research interview for

Research Interviews: An effective and insightful way of data collection

Research interviews play a pivotal role in collecting data for various academic, scientific, and professional endeavors. They provide researchers with an opportunity to delve deep into the thoughts, experiences, and perspectives of an individual, thus enabling a comprehensive understanding of complex phenomena. It is important for researchers to design an effective and insightful method of data collection on a particular topic. A research interview is typically a two-person meeting conducted to collect information on a certain topic. It is a qualitative data collection method to gain primary information.

The three key features of a research interview are as follows:

Table of Contents

The Significance of Research Interviews in Gathering Primary Data

The role of research interviews in gathering first-hand information is invaluable. Additionally, they allow researchers to interact directly with participants, enabling them to collect unfiltered primary data.

1. Subjective Experience

Research interviews facilitate in-depth exploration of a research topic. Thus, by engaging in one-to-one conversation with participants, researchers can delve into the nuances and complexities of their experiences, perspectives, and opinions. This allows comprehensive understanding of the research subject that may not be possible through other methods. Also, research interviews offer the unique advantage of capturing subjective experiences through personal narratives. Moreover, participants can express their thoughts, feelings, and beliefs, which add depth to the findings.

2. Personal Insights

Research interviews offer an opportunity for participants to share their views and opinions on the objective they are being interviewed for. Furthermore, participants can express their thoughts and experiences, providing rich qualitative data . Consequently, these personal narratives add a human element to the research, thus enhancing the understanding of the topic from the participants’ perspectives. Research interviews offer the opportunity to uncover unanticipated insights or emerging themes. Additionally, open-ended questions and active listening can help the researchers to identify new perspectives, ideas, or patterns that may not have been initially considered. As a result, these factors can lead to new avenues for exploration.

3. Clarification and Validation

Researchers can clarify participants’ responses and validate their understanding during an interview. This ensures accurate data collection and interpretation. Additionally, researchers can probe deeper into participants’ statements and seek clarification on any ambiguity in the information.

4. Contextual Information

Research interviews allow researchers to gather contextual information that offers a comprehensive understanding of the research topic. Additionally, participants can provide insights into the social, cultural, or environmental factors that shape their experiences, behaviors, and beliefs. This contextual information helps researchers place the data in a broader context and facilitates a more nuanced analysis.

5. Non-verbal Cues

In addition to verbal responses, research interviews allow researchers to observe non-verbal cues such as body language, facial expressions, and tone of voice. Additionally, non-verbal cues can convey information, such as emotions, attitudes, or levels of comfort. Furthermore, integrating non-verbal cues with verbal responses provides a more holistic understanding of participants’ experiences and enriches the data collection process.

Research interviews offer several advantages, making them a reliable tool for collecting information. However, choosing the right type of research interview is essential for collecting useful data.

Types of Research Interviews

There are several types of research interviews that researchers can use based on their research goals , the nature of their study, and the data they aim to collect. Here are some common types of research interviews:

1. Structured Interviews

• Structured interviews are standardized and follow a fixed format.
• Therefore, these interviews have a pre-determined set of questions.
• All the participants are asked the same set of questions in the same order.
• Therefore, this type of interview facilitates standardization and allows easy comparison and quantitative analysis of responses.
• As a result, structured interviews are used in surveys or studies which aims for a high level of standardization and comparability.

2. Semi-structured Interviews

• Semi-structured interviews offer a flexible framework by combining pre-determined questions.
• So, this gives an opportunity for follow-up questions and open-ended discussions.
• Researchers have a list of core questions but can adapt the interview depending on the participant’s responses.
• Consequently, this allows for in-depth exploration while maintaining some level of consistency across interviews.
• As a result, semi-structured interviews are widely used in qualitative research, where content-rich data is desired.

3. Unstructured Interviews

• Unstructured interviews provide the greatest flexibility and freedom in the interview process.
• This type do not have a pre-determined set of questions.
• Thus, the conversation flows naturally based on the participant’s responses and the researcher’s interests.
• Moreover, this type of interview allows for open-ended exploration and encourages participants to share their experiences, thoughts, and perspectives freely.
• Unstructured interviews useful to explore new or complex research topics, with limited preconceived questions.

4. Group Interviews (Focus Groups)

• Group interviews involve multiple participants who engage in a facilitated discussion on a specific topic.
• This format allows the interaction and exchange of ideas among participants, generating a group dynamic.
• Therefore, group interviews are beneficial for capturing diverse perspectives, and generating collective insights.
• They are often used in market research, social sciences, or studies demanding shared experiences.

5. Narrative Interviews

• Narrative interviews focus on eliciting participants’ personal stories, views, experiences, and narratives. Researchers aim to look into the individual’s life journey.
• As a result, this type of interview allows participants to construct and share their own narratives, providing rich qualitative data.
• Qualitative research, oral history, or studies focusing on individual experiences and identities uses narrative interviews.

6. Ethnographic Interviews

• Ethnographic interviews are conducted within the context of ethnographic research, where researchers immerse themselves in a specific social or cultural setting.
• These interviews aim to understand participants’ experiences, beliefs, and practices within their cultural context, thereby understanding diversity in different ethnic groups.
• Furthermore, ethnographic interviews involve building rapport, observing the participants’ daily lives, and engaging in conversations that capture the nuances of the culture under study.

It must be noted that these interview types are not mutually exclusive. Therefore, researchers often employ a combination of approaches to gather the most comprehensive data for their research. The choice of interview type depends on the research objectives and the nature of the research topic.

Steps of Conducting a Research Interview

Research interviews offer several benefits, and thus careful planning and execution of the entire process are important to gather in-depth information from the participants. While conducting an interview, it is essential to know the necessary steps to follow for ensuring success. The steps to conduct a research interview are as follows:

• Identify the objectives and understand the goals
• Select an appropriate interview format
• Organize the necessary materials for the interview
• Understand the questions to be addressed
• Analyze the demographics of interviewees
• Select the interviewees
• Design the interview questions to gather sufficient information
• Schedule the interview
• Explain the purpose of the interview
• Analyze the interviewee based on his/her responses

Considerations for Research Interviews

Since the flexible nature of research interviews makes them an invaluable tool for data collection, researchers must consider certain factors to make the process effective. They should avoid bias and preconceived notion against the participants. Furthermore, researchers must comply with ethical considerations and respect the cultural differences between them and the participants. Also, they should ensure careful tailoring of the questions to avoid making them offensive or derogatory. The interviewers must respect the privacy of the participants and ensure the confidentiality of their details.

By ensuring due diligence of these considerations associated with research interviews, researchers can maximize the validity and reliability of the collected data, leading to robust and meaningful research outcomes.

Have you ever conducted a research interview? What was your experience? What factors did you consider when conducting a research interview? Share it with researchers worldwide by submitting your thought piece on Enago Academy’s Open Blogging Platform .

Frequently Asked Questions

• Identify the objectives of the interview • State and explain the purpose of the interview • Select an appropriate interview format • Organize the necessary materials for the Interview • Check the demographics of the participants • Select the Interviewees or the participants • Prepare the list of questions to gather maximum useful data from the participants • Schedule the Interview • Analyze the participant based on his/ her Responses

Interviews are important in research as it helps to gather elaborative first-hand information. It helps to draw conclusions from the non-verbal views and personal experiences. It reduces the ambiguity of data through detailed discussions.

The advantages of research interviews are: • It offers first-hand information • Offers detailed assessment which can result in elaborate conclusions • It is easy to conduct • Provides non-verbal cues The disadvantages of research interviews are: • There is a risk of personal bias • It can be time consuming • The outcomes might be unpredictable

The difference between structured and unstructured interview are: • Structured interviews have well-structured questions in a pre-determined order; while unstructured interviews are flexible and do not have a pre-planned set of questions. • Structured interview is more detailed; while unstructured interviews are exploratory in nature. • Structured interview is easier to replicate as compared to unstructured interview.

Focus groups is a group of multiple participants engaging in a facilitated discussion on a specific topic. This format allows for interaction and exchange of ideas among participants.

Rate this article Cancel Reply

Your email address will not be published.

Enago Academy's Most Popular Articles

• Publishing Research
• Reporting Research

How to Optimize Your Research Process: A step-by-step guide

For researchers across disciplines, the path to uncovering novel findings and insights is often filled…

• Industry News
• Trending Now

Breaking Barriers: Sony and Nature unveil “Women in Technology Award”

Sony Group Corporation and the prestigious scientific journal Nature have collaborated to launch the inaugural…

Achieving Research Excellence: Checklist for good research practices

Academia is built on the foundation of trustworthy and high-quality research, supported by the pillars…

• Promoting Research

Plain Language Summary — Communicating your research to bridge the academic-lay gap

Science can be complex, but does that mean it should not be accessible to the…

Science under Surveillance: Journals adopt advanced AI to uncover image manipulation

Journals are increasingly turning to cutting-edge AI tools to uncover deceitful images published in manuscripts.…

Choosing the Right Analytical Approach: Thematic analysis vs. content analysis for…

Research Recommendations – Guiding policy-makers for evidence-based decision making

Demystifying the Role of Confounding Variables in Research

Sign-up to read more

Subscribe for free to get unrestricted access to all our resources on research writing and academic publishing including:

• 2000+ blog articles
• 50+ Webinars
• 10+ Expert podcasts
• 50+ Infographics
• 10+ Checklists
• Research Guides

We hate spam too. We promise to protect your privacy and never spam you.

Qualitative Research 101: Interviewing

5 Common Mistakes To Avoid When Undertaking Interviews

By: David Phair (PhD) and Kerryn Warren (PhD) | March 2022

Undertaking interviews is potentially the most important step in the qualitative research process. If you don’t collect useful, useable data in your interviews, you’ll struggle through the rest of your dissertation or thesis.  Having helped numerous students with their research over the years, we’ve noticed some common interviewing mistakes that first-time researchers make. In this post, we’ll discuss five costly interview-related mistakes and outline useful strategies to avoid making these.

Overview: 5 Interviewing Mistakes

• Not having a clear interview strategy /plan
• Not having good interview techniques /skills
• Not securing a suitable location and equipment
• Not having a basic risk management plan
• Not keeping your “ golden thread ” front of mind

1. Not having a clear interview strategy

The first common mistake that we’ll look at is that of starting the interviewing process without having first come up with a clear interview strategy or plan of action. While it’s natural to be keen to get started engaging with your interviewees, a lack of planning can result in a mess of data and inconsistency between interviews.

There are several design choices to decide on and plan for before you start interviewing anyone. Some of the most important questions you need to ask yourself before conducting interviews include:

• What are the guiding research aims and research questions of my study?
• Will I use a structured, semi-structured or unstructured interview approach?
• How will I record the interviews (audio or video)?
• Who will be interviewed and by whom ?
• What ethics and data law considerations do I need to adhere to?
• How will I analyze my data? 

Let’s take a quick look at some of these.

The core objective of the interviewing process is to generate useful data that will help you address your overall research aims. Therefore, your interviews need to be conducted in a way that directly links to your research aims, objectives and research questions (i.e. your “golden thread”). This means that you need to carefully consider the questions you’ll ask to ensure that they align with and feed into your golden thread. If any question doesn’t align with this, you may want to consider scrapping it.

Another important design choice is whether you’ll use an unstructured, semi-structured or structured interview approach . For semi-structured interviews, you will have a list of questions that you plan to ask and these questions will be open-ended in nature. You’ll also allow the discussion to digress from the core question set if something interesting comes up. This means that the type of information generated might differ a fair amount between interviews.

Contrasted to this, a structured approach to interviews is more rigid, where a specific set of closed questions is developed and asked for each interviewee in exactly the same order. Closed questions have a limited set of answers, that are often single-word answers. Therefore, you need to think about what you’re trying to achieve with your research project (i.e. your research aims) and decided on which approach would be best suited in your case.

It is also important to plan ahead with regards to who will be interviewed and how. You need to think about how you will approach the possible interviewees to get their cooperation, who will conduct the interviews, when to conduct the interviews and how to record the interviews. For each of these decisions, it’s also essential to make sure that all ethical considerations and data protection laws are taken into account.

Finally, you should think through how you plan to analyze the data (i.e., your qualitative analysis method) generated by the interviews. Different types of analysis rely on different types of data, so you need to ensure you’re asking the right types of questions and correctly guiding your respondents.

Simply put, you need to have a plan of action regarding the specifics of your interview approach before you start collecting data. If not, you’ll end up drifting in your approach from interview to interview, which will result in inconsistent, unusable data.

2. Not having good interview technique

While you’re generally not expected to become you to be an expert interviewer for a dissertation or thesis, it is important to practice good interview technique and develop basic interviewing skills .

Let’s go through some basics that will help the process along.

Firstly, before the interview , make sure you know your interview questions well and have a clear idea of what you want from the interview. Naturally, the specificity of your questions will depend on whether you’re taking a structured, semi-structured or unstructured approach, but you still need a consistent starting point . Ideally, you should develop an interview guide beforehand (more on this later) that details your core question and links these to the research aims, objectives and research questions.

Before you undertake any interviews, it’s a good idea to do a few mock interviews with friends or family members. This will help you get comfortable with the interviewer role, prepare for potentially unexpected answers and give you a good idea of how long the interview will take to conduct. In the interviewing process, you’re likely to encounter two kinds of challenging interviewees ; the two-word respondent and the respondent who meanders and babbles. Therefore, you should prepare yourself for both and come up with a plan to respond to each in a way that will allow the interview to continue productively.

To begin the formal interview , provide the person you are interviewing with an overview of your research. This will help to calm their nerves (and yours) and contextualize the interaction. Ultimately, you want the interviewee to feel comfortable and be willing to be open and honest with you, so it’s useful to start in a more casual, relaxed fashion and allow them to ask any questions they may have. From there, you can ease them into the rest of the questions.

As the interview progresses , avoid asking leading questions (i.e., questions that assume something about the interviewee or their response). Make sure that you speak clearly and slowly , using plain language and being ready to paraphrase questions if the person you are interviewing misunderstands. Be particularly careful with interviewing English second language speakers to ensure that you’re both on the same page.

Engage with the interviewee by listening to them carefully and acknowledging that you are listening to them by smiling or nodding. Show them that you’re interested in what they’re saying and thank them for their openness as appropriate. This will also encourage your interviewee to respond openly.

Need a helping hand?

3. Not securing a suitable location and quality equipment

Where you conduct your interviews and the equipment you use to record them both play an important role in how the process unfolds. Therefore, you need to think carefully about each of these variables before you start interviewing.

Poor location: A bad location can result in the quality of your interviews being compromised, interrupted, or cancelled. If you are conducting physical interviews, you’ll need a location that is quiet, safe, and welcoming . It’s very important that your location of choice is not prone to interruptions (the workplace office is generally problematic, for example) and has suitable facilities (such as water, a bathroom, and snacks).

If you are conducting online interviews , you need to consider a few other factors. Importantly, you need to make sure that both you and your respondent have access to a good, stable internet connection and electricity. Always check before the time that both of you know how to use the relevant software and it’s accessible (sometimes meeting platforms are blocked by workplace policies or firewalls). It’s also good to have alternatives in place (such as WhatsApp, Zoom, or Teams) to cater for these types of issues.

Poor equipment: Using poor-quality recording equipment or using equipment incorrectly means that you will have trouble transcribing, coding, and analyzing your interviews. This can be a major issue , as some of your interview data may go completely to waste if not recorded well. So, make sure that you use good-quality recording equipment and that you know how to use it correctly.

To avoid issues, you should always conduct test recordings before every interview to ensure that you can use the relevant equipment properly. It’s also a good idea to spot check each recording afterwards, just to make sure it was recorded as planned. If your equipment uses batteries, be sure to always carry a spare set.

4. Not having a basic risk management plan

Many possible issues can arise during the interview process. Not planning for these issues can mean that you are left with compromised data that might not be useful to you. Therefore, it’s important to map out some sort of risk management plan ahead of time, considering the potential risks, how you’ll minimize their probability and how you’ll manage them if they materialize.

Common potential issues related to the actual interview include cancellations (people pulling out), delays (such as getting stuck in traffic), language and accent differences (especially in the case of poor internet connections), issues with internet connections and power supply. Other issues can also occur in the interview itself. For example, the interviewee could drift off-topic, or you might encounter an interviewee who does not say much at all.

You can prepare for these potential issues by considering possible worst-case scenarios and preparing a response for each scenario. For instance, it is important to plan a backup date just in case your interviewee cannot make it to the first meeting you scheduled with them. It’s also a good idea to factor in a 30-minute gap between your interviews for the instances where someone might be late, or an interview runs overtime for other reasons. Make sure that you also plan backup questions that could be used to bring a respondent back on topic if they start rambling, or questions to encourage those who are saying too little.

In general, it’s best practice to plan to conduct more interviews than you think you need (this is called oversampling ). Doing so will allow you some room for error if there are interviews that don’t go as planned, or if some interviewees withdraw. If you need 10 interviews, it is a good idea to plan for 15. Likely, a few will cancel , delay, or not produce useful data.

5. Not keeping your golden thread front of mind

We touched on this a little earlier, but it is a key point that should be central to your entire research process. You don’t want to end up with pages and pages of data after conducting your interviews and realize that it is not useful to your research aims . Your research aims, objectives and research questions – i.e., your golden thread – should influence every design decision and should guide the interview process at all times. 

A useful way to avoid this mistake is by developing an interview guide before you begin interviewing your respondents. An interview guide is a document that contains all of your questions with notes on how each of the interview questions is linked to the research question(s) of your study. You can also include your research aims and objectives here for a more comprehensive linkage. 

You can easily create an interview guide by drawing up a table with one column containing your core interview questions . Then add another column with your research questions , another with expectations that you may have in light of the relevant literature and another with backup or follow-up questions . As mentioned, you can also bring in your research aims and objectives to help you connect them all together. If you’d like, you can download a copy of our free interview guide here .

Recap: Qualitative Interview Mistakes

In this post, we’ve discussed 5 common costly mistakes that are easy to make in the process of planning and conducting qualitative interviews.

To recap, these include:

If you have any questions about these interviewing mistakes, drop a comment below. Alternatively, if you’re interested in getting 1-on-1 help with your thesis or dissertation , check out our dissertation coaching service or book a free initial consultation with one of our friendly Grad Coaches.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

You Might Also Like:

Submit a Comment Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• Print Friendly

• University Libraries
• Research Guides
• Topic Guides
• Research Methods Guide
• Interview Research

Research Methods Guide: Interview Research

• Introduction
• Research Design & Method
• Survey Research
• Data Analysis
• Resources & Consultation

Tutorial Videos: Interview Method

Interview as a Method for Qualitative Research

Goals of Interview Research

• Preferences
• They help you explain, better understand, and explore research subjects' opinions, behavior, experiences, phenomenon, etc.
• Interview questions are usually open-ended questions so that in-depth information will be collected.

Mode of Data Collection

There are several types of interviews, including:

• Face-to-Face
• Online (e.g. Skype, Googlehangout, etc)

FAQ: Conducting Interview Research

What are the important steps involved in interviews?

• Think about who you will interview
• Think about what kind of information you want to obtain from interviews
• Think about why you want to pursue in-depth information around your research topic
• Introduce yourself and explain the aim of the interview
• Devise your questions so interviewees can help answer your research question
• Have a sequence to your questions / topics by grouping them in themes
• Make sure you can easily move back and forth between questions / topics
• Make sure your questions are clear and easy to understand
• Do not ask leading questions
• Do you want to bring a second interviewer with you?
• Do you want to bring a notetaker?
• Do you want to record interviews? If so, do you have time to transcribe interview recordings?
• Where will you interview people? Where is the setting with the least distraction?
• How long will each interview take?
• Do you need to address terms of confidentiality?

Do I have to choose either a survey or interviewing method?

No.  In fact, many researchers use a mixed method - interviews can be useful as follow-up to certain respondents to surveys, e.g., to further investigate their responses.

Is training an interviewer important?

Yes, since the interviewer can control the quality of the result, training the interviewer becomes crucial.  If more than one interviewers are involved in your study, it is important to have every interviewer understand the interviewing procedure and rehearse the interviewing process before beginning the formal study.

• << Previous: Survey Research
• Next: Data Analysis >>
• Last Updated: Aug 21, 2023 10:42 AM

• Harvard Library
• Research Guides
• Faculty of Arts & Sciences Libraries

Library Support for Qualitative Research

• Interview Research
• Resources for Methodology
• Remote Research & Virtual Fieldwork

Resources for Research Interviewing

Nih-funded qualitative research.

• Oral History
• Data Management & Repositories
• Campus Access

Types of Interviews

• Engaging Participants

Interview Questions

• Conducting Interviews
• Transcription
• Coding and Analysis
• Managing & Finding Interview Data
• UX & Market Research Interviews

Textbooks, Guidebooks, and Handbooks  

• The Ethnographic Interview by James P. Spradley  “Spradley wrote this book for the professional and student who have never done ethnographic fieldwork (p. 231) and for the professional ethnographer who is interested in adapting the author’s procedures (p. iv). Part 1 outlines in 3 chapters Spradley’s version of ethnographic research, and it provides the background for Part 2 which consists of 12 guided steps (chapters) ranging from locating and interviewing an informant to writing an ethnography. Most of the examples come from the author’s own fieldwork among U.S. subcultures . . . Steps 6 and 8 explain lucidly how to construct a domain and a taxonomic analysis” (excerpted from book review by James D. Sexton, 1980).  
• Fundamentals of Qualitative Research by Johnny Saldana (Series edited by Patricia Leavy)  Provides a soup-to-nuts overview of the qualitative data collection process, including interviewing, participant observation, and other methods.  
• InterViews by Steinar Kvale  Interviewing is an essential tool in qualitative research and this introduction to interviewing outlines both the theoretical underpinnings and the practical aspects of the process. After examining the role of the interview in the research process, Steinar Kvale considers some of the key philosophical issues relating to interviewing: the interview as conversation, hermeneutics, phenomenology, concerns about ethics as well as validity, and postmodernism. Having established this framework, the author then analyzes the seven stages of the interview process - from designing a study to writing it up.  
• Practical Evaluation by Michael Quinn Patton  Surveys different interviewing strategies, from, a) informal/conversational, to b) interview guide approach, to c) standardized and open-ended, to d) closed/quantitative. Also discusses strategies for wording questions that are open-ended, clear, sensitive, and neutral, while supporting the speaker. Provides suggestions for probing and maintaining control of the interview process, as well as suggestions for recording and transcription.  
• The SAGE Handbook of Interview Research by Amir B. Marvasti (Editor); James A. Holstein (Editor); Jaber F. Gubrium (Editor); Karyn D. McKinney (Editor)  The new edition of this landmark volume emphasizes the dynamic, interactional, and reflexive dimensions of the research interview. Contributors highlight the myriad dimensions of complexity that are emerging as researchers increasingly frame the interview as a communicative opportunity as much as a data-gathering format. The book begins with the history and conceptual transformations of the interview, which is followed by chapters that discuss the main components of interview practice. Taken together, the contributions to The SAGE Handbook of Interview Research: The Complexity of the Craft encourage readers simultaneously to learn the frameworks and technologies of interviewing and to reflect on the epistemological foundations of the interview craft.  
• The SAGE Handbook of Online Research Methods by Nigel G. Fielding, Raymond M. Lee and Grant Blank (Editors) Bringing together the leading names in both qualitative and quantitative online research, this new edition is organised into nine sections: 1. Online Research Methods 2. Designing Online Research 3. Online Data Capture and Data Collection 4. The Online Survey 5. Digital Quantitative Analysis 6. Digital Text Analysis 7. Virtual Ethnography 8. Online Secondary Analysis: Resources and Methods 9. The Future of Online Social Research

ONLINE RESOURCES, COMMUNITIES, AND DATABASES  

• Interviews as a Method for Qualitative Research (video) This short video summarizes why interviews can serve as useful data in qualitative research.  
• Companion website to Bloomberg and Volpe's  Completing Your Qualitative Dissertation: A Road Map from Beginning to End,  4th ed Provides helpful templates and appendices featured in the book, as well as links to other useful dissertation resources.
• International Congress of Qualitative Inquiry Annual conference hosted by the International Center for Qualitative Inquiry at the University of Illinois at Urbana-Champaign, which aims to facilitate the development of qualitative research methods across a wide variety of academic disciplines, among other initiatives.  
• METHODSPACE ​​​​​​​​An online home of the research methods community, where practicing researchers share how to make research easier.  
• SAGE researchmethods ​​​​​​​Researchers can explore methods concepts to help them design research projects, understand particular methods or identify a new method, conduct their research, and write up their findings. A "methods map" facilitates finding content on methods.

