Conducting in-depth interviews (IDIs) is the ideal research method for getting highly detailed responses from key stakeholders. Research & Marketing Strategies, Inc. (RMS) knows that completing IDIs allows the interviewer to probe on respondents’ answers in order to gain detailed information on a given topic. Through the use of interview techniques, the researcher can delve deeper into a topic by exploring specific issues, aspects, motivations, influences, habits, and areas of interest.
Here are five tips to completing IDIs successfully!
- Create an easy to use interview guide
An IDI guide assists researchers by helping them stay on track while completing interviews. It also allows researchers to streamline interview questions, which is especially helpful if multiple researchers are completing interviews.
- Write down takeaways immediately after the interview
A major advantage of completing IDIs is the ability to understand reasons behind topics of interest. The best way for a researcher to retain this information after completing an interview is to write down key information that was gathered from respondent. We find it is best for the researcher to either take brief notes during the interview, or write down your thoughts immediately following the interview.
- Include scaled questions for quantitative insight
Scaled questions help researchers identify similarities and differences between respondents. An example of a scaled question could be, “Please rate your level satisfaction between 1 and 5, with “1” being strongly dissatisfied and “5” being strongly satisfied.” These questions are common in surveys, but they are also useful when completing IDIs. Asking scaled questions assigns a face value to an aspect. From here, researchers can take it a step further by asking the respondent reasons behind their number choice.
- Don’t be afraid to go a little off script
Structured, semi-structured, and unstructured are three types of IDI guides. Structured is where the interviewer must ask the respondent specific questions in a specific order. Unstructured is the opposite of this, and allows researchers to ask questions as they see fit. The most common type of IDI guides are semi-structured, which allows the researcher to veer slightly from the IDI guide during interviews as they see necessary. When completing IDIs researchers will inevitably neglect to ask about important information. Semi-structured IDI guides allow researchers to ask questions about key information that may have been missed. From the participant’s response, researchers may want to update questions in the IDI guide in order include it in future interviews.
- Take the time to say, “Thanks!”
Remember to thank your respondent for taking the time to talk to you before and after the interview. It’s simple, easy, and reminds the respondent that the information they provided will directly influence a business or project.
Research & Marketing Strategies (RMS) is a market research firm located in Syracuse, NY. If you are interested in learning more about our market research services please contact the Director of Business Development, Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.