research methods an interview

The Interview Method In Psychology

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

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Interviews involve a conversation with a purpose, but have some distinct features compared to ordinary conversation, such as being scheduled in advance, having an asymmetry in outcome goals between interviewer and interviewee, and often following a question-answer format.

Interviews are different from questionnaires as they involve social interaction. Unlike questionnaire methods, researchers need training in interviewing (which costs money).

Multiracial businesswomen talk brainstorm at team meeting discuss business ideas together. Diverse multiethnic female colleagues or partners engaged in discussion. Interview concept

How Do Interviews Work?

Researchers can ask different types of questions, generating different types of data . For example, closed questions provide people with a fixed set of responses, whereas open questions allow people to express what they think in their own words.

The researcher will often record interviews, and the data will be written up as a transcript (a written account of interview questions and answers) which can be analyzed later.

It should be noted that interviews may not be the best method for researching sensitive topics (e.g., truancy in schools, discrimination, etc.) as people may feel more comfortable completing a questionnaire in private.

There are different types of interviews, with a key distinction being the extent of structure. Semi-structured is most common in psychology research. Unstructured interviews have a free-flowing style, while structured interviews involve preset questions asked in a particular order.

Structured Interview

A structured interview is a quantitative research method where the interviewer a set of prepared closed-ended questions in the form of an interview schedule, which he/she reads out exactly as worded.

Interviews schedules have a standardized format, meaning the same questions are asked to each interviewee in the same order (see Fig. 1).

Figure 1. An example of an interview schedule

The interviewer will not deviate from the interview schedule (except to clarify the meaning of the question) or probe beyond the answers received. Replies are recorded on a questionnaire, and the order and wording of questions, and sometimes the range of alternative answers, is preset by the researcher.

A structured interview is also known as a formal interview (like a job interview).

Structured interviews are easy to replicate as a fixed set of closed questions are used, which are easy to quantify – this means it is easy to test for reliability .
Structured interviews are fairly quick to conduct which means that many interviews can take place within a short amount of time. This means a large sample can be obtained, resulting in the findings being representative and having the ability to be generalized to a large population.

Limitations

Structured interviews are not flexible. This means new questions cannot be asked impromptu (i.e., during the interview), as an interview schedule must be followed.
The answers from structured interviews lack detail as only closed questions are asked, which generates quantitative data . This means a researcher won’t know why a person behaves a certain way.

Unstructured Interview

Unstructured interviews do not use any set questions, instead, the interviewer asks open-ended questions based on a specific research topic, and will try to let the interview flow like a natural conversation. The interviewer modifies his or her questions to suit the candidate’s specific experiences.

Unstructured interviews are sometimes referred to as ‘discovery interviews’ and are more like a ‘guided conservation’ than a strictly structured interview. They are sometimes called informal interviews.

Unstructured interviews are most useful in qualitative research to analyze attitudes and values. Though they rarely provide a valid basis for generalization, their main advantage is that they enable the researcher to probe social actors’ subjective points of view.

Interviewer Self-Disclosure

Interviewer self-disclosure involves the interviewer revealing personal information or opinions during the research interview. This may increase rapport but risks changing dynamics away from a focus on facilitating the interviewee’s account.

In unstructured interviews, the informal conversational style may deliberately include elements of interviewer self-disclosure, mirroring ordinary conversation dynamics.

Interviewer self-disclosure risks changing the dynamics away from facilitation of interviewee accounts. It should not be ruled out entirely but requires skillful handling informed by reflection.