The decision to conduct interviews, and the type of interviewing to use, should flow from, or align with, the methodological paradigm chosen for your study, whether that paradigm is interpretivist, critical, positivist, or participative in nature (or a combination of these).

Structured:

• Structured Interview. Entry in The SAGE Encyclopedia of Social Science Research Methodsby Floyd J. Fowler Jr., Editors: Michael S. Lewis-Beck; Alan E. Bryman; Tim Futing Liao (Editor)  A concise article noting standards, procedures, and recommendations for developing and testing structured interviews. For an example of structured interview questions, you may view the Current Population Survey, May 2008: Public Participation in the Arts Supplement (ICPSR 29641), Apr 15, 2011 at https://doi.org/10.3886/ICPSR29641.v1 (To see the survey questions, preview the user guide, which can be found under the "Data and Documentation" tab. Then, look for page 177 (attachment 8).

Semi-Structured:

• Semi-Structured Interview. Entry in The SAGE Encyclopedia of Qualitative Research Methodsby Lioness Ayres; Editor: Lisa M. Given  The semi-structured interview is a qualitative data collection strategy in which the researcher asks informants a series of predetermined but open-ended questions. The researcher has more control over the topics of the interview than in unstructured interviews, but in contrast to structured interviews or questionnaires that use closed questions, there is no fixed range of responses to each question.

Unstructured:

• Unstructured Interview. Entry in The SAGE Encyclopedia of Qualitative Research Methodsby Michael W. Firmin; Editor: Lisa M. Given  Unstructured interviews in qualitative research involve asking relatively open-ended questions of research participants in order to discover their percepts on the topic of interest. Interviews, in general, are a foundational means of collecting data when using qualitative research methods. They are designed to draw from the interviewee constructs embedded in his or her thinking and rationale for decision making. The researcher uses an inductive method in data gathering, regardless of whether the interview method is open, structured, or semi-structured. That is, the researcher does not wish to superimpose his or her own viewpoints onto the person being interviewed. Rather, inductively, the researcher wishes to understand the participant's perceptions, helping him or her to articulate percepts such that they will be understood clearly by the journal reader.

Genres and Uses

Focus groups:.

• "Focus Groups." Annual Review of Sociology 22 (1996): 129-1524.by David L. Morgan  Discusses the use of focus groups and group interviews as methods for gathering qualitative data used by sociologists and other academic and applied researchers. Focus groups are recommended for giving voice to marginalized groups and revealing the group effect on opinion formation.  
• Qualitative Research Methods: A Data Collector's Field Guide (See Module 4: "Focus Groups")by Mack, N., et al.  This field guide is based on an approach to doing team-based, collaborative qualitative research that has repeatedly proven successful in research projects sponsored by Family Health International (FHI) throughout the developing world. With its straightforward delivery of information on the main qualitative methods being used in public health research today, the guide speaks to the need for simple yet effective instruction on how to do systematic and ethically sound qualitative research. The aim of the guide is thus practical. In bypassing extensive discussion on the theoretical underpinnings of qualitative research, it distinguishes itself as a how-to guide to be used in the field.

In-Depth (typically One-on-One):

• A Practical Introduction to in-Depth Interviewingby Alan Morris  Are you new to qualitative research or a bit rusty and in need of some inspiration? Are you doing a research project involving in-depth interviews? Are you nervous about carrying out your interviews? This book will help you complete your qualitative research project by providing a nuts and bolts introduction to interviewing. With coverage of ethics, preparation strategies and advice for handling the unexpected in the field, this handy guide will help you get to grips with the basics of interviewing before embarking on your research. While recognising that your research question and the context of your research will drive your approach to interviewing, this book provides practical advice often skipped in traditional methods textbooks.  
• Qualitative Research Methods: A Data Collector's Field Guide (See Module 3: "In-Depth Interviews")by Mack, N., et al.  This field guide is based on an approach to doing team-based, collaborative qualitative research that has repeatedly proven successful in research projects sponsored by Family Health International (FHI) throughout the developing world. With its straightforward delivery of information on the main qualitative methods being used in public health research today, the guide speaks to the need for simple yet effective instruction on how to do systematic and ethically sound qualitative research. The aim of the guide is thus practical. In bypassing extensive discussion on the theoretical underpinnings of qualitative research, it distinguishes itself as a how-to guide to be used in the field.

Folklore Research and Oral Histories:

In addition to the following resource, see the  Oral History   page of this guide for helpful resources on Oral History interviewing.

American Folklife Center at the Library of Congress. Folklife and Fieldwork: A Layman’s Introduction to Field Techniques Interviews gathered for purposes of folklore research are similar to standard social science interviews in some ways, but also have a good deal in common with oral history approaches to interviewing. The focus in a folklore research interview is on documenting and trying to understand the interviewee's way of life relative to a culture or subculture you are studying. This guide includes helpful advice and tips for conducting fieldwork in folklore, such as tips for planning, conducting, recording, and archiving interviews.

An interdisciplinary scientific program within the Institute for Quantitative Social Science which encourages and facilitates research and instruction in the theory and practice of survey research. The primary mission of PSR is to provide survey research resources to enhance the quality of teaching and research at Harvard.

• Internet, Phone, Mail, and Mixed-Mode Surveysby Don A. Dillman; Jolene D. Smyth; Leah Melani Christian  The classic survey design reference, updated for the digital age. The new edition is thoroughly updated and revised, and covers all aspects of survey research. It features expanded coverage of mobile phones, tablets, and the use of do-it-yourself surveys, and Dillman's unique Tailored Design Method is also thoroughly explained. This new edition is complemented by copious examples within the text and accompanying website. It includes: Strategies and tactics for determining the needs of a given survey, how to design it, and how to effectively administer it. How and when to use mail, telephone, and Internet surveys to maximum advantage. Proven techniques to increase response rates. Guidance on how to obtain high-quality feedback from mail, electronic, and other self-administered surveys. Direction on how to construct effective questionnaires, including considerations of layout. The effects of sponsorship on the response rates of surveys. Use of capabilities provided by newly mass-used media: interactivity, presentation of aural and visual stimuli. The Fourth Edition reintroduces the telephone--including coordinating land and mobile.

User Experience (UX) and Marketing:

• See the  "UX & Market Research Interviews"  tab on this guide, above. May include  Focus Groups,  above.

Screening for Research Site Selection:

• Research interviews are used not only to furnish research data for theoretical analysis in the social sciences, but also to plan other kinds of studies. For example, interviews may allow researchers to screen appropriate research sites to conduct empirical studies (such as randomized controlled trials) in a variety of fields, from medicine to law. In contrast to interviews conducted in the course of social research, such interviews do not typically serve as the data for final analysis and publication.

ENGAGING PARTICIPANTS

Research ethics  .

• Human Subjects (IRB) The Committee on the Use of Human Subjects (CUHS) serves as the Institutional Review Board for the University area which includes the Cambridge and Allston campuses at Harvard. Find your IRB  contact person , or learn about  required ethics training.  You may also find the  IRB Lifecycle Guide  helpful. This is the preferred IRB portal for Harvard graduate students and other researchers. IRB forms can be downloaded via the  ESTR Library  (click on the "Templates and Forms" tab, then navigate to pages 2 and 3 to find the documents labelled with “HUA” for the Harvard University Area IRB. Nota bene: You may use these forms only if you submit your study to the Harvard University IRB). The IRB office can be reached through email at [email protected] or by telephone at (617) 496-2847.  
• Undergraduate Research Training Program (URTP) Portal The URTP at Harvard University is a comprehensive platform to create better prepared undergraduate researchers. The URTP is comprised of research ethics training sessions, a student-focused curriculum, and an online decision form that will assist students in determining whether their project requires IRB review. Students should examine the  URTP's guide for student researchers: Introduction to Human Subjects Research Protection.  
• Ethics reports From the Association of Internet Researchers (AoIR)  
• Respect, Beneficence, and Justice: QDR General Guidance for Human Participants If you are hoping to share your qualitative interview data in a repository after it has been collected, you will need to plan accordingly via informed consent, careful de-identification procedures, and data access controls. Consider  consulting with the Qualitative Research Support Group at Harvard Library  and consulting with  Harvard's Dataverse contacts  to help you think through all of the contingencies and processes.  
• "Conducting a Qualitative Child Interview: Methodological Considerations." Journal of Advanced Nursing 42/5 (2003): 434-441 by Kortesluoma, R., et al.  The purpose of this article is to illustrate the theoretical premises of child interviewing, as well as to describe some practical methodological solutions used during interviews. Factors that influence data gathered from children and strategies for taking these factors into consideration during the interview are also described.  
• "Crossing Cultural Barriers in Research Interviewing." Qualitative Social Work 63/3 (2007): 353-372 by Sands, R., et al.  This article critically examines a qualitative research interview in which cultural barriers between a white non-Muslim female interviewer and an African American Muslim interviewee, both from the USA, became evident and were overcome within the same interview.  
• Decolonizing Methodologies: Research and Indigenous Peoples by Linda Tuhiwai Smith  This essential volume explores intersections of imperialism and research - specifically, the ways in which imperialism is embedded in disciplines of knowledge and tradition as 'regimes of truth.' Concepts such as 'discovery' and 'claiming' are discussed and an argument presented that the decolonization of research methods will help to reclaim control over indigenous ways of knowing and being. The text includes case-studies and examples, and sections on new indigenous literature and the role of research in indigenous struggles for social justice.  

This resource, sponsored by University of Oregon Libraries, exemplifies the use of interviewing methodologies in research that foregrounds traditional knowledge. The methodology page summarizes the approach.

• Ethics: The Need to Tread Carefully. Chapter in A Practical Introduction to in-Depth Interviewing by Alan Morris  Pay special attention to the sections in chapter 2 on "How to prevent and respond to ethical issues arising in the course of the interview," "Ethics in the writing up of your interviews," and "The Ethics of Care."  
• Handbook on Ethical Issues in Anthropology by Joan Cassell (Editor); Sue-Ellen Jacobs (Editor)  This publication of the American Anthropological Association presents and discusses issues and sources on ethics in anthropology, as well as realistic case studies of ethical dilemmas. It is meant to help social science faculty introduce discussions of ethics in their courses. Some of the topics are relevant to interviews, or at least to studies of which interviews are a part. See chapters 3 and 4 for cases, with solutions and commentary, respectively.  
• Research Ethics from the Chanie Wenjack School for Indigenous Studies, Trent University  (Open Access) An overview of Indigenous research ethics and protocols from the across the globe.  
• Resources for Equity in Research Consult these resources for guidance on creating and incorporating equitable materials into public health research studies that entail community engagement.

The SAGE Handbook of Qualitative Research Ethics by Ron Iphofen (Editor); Martin Tolich (Editor)  This handbook is a much-needed and in-depth review of the distinctive set of ethical considerations which accompanies qualitative research. This is particularly crucial given the emergent, dynamic and interactional nature of most qualitative research, which too often allows little time for reflection on the important ethical responsibilities and obligations. Contributions from leading international researchers have been carefully organized into six key thematic sections: Part One: Thick Descriptions Of Qualitative Research Ethics; Part Two: Qualitative Research Ethics By Technique; Part Three: Ethics As Politics; Part Four: Qualitative Research Ethics With Vulnerable Groups; Part Five: Relational Research Ethics; Part Six: Researching Digitally. This Handbook is a one-stop resource on qualitative research ethics across the social sciences that draws on the lessons learned and the successful methods for surmounting problems - the tried and true, and the new.

RESEARCH COMPLIANCE AND PRIVACY LAWS

Research Compliance Program for FAS/SEAS at Harvard : The Faculty of Arts and Sciences (FAS), including the School of Engineering and Applied Sciences (SEAS), and the Office of the Vice Provost for Research (OVPR) have established a shared Research Compliance Program (RCP). An area of common concern for interview studies is international projects and collaboration . RCP is a resource to provide guidance on which international activities may be impacted by US sanctions on countries, individuals, or entities and whether licenses or other disclosure are required to ship or otherwise share items, technology, or data with foreign collaborators.

• Harvard Global Support Services (GSS) is for students, faculty, staff, and researchers who are studying, researching, or working abroad. Their services span safety and security, health, culture, outbound immigration, employment, financial and legal matters, and research center operations. These include travel briefings and registration, emergency response, guidance on international projects, and managing in-country operations.

Generative AI: Harvard-affiliated researchers should not enter data classified as confidential ( Level 2 and above ), including non-public research data, into publicly-available generative AI tools, in accordance with the University’s Information Security Policy. Information shared with generative AI tools using default settings is not private and could expose proprietary or sensitive information to unauthorized parties.

Privacy Laws: Be mindful of any potential privacy laws that may apply wherever you conduct your interviews. The General Data Protection Regulation is a high-profile example (see below):

• General Data Protection Regulation (GDPR) This Regulation lays down rules relating to the protection of natural persons with regard to the processing of personal data and rules relating to the free movement of personal data. It protects fundamental rights and freedoms of natural persons and in particular their right to the protection of personal data. The free movement of personal data within the Union shall be neither restricted nor prohibited for reasons connected with the protection of natural persons with regard to the processing of personal data. For a nice summary of what the GDPR requires, check out the GDPR "crash course" here .

SEEKING CONSENT  

If you would like to see examples of consent forms, ask your local IRB, or take a look at these resources:

• Model consent forms for oral history, suggested by the Centre for Oral History and Digital Storytelling at Concordia University  
• For NIH-funded research, see this  resource for developing informed consent language in research studies where data and/or biospecimens will be stored and shared for future use.

POPULATION SAMPLING

If you wish to assemble resources to aid in sampling, such as the USPS Delivery Sequence File, telephone books, or directories of organizations and listservs, please contact our  data librarian  or write to  [email protected] .

• Research Randomizer   A free web-based service that permits instant random sampling and random assignment. It also contains an interactive tutorial perfect for students taking courses in research methods.  
• Practical Tools for Designing and Weighting Survey Samples by Richard Valliant; Jill A. Dever; Frauke Kreuter  Survey sampling is fundamentally an applied field. The goal in this book is to put an array of tools at the fingertips of practitioners by explaining approaches long used by survey statisticians, illustrating how existing software can be used to solve survey problems, and developing some specialized software where needed. This book serves at least three audiences: (1) Students seeking a more in-depth understanding of applied sampling either through a second semester-long course or by way of a supplementary reference; (2) Survey statisticians searching for practical guidance on how to apply concepts learned in theoretical or applied sampling courses; and (3) Social scientists and other survey practitioners who desire insight into the statistical thinking and steps taken to design, select, and weight random survey samples. Several survey data sets are used to illustrate how to design samples, to make estimates from complex surveys for use in optimizing the sample allocation, and to calculate weights. Realistic survey projects are used to demonstrate the challenges and provide a context for the solutions. The book covers several topics that either are not included or are dealt with in a limited way in other texts. These areas include: sample size computations for multistage designs; power calculations related to surveys; mathematical programming for sample allocation in a multi-criteria optimization setting; nuts and bolts of area probability sampling; multiphase designs; quality control of survey operations; and statistical software for survey sampling and estimation. An associated R package, PracTools, contains a number of specialized functions for sample size and other calculations. The data sets used in the book are also available in PracTools, so that the reader may replicate the examples or perform further analyses.  
• Sampling: Design and Analysis by Sharon L. Lohr  Provides a modern introduction to the field of sampling. With a multitude of applications from a variety of disciplines, the book concentrates on the statistical aspects of taking and analyzing a sample. Overall, the book gives guidance on how to tell when a sample is valid or not, and how to design and analyze many different forms of sample surveys.  
• Sampling Techniques by William G. Cochran  Clearly demonstrates a wide range of sampling methods now in use by governments, in business, market and operations research, social science, medicine, public health, agriculture, and accounting. Gives proofs of all the theoretical results used in modern sampling practice. New topics in this edition include the approximate methods developed for the problem of attaching standard errors or confidence limits to nonlinear estimates made from the results of surveys with complex plans.  
• "Understanding the Process of Qualitative Data Collection" in Chapter 13 (pp. 103–1162) of 30 Essential Skills for the Qualitative Researcher by John W. Creswell  Provides practical "how-to" information for beginning researchers in the social, behavioral, and health sciences with many applied examples from research design, qualitative inquiry, and mixed methods.The skills presented in this book are crucial for a new qualitative researcher starting a qualitative project.  
• Survey Methodology by Robert M. Groves; Floyd J. Fowler; Mick P. Couper; James M. Lepkowski; Eleanor Singer; Roger Tourangeau; Floyd J. Fowler  coverage includes sampling frame evaluation, sample design, development of questionnaires, evaluation of questions, alternative modes of data collection, interviewing, nonresponse, post-collection processing of survey data, and practices for maintaining scientific integrity.

The way a qualitative researcher constructs and approaches interview questions should flow from, or align with, the methodological paradigm chosen for the study, whether that paradigm is interpretivist, critical, positivist, or participative in nature (or a combination of these).

Constructing Your Questions

Helpful texts:.

• "Developing Questions" in Chapter 4 (pp. 98–108) of Becoming Qualitative Researchers by Corrine Glesne  Ideal for introducing the novice researcher to the theory and practice of qualitative research, this text opens students to the diverse possibilities within this inquiry approach, while helping them understand how to design and implement specific research methods.  
• "Learning to Interview in the Social Sciences" Qualitative Inquiry, 9(4) 2003, 643–668 by Roulston, K., deMarrais, K., & Lewis, J. B. See especially the section on "Phrasing and Negotiating Questions" on pages 653-655 and common problems with framing questions noted on pages 659 - 660.  
• Qualitative Research Interviewing: Biographic Narrative and Semi-Structured Methods (See sections on “Lightly and Heavily Structured Depth Interviewing: Theory-Questions and Interviewer-Questions” and “Preparing for any Interviewing Sequence") by Tom Wengraf  Unique in its conceptual coherence and the level of practical detail, this book provides a comprehensive resource for those concerned with the practice of semi-structured interviewing, the most commonly used interview approach in social research, and in particular for in-depth, biographic narrative interviewing. It covers the full range of practices from the identification of topics through to strategies for writing up research findings in diverse ways.  
• "Scripting a Qualitative Purpose Statement and Research Questions" in Chapter 12 (pp. 93–102) of 30 Essential Skills for the Qualitative Researcher by John W. Creswell  Provides practical "how-to" information for beginning researchers in the social, behavioral, and health sciences with many applied examples from research design, qualitative inquiry, and mixed methods.The skills presented in this book are crucial for a new qualitative researcher starting a qualitative project.  
• Some Strategies for Developing Interview Guides for Qualitative Interviews by Sociology Department, Harvard University Includes general advice for conducting qualitative interviews, pros and cons of recording and transcription, guidelines for success, and tips for developing and phrasing effective interview questions.  
• Tip Sheet on Question Wording by Harvard University Program on Survey Research

Let Theory Guide You:

The quality of your questions depends on how you situate them within a wider body of knowledge. Consider the following advice:

A good literature review has many obvious virtues. It enables the investigator to define problems and assess data. It provides the concepts on which percepts depend. But the literature review has a special importance for the qualitative researcher. This consists of its ability to sharpen his or her capacity for surprise (Lazarsfeld, 1972b). The investigator who is well versed in the literature now has a set of expectations the data can defy. Counterexpectational data are conspicuous, readable, and highly provocative data. They signal the existence of unfulfilled theoretical assumptions, and these are, as Kuhn (1962) has noted, the very origins of intellectual innovation. A thorough review of the literature is, to this extent, a way to manufacture distance. It is a way to let the data of one's research project take issue with the theory of one's field.

McCracken, G. (1988), The Long Interview, Sage: Newbury Park, CA, p. 31

When drafting your interview questions, remember that everything follows from your central research question. Also, on the way to writing your "operationalized" interview questions, it's  helpful to draft broader, intermediate questions, couched in theory. Nota bene:  While it is important to know the literature well before conducting your interview(s), be careful not to present yourself to your research participant(s) as "the expert," which would be presumptuous and could be intimidating. Rather, the purpose of your knowledge is to make you a better, keener listener.

If you'd like to supplement what you learned about relevant theories through your coursework and literature review, try these sources:

• Annual Reviews   Review articles sum up the latest research in many fields, including social sciences, biomedicine, life sciences, and physical sciences. These are timely collections of critical reviews written by leading scientists.  
• HOLLIS - search for resources on theories in your field   Modify this example search by entering the name of your field in place of "your discipline," then hit search.  
• Oxford Bibliographies   Written and reviewed by academic experts, every article in this database is an authoritative guide to the current scholarship in a variety of fields, containing original commentary and annotations.  
• ProQuest Dissertations & Theses (PQDT)   Indexes dissertations and masters' theses from most North American graduate schools as well as some European universities. Provides full text for most indexed dissertations from 1990-present.  
• Very Short Introductions   Launched by Oxford University Press in 1995, Very Short Introductions offer concise introductions to a diverse range of subjects from Climate to Consciousness, Game Theory to Ancient Warfare, Privacy to Islamic History, Economics to Literary Theory.

CONDUCTING INTERVIEWS

Equipment and software:  .

• Lamont Library  loans microphones and podcast starter kits, which will allow you to capture audio (and you may record with software, such as Garage Band). 
• Cabot Library  loans digital recording devices, as well as USB microphones.

If you prefer to use your own device, you may purchase a small handheld audio recorder, or use your cell phone.

• Audio Capture Basics (PDF)  - Helpful instructions, courtesy of the Lamont Library Multimedia Lab.
• Getting Started with Podcasting/Audio:  Guidelines from Harvard Library's Virtual Media Lab for preparing your interviewee for a web-based recording (e.g., podcast, interview)
• ​ Camtasia Screen Recorder and Video Editor
• Zoom: Video Conferencing, Web Conferencing
• Visit the Multimedia Production Resources guide! Consult it to find and learn how to use audiovisual production tools, including: cameras, microphones, studio spaces, and other equipment at Cabot Science Library and Lamont Library.
• Try the virtual office hours offered by the Lamont Multimedia Lab!

TIPS FOR CONDUCTING INTERVIEWS

Quick handout:  .

• Research Interviewing Tips (Courtesy of Dr. Suzanne Spreadbury)

Remote Interviews:  

• For Online or Distant Interviews, See "Remote Research & Virtual Fieldwork" on this guide .  
• Deborah Lupton's Bibliography: Doing Fieldwork in a Pandemic

Seeking Consent:

Books and articles:  .

