detailed impressions.

CLT + Brief Interview:: After a central location test (CLT), participants of interest are interviewed separately—made possible by having multiple CLT venues on the same floor.

Standard schedule, fees and deliverables

Standard Schedule

STEP01

Briefing/ Research Design – from 5 business days

STEP02

Participant Recruitment / Interview Guide Creation – from 5 business days Interview flow will be created in parallel with participant recruitment.

STEP03

Interviews – from 1 day

STEP04

Delivery of Interview Transcripts – from 1 business day

STEP05

Delivery of Report / Debriefing Session – from 5 business days

Charge

Reference Price
Depth interview: ¥250,000 (excluding tax) / per person

*Includes report.
*Schedules and fees vary depending on study details and conditions.
Please contact our sales representative for a quote.

Deliverables

Basic: Transcripts, Report
Optional: Debriefing

Transcripts

A time-stamped record of what was said by the participants and the moderator, typically delivered in Word format.

Report

A retrospective analysis of the interviews, summarizing insights and suggestions obtained. Usually delivered in PowerPoint format.