An informal interviewing style with some interviewer self-disclosure may increase rapport and participant openness. However, it also increases the chance of the participant converging opinions with the interviewer.
Complete interviewer neutrality is unlikely. However, excessive informality and self-disclosure risk the interview becoming more of an ordinary conversation and producing consensus accounts.
Overly personal disclosures could also be seen as irrelevant and intrusive by participants. They may invite increased intimacy on uncomfortable topics.
The safest approach seems to be to avoid interviewer self-disclosures in most cases. Where an informal style is used, disclosures require careful judgment and substantial interviewing experience.
If asked for personal opinions during an interview, the interviewer could highlight the defined roles and defer that discussion until after the interview.
Unstructured interviews are more flexible as questions can be adapted and changed depending on the respondents’ answers. The interview can deviate from the interview schedule.
Unstructured interviews generate qualitative data through the use of open questions. This allows the respondent to talk in some depth, choosing their own words. This helps the researcher develop a real sense of a person’s understanding of a situation.
They also have increased validity because it gives the interviewer the opportunity to probe for a deeper understanding, ask for clarification & allow the interviewee to steer the direction of the interview, etc. Interviewers have the chance to clarify any questions of participants during the interview.
It can be time-consuming to conduct an unstructured interview and analyze the qualitative data (using methods such as thematic analysis).
Employing and training interviewers is expensive and not as cheap as collecting data via questionnaires . For example, certain skills may be needed by the interviewer. These include the ability to establish rapport and knowing when to probe.
Interviews inevitably co-construct data through researchers’ agenda-setting and question-framing. Techniques like open questions provide only limited remedies.

Focus Group Interview

Focus group interview is a qualitative approach where a group of respondents are interviewed together, used to gain an in‐depth understanding of social issues.

This type of interview is often referred to as a focus group because the job of the interviewer ( or moderator ) is to bring the group to focus on the issue at hand. Initially, the goal was to reach a consensus among the group, but with the development of techniques for analyzing group qualitative data, there is less emphasis on consensus building.

The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.

The role of the interview moderator is to make sure the group interacts with each other and do not drift off-topic. Ideally, the moderator will be similar to the participants in terms of appearance, have adequate knowledge of the topic being discussed, and exercise mild unobtrusive control over dominant talkers and shy participants.

A researcher must be highly skilled to conduct a focus group interview. For example, the moderator may need certain skills, including the ability to establish rapport and know when to probe.

Group interviews generate qualitative narrative data through the use of open questions. This allows the respondents to talk in some depth, choosing their own words. This helps the researcher develop a real sense of a person’s understanding of a situation. Qualitative data also includes observational data, such as body language and facial expressions.
Group responses are helpful when you want to elicit perspectives on a collective experience, encourage diversity of thought, reduce researcher bias, and gather a wider range of contextualized views.
They also have increased validity because some participants may feel more comfortable being with others as they are used to talking in groups in real life (i.e., it’s more natural).
When participants have common experiences, focus groups allow them to build on each other’s comments to provide richer contextual data representing a wider range of views than individual interviews.
Focus groups are a type of group interview method used in market research and consumer psychology that are cost – effective for gathering the views of consumers .
The researcher must ensure that they keep all the interviewees” details confidential and respect their privacy. This is difficult when using a group interview. For example, the researcher cannot guarantee that the other people in the group will keep information private.
Group interviews are less reliable as they use open questions and may deviate from the interview schedule, making them difficult to repeat.
It is important to note that there are some potential pitfalls of focus groups, such as conformity, social desirability, and oppositional behavior, that can reduce the usefulness of the data collected.

For example, group interviews may sometimes lack validity as participants may lie to impress the other group members. They may conform to peer pressure and give false answers.

To avoid these pitfalls, the interviewer needs to have a good understanding of how people function in groups as well as how to lead the group in a productive discussion.

Semi-Structured Interview

Semi-structured interviews lie between structured and unstructured interviews. The interviewer prepares a set of same questions to be answered by all interviewees. Additional questions might be asked during the interview to clarify or expand certain issues.

In semi-structured interviews, the interviewer has more freedom to digress and probe beyond the answers. The interview guide contains a list of questions and topics that need to be covered during the conversation, usually in a particular order.

Semi-structured interviews are most useful to address the ‘what’, ‘how’, and ‘why’ research questions. Both qualitative and quantitative analyses can be performed on data collected during semi-structured interviews.

Semi-structured interviews allow respondents to answer more on their terms in an informal setting yet provide uniform information making them ideal for qualitative analysis.
The flexible nature of semi-structured interviews allows ideas to be introduced and explored during the interview based on the respondents’ answers.
Semi-structured interviews can provide reliable and comparable qualitative data. Allows the interviewer to probe answers, where the interviewee is asked to clarify or expand on the answers provided.
The data generated remain fundamentally shaped by the interview context itself. Analysis rarely acknowledges this endemic co-construction.
They are more time-consuming (to conduct, transcribe, and analyze) than structured interviews.
The quality of findings is more dependent on the individual skills of the interviewer than in structured interviews. Skill is required to probe effectively while avoiding biasing responses.