• "App-Based Textual Interviews: Interacting With Younger Generations in a Digitalized Social Reallity."International Journal of Social Research Methodology (12 June 2022). Discusses the use of texting platforms as a means to reach young people. Recommends useful question formulations for this medium.  
• "Learning to Interview in the Social Sciences." Qualitative Inquiry, 9(4) 2003, 643–668 by Roulston, K., deMarrais, K., & Lewis, J. B. See especially the section on "Phrasing and Negotiating Questions" on pages 653-655 and common problems with framing questions noted on pages 659-660.  
• "Slowing Down and Digging Deep: Teaching Students to Examine Interview Interaction in Depth." LEARNing Landscapes, Spring 2021 14(1) 153-169 by Herron, Brigette A. and Kathryn Roulston. Suggests analysis of videorecorded interviews as a precursor to formulating one's own questions. Includes helpful types of probes.  
• Using Interviews in a Research Project by Nigel Joseph Mathers; Nicholas J Fox; Amanda Hunn; Trent Focus Group.  A work pack to guide researchers in developing interviews in the healthcare field. Describes interview structures, compares face-to-face and telephone interviews. Outlines the ways in which different types of interview data can be analysed.  
• “Working through Challenges in Doing Interview Research.” International Journal of Qualitative Methods, (December 2011), 348–66 by Roulston, Kathryn.  The article explores (1) how problematic interactions identified in the analysis of focus group data can lead to modifications in research design, (2) an approach to dealing with reported data in representations of findings, and (3) how data analysis can inform question formulation in successive rounds of data generation. Findings from these types of examinations of interview data generation and analysis are valuable for informing both interview practice as well as research design.

Videos:  

The way a qualitative researcher transcribes interviews should flow from, or align with, the methodological paradigm chosen for the study, whether that paradigm is interpretivist, critical, positivist, or participative in nature (or a combination of these).

TRANSCRIPTION

Before embarking on a transcription project, it's worthwhile to invest in the time and effort necessary to capture good audio, which will make the transcription process much easier. If you haven't already done so, check out the  audio capture guidelines from Harvard Library's Virtual Media Lab , or  contact a media staff member  for customized recommendations. First and foremost, be mindful of common pitfalls by watching this short video that identifies  the most common errors to avoid!

SOFTWARE:  

• Adobe Premiere Pro Speech-To-Text  automatically generates transcripts and adds captions to your videos. Harvard affiliates can download Adobe Premiere in the Creative Cloud Suite.  
• GoTranscript  provides cost-effective human-generated transcriptions.  
• pyTranscriber  is an app for generating automatic transcription and/or subtitles for audio and video files. It uses the Google Cloud Speech-to-Text service, has a friendly graphical user interface, and is purported to work nicely with Chinese.   
• Otter  provides a new way to capture, store, search and share voice conversations, lectures, presentations, meetings, and interviews. The startup is based in Silicon Valley with a team of experienced Ph.Ds and engineers from Google, Facebook, Yahoo and Nuance (à la Dragon). Free accounts available. This is the software that  Zoom  uses to generate automated transcripts, so if you have access to a Zoom subscription, you have access to Otter transcriptions with it (applicable in several  languages ). As with any automated approach, be prepared to correct any errors after the fact, by hand.  
• Panopto  is available to Harvard affiliates and generates  ASR (automated speech recognition) captions . You may upload compatible audio files into it. As with any automatically generated transcription, you will need to make manual revisions. ASR captioning is available in several  languages . Panopto maintains robust security practices, including strong authentication measures and end-to-end encryption, ensuring your content remains private and protected.  
• REV.Com  allows you to record and transcribe any calls on the iPhone, both outgoing and incoming. It may be useful for recording phone interviews. Rev lets you choose whether you want an AI- or human-generated transcription, with a fast turnaround. Rev has Service Organization Controls Type II (SOC2) certification (a SOC2 cert looks at and verifies an organization’s processing integrity, privacy practices, and security safeguards).   
• Scribie Audio/Video Transcription  provides automated or manual transcriptions for a small fee. As with any transcription service, some revisions will be necessary after the fact, particularly for its automated transcripts.  
• Sonix  automatically transcribes, translates, and helps to organize audio and video files in over 40 languages. It's fast and affordable, with good accuracy. The free trial includes 30 minutes of free transcription.  
• TranscriptionWing  uses a human touch process to clean up machine-generated transcripts so that the content will far more accurately reflect your audio recording.   
• Whisper is a tool from OpenAI that facilitates transcription of sensitive audiovisual recordings (e.g., of research interviews) on your own device. Installation and use depends on your operating system and which version you install. Important Note: The Whisper API, where audio is sent to OpenAI to be processed by them and then sent back (usually through a programming language like Python) is NOT appropriate for sensitive data. The model should be downloaded with tools such as those described in this FAQ , so that audio is kept to your local machine. For assistance, contact James Capobianco .

EQUIPMENT:  

• Transcription pedals  are in circulation and available to borrow from the Circulation desk at Lamont, or use at Lamont Library's Media Lab on level B. For hand-transcribing your interviews, they work in conjunction with software such as  Express Scribe , which is loaded on Media Lab computers, or you may download for free on your own machine (Mac or PC versions; scroll down the downloads page for the latter). The pedals are plug-and-play USB, allow a wide range of playback speeds, and have 3 programmable buttons, which are typically set to rewind/play/fast-forward. Instructions are included in the bag that covers installation and set-up of the software, and basic use of the pedals.

NEED HELP?  

• Try the virtual office hours offered by the Lamont Multimedia Lab!    
• If you're creating podcasts, login to  Canvas  and check out the  Podcasting/Audio guide . 

Helpful Texts:  

• "Transcription as a Crucial Step of Data Analysis" in Chapter 5 of The SAGE Handbook of Qualitative Data Analysisby Uwe Flick (Editor)  Covers basic terminology for transcription, shares caveats for transcribers, and identifies components of vocal behavior. Provides notation systems for transcription, suggestions for transcribing turn-taking, and discusses new technologies and perspectives. Includes a bibliography for further reading.  
• "Transcribing the Oral Interview: Part Art, Part Science " on p. 10 of the Centre for Community Knowledge (CCK) newsletter: TIMESTAMPby Mishika Chauhan and Saransh Srivastav

QUALITATIVE DATA ANALYSIS

Software  .

• Free download available for Harvard Faculty of Arts and Sciences (FAS) affiliates
• Desktop access at Lamont Library Media Lab, 3rd floor
• Desktop access at Harvard Kennedy School Library (with HKS ID)
• Remote desktop access for Harvard affiliates from  IQSS Computer Labs . Email them at  [email protected] and ask for a new lab account and remote desktop access to NVivo.
• Virtual Desktop Infrastructure (VDI) access available to Harvard T.H. Chan School of Public Health affiliates

CODING AND THEMEING YOUR DATA

Data analysis methods should flow from, or align with, the methodological paradigm chosen for your study, whether that paradigm is interpretivist, critical, positivist, or participative in nature (or a combination of these). Some established methods include Content Analysis, Critical Analysis, Discourse Analysis, Gestalt Analysis, Grounded Theory Analysis, Interpretive Analysis, Narrative Analysis, Normative Analysis, Phenomenological Analysis, Rhetorical Analysis, and Semiotic Analysis, among others. The following resources should help you navigate your methodological options and put into practice methods for coding, themeing, interpreting, and presenting your data.

• Users can browse content by topic, discipline, or format type (reference works, book chapters, definitions, etc.). SRM offers several research tools as well: a methods map, user-created reading lists, a project planner, and advice on choosing statistical tests.  
• Abductive Coding: Theory Building and Qualitative (Re)Analysis by Vila-Henninger, et al.  The authors recommend an abductive approach to guide qualitative researchers who are oriented towards theory-building. They outline a set of tactics for abductive analysis, including the generation of an abductive codebook, abductive data reduction through code equations, and in-depth abductive qualitative analysis.  
• Analyzing and Interpreting Qualitative Research: After the Interview by Charles F. Vanover, Paul A. Mihas, and Johnny Saldana (Editors)   Providing insight into the wide range of approaches available to the qualitative researcher and covering all steps in the research process, the authors utilize a consistent chapter structure that provides novice and seasoned researchers with pragmatic, "how-to" strategies. Each chapter author introduces the method, uses one of their own research projects as a case study of the method described, shows how the specific analytic method can be used in other types of studies, and concludes with three questions/activities to prompt class discussion or personal study.   
• "Analyzing Qualitative Data." Theory Into Practice 39, no. 3 (2000): 146-54 by Margaret D. LeCompte   This article walks readers though rules for unbiased data analysis and provides guidance for getting organized, finding items, creating stable sets of items, creating patterns, assembling structures, and conducting data validity checks.  
• "Coding is Not a Dirty Word" in Chapter 1 (pp. 1–30) of Enhancing Qualitative and Mixed Methods Research with Technology by Shalin Hai-Jew (Editor)   Current discourses in qualitative research, especially those situated in postmodernism, represent coding and the technology that assists with coding as reductive, lacking complexity, and detached from theory. In this chapter, the author presents a counter-narrative to this dominant discourse in qualitative research. The author argues that coding is not necessarily devoid of theory, nor does the use of software for data management and analysis automatically render scholarship theoretically lightweight or barren. A lack of deep analytical insight is a consequence not of software but of epistemology. Using examples informed by interpretive and critical approaches, the author demonstrates how NVivo can provide an effective tool for data management and analysis. The author also highlights ideas for critical and deconstructive approaches in qualitative inquiry while using NVivo. By troubling the positivist discourse of coding, the author seeks to create dialogic spaces that integrate theory with technology-driven data management and analysis, while maintaining the depth and rigor of qualitative research.   
• The Coding Manual for Qualitative Researchers by Johnny Saldana   An in-depth guide to the multiple approaches available for coding qualitative data. Clear, practical and authoritative, the book profiles 32 coding methods that can be applied to a range of research genres from grounded theory to phenomenology to narrative inquiry. For each approach, Saldaña discusses the methods, origins, a description of the method, practical applications, and a clearly illustrated example with analytic follow-up. Essential reading across the social sciences.  
• Flexible Coding of In-depth Interviews: A Twenty-first-century Approach by Nicole M. Deterding and Mary C. Waters The authors suggest steps in data organization and analysis to better utilize qualitative data analysis technologies and support rigorous, transparent, and flexible analysis of in-depth interview data.  
• From the Editors: What Grounded Theory is Not by Roy Suddaby Walks readers through common misconceptions that hinder grounded theory studies, reinforcing the two key concepts of the grounded theory approach: (1) constant comparison of data gathered throughout the data collection process and (2) the determination of which kinds of data to sample in succession based on emergent themes (i.e., "theoretical sampling").  
• “Good enough” methods for life-story analysis, by Wendy Luttrell. In Quinn N. (Ed.), Finding culture in talk (pp. 243–268). Demonstrates for researchers of culture and consciousness who use narrative how to concretely document reflexive processes in terms of where, how and why particular decisions are made at particular stages of the research process.   
• The Ethnographic Interview by James P. Spradley  “Spradley wrote this book for the professional and student who have never done ethnographic fieldwork (p. 231) and for the professional ethnographer who is interested in adapting the author’s procedures (p. iv) ... Steps 6 and 8 explain lucidly how to construct a domain and a taxonomic analysis” (excerpted from book review by James D. Sexton, 1980). See also:  Presentation slides on coding and themeing your data, derived from Saldana, Spradley, and LeCompte Click to request access.  
• Qualitative Data Analysis by Matthew B. Miles; A. Michael Huberman   A practical sourcebook for researchers who make use of qualitative data, presenting the current state of the craft in the design, testing, and use of qualitative analysis methods. Strong emphasis is placed on data displays matrices and networks that go beyond ordinary narrative text. Each method of data display and analysis is described and illustrated.  
• "A Survey of Qualitative Data Analytic Methods" in Chapter 4 (pp. 89–138) of Fundamentals of Qualitative Research by Johnny Saldana   Provides an in-depth introduction to coding as a heuristic, particularly focusing on process coding, in vivo coding, descriptive coding, values coding, dramaturgical coding, and versus coding. Includes advice on writing analytic memos, developing categories, and themeing data.   
• "Thematic Networks: An Analytic Tool for Qualitative Research." Qualitative Research : QR, 1(3), 385–405 by Jennifer Attride-Stirling Details a technique for conducting thematic analysis of qualitative material, presenting a step-by-step guide of the analytic process, with the aid of an empirical example. The analytic method presented employs established, well-known techniques; the article proposes that thematic analyses can be usefully aided by and presented as thematic networks.  
• Using Thematic Analysis in Psychology by Virginia Braun and Victoria Clark Walks readers through the process of reflexive thematic analysis, step by step. The method may be adapted in fields outside of psychology as relevant. Pair this with One Size Fits All? What Counts as Quality Practice in Reflexive Thematic Analysis? by Virginia Braun and Victoria Clark

TESTING OR GENERATING THEORIES

The quality of your data analysis depends on how you situate what you learn within a wider body of knowledge. Consider the following advice:

Once you have coalesced around a theory, realize that a theory should  reveal  rather than  color  your discoveries. Allow your data to guide you to what's most suitable. Grounded theory  researchers may develop their own theory where current theories fail to provide insight.  This guide on Theoretical Models  from Alfaisal University Library provides a helpful overview on using theory.

MANAGING & FINDING INTERVIEW DATA

Managing your elicited interview data, general guidance:  .

• Research Data Management @ Harvard A reference guide with information and resources to help you manage your research data. See also: Harvard Research Data Security Policy , on the Harvard University Research Data Management website.  
• Data Management For Researchers: Organize, Maintain and Share Your Data for Research Success by Kristin Briney. A comprehensive guide for scientific researchers providing everything they need to know about data management and how to organize, document, use and reuse their data.  
• Open Science Framework (OSF) An open-source project management tool that makes it easy to collaborate within and beyond Harvard throughout a project's lifecycle. With OSF you can manage, store, and share documents, datasets, and other information with your research team. You can also publish your work to share it with a wider audience. Although data can be stored privately, because this platform is hosted on the Internet and designed with open access in mind, it is not a good choice for highly sensitive data.  
• Free cloud storage solutions for Harvard affiliates to consider include:  Google Drive ,  DropBox , or  OneDrive ( up to DSL3 )  

Data Confidentiality and Secure Handling:  

• Data Security Levels at Harvard - Research Data Examples This resource provided by Harvard Data Security helps you determine what level of access is appropriate for your data. Determine whether it should be made available for public use, limited to the Harvard community, or be protected as either "confidential and sensitive," "high risk," or "extremely sensitive." See also:  Harvard Data Classification Table  
• Harvard's Best Practices for Protecting Privacy and  Harvard Information Security Collaboration Tools Matrix Follow the nuts-and-bolts advice for privacy best practices at Harvard. The latter resource reveals the level of security that can be relied upon for a large number of technological tools and platforms used at Harvard to conduct business, such as email, Slack, Accellion Kiteworks, OneDrive/SharePoint, etc.  
• “Protecting Participant Privacy While Maintaining Content and Context: Challenges in Qualitative Data De‐identification and Sharing.” Proceedings of the ASIST Annual Meeting 57 (1) (2020): e415-420 by Myers, Long, and Polasek Presents an informed and tested protocol, based on the De-Identification guidelines published by the Qualitative Data Repository (QDR) at Syracuse University. Qualitative researchers may consult it to guide their data de-identification efforts.  
• QDS Qualitative Data Sharing Toolkit The Qualitative Data Sharing (QDS) project and its toolkit was funded by the NIH National Human Genome Research Institute (R01HG009351). It provides tools and resources to help researchers, especially those in the health sciences, share qualitative research data while protecting privacy and confidentiality. It offers guidance on preparing data for sharing through de-identification and access control. These health sciences research datasets in ICPSR's Qualitative Data Sharing (QDS) Project Series were de-identified using the QuaDS Software and the project’s QDS guidelines.  
• Table of De-Identification Techniques  
• Generative AI Harvard-affiliated researchers should not enter data classified as confidential ( Level 2 and above ), including non-public research data, into publicly-available generative AI tools, in accordance with the University’s Information Security Policy. Information shared with generative AI tools using default settings is not private and could expose proprietary or sensitive information to unauthorized parties.  
• Harvard Information Security Quick Reference Guide Storage guidelines, based on the data's security classification level (according to its IRB classification) is displayed on page 2, under "handling."  
• Email Encryption Harvard Microsoft 365 users can now send encrypted messages and files directly from the Outlook web or desktop apps. Encrypting an email adds an extra layer of security to the message and its attachments (up to 150MB), and means only the intended recipient (and their inbox delegates with full access) can view it. Message encryption in Outlook is approved for sending high risk ( level 4 ) data and below.  

Sharing Qualitative Data:  

• Repositories for Qualitative Data If you have cleared this intention with your IRB, secured consent from participants, and properly de-identified your data, consider sharing your interviews in one of the data repositories included in the link above. Depending on the nature of your research and the level of risk it may present to participants, sharing your interview data may not be appropriate. If there is any chance that sharing such data will be desirable, you will be much better off if you build this expectation into your plans from the beginning.  
• Guide for Sharing Qualitative Data at ICPSR The Inter-university Consortium for Political and Social Research (ICPSR) has created this resource for investigators planning to share qualitative data at ICPSR. This guide provides an overview of elements and considerations for archiving qualitative data, identifies steps for investigators to follow during the research life cycle to ensure that others can share and reuse qualitative data, and provides information about exemplars of qualitative data  

International Projects:

• Research Compliance Program for FAS/SEAS at Harvard The Faculty of Arts and Sciences (FAS), including the School of Engineering and Applied Sciences (SEAS), and the Office of the Vice Provost for Research (OVPR) have established a shared Research Compliance Program (RCP). An area of common concern for interview studies is international projects and collaboration . RCP is a resource to provide guidance on which international activities may be impacted by US sanctions on countries, individuals, or entities and whether licenses or other disclosure are required to ship or otherwise share items, technology, or data with foreign collaborators.

Finding Extant Interview Data

Finding journalistic interviews:  .

• Academic Search Premier This all-purpose database is great for finding articles from magazines and newspapers. In the Advanced Search, it allows you to specify "Document Type":  Interview.  
• Guide to Newspapers and Newspaper Indexes Use this guide created to Harvard Librarians to identify newspapers collections you'd like to search. To locate interviews, try adding the term  "interview"  to your search, or explore a database's search interface for options to  limit your search to interviews.  Nexis Uni  and  Factiva  are the two main databases for current news.   
• Listen Notes Search for podcast episodes at this podcast aggregator, and look for podcasts that include interviews. Make sure to vet the podcaster for accuracy and quality! (Listen Notes does not do much vetting.)  
• NPR  and  ProPublica  are two sites that offer high-quality long-form reporting, including journalistic interviews, for free.

Finding Oral History and Social Research Interviews:  

• To find oral histories, see the Oral History   page of this guide for helpful resources on Oral History interviewing.  
• Repositories for Qualitative Data It has not been a customary practice among qualitative researchers in the social sciences to share raw interview data, but some have made this data available in repositories, such as the ones listed on the page linked above. You may find published data from structured interview surveys (e.g., questionnaire-based computer-assisted telephone interview data), as well as some semi-structured and unstructured interviews.  
• If you are merely interested in studies interpreting data collected using interviews, rather than finding raw interview data, try databases like  PsycInfo ,  Sociological Abstracts , or  Anthropology Plus , among others. 

Finding Interviews in Archival Collections at Harvard Library:

In addition to the databases and search strategies mentioned under the  "Finding Oral History and Social Research Interviews" category above,  you may search for interviews and oral histories (whether in textual or audiovisual formats) held in archival collections at Harvard Library.

• HOLLIS searches all documented collections at Harvard, whereas HOLLIS for Archival Discovery searches only those with finding aids. Although HOLLIS for Archival Discovery covers less material, you may find it easier to parse your search results, especially when you wish to view results at the item level (within collections). Try these approaches:

Search in  HOLLIS :  

• To retrieve items available online, do an Advanced Search for  interview* OR "oral histor*" (in Subject), with Resource Type "Archives/Manuscripts," then refine your search by selecting "Online" under "Show Only" on the right of your initial result list.  Revise the search above by adding your topic in the Keywords or Subject field (for example:  African Americans ) and resubmitting the search.  
•  To enlarge your results set, you may also leave out the "Online" refinement; if you'd like to limit your search to a specific repository, try the technique of searching for  Code: Library + Collection on the "Advanced Search" page .   

Search in  HOLLIS for Archival Discovery :  

• To retrieve items available online, search for   interview* OR "oral histor*" limited to digital materials . Revise the search above by adding your topic (for example:  artist* ) in the second search box (if you don't see the box, click +).  
• To preview results by collection, search for  interview* OR "oral histor*" limited to collections . Revise the search above by adding your topic (for example:  artist* ) in the second search box (if you don't see the box, click +). Although this method does not allow you to isolate digitized content, you may find the refinement options on the right side of the screen (refine by repository, subject or names) helpful.  Once your select a given collection, you may search within it  (e.g., for your topic or the term interview).

UX & MARKET RESEARCH INTERVIEWS

Ux at harvard library  .

• User Experience and Market Research interviews can inform the design of tangible products and services through responsive, outcome-driven insights. The  User Research Center  at Harvard Library specializes in this kind of user-centered design, digital accessibility, and testing. They also offer guidance and  resources  to members of the Harvard Community who are interested in learning more about UX methods. Contact [email protected] or consult the URC website for more information.

Websites  

• User Interviews: The Beginner’s Guide (Chris Mears)  
• Interviewing Users (Jakob Nielsen)

Books  

• Interviewing Users: How to Uncover Compelling Insights by Steve Portigal; Grant McCracken (Foreword by)  Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.  
• Rapid Contextual Design by Jessamyn Wendell; Karen Holtzblatt; Shelley Wood  This handbook introduces Rapid CD, a fast-paced, adaptive form of Contextual Design. Rapid CD is a hands-on guide for anyone who needs practical guidance on how to use the Contextual Design process and adapt it to tactical projects with tight timelines and resources. Rapid Contextual Design provides detailed suggestions on structuring the project and customer interviews, conducting interviews, and running interpretation sessions. The handbook walks you step-by-step through organizing the data so you can see your key issues, along with visioning new solutions, storyboarding to work out the details, and paper prototype interviewing to iterate the design all with as little as a two-person team with only a few weeks to spare *Includes real project examples with actual customer data that illustrate how a CD project actually works.

Videos  

Instructional Presentations on Interview Skills  

• Interview/Oral History Research for RSRA 298B: Master's Thesis Reading and Research (Spring 2023) Slideshow covers: Why Interviews?, Getting Context, Engaging Participants, Conducting the Interview, The Interview Guide, Note Taking, Transcription, File management, and Data Analysis.  
• Interview Skills From an online class on February 13, 2023:  Get set up for interview research. You will leave prepared to choose among the three types of interviewing methods, equipped to develop an interview schedule, aware of data management options and their ethical implications, and knowledgeable of technologies you can use to record and transcribe your interviews. This workshop complements Intro to NVivo, a qualitative data analysis tool useful for coding interview data.

NIH Data Management & Sharing Policy (DMSP) This policy, effective January 25, 2023, applies to all research, funded or conducted in whole or in part by NIH, that results in the generation of  scientific data , including NIH-funded qualitative research. Click here to see some examples of how the DMSP policy has been applied in qualitative research studies featured in the 2021 Qualitative Data Management Plan (DMP) Competition . As a resource for the community, NIH has developed a resource for developing informed consent language in research studies where data and/or biospecimens will be stored and shared for future use. It is important to note that the DMS Policy does NOT require that informed consent obtained from research participants must allow for broad sharing and the future use of data (either with or without identifiable private information). See the FAQ for more information.

