Communication Matters: In-Depth Interviews
David Glenn
Founder @ Connected Research and Communication Consulting | Behavioral Economics
situation. An exciting alternative is in-depth interviews – a qualitative research technique that involves conducting intensive individual one-on-one interviews (IDI) with a small number of respondents.
Neither focus groups or IDIs should take the place of quantitative surveys because of small sample sizes. However, quantitative (surveys) do not allow the flexibility that focus groups and IDIs) excel at. Put clearly, qualitative research is an exploration of a person’s feelings and drivers. Often qualitative research comes before surveys just to be sure “hot buttons” are surfaced.
Why IDIs instead of focus groups? Some people are comfortable meeting in a group of strangers in front of a one-way mirror. Usually clients complain to me that “Joyce” is not talking enough. Maybe she is shy. Maybe she does not want to be single out to defend her opinions. This can result in “groupthink” in which each focus group participant gravitates toward the person who yields the most power. Neither IDIs nor focus groups result in findings that are generalizable to a total population.
Before the data collection begins the client and research company must follow a brief discussion outline. Too often clients want to use a structured outline, thereby giving up the flexibility of true qualitative research.
According to Pathfinder Research, “the primary advantage of in-depth interviews is that they provide much more detailed information than what is available through other data collection methods, such as surveys.” For example, a large food manufacturing company asked us to conduct IDIs in supermarkets in which we recruited people to go shopping with a trained moderator. The trips were minimally invasive, with the moderators recording the trip details and asking questions as the participants clarification questions.
Finally, if clients want professional insights, use trained moderators just as you would for focus groups.
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