The Interviewer Effect

Face-to-face interviews raise methodological problems. These stem from the fact that interviewers are themselves role players, and their perceived status may influence the replies of the respondents.

Because an interview is a social interaction, the interviewer’s appearance or behavior may influence the respondent’s answers. This is a problem as it can bias the results of the study and make them invalid.

For example, the gender, ethnicity, body language, age, and social status of the interview can all create an interviewer effect. If there is a perceived status disparity between the interviewer and the interviewee, the results of interviews have to be interpreted with care. This is pertinent for sensitive topics such as health.

For example, if a researcher was investigating sexism amongst males, would a female interview be preferable to a male? It is possible that if a female interviewer was used, male participants might lie (i.e., pretend they are not sexist) to impress the interviewer, thus creating an interviewer effect.

Flooding interviews with researcher’s agenda

The interactional nature of interviews means the researcher fundamentally shapes the discourse, rather than just neutrally collecting it. This shapes what is talked about and how participants can respond.

The interviewer’s assumptions, interests, and categories don’t just shape the specific interview questions asked. They also shape the framing, task instructions, recruitment, and ongoing responses/prompts.
This flooding of the interview interaction with the researcher’s agenda makes it very difficult to separate out what comes from the participant vs. what is aligned with the interviewer’s concerns.
So the participant’s talk ends up being fundamentally shaped by the interviewer rather than being a more natural reflection of the participant’s own orientations or practices.
This effect is hard to avoid because interviews inherently involve the researcher setting an agenda. But it does mean the talk extracted may say more about the interview process than the reality it is supposed to reflect.

Interview Design

First, you must choose whether to use a structured or non-structured interview.

Characteristics of Interviewers

Next, you must consider who will be the interviewer, and this will depend on what type of person is being interviewed. There are several variables to consider:

Gender and age : This can greatly affect respondents’ answers, particularly on personal issues.
Personal characteristics : Some people are easier to get on with than others. Also, the interviewer’s accent and appearance (e.g., clothing) can affect the rapport between the interviewer and interviewee.
Language : The interviewer’s language should be appropriate to the vocabulary of the group of people being studied. For example, the researcher must change the questions’ language to match the respondents’ social background” age / educational level / social class/ethnicity, etc.
Ethnicity : People may have difficulty interviewing people from different ethnic groups.
Interviewer expertise should match research sensitivity – inexperienced students should avoid interviewing highly vulnerable groups.

Interview Location

The location of a research interview can influence the way in which the interviewer and interviewee relate and may exaggerate a power dynamic in one direction or another. It is usual to offer interviewees a choice of location as part of facilitating their comfort and encouraging participation.

However, the safety of the interviewer is an overriding consideration and, as mentioned, a minimal requirement should be that a responsible person knows where the interviewer has gone and when they are due back.

Remote Interviews

The COVID-19 pandemic necessitated remote interviewing for research continuity. However online interview platforms provide increased flexibility even under normal conditions.

They enable access to participant groups across geographical distances without travel costs or arrangements. Online interviews can be efficiently scheduled to align with researcher and interviewee availability.

There are practical considerations in setting up remote interviews. Interviewees require access to internet and an online platform such as Zoom, Microsoft Teams or Skype through which to connect.

Certain modifications help build initial rapport in the remote format. Allowing time at the start of the interview for casual conversation while testing audio/video quality helps participants settle in. Minor delays can disrupt turn-taking flow, so alerting participants to speak slightly slower than usual minimizes accidental interruptions.

Keeping remote interviews under an hour avoids fatigue for stare at a screen. Seeking advanced ethical clearance for verbal consent at the interview start saves participant time. Adapting to the remote context shows care for interviewees and aids rich discussion.

However, it remains important to critically reflect on how removing in-person dynamics may shape the co-created data. Perhaps some nuances of trust and disclosure differ over video.

Vulnerable Groups

The interviewer must ensure that they take special care when interviewing vulnerable groups, such as children. For example, children have a limited attention span, so lengthy interviews should be avoided.

Developing an Interview Schedule

An interview schedule is a list of pre-planned, structured questions that have been prepared, to serve as a guide for interviewers, researchers and investigators in collecting information or data about a specific topic or issue.