• << Previous: Remote Research & Virtual Fieldwork
• Next: Oral History >>

Except where otherwise noted, this work is subject to a Creative Commons Attribution 4.0 International License , which allows anyone to share and adapt our material as long as proper attribution is given. For details and exceptions, see the Harvard Library Copyright Policy ©2021 Presidents and Fellows of Harvard College.

How to conduct qualitative interviews (tips and best practices)

Last updated

18 May 2023

Reviewed by

Miroslav Damyanov

However, conducting qualitative interviews can be challenging, even for seasoned researchers. Poorly conducted interviews can lead to inaccurate or incomplete data, significantly compromising the validity and reliability of your research findings.

When planning to conduct qualitative interviews, you must adequately prepare yourself to get the most out of your data. Fortunately, there are specific tips and best practices that can help you conduct qualitative interviews effectively.

• What is a qualitative interview?

A qualitative interview is a research technique used to gather in-depth information about people's experiences, attitudes, beliefs, and perceptions. Unlike a structured questionnaire or survey, a qualitative interview is a flexible, conversational approach that allows the interviewer to delve into the interviewee's responses and explore their insights and experiences.

In a qualitative interview, the researcher typically develops a set of open-ended questions that provide a framework for the conversation. However, the interviewer can also adapt to the interviewee's responses and ask follow-up questions to understand their experiences and views better.

• How to conduct interviews in qualitative research

Conducting interviews involves a well-planned and deliberate process to collect accurate and valid data. 

Here’s a step-by-step guide on how to conduct interviews in qualitative research, broken down into three stages:

1. Before the interview

The first step in conducting a qualitative interview is determining your research question . This will help you identify the type of participants you need to recruit . Once you have your research question, you can start recruiting participants by identifying potential candidates and contacting them to gauge their interest in participating in the study. 

After that, it's time to develop your interview questions. These should be open-ended questions that will elicit detailed responses from participants. You'll also need to get consent from the participants, ideally in writing, to ensure that they understand the purpose of the study and their rights as participants. Finally, choose a comfortable and private location to conduct the interview and prepare the interview guide.

2. During the interview

Start by introducing yourself and explaining the purpose of the study. Establish a rapport by putting the participants at ease and making them feel comfortable. Use the interview guide to ask the questions, but be flexible and ask follow-up questions to gain more insight into the participants' responses. 

Take notes during the interview, and ask permission to record the interview for transcription purposes. Be mindful of the time, and cover all the questions in the interview guide.

3. After the interview

Once the interview is over, transcribe the interview if you recorded it. If you took notes, review and organize them to make sure you capture all the important information. Then, analyze the data you collected by identifying common themes and patterns. Use the findings to answer your research question. 

Finally, debrief with the participants to thank them for their time, provide feedback on the study, and answer any questions they may have.

• What kinds of questions should you ask in a qualitative interview?

Qualitative interviews involve asking questions that encourage participants to share their experiences, opinions, and perspectives on a particular topic. These questions are designed to elicit detailed and nuanced responses rather than simple yes or no answers.

Effective questions in a qualitative interview are generally open-ended and non-leading. They avoid presuppositions or assumptions about the participant's experience and allow them to share their views in their own words. 

In customer research , you might ask questions such as:

What motivated you to choose our product/service over our competitors?

How did you first learn about our product/service?

Can you walk me through your experience with our product/service?

What improvements or changes would you suggest for our product/service?

Have you recommended our product/service to others, and if so, why?

The key is to ask questions relevant to the research topic and allow participants to share their experiences meaningfully and informally. 

• How to determine the right qualitative interview participants

Choosing the right participants for a qualitative interview is a crucial step in ensuring the success and validity of the research . You need to consider several factors to determine the right participants for a qualitative interview. These may include:

Relevant experiences : Participants should have experiences related to the research topic that can provide valuable insights.

Diversity : Aim to include diverse participants to ensure the study's findings are representative and inclusive.

Access : Identify participants who are accessible and willing to participate in the study.

Informed consent : Participants should be fully informed about the study's purpose, methods, and potential risks and benefits and be allowed to provide informed consent.

You can use various recruitment methods, such as posting ads in relevant forums, contacting community organizations or social media groups, or using purposive sampling to identify participants who meet specific criteria.

• How to make qualitative interview subjects comfortable

Making participants comfortable during a qualitative interview is essential to obtain rich, detailed data. Participants are more likely to share their experiences openly when they feel at ease and not judged. 

Here are some ways to make interview subjects comfortable:

Explain the purpose of the study

Start the interview by explaining the research topic and its importance. The goal is to give participants a sense of what to expect.

Create a comfortable environment

Conduct the interview in a quiet, private space where the participant feels comfortable. Turn off any unnecessary electronics that can create distractions. Ensure your equipment works well ahead of time. Arrive at the interview on time. If you conduct a remote interview, turn on your camera and mute all notetakers and observers.

Build rapport

Greet the participant warmly and introduce yourself. Show interest in their responses and thank them for their time.

Use open-ended questions

Ask questions that encourage participants to elaborate on their thoughts and experiences.

Listen attentively

Resist the urge to multitask . Pay attention to the participant's responses, nod your head, or make supportive comments to show you’re interested in their answers. Avoid interrupting them.

Avoid judgment

Show respect and don't judge the participant's views or experiences. Allow the participant to speak freely without feeling judged or ridiculed.

Offer breaks

If needed, offer breaks during the interview, especially if the topic is sensitive or emotional.

Creating a comfortable environment and establishing rapport with the participant fosters an atmosphere of trust and encourages open communication. This helps participants feel at ease and willing to share their experiences.

• How to analyze a qualitative interview

Analyzing a qualitative interview involves a systematic process of examining the data collected to identify patterns, themes, and meanings that emerge from the responses. 

Here are some steps on how to analyze a qualitative interview:

1. Transcription

The first step is transcribing the interview into text format to have a written record of the conversation. This step is essential to ensure that you can refer back to the interview data and identify the important aspects of the interview.

2. Data reduction

Once you’ve transcribed the interview, read through it to identify key themes, patterns, and phrases emerging from the data. This process involves reducing the data into more manageable pieces you can easily analyze.

The next step is to code the data by labeling sections of the text with descriptive words or phrases that reflect the data's content. Coding helps identify key themes and patterns from the interview data.

4. Categorization

After coding, you should group the codes into categories based on their similarities. This process helps to identify overarching themes or sub-themes that emerge from the data.

5. Interpretation

You should then interpret the themes and sub-themes by identifying relationships, contradictions, and meanings that emerge from the data. Interpretation involves analyzing the themes in the context of the research question .

6. Comparison

The next step is comparing the data across participants or groups to identify similarities and differences. This step helps to ensure that the findings aren’t just specific to one participant but can be generalized to the wider population.

7. Triangulation

To ensure the findings are valid and reliable, you should use triangulation by comparing the findings with other sources, such as observations or interview data.

8. Synthesis

The final step is synthesizing the findings by summarizing the key themes and presenting them clearly and concisely. This step involves writing a report that presents the findings in a way that is easy to understand, using quotes and examples from the interview data to illustrate the themes.

• Tips for transcribing a qualitative interview

Transcribing a qualitative interview is a crucial step in the research process. It involves converting the audio or video recording of the interview into written text. 

Here are some tips for transcribing a qualitative interview:

Use transcription software

Transcription software can save time and increase accuracy by automatically transcribing audio or video recordings.

Listen carefully

When manually transcribing, listen carefully to the recording to ensure clarity. Pause and rewind the recording as necessary.

Use appropriate formatting

Use a consistent format for transcribing, such as marking pauses, overlaps, and interruptions. Indicate non-verbal cues such as laughter, sighs, or changes in tone.

Edit for clarity

Edit the transcription to ensure clarity and readability. Use standard grammar and punctuation, correct misspellings, and remove filler words like "um" and "ah."

Proofread and edit

Verify the accuracy of the transcription by listening to the recording again and reviewing the notes taken during the interview.

Use timestamps

Add timestamps to the transcription to reference specific interview sections.

Transcribing a qualitative interview can be time-consuming, but it’s essential to ensure the accuracy of the data collected. Following these tips can produce high-quality transcriptions useful for analysis and reporting.

• Why are interview techniques in qualitative research effective?

Unlike quantitative research methods, which rely on numerical data, qualitative research seeks to understand the richness and complexity of human experiences and perspectives. 

Interview techniques involve asking open-ended questions that allow participants to express their views and share their stories in their own words. This approach can help researchers to uncover unexpected or surprising insights that may not have been discovered through other research methods.

Interview techniques also allow researchers to establish rapport with participants, creating a comfortable and safe space for them to share their experiences. This can lead to a deeper level of trust and candor, leading to more honest and authentic responses.

• What are the weaknesses of qualitative interviews?

Qualitative interviews are an excellent research approach when used properly, but they have their drawbacks. 

The weaknesses of qualitative interviews include the following:

Subjectivity and personal biases

Qualitative interviews rely on the researcher's interpretation of the interviewee's responses. The researcher's biases or preconceptions can affect how the questions are framed and how the responses are interpreted, which can influence results.

Small sample size

The sample size in qualitative interviews is often small, which can limit the generalizability of the results to the larger population.

Data quality

The quality of data collected during interviews can be affected by various factors, such as the interviewee's mood, the setting of the interview, and the interviewer's skills and experience.

Socially desirable responses

Interviewees may provide responses that they believe are socially acceptable rather than truthful or genuine.

Conducting qualitative interviews can be expensive, especially if the researcher must travel to different locations to conduct the interviews.

Time-consuming

The data analysis process can be time-consuming and labor-intensive, as researchers need to transcribe and analyze the data manually.

Despite these weaknesses, qualitative interviews remain a valuable research tool . You can take steps to mitigate the impact of these weaknesses by incorporating the perspectives of other researchers or participants in the analysis process, using multiple data sources , and critically analyzing your biases and assumptions.

Mastering the art of qualitative interviews is an essential skill for businesses looking to gain deep insights into their customers' needs , preferences, and behaviors. By following the tips and best practices outlined in this article, you can conduct interviews that provide you with rich data that you can use to make informed decisions about your products, services, and marketing strategies. 

Remember that effective communication, active listening, and proper analysis are critical components of successful qualitative interviews. By incorporating these practices into your customer research, you can gain a competitive edge and build stronger customer relationships.

Get started today

Go from raw data to valuable insights with a flexible research platform

Editor’s picks

Last updated: 21 December 2023

Last updated: 16 December 2023

Last updated: 6 October 2023

Last updated: 25 November 2023

Last updated: 12 May 2023

Last updated: 15 February 2024

Last updated: 11 March 2024

Last updated: 12 December 2023

Last updated: 18 May 2023

Last updated: 6 March 2024

Last updated: 10 April 2023

Last updated: 20 December 2023

Latest articles

Related topics, log in or sign up.

Get started for free

Interviews can be defined as a qualitative research technique which involves “conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program or situation.” [1]

There are three different formats of interviews: structured, semi-structured and unstructured.

Structured interviews consist of a series of pre-determined questions that all interviewees answer in the same order. Data analysis usually tends to be more straightforward because researcher can compare and contrast different answers given to the same questions.

Unstructured interviews are usually the least reliable from research viewpoint, because no questions are prepared prior to the interview and data collection is conducted in an informal manner. Unstructured interviews can be associated with a high level of bias and comparison of answers given by different respondents tends to be difficult due to the differences in formulation of questions.

Semi-structured interviews contain the components of both, structured and unstructured interviews. In semi-structured interviews, interviewer prepares a set of same questions to be answered by all interviewees. At the same time, additional questions might be asked during interviews to clarify and/or further expand certain issues.

Advantages of interviews include possibilities of collecting detailed information about research questions.  Moreover, in in this type of primary data collection researcher has direct control over the flow of process and she has a chance to clarify certain issues during the process if needed. Disadvantages, on the other hand, include longer time requirements and difficulties associated with arranging an appropriate time with perspective sample group members to conduct interviews.

When conducting interviews you should have an open mind and refrain from displaying disagreements in any forms when viewpoints expressed by interviewees contradict your own ideas. Moreover, timing and environment for interviews need to be scheduled effectively. Specifically, interviews need to be conducted in a relaxed environment, free of any forms of pressure for interviewees whatsoever.

Respected scholars warn that “in conducting an interview the interviewer should attempt to create a friendly, non-threatening atmosphere. Much as one does with a cover letter, the interviewer should give a brief, casual introduction to the study; stress the importance of the person’s participation; and assure anonymity, or at least confidentiality, when possible.” [2]

There is a risk of interviewee bias during the primary data collection process and this would seriously compromise the validity of the project findings. Some interviewer bias can be avoided by ensuring that the interviewer does not overreact to responses of the interviewee. Other steps that can be taken to help avoid or reduce interviewer bias include having the interviewer dress inconspicuously and appropriately for the environment and holding the interview in a private setting.  [3]

My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance offers practical assistance to complete a dissertation with minimum or no stress. The e-book covers all stages of writing a dissertation starting from the selection to the research area to submitting the completed version of the work within the deadline.John Dudovskiy

[1] Boyce, C. & Neale, P. (2006) “Conducting in-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews”, Pathfinder International Tool Series

[2] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO

[3] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO

Qualitative Interviewing

• Reference work entry
• First Online: 13 January 2019
• Cite this reference work entry

• Sally Nathan 2 ,
• Christy Newman 3 &
• Kari Lancaster 3  

4066 Accesses

20 Citations

8 Altmetric

Qualitative interviewing is a foundational method in qualitative research and is widely used in health research and the social sciences. Both qualitative semi-structured and in-depth unstructured interviews use verbal communication, mostly in face-to-face interactions, to collect data about the attitudes, beliefs, and experiences of participants. Interviews are an accessible, often affordable, and effective method to understand the socially situated world of research participants. The approach is typically informed by an interpretive framework where the data collected is not viewed as evidence of the truth or reality of a situation or experience but rather a context-bound subjective insight from the participants. The researcher needs to be open to new insights and to privilege the participant’s experience in data collection. The data from qualitative interviews is not generalizable, but its exploratory nature permits the collection of rich data which can answer questions about which little is already known. This chapter introduces the reader to qualitative interviewing, the range of traditions within which interviewing is utilized as a method, and highlights the advantages and some of the challenges and misconceptions in its application. The chapter also provides practical guidance on planning and conducting interview studies. Three case examples are presented to highlight the benefits and risks in the use of interviewing with different participants, providing situated insights as well as advice about how to go about learning to interview if you are a novice.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Durable hardcover edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Baez B. Confidentiality in qualitative research: reflections on secrets, power and agency. Qual Res. 2002;2(1):35–58. https://doi.org/10.1177/1468794102002001638 .

Article   Google Scholar  

Braun V, Clarke V. Successful qualitative research: a practical guide for beginners. London: Sage Publications; 2013.

Google Scholar  

Braun V, Clarke V, Gray D. Collecting qualitative data: a practical guide to textual, media and virtual techniques. Cambridge: Cambridge University Press; 2017.

Book   Google Scholar  

Bryman A. Social research methods. 5th ed. Oxford: Oxford University Press; 2016.

Crotty M. The foundations of social research: meaning and perspective in the research process. Australia: Allen & Unwin; 1998.

Davies MB. Doing a successful research project: using qualitative or quantitative methods. New York: Palgrave MacMillan; 2007.

Dickson-Swift V, James EL, Liamputtong P. Undertaking sensitive research in the health and social sciences. Cambridge: Cambridge University Press; 2008.

Foster M, Nathan S, Ferry M. The experience of drug-dependent adolescents in a therapeutic community. Drug Alcohol Rev. 2010;29(5):531–9.

Gillham B. The research interview. London: Continuum; 2000.

Glaser B, Strauss A. The discovery of grounded theory: strategies for qualitative research. Chicago: Aldine Publishing Company; 1967.

Hesse-Biber SN, Leavy P. In-depth interview. In: The practice of qualitative research. 2nd ed. Thousand Oaks: Sage Publications; 2011. p. 119–47

Irvine A. Duration, dominance and depth in telephone and face-to-face interviews: a comparative exploration. Int J Qual Methods. 2011;10(3):202–20.

Johnson JM. In-depth interviewing. In: Gubrium JF, Holstein JA, editors. Handbook of interview research: context and method. Thousand Oaks: Sage Publications; 2001.

Kvale S. Interviews: an introduction to qualitative research interviewing. Thousand Oaks: Sage; 1996.

Kvale S. Doing interviews. London: Sage Publications; 2007.

Lancaster K. Confidentiality, anonymity and power relations in elite interviewing: conducting qualitative policy research in a politicised domain. Int J Soc Res Methodol. 2017;20(1):93–103. https://doi.org/10.1080/13645579.2015.1123555 .

Leavy P. Method meets art: arts-based research practice. New York: Guilford Publications; 2015.

Liamputtong P. Researching the vulnerable: a guide to sensitive research methods. Thousand Oaks: Sage Publications; 2007.

Liamputtong P. Qualitative research methods. 4th ed. South Melbourne: Oxford University Press; 2013.

Mays N, Pope C. Quality in qualitative health research. In: Pope C, Mays N, editors. Qualitative research in health care. London: BMJ Books; 2000. p. 89–102.

McLellan E, MacQueen KM, Neidig JL. Beyond the qualitative interview: data preparation and transcription. Field Methods. 2003;15(1):63–84. https://doi.org/10.1177/1525822x02239573 .

Minichiello V, Aroni R, Hays T. In-depth interviewing: principles, techniques, analysis. 3rd ed. Sydney: Pearson Education Australia; 2008.

Morris ZS. The truth about interviewing elites. Politics. 2009;29(3):209–17. https://doi.org/10.1111/j.1467-9256.2009.01357.x .

Nathan S, Foster M, Ferry M. Peer and sexual relationships in the experience of drug-dependent adolescents in a therapeutic community. Drug Alcohol Rev. 2011;30(4):419–27.

National Health and Medical Research Council. National statement on ethical conduct in human research. Canberra: Australian Government; 2007.

Neal S, McLaughlin E. Researching up? Interviews, emotionality and policy-making elites. J Soc Policy. 2009;38(04):689–707. https://doi.org/10.1017/S0047279409990018 .

O’Reilly M, Parker N. ‘Unsatisfactory saturation’: a critical exploration of the notion of saturated sample sizes in qualitative research. Qual Res. 2013;13(2):190–7. https://doi.org/10.1177/1468794112446106 .

Ostrander S. “Surely you're not in this just to be helpful”: access, rapport and interviews in three studies of elites. In: Hertz R, Imber J, editors. Studying elites using qualitative methods. Thousand Oaks: Sage Publications; 1995. p. 133–50.

Chapter   Google Scholar  

Patton M. Qualitative research & evaluation methods: integrating theory and practice. Thousand Oaks: Sage Publications; 2015.

Punch KF. Introduction to social research: quantitative and qualitative approaches. London: Sage; 2005.

Rhodes T, Bernays S, Houmoller K. Parents who use drugs: accounting for damage and its limitation. Soc Sci Med. 2010;71(8):1489–97. https://doi.org/10.1016/j.socscimed.2010.07.028 .

Riessman CK. Narrative analysis. London: Sage; 1993.

Ritchie J. Not everything can be reduced to numbers. In: Berglund C, editor. Health research. Melbourne: Oxford University Press; 2001. p. 149–73.

Rubin H, Rubin I. Qualitative interviewing: the art of hearing data. 2nd ed. Thousand Oaks: Sage Publications; 2012.

Serry T, Liamputtong P. The in-depth interviewing method in health. In: Liamputtong P, editor. Research methods in health: foundations for evidence-based practice. 3rd ed. South Melbourne: Oxford University Press; 2017. p. 67–83.

Silverman D. Doing qualitative research. 5th ed. London: Sage; 2017.

Tong A, Sainsbury P, Craig J. Consolidated criteria for reporting qualitative research (coreq): a 32-item checklist for interviews and focus groups. Int J Qual Health Care. 2007;19(6):349–57. https://doi.org/10.1093/intqhc/mzm042 .

Download references

Author information

Authors and affiliations.

School of Public Health and Community Medicine, Faculty of Medicine, UNSW, Sydney, NSW, Australia

Sally Nathan

Centre for Social Research in Health, Faculty of Arts and Social Sciences, UNSW, Sydney, NSW, Australia

Christy Newman & Kari Lancaster

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Sally Nathan .

Editor information

Editors and affiliations.

School of Science and Health, Western Sydney University, Penrith, NSW, Australia

Pranee Liamputtong

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Singapore Pte Ltd.

About this entry

Cite this entry.

Nathan, S., Newman, C., Lancaster, K. (2019). Qualitative Interviewing. In: Liamputtong, P. (eds) Handbook of Research Methods in Health Social Sciences. Springer, Singapore. https://doi.org/10.1007/978-981-10-5251-4_77

Download citation

DOI : https://doi.org/10.1007/978-981-10-5251-4_77

Published : 13 January 2019

Publisher Name : Springer, Singapore

Print ISBN : 978-981-10-5250-7

Online ISBN : 978-981-10-5251-4

eBook Packages : Social Sciences Reference Module Humanities and Social Sciences Reference Module Business, Economics and Social Sciences

Share this entry

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Chapter 11. Interviewing

Introduction.

Interviewing people is at the heart of qualitative research. It is not merely a way to collect data but an intrinsically rewarding activity—an interaction between two people that holds the potential for greater understanding and interpersonal development. Unlike many of our daily interactions with others that are fairly shallow and mundane, sitting down with a person for an hour or two and really listening to what they have to say is a profound and deep enterprise, one that can provide not only “data” for you, the interviewer, but also self-understanding and a feeling of being heard for the interviewee. I always approach interviewing with a deep appreciation for the opportunity it gives me to understand how other people experience the world. That said, there is not one kind of interview but many, and some of these are shallower than others. This chapter will provide you with an overview of interview techniques but with a special focus on the in-depth semistructured interview guide approach, which is the approach most widely used in social science research.

An interview can be variously defined as “a conversation with a purpose” ( Lune and Berg 2018 ) and an attempt to understand the world from the point of view of the person being interviewed: “to unfold the meaning of peoples’ experiences, to uncover their lived world prior to scientific explanations” ( Kvale 2007 ). It is a form of active listening in which the interviewer steers the conversation to subjects and topics of interest to their research but also manages to leave enough space for those interviewed to say surprising things. Achieving that balance is a tricky thing, which is why most practitioners believe interviewing is both an art and a science. In my experience as a teacher, there are some students who are “natural” interviewers (often they are introverts), but anyone can learn to conduct interviews, and everyone, even those of us who have been doing this for years, can improve their interviewing skills. This might be a good time to highlight the fact that the interview is a product between interviewer and interviewee and that this product is only as good as the rapport established between the two participants. Active listening is the key to establishing this necessary rapport.

Patton ( 2002 ) makes the argument that we use interviews because there are certain things that are not observable. In particular, “we cannot observe feelings, thoughts, and intentions. We cannot observe behaviors that took place at some previous point in time. We cannot observe situations that preclude the presence of an observer. We cannot observe how people have organized the world and the meanings they attach to what goes on in the world. We have to ask people questions about those things” ( 341 ).

Types of Interviews

There are several distinct types of interviews. Imagine a continuum (figure 11.1). On one side are unstructured conversations—the kind you have with your friends. No one is in control of those conversations, and what you talk about is often random—whatever pops into your head. There is no secret, underlying purpose to your talking—if anything, the purpose is to talk to and engage with each other, and the words you use and the things you talk about are a little beside the point. An unstructured interview is a little like this informal conversation, except that one of the parties to the conversation (you, the researcher) does have an underlying purpose, and that is to understand the other person. You are not friends speaking for no purpose, but it might feel just as unstructured to the “interviewee” in this scenario. That is one side of the continuum. On the other side are fully structured and standardized survey-type questions asked face-to-face. Here it is very clear who is asking the questions and who is answering them. This doesn’t feel like a conversation at all! A lot of people new to interviewing have this ( erroneously !) in mind when they think about interviews as data collection. Somewhere in the middle of these two extreme cases is the “ semistructured” interview , in which the researcher uses an “interview guide” to gently move the conversation to certain topics and issues. This is the primary form of interviewing for qualitative social scientists and will be what I refer to as interviewing for the rest of this chapter, unless otherwise specified.

