Journey In-Depth-Interviews (JIDIs):

Understanding customers from the inside out

JIDIs come in when macro-level insights simply won’t cut it. This Paradoxes-coined method goes far beyond standard interviews by giving the participant a whiteboard and set of markers. Over the course of a typical 3-4 hour in-person session, participants illustrate their world, mapping out processes, workflows, and surfacing deeper truths often missed in traditional qualitative research.

Use Cases

This is an excellent method for exploring how to improve processes, understand complexity, or develop journey maps.

  • Purchase process
  • Operational processes
  • Journey mapping for UX/CX design
  • Product development
  • Works well for technical and complex use cases

Benefits

This method yields…

  • Immersive
  • Obtain visual drawings/mapping/ illustrations to better understand the respondent’s situation
  • Deeply engages participants for richer insights and exposes unmet needs

How it works

Paradoxes lead execution following standard steps:

  • Recruitment of targeted participants and facility management
  • Instrument design
  • Data collection/moderation (3-4 hour in-person sessions)
  • Reporting & insights, including strategic recommendations
  • Participant incentive fulfillment

Why Paradoxes?

This Paradoxes-coined method has been refined by Paradoxes for nearly 20 years, helping many of the world&’s leading brands gain deep insights into their audiences.

What our clients say

“We used Journey IDIs to understand how tech leaders manage cybersecurity at their org. This helped us to really understand consumer thought processes, org operations, and workflows, and helped us consider how to better address the things our customers are dealing with.”

– Enterprise cybersecurity company

“Paradoxes helped us visualize how our solution integrates into our customers’ systems and how our solution plays with the rest of their tech stack. That mapping informed essential product decisions.”

– B2B SaaS company

“Having a few hours of dedicated time really allowed us to focus and dive deeper much more than regular interviews – seeing inside the mind of the customer, exploring their internal process, and brainstorming in real-time was an enriching methodology that ensured we squeezed everything we wanted to focus on out of the participants.”

– B2C SaaS company

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