In-Depth Interview | Qualitative Market Research in Vietnam | Macromill South East Asia Company

In-depth Interview


A type of Qualitative Research method with one-on-one interview mode. The method proceeds as a secure conversation between the interviewer and the individual respondent, to dig in deep insights, perspective of the respondent about a particular situation, idea or program.


For studies with Research interviews focused on controversial, sensitive topics. As one remarkable advantage of IDI is to give respondent with moderate time to develop and generate deeper ideas, or reasons to his/her individual point of view - without feeling pressed or affected by other respondents' opinions.


To get detailed information of a person's thoughts and behaviours on certain business idea, product/service feature..
Alternate respondent's participation in a Focus Group if he/she is not comfortable talking openly in a group.
Distinguish different ideas and insights of separate individuals on one common program/ situation.

Macromill South East Asia APPROACH TO IDI

Location of interviews:
To localize interviews to a common mode in Vietnam, Macromill South East Asia team operates In-Depth Interviews not only at a standard observing room like other Research agencies. We have more options for the best place to carry out such individual interviews which fit a harmonial culture of communication in Vietnam.

IDIs can be performed at:
Respondents' house (with prior consent of the interviewee
Respondents's workplace (with prior consent of the interviewee)
A designated location by Macromill South East Asia for convenient meeting (Cafe, Restaurant...)
Standard IDI room with one-way mirror and backroom for Client's observance.


1. Interview Guide Creation

Macromill South East Asia receive original Interview Guide t from Client and translate it into local language

2. Recruitment

Target respondents with required number are recruited by Macromill South East Asia following available Screener or conditions regulated by Client.

3. Fieldwork preparation

Arrange Interview location with respondents. Arrange Client observance schedule throughout interview sessions (if any). Arrange Simultaneous/ Consecutive Interpreter for foreign Client if any.

4. Conduct Interview

In-depth interview with specified respondents. Presence of Simultaneous/ Consecutive Interpreter is required for foreign Client attendance.

5. Transcription and Translation

Macromill South East Asia team transcribe IDI recordings and translate texts to Client's language or English (upon request)

6. Summary Report

Top-line or full Summary Report in local language or English/ Client's language is provided upon request.


1. Respondent profile

Profiles of respondents built from the answers of Screener questions (Or customized profiles of respondents based on Client's targeted conditions

2. Transcription

Transcribed text of interview recordings in local language or translated to English/ Client's language

3. Interview recordings

"Macromill South East Asia can convert video files in many format depending on Client's request.In case, Client does not want to receive DVD, Macromill South East Asia can upload the recording files to Macromill South East Asia server and send links to Client. However, the files will be deleted from the server after 10 - 14 days to ensure strict confidentiality."

4. Summary Report

Qualitative Report is commonly presented in words other than charts or graphs. Find our Qualitative Research samples as below.

numer of panellist



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  • Tokyo +81(3)5421-7925
  • Okayama +81(86)293-2934
  • Osaka +81(6)6390-1441
  • Jakarta +62(21)5095-8311
  • Bangkok +66(2)6530-411
  • Hochiminh +84(28)3848-3731