Informal (unstructured conversations). This is the most “open-ended” approach to interviewing. It is particularly useful in conjunction with observational methods (see chapters 13 and 14). There are no predetermined questions. Each interview will be different. Imagine you are researching the Oregon Country Fair, an annual event in Veneta, Oregon, that includes live music, artisan craft booths, face painting, and a lot of people walking through forest paths. It’s unlikely that you will be able to get a person to sit down with you and talk intensely about a set of questions for an hour and a half. But you might be able to sidle up to several people and engage with them about their experiences at the fair. You might have a general interest in what attracts people to these events, so you could start a conversation by asking strangers why they are here or why they come back every year. That’s it. Then you have a conversation that may lead you anywhere. Maybe one person tells a long story about how their parents brought them here when they were a kid. A second person talks about how this is better than Burning Man. A third person shares their favorite traveling band. And yet another enthuses about the public library in the woods. During your conversations, you also talk about a lot of other things—the weather, the utilikilts for sale, the fact that a favorite food booth has disappeared. It’s all good. You may not be able to record these conversations. Instead, you might jot down notes on the spot and then, when you have the time, write down as much as you can remember about the conversations in long fieldnotes. Later, you will have to sit down with these fieldnotes and try to make sense of all the information (see chapters 18 and 19).

Interview guide ( semistructured interview ). This is the primary type employed by social science qualitative researchers. The researcher creates an “interview guide” in advance, which she uses in every interview. In theory, every person interviewed is asked the same questions. In practice, every person interviewed is asked mostly the same topics but not always the same questions, as the whole point of a “guide” is that it guides the direction of the conversation but does not command it. The guide is typically between five and ten questions or question areas, sometimes with suggested follow-ups or prompts . For example, one question might be “What was it like growing up in Eastern Oregon?” with prompts such as “Did you live in a rural area? What kind of high school did you attend?” to help the conversation develop. These interviews generally take place in a quiet place (not a busy walkway during a festival) and are recorded. The recordings are transcribed, and those transcriptions then become the “data” that is analyzed (see chapters 18 and 19). The conventional length of one of these types of interviews is between one hour and two hours, optimally ninety minutes. Less than one hour doesn’t allow for much development of questions and thoughts, and two hours (or more) is a lot of time to ask someone to sit still and answer questions. If you have a lot of ground to cover, and the person is willing, I highly recommend two separate interview sessions, with the second session being slightly shorter than the first (e.g., ninety minutes the first day, sixty minutes the second). There are lots of good reasons for this, but the most compelling one is that this allows you to listen to the first day’s recording and catch anything interesting you might have missed in the moment and so develop follow-up questions that can probe further. This also allows the person being interviewed to have some time to think about the issues raised in the interview and go a little deeper with their answers.

Standardized questionnaire with open responses ( structured interview ). This is the type of interview a lot of people have in mind when they hear “interview”: a researcher comes to your door with a clipboard and proceeds to ask you a series of questions. These questions are all the same whoever answers the door; they are “standardized.” Both the wording and the exact order are important, as people’s responses may vary depending on how and when a question is asked. These are qualitative only in that the questions allow for “open-ended responses”: people can say whatever they want rather than select from a predetermined menu of responses. For example, a survey I collaborated on included this open-ended response question: “How does class affect one’s career success in sociology?” Some of the answers were simply one word long (e.g., “debt”), and others were long statements with stories and personal anecdotes. It is possible to be surprised by the responses. Although it’s a stretch to call this kind of questioning a conversation, it does allow the person answering the question some degree of freedom in how they answer.

Survey questionnaire with closed responses (not an interview!). Standardized survey questions with specific answer options (e.g., closed responses) are not really interviews at all, and they do not generate qualitative data. For example, if we included five options for the question “How does class affect one’s career success in sociology?”—(1) debt, (2) social networks, (3) alienation, (4) family doesn’t understand, (5) type of grad program—we leave no room for surprises at all. Instead, we would most likely look at patterns around these responses, thinking quantitatively rather than qualitatively (e.g., using regression analysis techniques, we might find that working-class sociologists were twice as likely to bring up alienation). It can sometimes be confusing for new students because the very same survey can include both closed-ended and open-ended questions. The key is to think about how these will be analyzed and to what level surprises are possible. If your plan is to turn all responses into a number and make predictions about correlations and relationships, you are no longer conducting qualitative research. This is true even if you are conducting this survey face-to-face with a real live human. Closed-response questions are not conversations of any kind, purposeful or not.

In summary, the semistructured interview guide approach is the predominant form of interviewing for social science qualitative researchers because it allows a high degree of freedom of responses from those interviewed (thus allowing for novel discoveries) while still maintaining some connection to a research question area or topic of interest. The rest of the chapter assumes the employment of this form.

Creating an Interview Guide

Your interview guide is the instrument used to bridge your research question(s) and what the people you are interviewing want to tell you. Unlike a standardized questionnaire, the questions actually asked do not need to be exactly what you have written down in your guide. The guide is meant to create space for those you are interviewing to talk about the phenomenon of interest, but sometimes you are not even sure what that phenomenon is until you start asking questions. A priority in creating an interview guide is to ensure it offers space. One of the worst mistakes is to create questions that are so specific that the person answering them will not stray. Relatedly, questions that sound “academic” will shut down a lot of respondents. A good interview guide invites respondents to talk about what is important to them, not feel like they are performing or being evaluated by you.

Good interview questions should not sound like your “research question” at all. For example, let’s say your research question is “How do patriarchal assumptions influence men’s understanding of climate change and responses to climate change?” It would be worse than unhelpful to ask a respondent, “How do your assumptions about the role of men affect your understanding of climate change?” You need to unpack this into manageable nuggets that pull your respondent into the area of interest without leading him anywhere. You could start by asking him what he thinks about climate change in general. Or, even better, whether he has any concerns about heatwaves or increased tornadoes or polar icecaps melting. Once he starts talking about that, you can ask follow-up questions that bring in issues around gendered roles, perhaps asking if he is married (to a woman) and whether his wife shares his thoughts and, if not, how they negotiate that difference. The fact is, you won’t really know the right questions to ask until he starts talking.

There are several distinct types of questions that can be used in your interview guide, either as main questions or as follow-up probes. If you remember that the point is to leave space for the respondent, you will craft a much more effective interview guide! You will also want to think about the place of time in both the questions themselves (past, present, future orientations) and the sequencing of the questions.

Researcher Note

Suggestion : As you read the next three sections (types of questions, temporality, question sequence), have in mind a particular research question, and try to draft questions and sequence them in a way that opens space for a discussion that helps you answer your research question.

Type of Questions

Experience and behavior questions ask about what a respondent does regularly (their behavior) or has done (their experience). These are relatively easy questions for people to answer because they appear more “factual” and less subjective. This makes them good opening questions. For the study on climate change above, you might ask, “Have you ever experienced an unusual weather event? What happened?” Or “You said you work outside? What is a typical summer workday like for you? How do you protect yourself from the heat?”

Opinion and values questions , in contrast, ask questions that get inside the minds of those you are interviewing. “Do you think climate change is real? Who or what is responsible for it?” are two such questions. Note that you don’t have to literally ask, “What is your opinion of X?” but you can find a way to ask the specific question relevant to the conversation you are having. These questions are a bit trickier to ask because the answers you get may depend in part on how your respondent perceives you and whether they want to please you or not. We’ve talked a fair amount about being reflective. Here is another place where this comes into play. You need to be aware of the effect your presence might have on the answers you are receiving and adjust accordingly. If you are a woman who is perceived as liberal asking a man who identifies as conservative about climate change, there is a lot of subtext that can be going on in the interview. There is no one right way to resolve this, but you must at least be aware of it.

Feeling questions are questions that ask respondents to draw on their emotional responses. It’s pretty common for academic researchers to forget that we have bodies and emotions, but people’s understandings of the world often operate at this affective level, sometimes unconsciously or barely consciously. It is a good idea to include questions that leave space for respondents to remember, imagine, or relive emotional responses to particular phenomena. “What was it like when you heard your cousin’s house burned down in that wildfire?” doesn’t explicitly use any emotion words, but it allows your respondent to remember what was probably a pretty emotional day. And if they respond emotionally neutral, that is pretty interesting data too. Note that asking someone “How do you feel about X” is not always going to evoke an emotional response, as they might simply turn around and respond with “I think that…” It is better to craft a question that actually pushes the respondent into the affective category. This might be a specific follow-up to an experience and behavior question —for example, “You just told me about your daily routine during the summer heat. Do you worry it is going to get worse?” or “Have you ever been afraid it will be too hot to get your work accomplished?”

Knowledge questions ask respondents what they actually know about something factual. We have to be careful when we ask these types of questions so that respondents do not feel like we are evaluating them (which would shut them down), but, for example, it is helpful to know when you are having a conversation about climate change that your respondent does in fact know that unusual weather events have increased and that these have been attributed to climate change! Asking these questions can set the stage for deeper questions and can ensure that the conversation makes the same kind of sense to both participants. For example, a conversation about political polarization can be put back on track once you realize that the respondent doesn’t really have a clear understanding that there are two parties in the US. Instead of asking a series of questions about Republicans and Democrats, you might shift your questions to talk more generally about political disagreements (e.g., “people against abortion”). And sometimes what you do want to know is the level of knowledge about a particular program or event (e.g., “Are you aware you can discharge your student loans through the Public Service Loan Forgiveness program?”).

Sensory questions call on all senses of the respondent to capture deeper responses. These are particularly helpful in sparking memory. “Think back to your childhood in Eastern Oregon. Describe the smells, the sounds…” Or you could use these questions to help a person access the full experience of a setting they customarily inhabit: “When you walk through the doors to your office building, what do you see? Hear? Smell?” As with feeling questions , these questions often supplement experience and behavior questions . They are another way of allowing your respondent to report fully and deeply rather than remain on the surface.

Creative questions employ illustrative examples, suggested scenarios, or simulations to get respondents to think more deeply about an issue, topic, or experience. There are many options here. In The Trouble with Passion , Erin Cech ( 2021 ) provides a scenario in which “Joe” is trying to decide whether to stay at his decent but boring computer job or follow his passion by opening a restaurant. She asks respondents, “What should Joe do?” Their answers illuminate the attraction of “passion” in job selection. In my own work, I have used a news story about an upwardly mobile young man who no longer has time to see his mother and sisters to probe respondents’ feelings about the costs of social mobility. Jessi Streib and Betsy Leondar-Wright have used single-page cartoon “scenes” to elicit evaluations of potential racial discrimination, sexual harassment, and classism. Barbara Sutton ( 2010 ) has employed lists of words (“strong,” “mother,” “victim”) on notecards she fans out and asks her female respondents to select and discuss.

Background/Demographic Questions

You most definitely will want to know more about the person you are interviewing in terms of conventional demographic information, such as age, race, gender identity, occupation, and educational attainment. These are not questions that normally open up inquiry. [1] For this reason, my practice has been to include a separate “demographic questionnaire” sheet that I ask each respondent to fill out at the conclusion of the interview. Only include those aspects that are relevant to your study. For example, if you are not exploring religion or religious affiliation, do not include questions about a person’s religion on the demographic sheet. See the example provided at the end of this chapter.

Temporality

Any type of question can have a past, present, or future orientation. For example, if you are asking a behavior question about workplace routine, you might ask the respondent to talk about past work, present work, and ideal (future) work. Similarly, if you want to understand how people cope with natural disasters, you might ask your respondent how they felt then during the wildfire and now in retrospect and whether and to what extent they have concerns for future wildfire disasters. It’s a relatively simple suggestion—don’t forget to ask about past, present, and future—but it can have a big impact on the quality of the responses you receive.

Question Sequence

Having a list of good questions or good question areas is not enough to make a good interview guide. You will want to pay attention to the order in which you ask your questions. Even though any one respondent can derail this order (perhaps by jumping to answer a question you haven’t yet asked), a good advance plan is always helpful. When thinking about sequence, remember that your goal is to get your respondent to open up to you and to say things that might surprise you. To establish rapport, it is best to start with nonthreatening questions. Asking about the present is often the safest place to begin, followed by the past (they have to know you a little bit to get there), and lastly, the future (talking about hopes and fears requires the most rapport). To allow for surprises, it is best to move from very general questions to more particular questions only later in the interview. This ensures that respondents have the freedom to bring up the topics that are relevant to them rather than feel like they are constrained to answer you narrowly. For example, refrain from asking about particular emotions until these have come up previously—don’t lead with them. Often, your more particular questions will emerge only during the course of the interview, tailored to what is emerging in conversation.

Once you have a set of questions, read through them aloud and imagine you are being asked the same questions. Does the set of questions have a natural flow? Would you be willing to answer the very first question to a total stranger? Does your sequence establish facts and experiences before moving on to opinions and values? Did you include prefatory statements, where necessary; transitions; and other announcements? These can be as simple as “Hey, we talked a lot about your experiences as a barista while in college.… Now I am turning to something completely different: how you managed friendships in college.” That is an abrupt transition, but it has been softened by your acknowledgment of that.

Probes and Flexibility

Once you have the interview guide, you will also want to leave room for probes and follow-up questions. As in the sample probe included here, you can write out the obvious probes and follow-up questions in advance. You might not need them, as your respondent might anticipate them and include full responses to the original question. Or you might need to tailor them to how your respondent answered the question. Some common probes and follow-up questions include asking for more details (When did that happen? Who else was there?), asking for elaboration (Could you say more about that?), asking for clarification (Does that mean what I think it means or something else? I understand what you mean, but someone else reading the transcript might not), and asking for contrast or comparison (How did this experience compare with last year’s event?). “Probing is a skill that comes from knowing what to look for in the interview, listening carefully to what is being said and what is not said, and being sensitive to the feedback needs of the person being interviewed” ( Patton 2002:374 ). It takes work! And energy. I and many other interviewers I know report feeling emotionally and even physically drained after conducting an interview. You are tasked with active listening and rearranging your interview guide as needed on the fly. If you only ask the questions written down in your interview guide with no deviations, you are doing it wrong. [2]

The Final Question

Every interview guide should include a very open-ended final question that allows for the respondent to say whatever it is they have been dying to tell you but you’ve forgotten to ask. About half the time they are tired too and will tell you they have nothing else to say. But incredibly, some of the most honest and complete responses take place here, at the end of a long interview. You have to realize that the person being interviewed is often discovering things about themselves as they talk to you and that this process of discovery can lead to new insights for them. Making space at the end is therefore crucial. Be sure you convey that you actually do want them to tell you more, that the offer of “anything else?” is not read as an empty convention where the polite response is no. Here is where you can pull from that active listening and tailor the final question to the particular person. For example, “I’ve asked you a lot of questions about what it was like to live through that wildfire. I’m wondering if there is anything I’ve forgotten to ask, especially because I haven’t had that experience myself” is a much more inviting final question than “Great. Anything you want to add?” It’s also helpful to convey to the person that you have the time to listen to their full answer, even if the allotted time is at the end. After all, there are no more questions to ask, so the respondent knows exactly how much time is left. Do them the courtesy of listening to them!

Conducting the Interview

Once you have your interview guide, you are on your way to conducting your first interview. I always practice my interview guide with a friend or family member. I do this even when the questions don’t make perfect sense for them, as it still helps me realize which questions make no sense, are poorly worded (too academic), or don’t follow sequentially. I also practice the routine I will use for interviewing, which goes something like this:

• Introduce myself and reintroduce the study
• Provide consent form and ask them to sign and retain/return copy
• Ask if they have any questions about the study before we begin
• Ask if I can begin recording
• Ask questions (from interview guide)
• Turn off the recording device
• Ask if they are willing to fill out my demographic questionnaire
• Collect questionnaire and, without looking at the answers, place in same folder as signed consent form
• Thank them and depart

A note on remote interviewing: Interviews have traditionally been conducted face-to-face in a private or quiet public setting. You don’t want a lot of background noise, as this will make transcriptions difficult. During the recent global pandemic, many interviewers, myself included, learned the benefits of interviewing remotely. Although face-to-face is still preferable for many reasons, Zoom interviewing is not a bad alternative, and it does allow more interviews across great distances. Zoom also includes automatic transcription, which significantly cuts down on the time it normally takes to convert our conversations into “data” to be analyzed. These automatic transcriptions are not perfect, however, and you will still need to listen to the recording and clarify and clean up the transcription. Nor do automatic transcriptions include notations of body language or change of tone, which you may want to include. When interviewing remotely, you will want to collect the consent form before you meet: ask them to read, sign, and return it as an email attachment. I think it is better to ask for the demographic questionnaire after the interview, but because some respondents may never return it then, it is probably best to ask for this at the same time as the consent form, in advance of the interview.

What should you bring to the interview? I would recommend bringing two copies of the consent form (one for you and one for the respondent), a demographic questionnaire, a manila folder in which to place the signed consent form and filled-out demographic questionnaire, a printed copy of your interview guide (I print with three-inch right margins so I can jot down notes on the page next to relevant questions), a pen, a recording device, and water.

After the interview, you will want to secure the signed consent form in a locked filing cabinet (if in print) or a password-protected folder on your computer. Using Excel or a similar program that allows tables/spreadsheets, create an identifying number for your interview that links to the consent form without using the name of your respondent. For example, let’s say that I conduct interviews with US politicians, and the first person I meet with is George W. Bush. I will assign the transcription the number “INT#001” and add it to the signed consent form. [3] The signed consent form goes into a locked filing cabinet, and I never use the name “George W. Bush” again. I take the information from the demographic sheet, open my Excel spreadsheet, and add the relevant information in separate columns for the row INT#001: White, male, Republican. When I interview Bill Clinton as my second interview, I include a second row: INT#002: White, male, Democrat. And so on. The only link to the actual name of the respondent and this information is the fact that the consent form (unavailable to anyone but me) has stamped on it the interview number.

Many students get very nervous before their first interview. Actually, many of us are always nervous before the interview! But do not worry—this is normal, and it does pass. Chances are, you will be pleasantly surprised at how comfortable it begins to feel. These “purposeful conversations” are often a delight for both participants. This is not to say that sometimes things go wrong. I often have my students practice several “bad scenarios” (e.g., a respondent that you cannot get to open up; a respondent who is too talkative and dominates the conversation, steering it away from the topics you are interested in; emotions that completely take over; or shocking disclosures you are ill-prepared to handle), but most of the time, things go quite well. Be prepared for the unexpected, but know that the reason interviews are so popular as a technique of data collection is that they are usually richly rewarding for both participants.

One thing that I stress to my methods students and remind myself about is that interviews are still conversations between people. If there’s something you might feel uncomfortable asking someone about in a “normal” conversation, you will likely also feel a bit of discomfort asking it in an interview. Maybe more importantly, your respondent may feel uncomfortable. Social research—especially about inequality—can be uncomfortable. And it’s easy to slip into an abstract, intellectualized, or removed perspective as an interviewer. This is one reason trying out interview questions is important. Another is that sometimes the question sounds good in your head but doesn’t work as well out loud in practice. I learned this the hard way when a respondent asked me how I would answer the question I had just posed, and I realized that not only did I not really know how I would answer it, but I also wasn’t quite as sure I knew what I was asking as I had thought.

—Elizabeth M. Lee, Associate Professor of Sociology at Saint Joseph’s University, author of Class and Campus Life , and co-author of Geographies of Campus Inequality

How Many Interviews?

Your research design has included a targeted number of interviews and a recruitment plan (see chapter 5). Follow your plan, but remember that “ saturation ” is your goal. You interview as many people as you can until you reach a point at which you are no longer surprised by what they tell you. This means not that no one after your first twenty interviews will have surprising, interesting stories to tell you but rather that the picture you are forming about the phenomenon of interest to you from a research perspective has come into focus, and none of the interviews are substantially refocusing that picture. That is when you should stop collecting interviews. Note that to know when you have reached this, you will need to read your transcripts as you go. More about this in chapters 18 and 19.

Your Final Product: The Ideal Interview Transcript

A good interview transcript will demonstrate a subtly controlled conversation by the skillful interviewer. In general, you want to see replies that are about one paragraph long, not short sentences and not running on for several pages. Although it is sometimes necessary to follow respondents down tangents, it is also often necessary to pull them back to the questions that form the basis of your research study. This is not really a free conversation, although it may feel like that to the person you are interviewing.

Final Tips from an Interview Master

Annette Lareau is arguably one of the masters of the trade. In Listening to People , she provides several guidelines for good interviews and then offers a detailed example of an interview gone wrong and how it could be addressed (please see the “Further Readings” at the end of this chapter). Here is an abbreviated version of her set of guidelines: (1) interview respondents who are experts on the subjects of most interest to you (as a corollary, don’t ask people about things they don’t know); (2) listen carefully and talk as little as possible; (3) keep in mind what you want to know and why you want to know it; (4) be a proactive interviewer (subtly guide the conversation); (5) assure respondents that there aren’t any right or wrong answers; (6) use the respondent’s own words to probe further (this both allows you to accurately identify what you heard and pushes the respondent to explain further); (7) reuse effective probes (don’t reinvent the wheel as you go—if repeating the words back works, do it again and again); (8) focus on learning the subjective meanings that events or experiences have for a respondent; (9) don’t be afraid to ask a question that draws on your own knowledge (unlike trial lawyers who are trained never to ask a question for which they don’t already know the answer, sometimes it’s worth it to ask risky questions based on your hypotheses or just plain hunches); (10) keep thinking while you are listening (so difficult…and important); (11) return to a theme raised by a respondent if you want further information; (12) be mindful of power inequalities (and never ever coerce a respondent to continue the interview if they want out); (13) take control with overly talkative respondents; (14) expect overly succinct responses, and develop strategies for probing further; (15) balance digging deep and moving on; (16) develop a plan to deflect questions (e.g., let them know you are happy to answer any questions at the end of the interview, but you don’t want to take time away from them now); and at the end, (17) check to see whether you have asked all your questions. You don’t always have to ask everyone the same set of questions, but if there is a big area you have forgotten to cover, now is the time to recover ( Lareau 2021:93–103 ).

Sample: Demographic Questionnaire

ASA Taskforce on First-Generation and Working-Class Persons in Sociology – Class Effects on Career Success

Supplementary Demographic Questionnaire

Thank you for your participation in this interview project. We would like to collect a few pieces of key demographic information from you to supplement our analyses. Your answers to these questions will be kept confidential and stored by ID number. All of your responses here are entirely voluntary!

What best captures your race/ethnicity? (please check any/all that apply)

• White (Non Hispanic/Latina/o/x)
• Black or African American
• Hispanic, Latino/a/x of Spanish
• Asian or Asian American
• American Indian or Alaska Native
• Middle Eastern or North African
• Native Hawaiian or Pacific Islander
• Other : (Please write in: ________________)

What is your current position?

• Grad Student
• Full Professor

Please check any and all of the following that apply to you:

• I identify as a working-class academic
• I was the first in my family to graduate from college
• I grew up poor

What best reflects your gender?

• Transgender female/Transgender woman
• Transgender male/Transgender man
• Gender queer/ Gender nonconforming

Anything else you would like us to know about you?

