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Handling the Misconceptions and Challenges of Key Informant Interviews. A teleconference hosted by The Tobacco Control Evaluation Center Robin Kipke, Evaluation Associate February 26, 2009. Agenda. Objective: Correct misconceptions and tackle challenges of doing KIIs

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handling the misconceptions and challenges of key informant interviews

Handling the Misconceptions and Challenges of Key Informant Interviews

A teleconference hosted by

The Tobacco Control Evaluation Center

Robin Kipke, Evaluation Associate

February 26, 2009

agenda
Agenda

Objective: Correct misconceptions and tackle challenges of doing KIIs

  • When and why to conduct KIIs
  • Who makes a useful informant
  • How to prepare for an interview
  • How to obtain an interview
what is a key informant interview
What Is a Key Informant Interview?

A key informant is someone who can “unlock” information for you about an issue

An interview is a conversation with a structure and a purpose

purpose of a key informant interview
Purpose of a Key Informant Interview

To get understanding of an issue or culture

  • To capture the big picture
  • To get rich detail
  • To investigate the breadth
  • To test the depth
  • To determine the ranges & possibilities
what a key informant interview is not
What a Key Informant Interview Is Not

A key informant interview is NOT

  • a survey
  • an educational visit
  • the same as a news interview
when to conduct key informant interviews
When to Conduct Key Informant Interviews

Early in a campaign and/or near its end

  • To explore information

(when you don’t know something)

  • To confirm information

(when you want to assess what you did)

what key informant interviews can do
What Key Informant Interviews Can Do

KIIs can help your project:

  • Get ideas for your strategy
  • Identify and gain access to key players
  • Develop relationships with stakeholders and info sources
when to conduct key informant interviews1
When to Conduct Key Informant Interviews

At the beginning of an intervention –

To inform the planning of your project about

  • The various positions or “camps” on an issue
  • Potential barriers and challenges to achieving your policy goal
  • Cultural considerations of a target population
  • How best to approach a particular stakeholder group
when to conduct key informant interviews2
When to Conduct Key Informant Interviews

After an intervention –

To gather process data to inform future actions

  • Learn how various stakeholders felt about the program or policymaking process
  • Reflect on what worked/didn’t work, why a policy was/wasn’t adopted, particularly effective strategies, ways to improve
misconceptions about using kiis
Misconceptions about Using KIIs

Misconception

  • That you need to ask the same questions in both pre- and post-intervention KIIs

Fact

  • Usually not, since KIIs are most often used to collect process data about how and why things happened
how to choose informants
How to Choose Informants

Select people who will either:

  • Be affected by the proposed policy
  • Have the power to make policy decisions
  • Possess unique perceptions/points of view OR
  • Know a great deal about the issue/culture
who makes a good informant
Who Makes a Good Informant

Think about the informant’s role and what you need to know

  • Politicians/officials/their staff
  • Service providers
  • Community leaders
  • Business owners
  • Cultural insiders
diversifying your informant pool
Diversifying Your Informant Pool

Experience from the Field

Roy Rosell

Health Educator/Community Organizer

The Asian Youth Center in San Gabriel

[email protected] or

[email protected]

who to include in your sample
Who to Include in Your Sample

Seek a variety of viewpoints –

  • From constituents, allies, opponents, targets
  • From people of differing job titles, characteristics, positions on an issue
  • Don’t just talk to likely supporters!
how to prepare for an interview
How to Prepare for an Interview
  • Use social investigation techniques
  • Research public records
  • Attend open meetings beforehand
investigating public figures
Investigating Public Figures

Experience from the Field

Vanessa Marvin

Organizing Coordinator

The Center for Tobacco Policy & Organizing

[email protected]

how to approach a key informant
How to Approach a Key Informant

Introduce

  • Yourself
  • Your organization
  • Your purpose
  • Your sales pitch – why s/he as key informant
  • How much time you’ll need
obtaining an interview
Obtaining an Interview

Experience from the Field

Denise Cintron Perales

Evaluator, Perales & Associates Evaluation Services (PAES)

[email protected]

obtaining interviews with policymakers
Obtaining Interviews with Policymakers
  • Contact officials that your project has worked with
  • Have project staff make the initial contact
  • Once informant agrees, introduce yourself & purpose of interview
  • Mention that you were told informant agreed to be interviewed
interview scheduling logistics
Interview Scheduling Logistics
  • Offer several different options for data & time
  • State approximately how long the interview will last
  • The day before the interview, send a reminder email
meeting challenges
Meeting Challenges

Insights from participants:

How do you handle…?

  • Getting reluctant informants to agree to an interview
  • Interviewing a likely opponent
how to respond to questions in an interview
How to Respond to Questions in an Interview

Experience from the Field

Carey January

Project Director

Girl’s Club of Los Angeles

Chair of Coalition for Smoke-free Parks

formulating kii question guides
Formulating KII Question Guides
  • Map out key data points with end-use strategizing
  • Start with easy, non-threatening questions
  • Sequence questions for conversation flow
  • Avoid bias in the wording
  • Anticipate possible follow up questions
resources for doing kiis
Resources for Doing KIIs

For more help with key informant interviews

  • Watch a pre-recorded presentation on conducting KIIs from the TCEC website
  • Download end-use strategizing tools and tips on formulating interview questions from the TCEC website to help you develop your KII question guides
  • Call or email an evaluation associate for individual help
contact us
Contact Us

200 B Street, Suite E, Davis, CA 95616

http://tobaccoeval.ucdavis.edu

[email protected]

530.297.4659, fax 530.757.8303

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