List the key themes or topics that must be covered to address your research questions. This will form the basic content.
Organize the content logically, such as chronologically following the interviewee’s experiences. Place more sensitive topics later in the interview.
Develop the list of content into actual questions and prompts. Carefully word each question – keep them open-ended, non-leading, and focused on examples.
Add prompts to remind you to cover areas of interest.
Pilot test the interview schedule to check it generates useful data and revise as needed.
Be prepared to refine the schedule throughout data collection as you learn which questions work better.
Practice skills like asking follow-up questions to get depth and detail. Stay flexible to depart from the schedule when needed.
Keep questions brief and clear. Avoid multi-part questions that risk confusing interviewees.
Listen actively during interviews to determine which pre-planned questions can be skipped based on information the participant has already provided.

The key is balancing preparation with the flexibility to adapt questions based on each interview interaction. With practice, you’ll gain skills to conduct productive interviews that obtain rich qualitative data.

The Power of Silence

Strategic use of silence is a key technique to generate interviewee-led data, but it requires judgment about appropriate timing and duration to maintain mutual understanding.

Unlike ordinary conversation, the interviewer aims to facilitate the interviewee’s contribution without interrupting. This often means resisting the urge to speak at the end of the interviewee’s turn construction units (TCUs).
Leaving a silence after a TCU encourages the interviewee to provide more material without being led by the interviewer. However, this simple technique requires confidence, as silence can feel socially awkward.
Allowing longer silences (e.g. 24 seconds) later in interviews can work well, but early on even short silences may disrupt rapport if they cause misalignment between speakers.
Silence also allows interviewees time to think before answering. Rushing to re-ask or amend questions can limit responses.
Blunt backchannels like “mm hm” also avoid interrupting flow. Interruptions, especially to finish an interviewee’s turn, are problematic as they make the ownership of perspectives unclear.
If interviewers incorrectly complete turns, an upside is it can produce extended interviewee narratives correcting the record. However, silence would have been better to let interviewees shape their own accounts.

Recording & Transcription

Design choices.

Design choices around recording and engaging closely with transcripts influence analytic insights, as well as practical feasibility. Weighing up relevant tradeoffs is key.

Audio recording is standard, but video better captures contextual details, which is useful for some topics/analysis approaches. Participants may find video invasive for sensitive research.
Digital formats enable the sharing of anonymized clips. Additional microphones reduce audio issues.
Doing all transcription is time-consuming. Outsourcing can save researcher effort but needs confidentiality assurances. Always carefully check outsourced transcripts.
Online platform auto-captioning can facilitate rapid analysis, but accuracy limitations mean full transcripts remain ideal. Software cleans up caption file formatting.
Verbatim transcripts best capture nuanced meaning, but the level of detail needed depends on the analysis approach. Referring back to recordings is still advisable during analysis.
Transcripts versus recordings highlight different interaction elements. Transcripts make overt disagreements clearer through the wording itself. Recordings better convey tone affiliativeness.

Transcribing Interviews & Focus Groups

Here are the steps for transcribing interviews:

Play back audio/video files to develop an overall understanding of the interview
Format the transcription document:
Add line numbers
Separate interviewer questions and interviewee responses
Use formatting like bold, italics, etc. to highlight key passages
Provide sentence-level clarity in the interviewee’s responses while preserving their authentic voice and word choices
Break longer passages into smaller paragraphs to help with coding
If translating the interview to another language, use qualified translators and back-translate where possible
Select a notation system to indicate pauses, emphasis, laughter, interruptions, etc., and adapt it as needed for your data
Insert screenshots, photos, or documents discussed in the interview at the relevant point in the transcript
Read through multiple times, revising formatting and notations
Double-check the accuracy of transcription against audio/videos
De-identify transcript by removing identifying participant details

The goal is to produce a formatted written record of the verbal interview exchange that captures the meaning and highlights important passages ready for the coding process. Careful transcription is the vital first step in analysis.

Coding Transcripts

The goal of transcription and coding is to systematically transform interview responses into a set of codes and themes that capture key concepts, experiences and beliefs expressed by participants. Taking care with transcription and coding procedures enhances the validity of qualitative analysis .