Example: Interview Guide

In this example, follow-up prompts are italicized.  Note the sequence of questions.  That second question often elicits an entire life history , answering several later questions in advance.

Introduction Script/Question

Thank you for participating in our survey of ASA members who identify as first-generation or working-class.  As you may have heard, ASA has sponsored a taskforce on first-generation and working-class persons in sociology and we are interested in hearing from those who so identify.  Your participation in this interview will help advance our knowledge in this area.

• The first thing we would like to as you is why you have volunteered to be part of this study? What does it mean to you be first-gen or working class?  Why were you willing to be interviewed?
• How did you decide to become a sociologist?
• Can you tell me a little bit about where you grew up? ( prompts: what did your parent(s) do for a living?  What kind of high school did you attend?)
• Has this identity been salient to your experience? (how? How much?)
• How welcoming was your grad program? Your first academic employer?
• Why did you decide to pursue sociology at the graduate level?
• Did you experience culture shock in college? In graduate school?
• Has your FGWC status shaped how you’ve thought about where you went to school? debt? etc?
• Were you mentored? How did this work (not work)?  How might it?
• What did you consider when deciding where to go to grad school? Where to apply for your first position?
• What, to you, is a mark of career success? Have you achieved that success?  What has helped or hindered your pursuit of success?
• Do you think sociology, as a field, cares about prestige?
• Let’s talk a little bit about intersectionality. How does being first-gen/working class work alongside other identities that are important to you?
• What do your friends and family think about your career? Have you had any difficulty relating to family members or past friends since becoming highly educated?
• Do you have any debt from college/grad school? Are you concerned about this?  Could you explain more about how you paid for college/grad school?  (here, include assistance from family, fellowships, scholarships, etc.)
• (You’ve mentioned issues or obstacles you had because of your background.) What could have helped?  Or, who or what did? Can you think of fortuitous moments in your career?
• Do you have any regrets about the path you took?
• Is there anything else you would like to add? Anything that the Taskforce should take note of, that we did not ask you about here?

Further Readings

Britten, Nicky. 1995. “Qualitative Interviews in Medical Research.” BMJ: British Medical Journal 31(6999):251–253. A good basic overview of interviewing particularly useful for students of public health and medical research generally.

Corbin, Juliet, and Janice M. Morse. 2003. “The Unstructured Interactive Interview: Issues of Reciprocity and Risks When Dealing with Sensitive Topics.” Qualitative Inquiry 9(3):335–354. Weighs the potential benefits and harms of conducting interviews on topics that may cause emotional distress. Argues that the researcher’s skills and code of ethics should ensure that the interviewing process provides more of a benefit to both participant and researcher than a harm to the former.

Gerson, Kathleen, and Sarah Damaske. 2020. The Science and Art of Interviewing . New York: Oxford University Press. A useful guidebook/textbook for both undergraduates and graduate students, written by sociologists.

Kvale, Steiner. 2007. Doing Interviews . London: SAGE. An easy-to-follow guide to conducting and analyzing interviews by psychologists.

Lamont, Michèle, and Ann Swidler. 2014. “Methodological Pluralism and the Possibilities and Limits of Interviewing.” Qualitative Sociology 37(2):153–171. Written as a response to various debates surrounding the relative value of interview-based studies and ethnographic studies defending the particular strengths of interviewing. This is a must-read article for anyone seriously engaging in qualitative research!

Pugh, Allison J. 2013. “What Good Are Interviews for Thinking about Culture? Demystifying Interpretive Analysis.” American Journal of Cultural Sociology 1(1):42–68. Another defense of interviewing written against those who champion ethnographic methods as superior, particularly in the area of studying culture. A classic.

Rapley, Timothy John. 2001. “The ‘Artfulness’ of Open-Ended Interviewing: Some considerations in analyzing interviews.” Qualitative Research 1(3):303–323. Argues for the importance of “local context” of data production (the relationship built between interviewer and interviewee, for example) in properly analyzing interview data.

Weiss, Robert S. 1995. Learning from Strangers: The Art and Method of Qualitative Interview Studies . New York: Simon and Schuster. A classic and well-regarded textbook on interviewing. Because Weiss has extensive experience conducting surveys, he contrasts the qualitative interview with the survey questionnaire well; particularly useful for those trained in the latter.

• I say “normally” because how people understand their various identities can itself be an expansive topic of inquiry. Here, I am merely talking about collecting otherwise unexamined demographic data, similar to how we ask people to check boxes on surveys. ↵
• Again, this applies to “semistructured in-depth interviewing.” When conducting standardized questionnaires, you will want to ask each question exactly as written, without deviations! ↵
• I always include “INT” in the number because I sometimes have other kinds of data with their own numbering: FG#001 would mean the first focus group, for example. I also always include three-digit spaces, as this allows for up to 999 interviews (or, more realistically, allows for me to interview up to one hundred persons without having to reset my numbering system). ↵

A method of data collection in which the researcher asks the participant questions; the answers to these questions are often recorded and transcribed verbatim. There are many different kinds of interviews - see also semistructured interview , structured interview , and unstructured interview .

A document listing key questions and question areas for use during an interview.  It is used most often for semi-structured interviews.  A good interview guide may have no more than ten primary questions for two hours of interviewing, but these ten questions will be supplemented by probes and relevant follow-ups throughout the interview.  Most IRBs require the inclusion of the interview guide in applications for review.  See also interview and  semi-structured interview .

A data-collection method that relies on casual, conversational, and informal interviewing.  Despite its apparent conversational nature, the researcher usually has a set of particular questions or question areas in mind but allows the interview to unfold spontaneously.  This is a common data-collection technique among ethnographers.  Compare to the semi-structured or in-depth interview .

A form of interview that follows a standard guide of questions asked, although the order of the questions may change to match the particular needs of each individual interview subject, and probing “follow-up” questions are often added during the course of the interview.  The semi-structured interview is the primary form of interviewing used by qualitative researchers in the social sciences.  It is sometimes referred to as an “in-depth” interview.  See also interview and  interview guide .

The cluster of data-collection tools and techniques that involve observing interactions between people, the behaviors, and practices of individuals (sometimes in contrast to what they say about how they act and behave), and cultures in context.  Observational methods are the key tools employed by ethnographers and Grounded Theory .

Follow-up questions used in a semi-structured interview  to elicit further elaboration.  Suggested prompts can be included in the interview guide  to be used/deployed depending on how the initial question was answered or if the topic of the prompt does not emerge spontaneously.

A form of interview that follows a strict set of questions, asked in a particular order, for all interview subjects.  The questions are also the kind that elicits short answers, and the data is more “informative” than probing.  This is often used in mixed-methods studies, accompanying a survey instrument.  Because there is no room for nuance or the exploration of meaning in structured interviews, qualitative researchers tend to employ semi-structured interviews instead.  See also interview.

The point at which you can conclude data collection because every person you are interviewing, the interaction you are observing, or content you are analyzing merely confirms what you have already noted.  Achieving saturation is often used as the justification for the final sample size.

An interview variant in which a person’s life story is elicited in a narrative form.  Turning points and key themes are established by the researcher and used as data points for further analysis.

Introduction to Qualitative Research Methods Copyright © 2023 by Allison Hurst is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

30 Academic Researcher Interview Questions and Answers

Common Academic Researcher interview questions, how to answer them, and example answers from a certified career coach.

Embarking on a career as an academic researcher requires more than just a passion for knowledge. It demands critical thinking, meticulous attention to detail, and the ability to communicate complex ideas effectively. As you prepare for your interview, it’s essential to showcase not only your research skills but also your commitment to contributing valuable insights to your chosen field.

In this article, we will delve into some of the commonly asked questions in an academic researcher interview. We’ll provide tips on how best to answer these questions and help you articulate your unique approach to conducting rigorous, impactful research.

1. Can you describe a research project you’ve led and the impact it had on your field of study?

This question is probing your ability to manage complex tasks, complete them, and see the bigger picture of your work. As an academic researcher, your goal is not just to finish projects, but to contribute meaningfully to your field. Therefore, hiring committees want to see that you have a track record of doing just that. They’re also interested in your ability to convey complex ideas to a broader audience— a key skill when you’re trying to secure funding or present your findings.

Example: “One of my most impactful research projects was developing a novel algorithm to predict disease progression in patients with Parkinson’s.

I led a team that collected and analyzed data from over 5000 patients worldwide, which we used to train our machine learning model. Our algorithm outperformed existing models by 15% in terms of accuracy.

This project not only advanced our understanding of Parkinson’s but also provided doctors with a more accurate tool for predicting disease progression. This can significantly improve patient care by allowing for earlier intervention and more personalized treatment plans.”

2. What methods do you typically use to keep your research organized and how have these methods evolved over time?

As an academic researcher, it’s paramount that you manage your data, references, and findings meticulously. Interviewers want to understand your approach to staying organized throughout the research process. They’re interested in not just your current methods, but also how you’ve adapted and improved them over time, as this gives insight into your ability to learn, grow, and handle the complex, evolving demands of research.

Example: “I utilize digital tools like reference management software, such as EndNote and Zotero, to keep track of sources. I also use project management platforms like Trello for task organization. Over time, I’ve found cloud-based solutions like Google Drive invaluable for real-time collaboration and easy access to data anywhere.

In terms of evolution, I initially relied heavily on physical note-taking but transitioned to digital methods for efficiency. The ability to quickly search and categorize information digitally has significantly improved my research process.”

3. Can you discuss a time when your research findings did not align with your initial hypothesis? How did you handle this?

Research is not about proving what you think is right—it’s about finding the truth. Sometimes, that means disproving your own ideas. Your ability to adapt to unexpected results, draw new conclusions from them, and pivot your research efforts accordingly is a critical skill in academia. This is why hiring panels often ask this question—to gauge your flexibility, objectivity, and resilience in the face of unexpected research outcomes.

Example: “During my PhD, I hypothesized that a specific gene mutation would lead to increased cancer susceptibility. However, the data showed no significant correlation.

I initially double-checked my methodology and data analysis to ensure there were no errors. Once confirmed, I embraced these unexpected results as they challenged pre-existing assumptions in the field.

This led me to explore other potential factors influencing cancer risk. My findings eventually contributed to a more nuanced understanding of genetic influences on disease. It was a valuable lesson in scientific humility and adaptability.”

4. How do you approach the process of writing and submitting a research grant proposal?

This question is designed to assess your strategic thinking and planning skills in relation to securing funding for research. As an academic researcher, a significant part of your role is to secure the financial resources necessary to conduct your studies. Your ability to write a compelling, thorough, and successful grant proposal is key to your success and the success of your research.

Example: “Writing a research grant proposal requires strategic planning and clear communication. I start by thoroughly understanding the funding agency’s goals, aligning my project with their objectives. Then, I develop a compelling narrative that outlines the problem, its significance, and how my research will address it.

In crafting the proposal, I focus on clarity and conciseness, ensuring each section directly supports the overall aim. I also include a detailed budget and timeline to demonstrate feasibility.

Before submitting, I seek feedback from colleagues to refine the proposal. Finally, I ensure all guidelines are strictly adhered to for successful submission.”

5. What steps do you take to ensure your research is ethical and follows the guidelines set by the institution?

Ethics forms the backbone of academic research. It’s the cornerstone of credibility, validity, and respect for any contributions made in the field. As such, hiring committees want to ensure that potential researchers are not only aware of the ethical guidelines and principles in their field but also have a proven track record of adhering to them. This question helps ascertain that you’re committed to maintaining the highest standards of integrity and ethical conduct in your research.

Example: “To ensure my research is ethical and adheres to institutional guidelines, I start by familiarizing myself with the institution’s ethics policy. This includes understanding the principles of informed consent, confidentiality, and non-maleficence.

Then, I design my study in a way that respects these principles. For instance, I make sure participants are fully informed about the purpose of the research and their rights before they participate.

I also seek approval from the relevant ethics committee before commencing any research. They provide an external review to confirm my research meets all ethical standards.

Lastly, throughout the research process, I maintain transparency and honesty in data collection, analysis and reporting. This ensures integrity and credibility in my work.”

6. Describe your most challenging research project. What made it difficult and how did you overcome those challenges?

This question is designed to probe your problem-solving skills and perseverance in the face of adversity. Conducting academic research is often a long, arduous process, filled with unforeseen challenges and complications. By asking this question, the interviewer wants to understand your approach to overcoming obstacles and how you adapt when unexpected difficulties arise. They are also interested in learning about your analytical skills, and how you apply them to solve complex problems.

Example: “One of the most challenging research projects I undertook was a comparative analysis of climate change policies across different countries. The difficulty lay in gathering accurate and up-to-date data from various sources, given the language barriers and differences in reporting standards.

To overcome this, I collaborated with international researchers for data verification and translation. Additionally, I developed a standardised template to ensure consistency while comparing diverse policy frameworks. This experience taught me the importance of collaboration and adaptability in overcoming research challenges.”

7. How have you handled disagreements or conflicts with collaborators during a research project?

Conflict is a natural part of any job that involves working with others, and academic research is no exception. Whether it’s a disagreement over the direction of the research, the interpretation of data, or the division of labor, it’s not a question of if you’ll face conflict, but when. By asking this question, hiring managers are looking for evidence that you can handle conflicts professionally and constructively, while still contributing effectively to the team’s goals.

Example: “In my experience, disagreements are often due to miscommunication or differing perspectives. When conflicts arise during a research project, I believe in addressing them promptly and openly.

I usually start by listening to the other party’s viewpoint to understand their perspective. This not only helps me gain insight into their thought process but also demonstrates respect for their opinions.

Once I have understood their stance, I share mine as well. The goal is not to prove who is right or wrong, but rather to find common ground where we both can agree.

If we cannot reach an agreement independently, I am open to involving a third-party mediator or our supervisor. Their neutral perspective often helps resolve the conflict effectively.

This approach has always helped me maintain positive relationships with collaborators while ensuring the success of our projects.”

8. Can you provide an example of a time when you had to alter your research methodology due to unforeseen circumstances?

Research is seldom a straight path. Unexpected roadblocks, sudden changes in conditions, or surprising results can necessitate a shift in methodology. Interviewers want to know if you are flexible, adaptable, and resourceful in the face of these unexpected challenges. Your ability to alter your research methodology while maintaining the integrity of your work is a key skill in the ever-evolving world of academic research.

Example: “During my PhD, I was working on a project that involved analyzing large sets of genetic data. Initially, we planned to use traditional statistical methods for analysis. However, as the dataset grew larger and more complex, it became clear that this approach would not be sufficient.

We had to shift our strategy and incorporate machine learning techniques to handle the complexity and volume of the data. This required me to quickly learn new skills and adapt to using different software tools.

Despite the challenge, this change in methodology led to more accurate results and contributed significantly to the success of the research project. It underscored the importance of flexibility and adaptability in research.”

9. How do you prioritize your research projects and manage your time effectively?

As an academic researcher, you’ll often find yourself juggling multiple projects, each with their own set of deadlines and demands. Hence, your potential employer wants to be assured that you have the ability to organize your workload, prioritize tasks and manage your time effectively. Your response to this question will provide insight into your project management skills and your ability to maintain productivity even under pressure.

Example: “Prioritizing research projects depends on their urgency, impact, and alignment with my areas of expertise. I often use project management tools to track progress and deadlines. For time management, I divide my day into blocks dedicated to specific tasks such as data analysis or writing. This approach helps me stay focused and productive.

Moreover, I believe in regular communication with team members and stakeholders. It ensures everyone is aligned and aware of any changes or challenges that may affect the timeline or outcome of the project.

Finally, it’s crucial to maintain a balance between work and personal life. Taking breaks and ensuring adequate rest can significantly improve productivity and creativity.”

10. How do you approach the peer review process, both as a reviewer and as a researcher receiving feedback?

Peer reviews are a cornerstone in maintaining the credibility and quality of academic research. When hiring for an academic researcher, it’s critical to understand a candidate’s approach to both giving and receiving feedback. The way you handle critiques of your own work, as well as your ability to provide constructive feedback to others, speaks volumes about your professionalism, integrity, and commitment to advancing knowledge in your field.

Example: “As a reviewer, I approach the process with an open mind and focus on providing constructive criticism. My aim is to help improve the quality of research rather than finding faults.

When receiving feedback, I view it as an opportunity for growth. It’s about understanding different perspectives that can enhance my work. I welcome all comments and take time to reflect upon them before making revisions.

In both roles, respect, professionalism, and communication are key elements in ensuring a productive peer review process.”

11. In what ways have you used technology or software tools to assist in your research?

The academic landscape is brimming with an array of technologies and software tools designed to streamline and enhance research activities. When hiring an academic researcher, your potential employer wants to know that you are comfortable and proficient in using these tools. This not only ensures you can keep pace with the dynamic academic environment, but it also indicates your ability to leverage technology to yield more accurate, efficient, and comprehensive research results.

Example: “I have utilized various technology tools to streamline and enhance my research. For instance, I used software like NVivo for qualitative data analysis, which helped in organizing and interpreting complex datasets.

For literature reviews, EndNote was instrumental in managing citations and bibliographies. Moreover, Google Scholar and databases like JSTOR were essential for sourcing relevant academic articles.

Moreover, I employed project management tools such as Trello to track progress and ensure timely completion of tasks. These digital tools not only increased efficiency but also improved the accuracy of my work.”

12. Can you discuss a time when you had to explain complex research findings to a non-technical audience?

This question is critical as it helps the interviewer understand your ability to communicate complicated ideas with clarity and simplicity. In the world of academia, it’s not enough to just produce significant research. You also need to be able to translate your findings in a way that people without technical expertise can understand. This skill is particularly important when presenting research to stakeholders, funders, or the general public.

Example: “During my PhD, I conducted research on genetic algorithms which was quite complex. However, I had to present these findings at a university open day to prospective students and their parents. To make it comprehensible, I used the analogy of evolution – survival of the fittest. I explained that just as nature selects the best traits for survival, genetic algorithms select the best solutions to a problem. This simplified explanation helped them understand the concept without delving into technical jargon or intricate details. The feedback was positive, indicating they found the talk engaging and informative.”

13. How do you handle the pressure and stress associated with meeting research deadlines?

Research work is often driven by strict timelines and high expectations, whether it’s a funding cycle, a conference submission deadline, or the pace of a competitive field. Potential employers want to be confident in your ability to manage stress, prioritize tasks, and maintain quality work under pressure. Your response will give them insight into your time management skills, resilience, and overall suitability for the rigorous world of academic research.

Example: “I believe in proactive planning and organization to manage research deadlines. I start by breaking down the project into manageable tasks, setting realistic goals for each task, and prioritizing them based on their importance and urgency.

To handle stress, I ensure a balanced work-life routine with regular exercise and relaxation activities. This helps me maintain focus and productivity during work hours.

Moreover, I use mindfulness techniques to stay calm under pressure. It enables me to make rational decisions even when facing tight deadlines.

In case of unexpected obstacles, I am flexible enough to adapt my plan quickly without compromising the quality of work.”

14. What strategies do you use to stay updated with the latest developments in your field of research?

The field of academic research is constantly evolving, with new discoveries, methods, and theories emerging all the time. It’s important for a researcher to stay at the forefront of these developments to ensure their work is as accurate, relevant, and innovative as possible. Therefore, hiring committees are keen to know how you plan to stay informed and adapt to the shifting landscape of your research area.

Example: “Staying updated in my research field is crucial. I regularly read academic journals and attend webinars or conferences related to my area of study. This not only provides me with new insights but also allows me to network with other researchers.

I also subscribe to relevant newsletters and follow influential figures on social media platforms for real-time updates. Furthermore, participating in online forums and discussions helps me understand different perspectives on emerging trends.

Lastly, I engage in continuous learning through courses and workshops which enhance my knowledge base and skills. These strategies ensure that I am always at the forefront of developments in my research field.”

15. How do you ensure the quality and accuracy of your data collection and analysis?

Accuracy and integrity are the backbone of academic research. Therefore, potential employers want to ensure that you have robust strategies in place for collecting, analyzing and interpreting data. They are interested in learning about your attention to detail, your understanding of statistical methods, and your ability to minimize bias and error to produce reliable and valid results.

Example: “To ensure the quality and accuracy of data collection, I use a systematic approach. This involves clearly defining research objectives, using reliable sources, and implementing rigorous data validation techniques.

For analysis, I employ statistical software to minimize human error. Cross-validation methods are used to check for consistency in results.

Regular audits help identify any discrepancies early on, allowing for timely corrections.

Lastly, peer reviews provide an additional layer of scrutiny, ensuring objectivity and validity in my work.”

16. Discuss an instance where your research significantly contributed to your field?

As an academic researcher, your value is often measured in terms of your contributions to your field. The interviewer wants to understand the depth of your experience and how your research has made a difference. This question provides an opportunity to demonstrate your expertise, your ability to find innovative solutions, and your impact on knowledge advancement within your area of research.

Example: “One significant contribution I made was during my PhD research on climate change impacts on agriculture. My team and I developed a predictive model that could forecast crop yields under various climate scenarios.

This breakthrough allowed farmers to make informed decisions about their farming strategies, potentially saving them from financial losses due to unpredictable weather patterns. Our findings were published in a top-tier journal, which led to further research in this area. This work also influenced policy discussions around agricultural adaptation to climate change.”

17. How have you incorporated interdisciplinary perspectives into your research?

The academic world is increasingly recognizing the value of interdisciplinary perspectives in research. This approach often results in innovative solutions and fresh insights into complex problems. Hence, hiring committees want to know if you can think beyond the confines of your own discipline, collaborate with researchers from different fields and integrate diverse methodologies and theories into your work.

Example: “Incorporating interdisciplinary perspectives into my research has been crucial in broadening the scope and enhancing the depth of my findings. For instance, while researching climate change impacts, I integrated insights from environmental science, economics, and sociology. This allowed me to analyze not only the ecological effects but also the economic implications and societal responses.

By engaging with different disciplines, I ensure a more comprehensive understanding of complex issues. It also fosters creativity and innovation, as it encourages the cross-pollination of ideas between fields. This approach has significantly enriched my research outcomes and its relevance for diverse stakeholders.”

18. What is your experience with securing funding for your research projects?

Securing funding is a critical part of academic research, and it’s a task that often falls to the researcher themselves. A potential employer would want to know that you have the skills and experience to successfully seek out, apply for, and secure the funding necessary to carry out your proposed projects. This question probes your ability to navigate this complex and often competitive process.

Example: “I have a solid track record in securing funding for research projects. I’ve successfully obtained grants from various sources including government bodies, private organizations and academic institutions. My approach involves identifying suitable funders, tailoring proposals to their specific interests, and demonstrating the potential impact of the research.

My expertise lies in crafting compelling narratives that highlight the significance of the project. This includes showcasing its originality, feasibility, and relevance to current societal or academic challenges.

Moreover, I maintain strong relationships with past funders which often leads to repeat funding. These connections also serve as valuable networks for collaborative research opportunities.”

19. How do you approach the process of publishing your research findings?

The process of getting research findings published is a critical part of an academic researcher’s job. It’s not just about doing the research, but also communicating your findings effectively to the wider scientific community. This question aims to understand your experience and approach in this area, ensuring you have the skills and perseverance to navigate the often complex and lengthy process of academic publishing.

Example: “Publishing research findings begins with selecting the most appropriate journal. I consider factors such as the relevance of my topic to the journal’s focus, its impact factor, and audience.

After selection, I prepare my manuscript in line with the specific guidelines provided by that journal. This includes structuring it into sections like abstract, introduction, methodology, results, and conclusion.

Once the draft is ready, I seek feedback from colleagues or mentors before submitting. Upon receiving reviewers’ comments, I revise accordingly ensuring all concerns are adequately addressed.

