Depth InterviewsDepth Interviews

Depth InterviewsDepth Interviews

Funnel Method Funnel Method let respondent do all the talkinglet respondent do all the talking can be a diagnostic interviewcan be a diagnostic interview the idea is let the subject direct the the idea is let the subject direct the

interview interview

Inverted Funnel: Specific to generalInverted Funnel: Specific to general

You want to jog the interviewees memoryYou want to jog the interviewees memory

You want to motivate a reluctant You want to motivate a reluctant participantparticipant

You want to get specific facts before You want to get specific facts before general impressionsgeneral impressions

Interview TechniqueInterview Technique

silent probesilent probe encouragement probeencouragement probe immediate elaborationimmediate elaboration immediate clarificationimmediate clarification retrospective elaborationretrospective elaboration recapitulation proberecapitulation probe retrospective clarificationretrospective clarification

Interview TechniqueInterview Technique

echo probeecho probe reflective probereflective probe interpretive probeinterpretive probe summary probesummary probe mutationmutation

Interview TechniqueInterview Technique

formulate question before speakingformulate question before speaking keep questions simplekeep questions simple

no prefaceno preface do not give respondent your lit reviewdo not give respondent your lit review

note taking controls flownote taking controls flow

Interview IssuesInterview Issues

avoid leading questionsavoid leading questions avoid ritual agreementavoid ritual agreement monitor the universe of discoursemonitor the universe of discourse

Universe of DiscourseUniverse of Discourse

Interview IssuesInterview Issues

avoid leading questionsavoid leading questions avoid ritual agreementavoid ritual agreement monitor the universe of discoursemonitor the universe of discourse observe body languageobserve body language convey expectation of cooperationconvey expectation of cooperation avoid unprofessional statementsavoid unprofessional statements

WhoWho

does this person have access to does this person have access to information that you want?information that you want?

approaching interviewees & their approaching interviewees & their organizationsorganizations

Relatives?Relatives?

WhenWhen

schedule when no schedule when no competing demandscompeting demands

approach with attitude approach with attitude that their time is more that their time is more important than yoursimportant than yours

do not schedule too do not schedule too closely togetherclosely together 45 minutes typical; 90 45 minutes typical; 90

minutes longestminutes longest

sequencing sequencing

WhereWhere

respondent’s place of businessrespondent’s place of business respondent’s homerespondent’s home neutral spotneutral spot

WhatWhat

Interview blueprint and guideInterview blueprint and guide - list research objective or research - list research objective or research

question, actual question and sample question, actual question and sample prompts (listing any specifics you would prompts (listing any specifics you would like to elicit) in table/chart formlike to elicit) in table/chart form

Letter of Consent Letter of Consent

- provides the interviewee with confidence - provides the interviewee with confidence in the process; trust and rapport in the process; trust and rapport

Hardware Hardware

- recorder, batteries, pens, pencils- recorder, batteries, pens, pencils

The interview blueprint The interview blueprint should guide you, not should guide you, not

confine youconfine you

Sample Interview BlueprintSample Interview Blueprint

ResearchQuestion orObjective

InterviewQuestion

Probes

Describe thecharacteristicsof our currentcustomerspreferredcookie?

Describe the“perfect”chocolate chipcookie.

How big would itbe?Hard? Soft?Big chips orlittle chips?

Who is the “endconsumer” ofthe purchasedcookie?

You bring thecookies homefrom the store.Who eats them?

Who eats themost ____ or____? How oldis ____?

ResearchQuestion

InterviewQuestion

Probes

Who factorsinfluence thepurchasingdecision?

You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?

What else?And then…Check for $,nutrition, familypreferences…

Estimateadvertising recallours versuscompetition

When I say“cookie ads” whatis the first thingthat pops intoyour mind?

Can you give memore details?Why do you thinkyou remember it?

WhatWhat

interview guideinterview guide questions simply wordedquestions simply worded listed in orderlisted in order key points of introduction & key points of introduction &

conclusionconclusion leave space for notesleave space for notes

InterviewQuestion

Probes Notes:

Describe the“perfect”chocolate chipcookie.

