In-depth Interviews

1. IN-DEPTH INTERVIEWS Presentation compiled by: Simra Khan

2. What are In-Depth Interviews In-depth interviews are a qualitative data collection method that allows for the collection of a large amount of information about the behavior, attitude and perception of the interviewees. It is an independent research method that can adopt multiple strategies according to the needs of the research. In-depth interview are an unstructured and direct technique of obtaining insights in which a single respondent is probed by a skilled interviewer to uncover underlying motivations, attitudes, beliefs and feelings on the topic of enquiry.

3. Characteristics of in-depth interviews There are many types of interviews, each with its particularities, in this case the most important characteristics of in-depth interviews are: Flexible structure: Although it is not very structured, it covers a few topics based on a guide, which allows the interviewer to cover areas appropriate for the interviewee. Interactive: The interviewer processes the material that is produced during the interview. During the interaction the interviewer poses initial questions in a positive manner, so that the respondent is encouraged to answer. The complete process is very human, and so less mundane and dull.

4. Characteristics of in-depth interviews (cont..) Deep: Many probing techniques are used in in-depth interviews, so that results are understood through exploration and explanation. The interviewer asks follow-up questions to gain a deeper perspective and understand the participant’s viewpoint. Generative: Often interacting with your target audience creates new knowledge. For instance, if you are talking to your customers, you learn more about the purchase behavior. Researchers and participants present ideas for a specific topic and solutions to the problems posed.

5. Importance of conducting in-depth interviews As an in-depth interview is a one-on-one conversation, you get enough opportunities to get to the root causes of likes/dislikes, perceptions, or beliefs. Generally, questions are open-ended questions and can be customized as per the particular situation. The interviewer gets an opportunity to develop a rapport with the participant, thereby making them feel comfortable. Thus, they can bring out honest feedback and also note their expressions and body language. Such cues can amount to rich qualitative data. With surveys, there are chances that the respondents may select answers in a rush, but in case of in-depth interviews it’s hardly the worry of researchers. Conversations can prove to be an excellent method to collect data. In fact, people might be reluctant to answer questions in written format, but given the nature of an interview, participants might agree giving information verbally. You can also discuss with the interviewees if they want to keep their identity confidential.

6. Steps to conduct in-depth interviews Steps to conduct in-depth interviews Obtain the necessary information about the respondents and the context in which they operate. Make a script or a list of topics you want to cover. This will make it easy to add secondary questions. Schedule an interview at a time and date of the respondent’s choice. Ask questions confidently and let the interviewees feel comfortable, so that they too are confident and can answer difficult questions with ease. Set a maximum duration such that it doesn’t feel exhaustive. Observe and make notes on the interviewee’s body expressions and gestures. It is important to maintain ethics throughout the process. Transcribe the recordings and verify them with the interviewee.

7. The Art of a Good Interview Creative interview. . . involves the use many strategies and tactics, largely base on an understanding of friendly feelings and intimacy, to optimise cooperative, mutual disclosure and a creative search for mutual understanding. (Douglas, 1985: 25)

8. Strategies of Effective Interviewing 1. Choose where to hold the interview- Location plays a significant role in the effectiveness of your interview. Finding a quiet place will allow you to connect with a candidate without distractions. 2. Prepare a list of interview questions in advance- Plan out a list of interview questions to ask a candidate based on the job requirements and their resume or CV. 3. Carefully review the candidate’s resume and cover letter- One of the most important interview techniques is to take time to carefully review each candidate’s resume and/or cover letter shortly before the interview. This way you can easily recall important information about the candidate. 4. Interviews should be conversational, not confrontational It’s important to remember that candidates are looking for the right company and job to fit their needs as much as you’re looking for the best candidate to hire. Make a positive impression by welcoming the candidate and treating the interview like a casual conversation.

9. Strategies of Effective Interviewing (cont..) 5. Explain the interview process and next steps- After the interview, let candidates know what they can expect. Explain your company’s hiring process, especially if it’s complex and involves multiple rounds or conversations with other interviewers. 6. Consider holding a group interview- Instead of using the traditional interview process, you may want to consider bringing in multiple candidates as part of a group interview. This interviewing technique is useful if you need to hire a relatively large number of people quickly and for similar roles. 7. Follow up after the interview- Even if you decide not to move forward with a candidate, it’s important to let them know instead of leaving them hanging. Following up shows that you respect the candidate’s time and effort and can create a positive reputation and candidate experience.

