How do you recruit and select suitable interviewees for your primary research project?

1 Define your research objectives and questions

Before you start looking for interviewees, you need to have a clear idea of what you want to learn from them and why. Your research objectives and questions should guide your selection criteria and help you narrow down your target population. For example, if you are researching customer satisfaction with a new product, you might want to interview people who have purchased and used it within a certain time frame.

2 Choose your sampling method and size

Depending on your research objectives and questions, you might want to use different sampling methods to find your interviewees. These methods can be divided into two main categories: probability and non-probability. Probability sampling means that every member of your target population has an equal chance of being selected, while non-probability sampling means that you use some criteria or judgment to select your interviewees. Common sampling methods include random sampling, stratified sampling, snowball sampling, and convenience sampling. The size of your sample depends on several factors, such as the complexity and diversity of your research topic, the level of confidence and precision you want to achieve, and the time and resources you have available. Generally speaking, for qualitative research, you should interview enough people until you reach a point of saturation, meaning that you do not get any new or relevant information from additional interviews.

3 Design your recruitment strategy and materials

When deciding on a sampling method and size, it's important to design a recruitment strategy and materials. Email is a common strategy, where you can send personalized or mass emails from your contacts or a database. You should include a clear subject line, an introduction of yourself and your research, a summary of the interview, and a call to action. You can also call potential interviewees directly or use a phone survey service. Social media platforms such as Facebook, Twitter, or LinkedIn are great for reaching large and diverse audiences. You should use engaging images or videos, catchy headlines, and hashtags to attract attention. Creating a landing page or pop-up on your website is another option to invite visitors who meet your criteria. Whatever recruitment strategy and materials you use, they should be ethical, transparent, and respectful. You should inform potential interviewees about the nature and scope of your research, the risks and benefits of participating, the confidentiality and anonymity of their data, and their rights to withdraw or decline at any time.

4 Screen and confirm your interviewees

Once you have received responses from potential interviewees, you must screen and confirm them prior to conducting the interviews. Screening entails checking if they meet your selection criteria and if they are suitable and reliable for your research. Confirming means finalizing the details and arrangements of the interviews, as well as reminding them of their participation. To screen and confirm your interviewees, you should review their responses to recruitment materials, such as sign-up forms or surveys, to compare with your selection criteria. Additionally, consider any red flags, such as inconsistent or incomplete answers or suspicious profiles. You can also conduct a pre-interview with potential interviewees to verify their identity and eligibility, assess their communication skills and rapport, and answer any questions or concerns they may have about the research. Once you have selected your interviewees, send a confirmation email thanking them for their interest and providing them with the date, time, location, and format of the interview. Include any instructions or preparations they need to follow, such as downloading a software or signing a consent form. Finally, send a reminder email a day or two before the interview reiterating the key information and expectations. Provide them with your contact details and a backup plan in case of any issues or emergencies.

5 Conduct and evaluate your interviews

The final step is to conduct and evaluate your interviews with your selected interviewees. Conducting means that you follow a structured or semi-structured interview guide, ask open-ended and probing questions, listen actively and attentively, record and take notes of the responses, and thank and debrief the interviewees. Evaluating means that you review and analyze the data you have collected, look for patterns and themes, compare and contrast the responses, and draw conclusions and implications for your research.

By following these six tips, you can recruit and select suitable interviewees for your primary research project and obtain valuable and valid data for your analysis and report.