JIDIs
Uncovering deeper insights
When broad insights fall short of sparking real innovation, Journey-in-Depth Interviews (JIDI) uncover solutions that meet customer needs. Developed and refined over 15 years by Paradoxes, this powerful method goes far beyond traditional interviews. Participants visualize their experiences—using a whiteboard and markers to map their world, workflows, and decisions—bringing hidden patterns and unmet needs to the surface.
The result? Improved products, services, and solutions.
Use Cases
- Purchase process
- Operational processes
- Journey mapping for UX/CX
- Product development
Benefits
- Reveal unmet needs
- Visual drawings, mapping, and illustrations
- Discover new product, service, and solution offerings
- Works well for technical and complex use cases
How it works
- Recruitment of targeted participants
- Instrument design
- Moderation (3-4 hour in-person sessions)
- Video and illustration rich reporting & insights
Why Paradoxes?
Paradoxes has developed, refined, and successfully deployed the JIDI method to effectively uncover product and service innovations for many of the world’s leading brands.
What our clients say
“We used Journey IDIs to understand how tech leaders manage cybersecurity at their org. This helped us to really understand their thought processes, org operations, and workflows, and helped us 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 insightful methodology that ensured we clearly understood the participant’s world and how we could impact it.”
– B2C SaaS company