10. Types of Probes • Elaboration probes - ask for more detail: 'Can you tell me a little more about that?‘ 'What did she say to you?' • Continuation probes - encourage the participant to keep talking: 'Go on.‘ or 'What happened then?‘ Body language such as a raised eyebrow can also serve as a probe. • Clarification probes - aim to resolve ambiguities or confusions about meaning: 'I'm not sure I understand what you mean by that.‘ 'Do you mean you saw her do that?‘ • Attention probes - indicate that the interviewer is paying attention to what is being said: 'That's really interesting.‘ or 'I see.' • Completion probes - encourage to finish a particular line of thought: 'You said that you spoke to him, what happened then?‘ 'Are you suggesting there was some reason for that?' • Evidence - seek to identify how sure a person is of their interpretation, and should be used carefully: 'How certain are you that things happened in that order?‘ 'How likely is it that you might change your opinion on that?' • Participants often laugh in response to nervousness or ambiguity rather than simply because something is funny. If this is the case, laughter is often a good cue for a probe or further exploration

11. Advantages of in-depth interviews The benefits of conducting an in-depth interview include the following: They allow the researcher and participants to have a comfortable relationship to generate more in-depth responses regarding sensitive topics. Researchers can ask follow-up questions, obtain additional information, and return to key questions to gain a better understanding of the participants’ attitudes. The sampling is more accurate than other data collection methods. Researchers can monitor changes in tone and word choice of participants to gain a better understanding of opinions. Fewer participants are needed to obtain useful information. In-depth interviews can be very beneficial when a detailed report on a person’s opinion and behavior is needed. In addition, it explores new ideas and contexts that give the researcher a complete picture of the phenomena that occurred.

12. Disadvantages of in-depth interviews The disadvantages of in-depth interviews are: They are time-consuming, as they must be transcribed, organized, analyzed in detail. If the interviewer is inexperienced, it affects the complete process. It is a costly research method compared to other methods. Participants must be chosen carefully to avoid bias, otherwise it can lengthen the process. Generally, participants decide to collaborate only when they receive an incentive in return.

13. Tape-Recorded Interviews • Practically, the interview must be taped so that we may capture what the participant say in-depth. • The recording of interview must be with the consent of the participant. • Make sure that the tape and microphone are working. • Bring extra cassettes and batteries. • I always try and use a tape-recorder, for some very pragmatic reasons: I want to interact with the interviewee, and I don’t want to spend a lot of my time head- down and writing. Also, the tape provides me with a much more detailed record of our verbal interaction than any amount of notetaking or reflection could offer (Rapley, 2004: 18)

14. Transcribing Interviews • All interviews must be transcribed for data analysis. • The careful attention to the tape required during transcription sensitizes the interviewer to ways in which they could have asked questions differently or to cues that were missed. • Often, all conversations in the interview will be transcribed. • Researchers may want to include things like the length of pauses, other sounds like laughter or even ‘um’. • An indication of who is speaking is necessary, eg., the researcher, the participants, family member (if present), etc. • Transcripts need to be checked through to ensure that technical terms and difficult areas have been correctly transcribed.

15. What is the purpose of in- depth interviews? The main purpose of in-depth interviews is to understand the consumer behavior and make well-informed decisions. Organizations can formulate their marketing strategies based on the information received from the respondents. They can also gain insights into the probable demand and know consumer pulse. In the case of B2B businesses, researchers can understand the demand in more detail and can ask questions targeted for the experts. Interviews offer a chance to understand the customer’s thought process and design products that have higher chances of being a

16. Conclusion • Most qualitative researchers do not think about the influence of their research on their own lives. • Most prefer to focus on the scholarly results of their research. • But, part of the joy of interviewing is that it enriches our lives well beyond what we put in our formal publications. • I know that the wisdom in each of their stories has helped me to live my own life more easily. For that reason, I owe those who have shared their time, thoughts, and experiences much more than the usual dept of scholarly gratitude. (Karp, 1996: 21)

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