Focus groups
What is a pre-screener? A plain guide to study invitations
Pre-screeners decide who gets invited to focus groups, interviews and product tests. Here is how they work, and how you are rewarded either way.
What is an in-depth interview? A guide to one-to-one research
In-depth interviews are among the most rewarding studies you can be invited to, and they are far more relaxed than the name suggests. Here is what to expect from start to finish.
Key points
- An in-depth interview, or IDI, is a private conversation between you and one researcher, usually lasting 30 to 90 minutes.
- Interviews can happen by video call, by phone or in person, and the invitation always tells you which.
- The researcher wants your real experience in your own words. There are no right or wrong answers.
- Recording is common, but only with your consent, and recordings are used for analysis, not for advertising.
A conversation, not a test
An in-depth interview is a one-to-one conversation with a trained researcher, often called the interviewer or moderator. Researchers use the short form IDI. The aim is to understand how you think, decide and feel about a topic in more detail than a survey could ever capture.
A survey might ask you to rate a banking app from one to ten. An interview asks you to talk through the last time you used it, what you were trying to do, where you got stuck and what you did next. The stories and details you share are what make interviews valuable.
Where interviews happen
- Video call. The most common format today. You join a link from your computer or phone, usually with your camera on.
- Phone. Useful for people who prefer not to be on camera or have a weaker internet connection.
- In person. At a research facility, an office, or sometimes your home, for example when a researcher wants to see how you use a product in real life.
The invitation tells you the format, the date and time, how long it takes and the reward. If a format does not suit you, say so before you accept. Researchers can often offer an alternative.
What happens during the interview
Most interviews follow a similar shape.
- Welcome and consent. The interviewer introduces themselves, explains what the study is about in general terms and asks for your consent to take part and to be recorded.
- Warm-up. A few easy questions about you and your routine, so you can settle in.
- The main topic. Open questions such as "Tell me about the last time you..." with follow-ups like "What made you choose that?" or "How did that feel?"
- Tasks or materials. Sometimes you are shown an idea, a website, an ad or a product and asked for your reaction.
- Wrap-up. The interviewer checks whether there is anything you would like to add, thanks you and explains how your reward will be paid.
The interviewer follows a discussion guide, but a good interview feels like a natural conversation. If you go off on a tangent that is relevant, they will usually let you.
Who listens in
Sometimes members of the research or client team observe the interview silently, either on the video call with cameras off or from a viewing room at a facility. You should always be told if anyone else is watching. Observers are there to learn, not to judge you.
You stay in control. You can skip any question, take a break or end the interview at any time. You never have to explain why.
Recording and privacy
Interviews are usually recorded so the researcher can focus on listening instead of writing notes. Recordings are used to analyze what was said, and sometimes short anonymous clips are shown inside the client's team to bring findings to life.
Before you agree, you should be told who will see the recording, how long it is kept and whether any clips may be shared. If you are not comfortable with video being kept, you can ask whether audio only is possible.
How to prepare
You do not need to study or prepare answers. A little practical preparation helps, though:
- Test your link early. Open the video link ten minutes before the start to check your camera and microphone.
- Find a quiet spot. Background noise and interruptions make it harder for both of you.
- Have any items ready. If the invitation asks you to have a product, bill or app nearby, keep it within reach.
- Bring your real experience. Specific examples are worth more than general opinions.
Why interviews pay more
Interviews take more of your time than a survey, they happen at a fixed time, and researchers often need a specific type of person. For those reasons, interview incentives are usually much higher than survey rewards. The amount is always shown in the invitation before you accept.
Common questions
What if I do not know much about the topic?
That is fine. Researchers choose people for their experience as customers or users, not their expertise. Saying "I am not sure" or "I have never thought about that" is useful information.
Can I bring someone with me?
Usually the interview is with you alone, so your answers are not influenced by others. If you need support, such as a carer or an interpreter, tell the research team beforehand and they will make arrangements.
What if the call drops?
Rejoin using the same link or wait for the interviewer to contact you. Technical problems are common and do not affect your reward if you complete the interview.