The process requires patience and resilience due to possible rejections or requests for revisions. It’s a continuous cycle of learning and improving.”

20. Can you provide an example of a research project where you encountered ethical dilemmas? How did you address them?

Ethics are the backbone of credible, responsible research. As an academic researcher, you’ll often be dealing with sensitive data, groundbreaking discoveries, or contentious topics. The interviewer wants to assess your understanding of research ethics, your ability to navigate ethical dilemmas, and your commitment to maintaining the highest standards of integrity in your work.

Example: “In a previous research project, we were studying the effects of certain medications on mental health. One ethical dilemma was whether to continue the study despite negative side-effects experienced by some participants.

We addressed this by conducting an interim analysis and consulting with our ethics committee. We decided to modify the dosage for those experiencing adverse effects while ensuring they were fully informed about potential risks. This balanced the need for valuable data with respect for participant welfare.”

21. What experience do you have with teaching or mentoring students in a research context?

A large part of being an academic researcher is often about passing on your knowledge and expertise to the next generation of scholars. Whether you’re guiding PhD students through their dissertations or helping undergraduates get their first taste of research, your ability to mentor and teach is key. This question allows interviewers to assess your suitability for this crucial aspect of the role.

Example: “I have had the opportunity to mentor several undergraduate and graduate students during my PhD. I guided them in developing their research proposals, conducting experiments, analyzing data, and writing reports. This involved regular meetings to discuss progress, troubleshoot issues, and provide feedback.

In addition, I’ve also supervised interns on specific research projects. My focus was not just on imparting knowledge but also nurturing critical thinking skills to enable them to conduct independent research.

Overall, these experiences have honed my ability to communicate complex ideas effectively and foster a productive learning environment.”

22. How do you approach collaborations with researchers from different fields or institutions?

Collaboration is the lifeblood of academic research. Not only does it allow for the exchange of ideas, but it also often leads to breakthroughs that wouldn’t have been possible otherwise. As such, hiring committees want to know that you have the ability to work well with others, even if they come from different disciplines or institutions. Your ability to navigate these relationships can greatly impact the success of your research.

Example: “Collaborating with researchers from different fields or institutions requires a blend of open-mindedness, effective communication, and respect for diversity. I approach such collaborations by first understanding their expertise and research methodologies. This helps in identifying common grounds and potential areas of synergy.

I believe in maintaining clear and regular communication to ensure that everyone is on the same page regarding objectives, roles, and timelines. Using collaborative tools can facilitate this process.

Respecting diverse perspectives is crucial as it often leads to innovative solutions. Therefore, I always value inputs from all team members, fostering an environment where everyone feels heard and appreciated.

In essence, my approach is centered around mutual respect, proactive communication, and leveraging collective intelligence to achieve our shared goals.”

23. Can you discuss a time when your research findings had practical implications or real-world applications?

Researchers are not just confined to the world of theory, they play an essential role in shaping our society, economy, and environment. Practical implications and real-world applications of research findings are often what drive societal advancements. Interviewers ask this question to gauge whether you understand the importance of research translation, and to assess your ability to create meaningful impact through your work.

Example: “During my PhD, I was part of a team researching the impact of climate change on agricultural yield. Our findings highlighted specific regions that would be most affected by changing weather patterns.

These results were not only published in academic journals, but also caught the attention of policy makers and NGOs working towards food security. They used our research to prioritize their efforts and resources in those vulnerable areas.

This experience showed me how academic research can directly influence real-world decisions and policies. It reinforced my belief in the importance of practical applications for research outcomes.”

24. How do you ensure your research is accessible and comprehensible to the broader academic community?

The art of research isn’t just about generating new knowledge—it’s also about making that knowledge accessible and comprehensible. Your ability to communicate your findings in a clear, plain language that can be understood by a variety of audiences is key. It ensures that your work has the potential to influence other researchers, policy-makers, and even the public. This question is asked to understand your skills and strategies in presenting your research in an accessible and comprehensible manner.

Example: “To ensure my research is accessible and comprehensible, I use clear language and avoid unnecessary jargon. I also provide a concise abstract that summarizes the key points of my work.

I believe in the power of visual aids like graphs, charts, and diagrams to present complex data in an easily digestible format.

Moreover, I make it a point to publish in open-access journals whenever possible, ensuring maximum reach.

Lastly, I engage with the academic community through seminars, webinars, and conferences to explain my work and receive feedback. This two-way communication helps me understand if my research is being understood correctly and what improvements can be made.”

25. What strategies do you employ to handle the challenges of conducting fieldwork, if applicable?

The essence of a researcher’s job is to navigate the uncharted territories of knowledge, and fieldwork can pose a myriad of challenges, from logistical issues to unexpected findings. Therefore, it’s critical to know that you have strategic problem-solving skills and can adapt on the fly, ensuring the validity and reliability of your research work while managing resources efficiently.

Example: “Conducting fieldwork can indeed present unique challenges. I prioritize meticulous planning, which involves understanding the environment and potential obstacles, then developing contingency plans.

Equally important is building relationships with local communities or stakeholders as they often provide valuable insights that enhance the research quality.

I also employ technological tools for data collection and analysis to ensure accuracy and efficiency. Lastly, maintaining ethical standards throughout the process is non-negotiable to uphold the integrity of the research.”

26. Discuss a time when you had to defend your research findings against criticism.

As an academic researcher, you’re often required to present your findings to a range of audiences, including peers, who may not always agree with your conclusions. Therefore, your ability to defend your research and handle criticism is a significant part of your role. Interviewers want to assess your problem-solving skills, your ability to handle conflict, and your commitment to the integrity and quality of your research.

Example: “During my PhD, I conducted research on the impact of climate change on crop yield. My findings suggested a significant negative effect, which was criticized by some peers who believed the impact was negligible.

I defended my findings by systematically presenting the robustness of my methodology and data sources. I also highlighted previous literature that supported my conclusions. Furthermore, I welcomed their critique as an opportunity to further refine my study, resulting in a more comprehensive paper.

This experience taught me the importance of open dialogue and constructive criticism in academic research.”

27. How do you approach the process of developing a new research question or project?

The heart of an academic researcher’s job is to create and explore new research questions or projects. A prospective employer needs to understand how you approach this task, as it will provide insight into your critical thinking abilities, creativity, and command of the research process. Your answer will help them determine if your research style aligns with the institution’s goals and values.

Example: “Developing a new research question or project begins with identifying gaps in the current body of knowledge. I dive into existing literature, noting areas that lack clarity or require further exploration.

Once an area of interest is identified, I formulate a preliminary research question. This question must be specific, measurable, achievable, relevant and time-bound (SMART).

The next step involves designing a methodology suitable for investigating this question. The method should align with the nature of the question and could involve quantitative, qualitative, or mixed methods approaches.

Throughout this process, it’s crucial to maintain flexibility as initial plans may need adjustment based on findings or unforeseen challenges. Rigorous review and refinement ensure the final research question is robust and valuable.”

28. What is your experience with interdisciplinary research and how has it influenced your work?

This query is designed to gauge your collaborative abilities and your versatility as a researcher. Interdisciplinary research is increasingly important in academia as it allows for a more comprehensive understanding of complex issues. It also testifies to your ability to adapt and learn new methodologies or theories outside your primary research area, thus indicating intellectual flexibility and curiosity.

Example: “I have actively participated in interdisciplinary research throughout my academic career, collaborating with experts from fields such as psychology, sociology, and computer science. This approach has enriched my perspective, allowing me to tackle complex problems using diverse methodologies.

The influence of this experience is evident in my work’s depth and breadth. It encourages innovative thinking and fosters a holistic understanding of the research topic. I believe that integrating knowledge across disciplines leads to more robust findings and impactful solutions.”

29. Can you describe a situation where you had to adapt your research methods due to resource constraints?

The path to knowledge discovery is rarely straightforward. As a researcher, you’re constantly required to improvise and adapt to unforeseen challenges, whether it’s a sudden budget cut, unexpected results, or difficulties in data collection. This question is designed to gauge your problem-solving skills and your ability to think on your feet, both of which are critical for success in academic research.

Example: “During my PhD, I was studying the impact of climate change on certain species. However, due to budget constraints, we couldn’t afford extensive fieldwork.

I adapted by leveraging online databases and remote sensing data for preliminary analysis, thus reducing the need for physical site visits. This not only saved costs but also allowed us to cover a larger geographical area in our research.

It was challenging to ensure the accuracy of secondary data, but it taught me how to be resourceful and adaptable in conducting rigorous academic research.”

30. How do you handle situations where research findings might be controversial or unpopular?

Scientific integrity is paramount in any research role, and sometimes, the truth that research uncovers isn’t what people want to hear. Hiring managers ask this question to gauge whether you can stand by your work, even in the face of adversity or resistance. They want to know if you have the courage and conviction to present your findings honestly, regardless of public opinion or external pressures.

Example: “In research, it’s crucial to uphold integrity and transparency, regardless of the potential controversy or unpopularity of findings. My approach involves presenting data objectively and ensuring that my methodology is robust and replicable.

I believe in fostering open dialogue around controversial topics. This includes acknowledging different perspectives while maintaining a firm commitment to scientific rigor.

If faced with backlash, I would engage critics constructively, addressing their concerns directly and professionally. After all, science thrives on discourse and scrutiny. It’s about discovering truth, not winning popularity contests.”

30 VIP Concierge Interview Questions and Answers

30 showroom manager interview questions and answers, you may also be interested in..., 20 most common swimming coach interview questions and answers, 30 dental office manager interview questions and answers, 30 bank branch manager interview questions and answers, 30 orthopedic technician interview questions and answers.

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

• View all journals
• Explore content
• About the journal
• Publish with us
• Sign up for alerts
• 19 April 2024

Do insects have an inner life? Animal consciousness needs a rethink

• Mariana Lenharo

You can also search for this author in PubMed   Google Scholar

You have full access to this article via your institution.

Growing evidence indicates that insects such as bees show some forms of consciousness, according to a new scientific statement. Credit: Phil Savoie/Nature Picture Library

Crows , chimps and elephants : these and many other birds and mammals behave in ways that suggest they might be conscious . And the list does not end with vertebrates. Researchers are expanding their investigations of consciousness to a wider range of animals, including octopuses and even bees and flies.

Armed with such research, a coalition of scientists is calling for a rethink in the animal–human relationship . If there’s “a realistic possibility” of “conscious experience in an animal, it is irresponsible to ignore that possibility in decisions affecting that animal”, the researchers write in a document they call The New York Declaration on Animal Consciousness . Issued today during a meeting in New York City, the declaration also says that there is a “realistic possibility of conscious experience” in reptiles, fish, insects and other animals that have not always been considered to have inner lives, and “strong scientific support” for aspects of consciousness in birds and mammals.

As the evidence has accumulated, scientists are “taking the topic seriously, not dismissing it out of hand as a crazy idea in the way they might have in the past”, says Jonathan Birch, a philosopher at the London School of Economics and Political Science and one of the authors of the declaration.

The document, which had around 40 signatories early today, doesn’t state that there are definitive answers about which species are conscious. “What it says is there is sufficient evidence out there such that there’s a realistic possibility of some kinds of conscious experiences in species even quite distinct from humans,” says Anil Seth, director of the Centre for Consciousness Science at the University of Sussex near Brighton, UK, and one of the signatories. The authors hope that others will sign the declaration and that it will stimulate both more research into animal consciousness and more funding for the field.

Blurry line

The definition of consciousness is complex, but the group focuses on an aspect of consciousness called sentience, often defined as the capacity to have subjective experiences, says Birch. For an animal, such experiences would include smelling, tasting, hearing or touching the world around itself, as well as feeling fear, pleasure or pain — in essence, what it is like to be that animal. But subjective experience does not require the capacity to think about one’s experiences.

The consciousness wars: can scientists ever agree on how the mind works?

Non-human animals cannot use words to communicate their inner states. To assess consciousness in these animals, scientists often rely on indirect evidence, looking for certain behaviours that are associated with conscious experiences, Birch says.

One classic experiment is the mirror test , which investigates an animal’s ability to recognize itself in a mirror. In this experiment, scientists apply a sticker or other visual mark on an animal’s body and place the animal in front of a mirror. Some animals — including chimpanzees ( Pan troglodytes ) 1 , Asian elephants ( Elephas maximus ) 2 and cleaner fishes ( Labroides dimidiatus ) 3 — exhibit curiosity about the mark and even try to remove it. This behaviour suggests the possibility of self-awareness, which might be a sign of consciousness.

In an experiment with crows ( Corvus corone ) 4 , the birds were trained to make a specific head gesture whenever they saw a coloured square on a screen, a task they carried out with high accuracy. While the birds performed the task, scientists measured the activity in a region of their brain associated with high-level cognition. The birds’ brain activity correlated with what the birds were reporting, not with what they were actually shown. This suggests that they were aware of what they were perceiving, another potential marker of consciousness.

Invertebrate inner lives?

Another experiment showed that octopuses ( Octopus bocki ) 5 , when picking between two chambers, avoided one where they had previously received a painful stimulus in favour of one where they were given an anaesthetic. This suggests that they experience and actively avoid pain, which some researchers think indicates conscious experience.

Research shows that octopuses avoid pain, which some scientists take as a sign of consciousness. Credit: Brandon Cole/Nature Picture Library

Investigations of fruit flies ( Drosophila melanogaster ) show that they engage in both deep sleep and ‘active sleep’, in which their brain activity is the same as when they’re awake 6 . “This is perhaps similar to what we call rapid eye movement sleep in humans, which is when we have our most vivid dreams, which we interpret as conscious experiences,” says Bruno van Swinderen, a biologist at the University of Queensland in Brisbane, Australia, who studies fruit flies ’ behaviour and who also signed the declaration.

Some suggest that dreams are key components of being conscious, he notes. If flies and other invertebrates have active sleep, “then maybe this is as good a clue as any that they are perhaps conscious”.

Animal minds

Other researchers are more sceptical about the available evidence on animal consciousness. “I don’t think there is basically any decisive evidence so far,” says Hakwan Lau, a neuroscientist at the Riken Center for Brain Science in Wako, Japan.

Lau acknowledges that there is a growing body of work showing sophisticated perceptual behaviour in animals, but he contends that that’s not necessarily indicative of consciousness. In humans, for example, there is both conscious and unconscious perception. The challenge now is to develop methods that can adequately distinguish between the two in non-humans.

Seth responds that, even in the absence of definitive answers, the declaration might still have a positive influence in shaping policies relating to animal ethics and welfare.

For van Swinderen, the time is right to consider whether most animals might be conscious. “We are experiencing an artificial-intelligence revolution where similar questions are being asked about machines. So it behoves us to ask if and how this adaptive quality of the brain might have evolved in nature.”

Nature 629 , 14-15 (2024)

doi: https://doi.org/10.1038/d41586-024-01144-y

Gallup Jr, G. G. Science 167 , 86–87 (1970).

Article   PubMed   Google Scholar  

Plotnik, J. M., de Waal, F. B. M. & Reiss, D. Proc. Natl. Acad. Sci. USA 103 , 17053–17057 (2006).

Kohda, M. et al. Proc. Natl. Acad. Sci. USA 120 , e2208420120 (2023).

Nieder, A., Wagener, L. & Rinnert, P. Science 369 , 1626–1629 (2020).

Crook, R. J. iScience 24 , 102229 (2021).

Anthoney, N. et al. eLife 12 , RP88198 (2023).

Download references

Reprints and permissions

Related Articles

• Neuroscience

Rat neurons repair mouse brains — and restore sense of smell

News 25 APR 24

Mini-colon and brain ‘organoids’ shed light on cancer and other diseases

News 24 APR 24

How to freeze a memory: putting worms on ice stops them forgetting

News 22 APR 24

Antisense oligonucleotide therapeutic approach for Timothy syndrome

Article 24 APR 24

Whole-cortex in situ sequencing reveals input-dependent area identity

Zoos should focus on animal welfare before claiming to champion conservation

Correspondence 30 APR 24

First glowing animals lit up the oceans half a billion years ago

Marsupial genomes reveal how a skin membrane for gliding evolved

News & Views 24 APR 24

W2 Professorship with tenure track to W3 in Animal Husbandry (f/m/d)

The Faculty of Agricultural Sciences at the University of Göttingen invites applications for a temporary professorship with civil servant status (g...

Göttingen (Stadt), Niedersachsen (DE)

Georg-August-Universität Göttingen

W1 professorship for „Tissue Aspects of Immunity and Inflammation“

Kiel University (CAU) and the University of Lübeck (UzL) are striving to increase the proportion of qualified female scientists in research and tea...

University of Luebeck

W1 professorship for "Bioinformatics and artificial intelligence that preserve privacy"

Kiel, Schleswig-Holstein (DE)

Universität Kiel - Medizinische Fakultät

W1 professorship for "Central Metabolic Inflammation“

W1 professorship for "Congenital and adaptive lymphocyte regulation"

Sign up for the Nature Briefing newsletter — what matters in science, free to your inbox daily.

Quick links

• Explore articles by subject
• Guide to authors
• Editorial policies

Numbers, Facts and Trends Shaping Your World

Read our research on:

Full Topic List

Regions & Countries

• Publications
• Our Methods
• Short Reads
• Tools & Resources

Read Our Research On:

Extended Interviews: Being Asian in America

Pew Research Center developed a video documentary to highlight the stories we heard in our 2021 Asian American focus group project. The videos, recorded in late 2021 and early 2022, illustrate what emerged from the 66 focus group discussions.

To protect the privacy of our focus group participants, we recruited a separate group of individuals for the video documentary project, all of whom consented to share their stories publicly. The stories they shared reflect opinions, experiences and perspectives similar to those we heard in the focus groups. The video interviews reflect the views and opinions of individual video participants and may not reflect the views of Pew Research Center or its funders.

The following video clips were not included in our documentary but present stories thematically relevant to “what it means to be Asian in America.”

• Read the data essay: What It Means To Be Asian in America
• Watch the documentary: Being Asian in America
• Explore the interactive: In Their Own Words: The Diverse Perspectives of Being Asian in America
• View expanded interviews: Extended Interviews: Being Asian in America
• About this research project: More on the Being Asian in America project
• Q&A: Why and how Pew Research Center conducted 66 focus groups with Asian Americans

James on his family’s history in Arkansas and his career as a surgeon. (5 minutes)

Pa Houa on how her perception of racism she’s experienced as a Hmong American has evolved over time. (4 minutes)

Tokiko on her experience growing up as a Japanese American and being detained with her family during WWII. (6 minutes)

Mali on her journey from Laos to the U.S. as a child refugee and the influence of Lao culture on her identity. (7 minutes)

Surinder on the impact of the model minority myth on children. (3 minutes)

Angel on the importance of speaking Chinese with her children at home. (3 minutes)

Helen on escaping Vietnam with her sister on a boat to Thailand before settling in the U.S. (4 minutes)

June on her experience growing up as a Japanese American and being detained with her family during WWII. (7 minutes)

Brent on the differences between living in Arkansas, Asia, and the New York metropolitan area. (3 minutes)

Buntha on navigating language barriers in the hospital after a severe head injury. (3 minutes)

Shahid on the racism his family experienced in the aftermath of 9/11. (2 minutes)

Diane on the importance of her grandmother in preserving her Chinese culture. (2 minutes)

Cher on the history of Hmong people and his experience adjusting to life in the U.S. (2 minutes)

Acknowledgments

Pew Research Center is a subsidiary of The Pew Charitable Trusts, its primary funder. The video clips were funded by The Pew Charitable Trusts, with support from the Long Family Foundation, the Sobrato Family Foundation and the Chan Zuckerberg Initiative.

We would also like to thank the Leaders Forum for its thought leadership and valuable assistance in helping make these video clips possible.

1615 L St. NW, Suite 800 Washington, DC 20036 USA (+1) 202-419-4300 | Main (+1) 202-857-8562 | Fax (+1) 202-419-4372 |  Media Inquiries

Research Topics

• Age & Generations
• Coronavirus (COVID-19)
• Economy & Work
• Family & Relationships
• Gender & LGBTQ
• Immigration & Migration
• International Affairs
• Internet & Technology
• Methodological Research
• News Habits & Media
• Non-U.S. Governments
• Other Topics
• Politics & Policy
• Race & Ethnicity
• Email Newsletters

ABOUT PEW RESEARCH CENTER  Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of  The Pew Charitable Trusts .

Copyright 2024 Pew Research Center

Terms & Conditions

Privacy Policy

Cookie Settings

Reprints, Permissions & Use Policy

Sitewide search

The UCLA Center for Health Policy Research (CHPR) is one of the nation's leading health policy research centers and the premier source of health policy information for California.

Browse Publications

Find an expert, view all projects.

UCLA Center for Health Policy Research honored with Inclusive Voices Award

The Center’s California Health Interview Survey receives national recognition for work highlighting understudied populations

Media Contact: Mike Fricano 310-794-5553

In recognition of more than two decades of work advancing data equity, the American Association of Public Opinion Research honored the UCLA Center for Health Policy Research’s California Health Interview Survey with its Inclusive Voices Award.

The California Health Interview Survey (CHIS) , which was first administered in 2001, is the largest population-representative state health survey in the United States. The survey has been a centerpiece project that fuels the UCLA Center for Health Policy Research’s efforts to make an impact on California’s policy landscape. 

“We couldn’t be more thrilled and appreciative to receive such a prestigious award,” said Ninez A. Ponce, director of the UCLA Center for Health Policy Research (CHPR) and principal investigator of CHIS. With an annual sample size of more than 20,000 people in California, CHIS is a leading source of credible and comprehensive data on the health and health care needs of California’s large and diverse population. 

“Over the years, so many people at the Center — and specifically on the CHIS team — have dedicated themselves to expanding representation and inclusivity in population data,” Ponce said.

The Inclusive Voices Award is presented by the American Association of Public Opinion Research (AAPOR), the nation’s most esteemed association of public opinion and survey research professionals. The award recognizes the important data sets, research, and survey methods that have improved the ability to study complex social phenomena related to understudied populations. The award will be presented on May 16 at the AAPOR 79th annual conference in Atlanta. 

“AAPOR is proud to award the 2024 Inclusive Voices Award to the California Health Interview Survey. For over 20 years CHIS has served as a national model for best practices in collecting data on race and ethnicity, sexual orientation and gender identity, and immigration status,” the association said. “AAPOR selected CHIS as the recipient of the Inclusive Voices Award for its commitment to design a general population survey to include the voices of those who are undercounted or underrepresented and its commitment to health equity via data equity.”

Why data disaggregation is so important

As government agencies and foundations incorporate population data more and more in their decision-making, Ponce said it’s essential that they have more precise information. One way CHIS has been an exemplar in collecting data on race and ethnicity is with the special efforts made to increase participation by underrepresented populations such as Native Hawaiians and Pacific Islanders, American Indians and Alaska Natives, and Asian subgroups, as well as immigrants and LGBTQ+ populations. 

In 2018–2019 CHIS researchers conducted a follow-on study into the experiences of Californians who were born in Asia or Latin America as they sought health care, went to work and school, and engaged in their communities. In 2021, CHIS researchers conducted a follow-on study of health behaviors and attitudes about tobacco among LBGTQ+ adults in California. Researchers have also worked to increase representation among those with disabilities. 

When the COVID-19 pandemic began, CHIS created several tools to track case and death rates and various risk factors, revealing systemic social and health inequities. The survey also added a series of COVID-19 questions and, for the first time in history, released preliminary estimates on topics such as COVID-19 treatment and vaccine acceptability, personal and financial impacts of the pandemic, and hate incidents. Sharing preliminary estimates helped policymakers, health experts, and the public understand the immediate and ongoing impact of the pandemic on Californians. 

