How do you choose the right interview type for your context?

3 Unstructured interviews

Unstructured interviews are interviews where you have no predetermined agenda or script, but rather let the participant guide the direction and flow of the conversation. This type of interview is useful for discovering and generating new ideas, insights, or perspectives, such as innovation, creativity, or problem-solving. Unstructured interviews are also more natural, spontaneous, and authentic, as they mimic the dynamics of a casual chat or dialogue. However, unstructured interviews can also be unpredictable, chaotic, and irrelevant, as they depend on the rapport, trust, and relevance of the interviewer and the participant.

4 Group interviews

Group interviews are interviews where you involve more than one participant at a time, either as a panel, a focus group, or a co-design session. This type of interview is useful for stimulating and observing social interactions, dynamics, and behaviors, such as collaboration, communication, or conflict. Group interviews are also more diverse, rich, and lively, as they expose you to multiple viewpoints, experiences, and feedback. However, group interviews can also be complex, noisy, and biased, as they introduce more variables, challenges, and influences from the group setting.

Choosing the right interview type for your context depends on several factors, such as your research question, your target audience, your available time and budget, and your desired outcome. There is no one-size-fits-all solution, but rather a trade-off between the benefits and drawbacks of each option. By understanding the strengths and weaknesses of each interview type, you can make an informed and strategic decision that best suits your needs.