Read through the transcript multiple times to become immersed in the details
Identify manifest/obvious codes and latent/underlying meaning codes
Highlight insightful participant quotes that capture key concepts (in vivo codes)
Create a codebook to organize and define codes with examples
Use an iterative cycle of inductive (data-driven) coding and deductive (theory-driven) coding
Refine codebook with clear definitions and examples as you code more transcripts
Collaborate with other coders to establish the reliability of codes

Ethical Issues

Informed consent.

The participant information sheet must give potential interviewees a good idea of what is involved if taking part in the research.

This will include the general topics covered in the interview, where the interview might take place, how long it is expected to last, how it will be recorded, the ways in which participants’ anonymity will be managed, and incentives offered.

It might be considered good practice to consider true informed consent in interview research to require two distinguishable stages:

Consent to undertake and record the interview and
Consent to use the material in research after the interview has been conducted and the content known, or even after the interviewee has seen a copy of the transcript and has had a chance to remove sections, if desired.

Power and Vulnerability

Early feminist views that sensitivity could equalize power differences are likely naive. The interviewer and interviewee inhabit different knowledge spheres and social categories, indicating structural disparities.
Power fluctuates within interviews. Researchers rely on participation, yet interviewees control openness and can undermine data collection. Assumptions should be avoided.
Interviews on sensitive topics may feel like quasi-counseling. Interviewers must refrain from dual roles, instead supplying support service details to all participants.
Interviewees recruited for trauma experiences may reveal more than anticipated. While generating analytic insights, this risks leaving them feeling exposed.
Ultimately, power balances resist reconciliation. But reflexively analyzing operations of power serves to qualify rather than nullify situtated qualitative accounts.

Some groups, like those with mental health issues, extreme views, or criminal backgrounds, risk being discredited – treated skeptically by researchers.

This creates tensions with qualitative approaches, often having an empathetic ethos seeking to center subjective perspectives. Analysis should balance openness to offered accounts with critically examining stakes and motivations behind them.

Potter, J., & Hepburn, A. (2005). Qualitative interviews in psychology: Problems and possibilities. Qualitative research in Psychology , 2 (4), 281-307.

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Maryudi, A., & Fisher, M. (2020). The power in the interview: A practical guide for identifying the critical role of actor interests in environment research. Forest and Society, 4 (1), 142–150

O’Key, V., Hugh-Jones, S., & Madill, A. (2009). Recruiting and engaging with people in deprived locales: Interviewing families about their eating patterns. Social Psychological Review, 11 (20), 30–35.

Puchta, C., & Potter, J. (2004). Focus group practice . Sage.

Schaeffer, N. C. (1991). Conversation with a purpose— Or conversation? Interaction in the standardized interview. In P. P. Biemer, R. M. Groves, L. E. Lyberg, & N. A. Mathiowetz (Eds.), Measurement errors in surveys (pp. 367–391). Wiley.

Silverman, D. (1973). Interview talk: Bringing off a research instrument. Sociology, 7 (1), 31–48.

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.

Types of Interviewing Questions: Unstructured conversations, Semi-structured interview, Structured interview, Survey questions

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?

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.

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Last Updated: Aug 21, 2023 10:42 AM

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

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.

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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.

The Ultimate Guide to Qualitative Research - Part 1: The Basics

Introduction and overview
What is qualitative research?
What is qualitative data?
Examples of qualitative data
Qualitative vs. quantitative research
Mixed methods
Qualitative research preparation
Theoretical perspective
Theoretical framework
Literature reviews
Research question
Conceptual framework
Conceptual vs. theoretical framework
Data collection
Qualitative research methods
Introduction

What is an interview and its purpose in qualitative research?

What are some examples of interviews in research, how to carry out great interviews in qualitative research, fundamental types of interviews, process of conducting an interview.

Focus groups
Observational research
Case studies
Ethnographical research

Ethical considerations

Confidentiality and privacy
Power dynamics
Reflexivity

Interviews: Research methods and approaches

As a qualitative research method, interviewing is widely used to gather in-depth information from participants about their experiences, opinions, and perspectives on a specific topic. There are various qualitative research techniques for interviews available to researchers to achieve the greatest potential in data collection .

This section will provide an overview of the importance of interviews, the different types of interviews, tools for conducting interviews, analysis of interview data , and ethical considerations in this research method. Note that the focus group interview is a related concept but will be discussed in greater detail in the next section of this guide, as focus groups have slightly different dynamics to consider.

