IDIs to Actionable Insights

How do you turn conversations into real business insight?

In this episode of The Fault Line, Kim Scribner sits down with Julie Bush of Product Rehab to explore the art and discipline of in-depth interviews (IDIs). Julie shares how to design interviews around a clear learning agenda, move past surface-level opinions, and uncover the motivations that actually drive decisions.

They also discuss the role of curiosity, the importance of authentic moderation, and how the best insights often emerge from unexpected “aha moments” during the research process. For leaders looking to better understand customers, employees, or markets, this episode offers practical guidance on turning qualitative conversations into actionable insights.