What is a One-on-one?
- Content Type:
- Glossary
One-on-one Definition
A qualitative research technique in which a professional moderator interviews (generally face-to-face) one participant in order to gain in-depth qualitative insight. Also called an in-depth interview (IDI) or diad.
A one-on-one in market research refers to an in-depth, individual interview between a researcher and a participant. This method is used to gather detailed insights, uncover motivations and explore personal opinions or experiences in a private and focused setting.
Who relies on one-on-ones in the marketing research and insights industry?
Market researchers, product developers, UX designers, brand managers and advertisers rely on one-on-ones to gain deep, qualitative insights from customers, employees or stakeholders. They are especially useful for exploring sensitive topics or complex behaviors.
What are key aspects of one-on-ones in market research?
Key aspects include:
- Personal interaction: Conducted face-to-face or virtually to build rapport and elicit honest feedback.
- Exploratory focus: Allows for open-ended questions and in-depth exploration of topics.
- Customization: Tailored to the participant’s responses for more detailed insights.
- Rich data: Captures nuanced opinions, emotions and motivations.
- Time-intensive: Requires significant time for each interview and subsequent analysis.
Why are one-on-ones important in market research?
One-on-ones are important because they provide detailed, qualitative data that may not surface in group settings or surveys. This method is valuable for understanding individual experiences, testing new ideas and uncovering insights that inform decision-making and strategy development.
How do market researchers use one-on-ones?
Market researchers use one-on-ones to explore customer preferences, test product concepts or gather feedback on services. They analyze responses to identify patterns, uncover unmet needs and gain a deeper understanding of consumer motivations. The insights from one-on-ones often guide product improvements, marketing strategies and customer experience enhancements.