When it comes to market research, choosing the right research method can feel overwhelming, as if you’re charting unknown territory and developing a new map to navigate entire business plans and gauge which research path(s) can lead to the most success. When strategizing what it is you’re looking to solve or develop, how to find it, and which way to go to answer your questions, one route leads to quantitative research, where numbers, statistics, and measurable trends lay down the groundwork. The other leads to qualitative research, where opinions, experiences, motivations, perceptions, and the stories behind the numbers lead the way. Optimally, both methods of research should be used to explore an issue. Qualitative research is typically done ahead of quantitative research as part of a sequenced project. 

When conducting qualitative research, there are modality approaches that impact the findings.  

If you’ve decided that qualitative research is the right path for your project, you’ll likely find yourself asking an important question: Should you conduct in-depth interviews (IDIs) or focus groups? 

The answer isn’t always straightforward, and choosing the right approach can make a significant difference in the insights you uncover, as well as the entire path you plan to build your strategies upon. 

So, let’s explore the strengths of in-depth interviews vs. focus groups, when to use each method, and how to determine which qualitative research approach is the best fit for your goals. 

In-Depth Interviews: Go Deeper Into the “Why” 

Think of an in-depth interview (IDI) as a one-on-one conversation designed to uncover what people really think, and, more importantly, why they think it. 

Unlike a traditional survey, IDIs give researchers the flexibility to follow up to an interesting comment, probe deeper into an unexpected response, and ask follow-up questions that can reveal motivations and perceptions hiding beneath the surface. 

Participants may include industry experts, prospective customers, current customers, patients, employees, or other key audiences. Interviews can be conducted in-person, virtually, or by phone and typically last anywhere from 30 minutes to two hours, depending on the research objectives and industry. 

The moderator guides the conversation while allowing enough flexibility for participants to steer the conversation toward meaningful directions. Sometimes, the most valuable insight comes from an answer that wasn’t anticipated. 

When Should You Use In-Depth Interviews? 

IDIs are particularly effective when you need to uncover deep, individual perspectives and motivations about a product, service, organization, or brand. 

They are especially useful when: 

• The subject matter is sensitive, personal, or confidential 
• Participants have specialized knowledge or expertise 
• You want to understand individual experiences without group influence 
• You need to explore the why behind attitudes or behaviors 
• Participants have complex or demanding schedules 
• Group dynamics could prevent participants from speaking openly 
• Participants are dispersed geographically across many time zones 

The one-on-one format creates a private environment where participants may feel more comfortable sharing honest opinions, especially when those opinions are critical. 

Another advantage is flexibility. Interviews can often be scheduled around participants’ availability, making IDIs an attractive option when recruiting busy executives, healthcare professionals, industry experts, or hard-to-reach audiences. 

The trade-off? Time. 

Because each participant is interviewed individually, gathering a broad range of perspectives can require significantly more sessions than a focus group. What you gain in detailed questioning,  you may sacrifice in efficiency and timeframe. 

Focus Groups: Put Perspectives in the Same Room 

Now, let’s turn our attention to focus groups, where the collective conversation (and the interaction between participants) is the research. 

Picture a carefully moderated roundtable discussion. Rather than speaking with participants one at a time, researchers bring a small group of carefully selected individuals together to discuss a product, concept, brand, advertisement, message, or experience. 

And that’s where things can get interesting. 

One participant’s comment may spark another person’s memory. Someone may disagree with an idea, prompting the group to explore it from an entirely different angle. A seemingly simple question can turn into a conversation that uncovers perspectives researchers never anticipated. 

That interaction is one of the greatest strengths of focus group research. 

How Many People Should Be in a Focus Group? 

When it comes to focus groups, the number of people makes all the difference: too few participants and you may not generate enough interaction; too many and some voices can get lost. 

In many cases, 4–8 engaged participants per group provides a productive balance between participation and group interaction. Depending on the research objectives, conducting 2–4 focus groups can help researchers identify recurring themes while capturing a range of perspectives. 

Focus groups can be conducted in-person or virtually over a video platform, depending on the audience and research goals. 

For in-person research, the location and environment can have a meaningful impact on participation. It also allows for organic same-room energy generation. But what happens when the ideal participants aren’t located nearby? Or the group needs to be established quickly at a lower cost? 

That’s where virtual focus groups can open the door to a much larger pool of potential participants. Online research can connect organizations with participants across a broader geographic area, often from the comfort of their homes or workplaces. This is where the RMS ViewPoint Research Panel becomes an efficient, time-sensitive and effective option — our research panel consists of thousands of vetted panel members from across the country, giving our team the ability to curate a prime sample of pre-engaged participants on an as-needed basis, no matter their zip code. 

When Should You Use Focus Groups? 

Focus groups are particularly valuable when you want to understand how people react to ideas, messages, concepts, products, or brands, and how those reactions evolve through discussion. 

They can be especially effective for: 

• Testing advertising campaigns and creative concepts 
• Evaluating marketing messages and positioning 
• Exploring product concepts 
• Testing tactile products, packaging, and branding 
• Brainstorming new ideas 
• Identifying common attitudes and perceptions 
• Understanding how consumers respond to competitors or alternatives 
• Generating ideas before developing a larger quantitative study 

In many ways, a focus group combines the curiosity of a research study with the energy of a brainstorming session. And sometimes, one participant’s reaction is exactly what unlocks the insight everyone else was missing or searching for. 

In-Depth Interviews vs. Focus Groups: Which Should You Choose? 

So, which qualitative research modality is right for your project? 

The answer depends on what you need to learn. 

If you need to uncover deeply personal experiences, understand individual motivations, speak with experts, or explore sensitive topics, in-depth interviews may be the better choice. 

If you want to observe group reactions, generate ideas, test messaging, explore concepts, or understand how people influence one another’s perspectives, focus groups may be the way to go. 

And sometimes, the best answer is both. 

Researchers can use IDIs and focus groups together to explore an issue from multiple angles, using one method to uncover deeper individual insights and the other to explore broader group reactions. 

The Bottom Line 

Choosing between IDIs vs. focus groups isn’t simply about picking a research method. It’s about choosing the environment most likely to reveal the insights your organization needs. 

The right qualitative research approach can transform a surface-level answer into a meaningful understanding of what your audience thinks, feels, wants and, most importantly, why. 

Not sure which path to take? Our research experts are here to help you map it out from start to finish. Contact us at [email protected] to leave the guesswork behind and start charting your business’ journey to better answers, better results. 

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RMS is a professional market research firm that can help you successfully navigate these changing times. If you are interested in learning more about our research capabilities, please contact us at [email protected] or by calling 1-866-567-5422.