What is an Online One-on-one?
- Content Type:
- Glossary
Online One-on-one Definition
A qualitative research technique in which a professional moderator interviews one participant via the Internet in order to gain in-depth qualitative insight. Also called an in-depth interview (IDI) or diad.
An online one-on-one is a qualitative research method where a researcher conducts an individual interview with a participant via an online platform, such as video conferencing tools or chat-based applications. It enables direct and personalized interactions to gather in-depth insights.
Who relies on online one-on-ones in the marketing research and insights industry?
Market researchers, UX designers, product developers, advertisers and brand managers rely on online one-on-ones to explore customer opinions, behaviors and feedback, especially when geographic constraints or scheduling conflicts make in-person interviews impractical.
What are key aspects of online one-on-ones in market research?
Key aspects include:
- Convenience: Allows participation from any location, reducing logistical barriers.
- Flexibility: Offers options for video, audio or text-based formats depending on the study needs.
- Personalization: Enables tailored questioning based on participant responses.
- Rich Data: Captures detailed, qualitative insights.
- Recordable Sessions: Facilitates post-session analysis and sharing among stakeholders.
Why are online one-on-ones important in market research?
Online one-on-ones are important because they provide a flexible and efficient way to gather in-depth feedback from participants, especially in diverse or hard-to-reach markets. They maintain the depth of face-to-face interviews while offering the convenience of remote interaction.
How do market researchers use online one-on-ones?
Market researchers use online one-on-ones to explore customer preferences, test product concepts and gather feedback on marketing materials. They analyze participant responses to identify trends, uncover motivations and refine strategies. This method is also useful for understanding diverse audiences and conducting research across different regions or demographics.