An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee, in an alternating series of usually brief questions and answers. They can be contrasted with focus groups in which an interviewer questions a group of people and observes the resulting conversation between interviewees, or surveys which are more anonymous and limit respondents to a range of predetermined answer choices. In phenomenological or ethnographic research, interviews are used to uncover the meanings of central themes in the life world of the subjects from their own point of view.

  • Conversation to collect first-hand accounts of experience, opinions, attitudes, and perceptions
  • They are best conducted in person to include nuances of personal expression and body language, but may also be conducted by phone or social media.
  • They may follow a script of questions or simply have a guiding topic, which allows for flexible detours in conversational form.
  • Stakeholder interviews focus on information from specific roles or people who may have a vested interest in the particular inquiry.
  • Key informant interviews concentrate on people who have specialized or expert knowledge to contribute.
  • Interviews of couples or groups should be moderated so conversations are not dominated by one person.
  • Interviews can be more productive when based around artifacts, the inspiration behind methods, personal inventories, and picture cards.

More Readings,

Exploratory research is research conducted for a problem that has not been studied more clearly, intended to establish priorities, develop operational definitions and improve the final research design. Exploratory research helps determine the best re...

Eye tracking is the process of measuring either the point of gaze (where one is looking) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Technical information documenting whe...

Reporting and analyzing user queries submitted as search criteria on a site Analyzing words and phrases entered into a search provides insight into what people are looking for in order to evaluate how well content meets those needs. Site Se...

A tendency to interpret shaded or dark areas of an object as shadows resulting from a light source above the object. Humans are biased to interpret objects as being lit from a single light source from above. This bias is found across all age range...

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. What we care about - as designers: This process provides a gateway for your organization to become invest...

Through the Brief Book, Joseph McCormack tells us about the Elusive 600 and how to use it in the aim to present great ideas in little words. We have the mental capacity to comprehend 750 words a minute but most people speak at 150 words a minute. ...