Though it wasn’t surprising that historically marginalized populations suffered disproportionate harm during the pandemic, having verifiable data could influence relief interventions. 

“As part of a public university like UCLA, we welcome the responsibility of producing scholarship and research that serves the public,” said Ponce, who holds the Fred W. and Pamela K. Wasserman Chair in Health Policy and Management at the UCLA Fielding School of Public Health.

CHIS staff are committed to ensuring that data don’t just sit on a shelf. They make CHIS data available to the public through free and easy-to-use online tools .

Another way CHIS has been a leader in the field of data collection has been through its evolution. Todd Hughes, director of CHIS, led a redesign in 2019 that moved the methodology from a telephone survey to an address-based sampling design using mail push-to-web data collection with telephone follow-up. 

“The DNA of our work is accurate and precise representation. That means meeting people where they are, and as technology evolves, we have, too,” Hughes said. “It’s humbling to see the rigorous work of our team earn such recognition.”

Creating more precise data sets requires purposeful work 

The researchers undertake special efforts during the sample design process to ensure that the people surveyed reflect the population of the most diverse state in the country. Additionally, survey materials in Spanish, Chinese (Mandarin and Cantonese), Korean, Vietnamese, and Tagalog are sent to sample addresses, based on prediction models of the language needs of each address. Bilingual telephone interviewers are available in each of these languages as well.

Partnering with other researchers and organizations in recent years, CHIS has implemented oversamples of American Indians and Alaska Natives, as well as specific geographic area oversamples to meet targets of age/race/ethnicity profiles for local health departments and health delivery systems. 

This level of data disaggregation enables researchers to measure the health and well-being of small population groups, allowing the data-driven health narrative for different groups to be told in their own voices.

The award from AAPOR, which includes producers and users of survey data from a variety of disciplines, comes as the UCLA CHPR prepares to celebrate three decades of work.

“To be honored among our peers and colleagues is wonderful,” Ponce said. “This kind of recognition fuels us all as we chart the future of how the UCLA Center for Health Policy Research will continue to work toward health equity through data equity.”

Several researchers from the UCLA Center for Health Policy Research will be presenting at AAPOR’s 79th annual conference May 15–17 . 

Social media links

Copied to clipboard

• Share full article

Advertisement

Supported by

New Group Joins the Political Fight Over Disinformation Online

The group intends to fight what its leader, Nina Jankowicz, and others have described as a coordinated campaign by conservatives and their allies to undermine researchers who study disinformation.

By Steven Lee Myers and Jim Rutenberg

Two years ago, Nina Jankowicz briefly led an agency at the Department of Homeland Security created to fight disinformation — the establishment of which provoked a political and legal battle over the government’s role in policing lies and other harmful content online that continues to reverberate.

Now she has re-entered the fray with a new nonprofit organization intended to fight what she and others have described as a coordinated campaign by conservatives and others to undermine researchers, like her, who study the sources of disinformation.

Already a lightning rod for critics of her work on the subject, Ms. Jankowicz inaugurated the organization with a letter accusing three Republican committee chairmen in the House of Representatives of abusing their subpoena powers to silence think tanks and universities that expose the sources of disinformation.

“These tactics echo the dark days of McCarthyism, but with a frightening 21st-century twist,” she wrote in the letter on Monday with the organization’s co-founder Carlos Álvarez-Aranyos, a public-relations consultant who in 2020 was involved in efforts to defend the integrity of the American voting system.

The inception of the group, the American Sunlight Project, reflects how divisive the issue of identifying and combating disinformation has become as the 2024 presidential election approaches. It also represents a tacit admission that the informal networks formed at major universities and research organizations to address the explosion of disinformation online have failed to mount a substantial defense against a campaign, waged largely on the right, depicting their work as part of an effort to silence conservatives.

Taking place in the courts, in conservative media and on the Republican-led House Judiciary Select Subcommittee on the Weaponization of the Federal Government, the campaign has largely succeeded in eviscerating efforts to monitor disinformation, especially around the integrity of the American election system.

Many of the nation’s most prominent researchers, facing lawsuits, subpoenas and physical threats, have pulled back.

“More and more researchers were getting swept up by this, and their institutions weren’t either allowing them to respond or responding in a way that really just was not rising to meet the moment,” Ms. Jankowicz said in an interview. “And the problem with that, obviously, is that if we don’t push back on these campaigns, then that’s the prevailing narrative.”

That narrative is prevailing at a time when social media companies have abandoned or cut back efforts to enforce their own policies against certain types of content.

Many experts have warned that the problem of false or misleading content is only going to increase with the advent of artificial intelligence.

“Disinformation will remain an issue as long as the strategic gains of engaging in it, promoting it and profiting from it outweigh consequences for spreading it,” Common Cause, the nonpartisan public interest group, wrote in a report published last week that warned of a new wave of disinformation around this year’s vote.

Ms. Jankowicz said her group would run advertisements about the broad threats and effects of disinformation and produce investigative reports on the backgrounds and financing of groups conducting disinformation campaigns — including those targeting the researchers.

She has joined with two veteran political strategists: Mr. Álvarez-Aranyos, formerly a communications strategist for Protect Democracy, a nonpartisan group that seeks to counter domestic authoritarian threats, and Eddie Vale, formerly of American Bridge, a liberal group devoted to gathering opposition research into Republicans.

The organization’s advisory board includes Katie Harbath, a former Facebook executive who was previously a top digital strategist for Senate Republicans; Ineke Mushovic, a founder of the Movement Advancement Project , a think tank that tracks threats to democracy and gay, lesbian and transgender issues; and Benjamin Wittes, a national security legal expert at the Brookings Institution and editor in chief of Lawfare .

“We need to be a little bit more aggressive about how we think about defending the research community,” Mr. Wittes said in an interview, portraying the attacks against it as part of “a coordinated assault on those who have sought to counter disinformation and election interference.”

In the letter to congressional Republicans, Ms. Jankowicz noted the appearance of a fake robocall in President Biden’s voice discouraging voters in New Hampshire from voting in the state’s primary and artificially generated images of former President Donald J. Trump with Black supporters, as well as renewed efforts by China and Russia to spread disinformation to American audiences.

The American Sunlight Project has been established as a nonprofit under the section of the Internal Revenue Code that allows it greater leeway to lobby than tax-exempt charities known as 501(c)(3)s. It also does not have to disclose its donors, which Ms. Jankowicz declined to do, though she said the project had initial commitments of $1 million in donations.

The budget pales in comparison with those behind the counteroffensive like America First Legal, the Trump-aligned group that, with a war chest in the tens of millions of dollars, has sued researchers at Stanford and the University of Washington over their collaboration with government officials to combat misinformation about voting and Covid-19.

The Supreme Court is expected to rule soon in a federal lawsuit filed by the attorneys general of Missouri and Louisiana accusing government agencies of using the researchers as proxies to pressure social media platforms to take down or restrict the reach of accounts.

The idea for the American Sunlight Project grew out of Ms. Jankowicz’s experience in 2022 when she was appointed executive director of a newly created Disinformation Governance Board at the Department of Homeland Security.

From the instant the board became public, it faced fierce criticism portraying it as an Orwellian Ministry of Truth that would censor dissenting voices in violation of the First Amendment, though in reality it had only an advisory role and no enforcement authority.

Ms. Jankowicz, an expert on Russian disinformation who once served as an adviser to Ukraine’s Ministry of Foreign Affairs, stepped down shortly after her appointment. Even then, she faced such a torrent of personal threats online that she hired a security consultant. The board was suspended and then, after a short review, abolished.

“I think we’re existing in an information environment where it is very easy to weaponize information and to make it seem sinister,” Mr. Álvarez-Aranyos said. “And I think we’re looking for transparency. I mean, this is sunlight in the very literal sense.”

Ms. Jankowicz said that she was aware that her involvement with the new group would draw out her critics, but that she was well positioned to lead it because she had already “gone through the worst of it.”

Steven Lee Myers covers misinformation and disinformation from San Francisco. Since joining The Times in 1989, he has reported from around the world, including Moscow, Baghdad, Beijing and Seoul. More about Steven Lee Myers

Jim Rutenberg is a writer at large for The Times and The New York Times Magazine and writes most often about media and politics. More about Jim Rutenberg

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

How to Answer an Open-Ended Question from a Job Candidate

• Marlo Lyons

Five strategies for interviewers.

Interviewers should prepare for interviews just as thoroughly as candidates do. Being equipped with compelling stories and setting aside dedicated preparation time, such as 30 minutes beforehand, allows interviewers to mentally prepare and be fully present during the interview. Like with candidates, it’s not only the content of what is said that matters, but also the manner in which it’s conveyed. Demonstrating enthusiasm for the company and the position can leave a lasting impression on candidates, instilling confidence and enthusiasm in their decision-making process.

While interviewers often assume they hold all the power during the interview process, candidates are increasingly asking more insightful questions to assess whether they should make a move to a new company. Just as candidates prepare for interviews, interviewers need to be ready to answer open-ended questions from candidates because the responses could either ignite their enthusiasm or dampen their interest in the opportunity.

• Marlo Lyons is a career, executive, and team coach, as well as the award-winning author of Wanted – A New Career: The Definitive Playbook for Transitioning to a New Career or Finding Your Dream Job . You can reach her at marlolyonscoaching.com .

Partner Center

Root out friction in every digital experience, super-charge conversion rates, and optimise digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered straight to teams on the ground

Know exactly how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Meet the operating system for experience management

• Free Account
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Employee Exit Interviews
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories

Market Research

• Artificial Intelligence
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO
• Experience Management
• Ultimate Guide to Market Research
• Qualitative Research Interviews

Try Qualtrics for free

How to carry out great interviews in qualitative research.

11 min read An interview is one of the most versatile methods used in qualitative research. Here’s what you need to know about conducting great qualitative interviews.

What is a qualitative research interview?

Qualitative research interviews are a mainstay among q ualitative research  techniques, and have been in use for decades either as a primary data collection method or as an adjunct to a wider research process. A qualitative research interview is a one-to-one data collection session between a researcher and a participant. Interviews may be carried out face-to-face, over the phone or via video call using a service like Skype or Zoom.

There are three main types of qualitative research interview – structured, unstructured or semi-structured.

• Structured interviews Structured interviews are based around a schedule of predetermined questions and talking points that the researcher has developed. At their most rigid, structured interviews may have a precise wording and question order, meaning that they can be replicated across many different interviewers and participants with relatively consistent results.
• Unstructured interviews Unstructured interviews have no predetermined format, although that doesn’t mean they’re ad hoc or unplanned. An  unstructured  interview may outwardly resemble a normal conversation, but the interviewer will in fact be working carefully to make sure the right topics are addressed during the interaction while putting the participant at ease with a natural manner.
• Semi-structured interviews Semi-structured interviews are the most common type of qualitative research interview, combining the informality and rapport of an unstructured interview with the consistency and replicability of a structured interview. The researcher will come prepared with questions and topics, but will not need to stick to precise wording. This blended approach can work well for in-depth interviews.

Free eBook: The qualitative research design handbook

What are the pros and cons of interviews in qualitative research?

As a qualitative research method interviewing is hard to beat, with applications in social research, market research, and even basic and clinical pharmacy. But like any aspect of the research process, it’s not without its limitations. Before choosing qualitative interviewing as your research method, it’s worth weighing up the pros and cons.

Pros of qualitative interviews:

• provide in-depth information and context
• can be used effectively when their are low numbers of participants
• provide an opportunity to discuss and explain questions
• useful for complex topics
• rich in data – in the case of in-person or  video interviews , the researcher can observe body language and facial expression as well as the answers to questions

Cons of qualitative interviews:

• can be time-consuming to carry out
• costly when compared to some other research methods
• because of time and cost constraints, they often limit you to a small number of participants
• difficult to standardise your data across different researchers and participants unless the interviews are very tightly structured
• As the Open University of Hong Kong notes, qualitative interviews  may take an emotional toll on interviewers

Qualitative interview guides

Semi-structured interviews are based on a qualitative interview guide, which acts as a road map for the researcher. While conducting interviews, the researcher can use the interview guide to help them stay focused on their research questions and make sure they cover all the topics they intend to.

An interview guide may include a list of questions written out in full, or it may be a set of bullet points grouped around particular topics. It can prompt the interviewer to dig deeper and ask probing questions during the interview if appropriate.

Consider writing out the project’s research question at the top of your interview guide, ahead of the interview questions. This may help you steer the interview in the right direction if it threatens to head off on a tangent.

Avoid bias in qualitative research interviews

According to  Duke University , bias can create significant problems in your qualitative interview.

• Acquiescence bias  is common to many qualitative methods, including focus groups. It occurs when the participant feels obliged to say what they think the researcher wants to hear. This can be especially problematic when there is a perceived power imbalance between participant and interviewer. To counteract this, Duke University’s experts recommend emphasising the participant’s expertise in the subject being discussed, and the value of their contributions.
• Interviewer bias  is when the interviewer’s own feelings about the topic come to light through hand gestures, facial expressions or turns of phrase. Duke’s recommendation is to stick to scripted phrases where this is an issue, and to make sure researchers become very familiar with the interview guide or script before conducting interviews, so that they can hone their delivery.

What kinds of questions should you ask in a qualitative interview?

The interview questions you ask need to be carefully considered both before and during the data collection process. As well as considering the topics you’ll cover, you will need to think carefully about the way you ask questions.

Open-ended interview questions – which cannot be answered with a ‘yes’ ‘no’ or ‘maybe’ – are recommended by many researchers as a way to pursue in depth information.

An example of an open-ended question is “What made you want to move to the East Coast?” This will prompt the participant to consider different factors and select at least one. Having thought about it carefully, they may give you more detailed information about their reasoning.

A  closed-ended question , such as “Would you recommend your neighbourhood to a friend?” can be answered without too much deliberation, and without giving much information about personal thoughts, opinions and feelings.

Follow-up questions can be used to delve deeper into the research topic and to get more detail from open-ended questions. Examples of follow-up questions include:

• What makes you say that?
• What do you mean by that?
• Can you tell me more about X?
• What did/does that mean to you?

As well as avoiding closed-ended questions, be wary of leading questions. As with other qualitative research techniques such as surveys or focus groups, these can introduce bias in your data. Leading questions presume a certain point of view shared by the interviewer and participant, and may even suggest a foregone conclusion.

An example of a leading question might be: “You moved to New York in 1990, didn’t you?” In answering the question, the participant is much more likely to agree than disagree. This may be down to acquiescence bias or a belief that the interviewer has checked the information and already knows the correct answer.

Other leading questions involve adjectival phrases or other wording that introduces negative or positive connotations about a particular topic. An example of this kind of leading question is: “Many employees dislike wearing masks to work. How do you feel about this?” It presumes a positive opinion and the participant may be swayed by it, or not want to contradict the interviewer.

Harvard University’s guidelines  for qualitative interview research add that you shouldn’t be afraid to ask embarrassing questions – “if you don’t ask, they won’t tell.” Bear in mind though that too much probing around sensitive topics may cause the interview participant to withdraw. The Harvard guidelines recommend leaving sensitive questions til the later stages of the interview when a rapport has been established.

More tips for conducting qualitative interviews

Observing a participant’s body language can give you important data about their thoughts and feelings. It can also help you decide when to broach a topic, and whether to use a follow-up question or return to the subject later in the interview.

Be conscious that the participant may regard you as the expert, not themselves. In order to make sure they express their opinions openly, use active listening skills like verbal encouragement and paraphrasing and clarifying their meaning to show how much you value what they are saying.

Remember that part of the goal is to leave the interview participant feeling good about volunteering their time and their thought process to your research. Aim to make them feel  empowered , respected and heard.

Unstructured interviews can demand a lot of a researcher, both cognitively and emotionally. Be sure to leave time in between in-depth interviews when scheduling your data collection to make sure you maintain the quality of your data, as well as your own  well-being .

Recording and transcribing interviews

Historically, recording qualitative research interviews and then transcribing the conversation manually would have represented a significant part of the cost and time involved in research projects that collect qualitative data.

Fortunately, researchers now have access to digital recording tools, and even speech-to-text technology that can automatically transcribe interview data using AI and machine learning. This type of tool can also be used to capture qualitative data from qualitative research (focus groups,ect.) making this kind of social research or  market research  much less time consuming.

Data analysis

Qualitative interview data is unstructured, rich in content and difficult to analyse without the appropriate tools. Fortunately, machine learning and AI can once again make things faster and easier when you use qualitative methods like the research interview.

Text analysis  tools and natural language processing software can ‘read’ your transcripts and voice data and identify patterns and trends across large volumes of text or speech. They can also perform khttps://www.qualtrics.com/experience-management/research/sentiment-analysis/

which assesses overall trends in opinion and provides an  unbiased  overall summary of how participants are feeling.

Another feature of text analysis tools is their ability to categorise information by topic, sorting it into groupings that help you organise your data according to the topic discussed.

All in all, interviews are a valuable technique for qualitative research in business, yielding rich and detailed unstructured data. Historically, they have only been limited by the human capacity to interpret and communicate results and conclusions, which demands considerable time and skill.

When you combine this data with AI tools that can interpret it quickly and automatically, it becomes easy to analyse and structure, dovetailing perfectly with your other business data. An additional benefit of natural language analysis tools is that they are free of subjective biases, and can replicate the same approach across as much data as you choose. By combining human research skills with machine analysis, qualitative research methods such as interviews are more valuable than ever to your business.

Related resources

Video in qualitative research 10 min read, descriptive research 8 min read, market intelligence 9 min read, qualitative research questions 11 min read, ethnographic research 11 min read, business research methods 12 min read, qualitative research design 12 min read, request demo.

Ready to learn more about Qualtrics?

A woman said her tattoos got her rejected for a job, but experts say personality is far more important

• A tattooed content creator sparked a debate about hiring biases after being rejected by T.J. Maxx.
• Experts said tattoos could influence hiring decisions, especially in customer-facing roles.
• But overall, personality and cultural fit are more important, they said.

A TikToker, Ash Putnam, was frustrated after T.J. Maxx denied her application — and she said she thought her tattoos were to blame.

Some of her designs that are visible when she's dressed are a skull with horns on her neck, solid black patches on her arms, and a pattern on her forehead. Putnam, 23, also has multiple facial piercings , including a large silver ring hanging from her septum.

"I hate that my tattoos are such a defining factor for me getting a job or not," she said in a recent TikTok. "Just because I have tattoos doesn't mean I'm not going to be a good worker."

Putnam, from California, said she went into the store to ask why she hadn't gotten the job and that the hiring manager told her she didn't have enough experience. The hiring manager also denied that her tattoos played any role in the rejection, she said. T.J. Maxx did not respond to a request for comment.

She wasn't convinced and took to TikTok to complain. Many commentators claimed her attitude may have been to blame, rather than her tattoos. Others said they thought her body art likely played a role in the rejection.

While the jury is out over whether tattoos can damage your prospects of being hired, experts told BI that the personality of a candidate was likely more important for recruiters.

Putnam's story went viral

Putnam's video amassed 7.4 million views, and it struck a nerve.

"HR supervisor here," one person commented. "There is no way any company would put you in front of customers like T.J. Maxx."

Another commenter, who said they used to be a hiring manager for the store, said: "I will tell you it's the facial piercings and tattoos."

@ashxobrien I want to know who is also having a hard time finding a job right now! #jobs #jobmarket ♬ original sound - Ash🖤

Some fellow content creators criticized Putnam's approach.

Ivy Johnson, for example, who also has many tattoos, said she worked in corporate America as a hiring manager before starting her apothecary business.

"Your tattoos are very aggressive," she said. With customer-facing positions, she said, "that doesn't always go over well."

Johnson said she also thought Putnam had "a really bad attitude."

"If you had come into my business after an interview, or even applying and chatting on the phone, even if I didn't even know that you're a heavily tattooed person, I'd be like, 'Yo, bye, there's the door,'" she said.

Related stories

"You have to put your best foot forward in an interviewing circumstance, no matter what you do, what you're applying for, or what you look like," she added.

@svvampfae #stitch with @Ash🖤 #heavilytattooed #tattoo #facetattoo #hiring #jobtips #job ♬ original sound - svvampfae

It depends on the role

Almost one-third (32%) of US workers in a 2023 Pew Research Center survey said they had a tattoo, and 22% said they had more than one.

Some studies have suggested that tattoos can affect someone's career progression. In a 2018 LinkedIn survey, 40% of respondents said they had rejected a candidate for a job because they had a visible tattoo. Eighty-eight percent of recruiters and human-resources professionals who responded said they thought tattoos limited a candidate's prospects.

However, research from the University of Miami that same year found tattooed job seekers were no less likely to be employed than those without.

The stigma of tattoos is lessening every day, with many employers no longer having an issue with hiring tattooed employees, according to Indeed .

There may still be a line, though, and some of Putnam's viewers argued that she crossed it. Putnam declined to comment for this article, but she told the UK publication The Daily Star : "I am not going to change who I am for minimum-wage jobs."

Adam Collins, the founder and CEO of Ignite SEO, told BI that as someone who hired people to work at his company, he thought "tattoos can make a big impact on how a candidate is perceived."

"I wouldn't say that tattoos make or break an interview because it depends on the role," he said. "A candidate applying to be an account manager for our clients and is supposed to speak to our clients directly should definitely appear trustworthy and clean-cut, so face and neck tattoos would affect that."

On the other hand, with someone who isn't directly working with clients, appearance is less important.

In technical and operational roles, for example, "it's not a big deal," Collins said.

Michelle Enjoli, a career coach, told BI the visibility and type of tattoos someone has could make a difference.

"Tattoos are personal and typically represent something for that person," she said. "People represent companies, and therefore if a tattoo represents something that a company would not want to be associated with, it can definitely be an issue for a hiring manager."

How likely it is that a tattoo will determine the course of an interview depends on how visible they are and what they may represent, Enjoli added. Tattoos are nowhere near as much of a taboo as they used to be, but some people still hold judgment over them.

In Putnam's case, her tattoos were considered extreme, Enjoli said, and "seemed to be a big part of her identity."

"In other cases, where someone might have a smaller tattoo on their arm or visible area, it might not matter as much as it is less obvious," Enjoli said.

"I think a company demanding that an employee not have any tattoos regardless of visibility or meaning is definitely outdated as they have become a big part of the modern culture."

Personality matters more

Justina Raskauskiene, the HR team lead at Omnisend, told BI as tattoos had become more common, it's likely recruiters and hiring managers barely paid attention to them "unless they are offensive or distracting."

"Sometimes hiring managers may even prefer an employee with a tattoo because it can be evidence of an interesting personality," Raskauskiene said.

"Discriminating against those people would mean missing out on some talented people in the industry."

Rachel Pelta, a hiring expert who is the head writer at the virtual-work-experience platform Forage, told BI that overall, hiring managers were looking at skills and abilities.

"The thing is, everyone who's interviewing probably has the skills and abilities I'm looking for," she said. "So then it comes down to, how well are you selling yourself in the interview? Are you making the case for why you're the best person for the role? If you're not doing that, you won't get the job."

As for tattoos, piercings, or anything else that could be considered unusual, such as bright hair colors, hiring managers "shouldn't evaluate a candidate on their appearance," Pelta added.

But some companies are traditional or conservative, and for them, these things could be a "big deal."

"Unless you're willing to cover or remove them, you'll have to keep searching until you find a company that accepts you as you," she said. "And they are out there. It just may take you a bit longer to find one."

Watch: I got faux freckles tattooed

• Main content