How big would itbe?Hard? Soft?Big chips or littlechips?

You bring thecookies homefrom the store.Who eats them?

Who eats themost ____ or____? How old is____?

Sample Interview GuideSample Interview Guide

InterviewQuestion

Probes Notes:

You’re standing infront of thedisplay ofcookies—tell mewhat’s goingthrough yourmind?

What else?And then…Check for $,nutrition, familypreferences…

When I say“cookie ads” whatis the first thingthat pops intoyour mind?

Can you give memore details?Why do you thinkyou remember it?

Additional comments:

The interview blueprint The interview blueprint and interview guides and interview guides

should serve as a road should serve as a road map. They can be used map. They can be used when you feel you are when you feel you are

getting lost and to keep getting lost and to keep you focused on your you focused on your

destination….destination….

But, remember, that But, remember, that sometimes the scenic sometimes the scenic

route provides route provides surprising discoveries.surprising discoveries.

Interview ProcedureInterview Procedure

phone ahead to confirm appointmentphone ahead to confirm appointment when you arrivewhen you arrive

reintroduce yourself and your studyreintroduce yourself and your study explain how they were picked for studyexplain how they were picked for study confirm use of tape recorderconfirm use of tape recorder explain confidentiality and explain that explain confidentiality and explain that

they can end interview at any pointthey can end interview at any point start tape (if using)start tape (if using)

Interview ProcedureInterview Procedure

when tape is rollingwhen tape is rolling say, say, “I’ve prepared some questions, but if “I’ve prepared some questions, but if

they don’t seem to be hitting at the core of the they don’t seem to be hitting at the core of the issue, feel free to correct me”issue, feel free to correct me”

start questionsstart questions if ask tape be turned off for one question, remember if ask tape be turned off for one question, remember

to start again afterto start again after after last question, always ask “Is there after last question, always ask “Is there

anything else you’d like to add? Anything you anything else you’d like to add? Anything you think I’m missing?”think I’m missing?”

Interview ProcedureInterview Procedure after interview is overafter interview is over

don’t bolt….don’t bolt…. thank them for their participationthank them for their participation say into tape recorder “the foregoing was an say into tape recorder “the foregoing was an

interview with Jane Doe (D-o-e) for project 43, interview with Jane Doe (D-o-e) for project 43, date, time, location, by your namedate, time, location, by your name

turn off tape, but hang around making small turn off tape, but hang around making small talk — will often get best stuff yet, now that talk — will often get best stuff yet, now that formal interview is overformal interview is over

once out of sight, debrief once out of sight, debrief

Interview ProcedureInterview Procedure

DebriefDebrief check that tape has recorded properlycheck that tape has recorded properly

tape is blanktape is blank background noise obscures portions of tapebackground noise obscures portions of tape reconstruct missing data — but distinguish in reconstruct missing data — but distinguish in

transcript between verbatim and reconstructed transcript between verbatim and reconstructed paraphrasingparaphrasing

record details (such as body language) not record details (such as body language) not recorded on tape while still fresh in your recorded on tape while still fresh in your memorymemory

note your own preliminary interpretations and note your own preliminary interpretations and ideasideas

To Tape or Not to TapeTo Tape or Not to Tape

AdvantagesAdvantages more accurate and less distractingmore accurate and less distracting better than relying on your memorybetter than relying on your memory excellent training tool for interviewerexcellent training tool for interviewer

DisadvantageDisadvantage one thing to tell you, another to go on one thing to tell you, another to go on

permanent recordpermanent record worry about sound of their voiceworry about sound of their voice worry who will hear tapeworry who will hear tape

IF Using a Tape RecorderIF Using a Tape Recorder

tell respondent who will have access tell respondent who will have access to tapeto tape

erase tape as soon as transcribederase tape as soon as transcribed place recorder in obvious placeplace recorder in obvious place

you can turn off/on; confirm working...you can turn off/on; confirm working... no question of subterfugeno question of subterfuge