How can I use Highlight to conduct in-depth interviews?

In-Depth Interviews (IDIs)

IDIs are especially valuable as a follow-up to consumer research conducted on Highlight, where participants have already engaged in a physical or digital product test. These interviews build on that experience to uncover richer, more nuanced insights.

How it works

IDIs are conducted as live, virtual 1:1 sessions with participants who have completed your Highlight study. During the interview, a moderator guides the conversation using a discussion guide to explore reactions, preferences, and underlying motivations in more detail.

Highlight offers two approaches to conducting IDIs:

• Highlight Moderated: Fully managed by Highlight, including recruiting, scheduling, discussion guide creation, moderation, and interview platform management
• Client Moderated: Led and managed by you, using your own tools and approach to moderation

Interviews are typically offered in 30, 45, or 60-minute formats, depending on the depth of insight needed.

When to use IDIs

IDIs are best suited for:

• Understanding the reasons behind quantitative results
• Exploring detailed product experiences after a trial
• Exploring detailed survey feedback after a digital test, like a concept test

Examples

• Product Experience Deep Dive:
  You run a test comparing your RTD coffee prototype to a competitor. Consumers try the product multiple times over a week. After the trial, you conduct 5 x 30-minute IDIs to understand where your prototype overdelivers or underdelivers—informing both product improvements and messaging strategy.

• Concept Development & Audience Exploration:
  You run an Audience Profiling study using a written concept for your new RTD coffee idea. Based on results, you conduct 6 x 45-minute IDIs (3 with current brand buyers and 3 with prospective customers) to show a series of product concept elements and explore which resonate most. These insights help your team create a refined set of concepts for future quantitative concept testing.

Sample size guidance

Unlike quantitative research, IDIs prioritize depth over scale. A typical approach includes:

• 5–10 total interviews
• A minimum of 3 interviews per subgroup to identify directional themes

Common subgroups to explore

Segmenting interviews can help uncover differences in perception and experience across audiences. Common subgroups include:

• Gender
• Age or generation
• Region
• Brand users vs. non-users
• Target audiences identified through segmentation

In-Depth Interviews are a powerful way to bring your data to life. By connecting directly with consumers, you can uncover the motivations, emotions, and context behind their feedback—helping you make more informed decisions about product development, positioning, and growth.