Conducting effective research interviews is essential for gathering valuable insights and accurate data. Whether you are new to interviewing or looking to refine your skills, this blog post provides practical advice to help you connect with participants, ask the right questions, and collect meaningful responses.
What is an In-Depth Interview?
In-depth interviews (IDIs) are a form of qualitative research where an interviewer uses a script or moderator's guide to conduct a formal research interview with a participant. They can be conducted in-person, over the telephone, and even online.
They differ from surveys in that they typically last much longer (upwards of 15 to 20 minutes or more) and focus more on obtaining open-ended exploratory feedback rather than data to be quantified.
IDIs are one of, if not the most insightful methodologies in market research because they allow for extensive one-on-one time with each participant rather than having to divide two hours of time among ten participants in a focus group.
Recommended Reading: Focus Groups Versus In-Depth Interviews (And The Pros and Cons of Each)
Tips for In-Depth Interviewing
At Drive Research, our company manages in-depth interview projects regularly. Here are 5 tips we employ during every project to help us produce the best quality IDIs for our clients:
Tip #1: Explain the research objectives
Always use the first minute or two to explain the purpose and process of the interview. Mention what the research is being conducted for, mention how the feedback will benefit the participant at the conclusion of the project, mention the length of the interview, and mention the process and payment for honorariums.
Tip #2: Personalize the experience
Don't treat the participant as one of 10 interviews you are doing. Treat them as if they were the only interview. Focus your efforts on each IDI individually and probe regardless of whether or not you've heard identical feedback from your first 15 participants. They may provide you with a different perspective.
Tip #3: Repeat their name throughout the interview
Using the participant's name helps to build a rapport and a personal connection. It makes the participant feel recognized and valued, which can encourage them to open up and share more detailed and honest responses.
Additionally, repeating the participant's name can keep them engaged and attentive. It signals that the interviewer is actively listening and interested in what they are saying, which can motivate the participant to stay focused and involved in the conversation.
Tip #4: Repeat-back prior information from previous questions
This points to your ability to listen and interpret their feedback. If a participant says they saw a television commercial for the Honda Civic last week, acknowledge that later in the interview when you ask about awareness of vehicle advertisements and repeat a detail they discussed with you.
Tip #5: Be patient and positive
Acknowledge a great answer or feedback when you hear it and thank them for their detail. This creates a comfortable and encouraging environment for the participant, fostering openness and honesty.
Remaining light and positive helps to build trust, ensuring that participants feel valued and are more likely to provide detailed and thoughtful responses, ultimately enhancing the quality of the data collected.
Contact Our IDI Research Company
Drive Research is a national market research company in Syracuse, NY. We specialize in all forms of qualitative and quantitative research including in-depth interviews (IDIs.)
Our market research company highly recommends IDIs. We believe they are the most informational and least biased form of qualitative market research.
Contact us today to learn more about our services.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George Kuhn
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.
