Depth Interviews
Depth Interviews
Funnel Method
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let respondent do all the talking
can be a diagnostic interview
the idea is let the subject direct the interview
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Inverted Funnel: Specific to general
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You want to jog the interviewees memory
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You want to motivate a reluctant participant
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You want to get specific facts before general
impressions
Interview Technique
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silent probe
encouragement probe
immediate elaboration
immediate clarification
retrospective elaboration
recapitulation probe
retrospective clarification
Interview Technique
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echo probe
reflective probe
interpretive probe
summary probe
mutation
Interview Technique
formulate question before speaking
keep questions simple
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no preface
 do not give respondent your lit review
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note taking controls flow
Interview Issues
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avoid leading questions
avoid ritual agreement
monitor the universe of discourse
Universe of Discourse
Interview Issues
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avoid leading questions
avoid ritual agreement
monitor the universe of discourse
observe body language
convey expectation of cooperation
avoid unprofessional statements
Who
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does this person have access to information that
you want?
approaching interviewees & their organizations
Relatives?
When
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schedule when no competing
demands
approach with attitude that
their time is more important
than yours
do not schedule too closely
together
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45 minutes typical; 90 minutes
longest
sequencing
Where
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respondent’s place of business
respondent’s home
neutral spot
What
Interview blueprint and guide
- list research objective or research question, actual
question and sample prompts (listing any specifics
you would like to elicit) in table/chart form
Letter of Consent
- provides the interviewee with confidence in the
process; trust and rapport
Hardware
- recorder, batteries, pens, pencils
The interview blueprint should
guide you, not confine you
Sample Interview Blueprint
Research
Question or
Objective
Describe the
characteristics
of our current
customers
preferred
cookie?
Who is the “end
consumer” of
the purchased
cookie?
Interview
Question
Probes
Describe the
“perfect”
chocolate chip
cookie.
How big would it
be?
Hard? Soft?
Big chips or
little chips?
You bring the
cookies home
from the store.
Who eats them?
Who eats the
most ____ or
____? How old
is ____?
Research
Question
Interview
Question
You’re standing in
front of the
display of
cookies—tell me
what’s going
through your
mind?
Estimate
When I say
advertising recall “cookie ads” what
ours versus
is the first thing
competition
that pops into
your mind?
Who factors
influence the
purchasing
decision?
Probes
What else?
And then…
Check for $,
nutrition, family
preferences…
Can you give me
more details?
Why do you think
you remember it?
What
interview guide
questions simply worded
 listed in order
 key points of introduction & conclusion
 leave space for notes
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Sample Interview Guide
Interview
Question
Probes
Describe the
“perfect”
chocolate chip
cookie.
How big would it
be?
Hard? Soft?
Big chips or little
chips?
Who eats the
most ____ or
____? How old is
____?
You bring the
cookies home
from the store.
Who eats them?
Notes:
Interview
Question
Probes
You’re standing in What else?
front of the
And then…
display of
Check for $,
cookies—tell me nutrition, family
what’s going
preferences…
through your
mind?
When I say
Can you give me
“cookie ads” what more details?
is the first thing
Why do you think
that pops into
you remember it?
your mind?
Additional comments:
Notes:
The interview blueprint and
interview guides should serve as
a road map. They can be used
when you feel you are getting
lost and to keep you focused on
your destination….
But, remember, that sometimes
the scenic route provides
surprising discoveries.
Interview Procedure
phone ahead to confirm appointment
when you arrive
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reintroduce yourself and your study
 explain how they were picked for study
 confirm use of tape recorder
 explain confidentiality and explain that they can end
interview at any point
 start tape (if using)
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Interview Procedure
when tape is rolling
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say, “I’ve prepared some questions, but if they don’t seem to
be hitting at the core of the issue, feel free to correct me”
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start questions
 if ask tape be turned off for one question, remember to start again
after
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after last question, always ask “Is there anything else you’d
like to add? Anything you think I’m missing?”
Interview Procedure
 after interview is over
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don’t bolt….
thank them for their participation
say into tape recorder “the foregoing was an interview with
Jane Doe (D-o-e) for project 43, date, time, location, by your
name
turn off tape, but hang around making small talk — will
often get best stuff yet, now that formal interview is over
 once out of sight, debrief
Interview Procedure
 Debrief
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check that tape has recorded properly
 tape is blank
 background noise obscures portions of tape
 reconstruct missing data — but distinguish in transcript between
verbatim and reconstructed paraphrasing
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record details (such as body language) not recorded on tape
while still fresh in your memory
note your own preliminary interpretations and ideas
To Tape or Not to Tape
 Advantages
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more accurate and less distracting
better than relying on your memory
excellent training tool for interviewer
 Disadvantage
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one thing to tell you, another to go on permanent record
worry about sound of their voice
worry who will hear tape
IF Using a Tape Recorder
tell respondent who will have access to tape
 erase tape as soon as transcribed
place recorder in obvious place
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you can turn off/on; confirm working...
 no question of subterfuge
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