Interviews, as a qualitative research method , play a pivotal role in uncovering complexities in human behavior and decision-making. Researchers can observe behavior, on the one hand, or they can investigate the perspectives and values informing that behavior by interviewing research participants.

Purpose and importance

Interviews allow researchers to delve into the subjective experiences of individuals, providing insights that may not be accessible through other research methods. They illuminate people's perceptions, thoughts, feelings, and understandings about a particular phenomenon.

Unlike quantitative methods, which typically collect numerical data that can be statistically analyzed, interviews capture rich, detailed data in the form of words, ideas, and themes. They allow researchers to collect data on people's experiences in a manner that is sensitive to the context and the individual's perspective. Through interviews, researchers can explore the meanings people attribute to their experiences and gain a deeper understanding of the phenomena being studied.

Interviews also empower participants by giving them a voice. The interviewee has the opportunity to express their views, feelings, and experiences in their own words. This participatory aspect of interviews underscores the respect for individual experiences and perspectives, which is a central tenet of qualitative research.

Comparing interviews with other methods

While interviews share many similarities with other qualitative methods, they also have unique features that set them apart. Unlike interviews, methods like observations are more passive and rely more on the researcher's interpretation of events.

On the other hand, interviews actively involve participants in the data generation process. Compared to surveys , which may limit responses to predetermined choices or word limits, interviews allow for open-ended responses and the flexibility to explore topics in depth.

However, it's worth noting that interviews do not have to be a stand-alone method. They are often used with other methods, such as observation or document analysis , in a multi-method or mixed-methods research design . This combination of methods can enhance the richness and credibility of the data collected, providing a more holistic understanding of the research problem.

The qualitative research interview can be conducted in various formats, each with its own strengths and limitations. Choosing the appropriate type of interview to use largely depends on the research question, the nature of the topic, the characteristics of the participants, and the resources available to the researcher.

Face-to-face interviews

In-person interviews are often considered the traditional form of interviewing. They involve a direct conversation between the interviewer and the interviewee. This form allows for comprehensive communication as it includes verbal and non-verbal cues such as body language, facial expressions, and tone of voice.

This type of interview allows for immediate clarification of responses and can help foster rapport between the interviewer and interviewee, which may lead to richer, more nuanced data. However, these kinds of interviews can be time-consuming, expensive, and limited by geographic location.

Telephone interviews

Telephone interviews can be a practical alternative when face-to-face interviews are not feasible due to distance, time, or budget constraints. Phone interviews allow researchers to reach participants who may be geographically dispersed and offer a level of anonymity that may encourage candid responses, particularly on sensitive topics.

However, they might lack non-verbal cues that can provide additional context to a participant's responses. A phone interview may differ from a conversation in person in that you can't see someone's face, gestures, or other body language, which might be useful for contextualizing detailed information.

Online/internet-based interviews

Online or internet-based interviews conducted through platforms such as Zoom, Skype, or email have become increasingly popular in recent years. They can be synchronous (occurring in real-time, like video calls) or asynchronous (participants respond in their own time, such as email interviews).

These interviews can reach participants globally, are often cost-effective, and can be more convenient for both the researcher and the participant. However, they rely on technology and internet access, which may not be available to all potential participants.

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Qualitative interviews are more than just casual conversations. Some qualitative research interviews may not follow a strict structure and allow the researcher to explore any topics in the moment. In contrast, other interviews may be highly structured and aim to collect the same kind of information across participants. As a matter of empirical research, research interviews require careful planning, execution, and reflection to ensure they yield valuable and trustworthy data. Here are some key components to consider:

Developing appropriate interview questions

The foundation of any successful interview lies in its questions. Good interview questions are open-ended, clear, and directly related to the research objectives. They should allow participants to share their experiences, opinions, and feelings without leading them toward certain answers. In qualitative research, it's often useful to have a mix of more and less structured questions, allowing for both depth and breadth in responses.

Building rapport with participants

Establishing rapport with interviewees is crucial to encourage open and honest responses. In-depth interviews can be challenging if the interviewer doesn't know the interviewee in detail or hasn't established the necessary trust.

Researchers establish rapport with interviewees by displaying empathy, active listening, and respect. Clarifying the purpose of the interview, ensuring confidentiality, and asking for consent before beginning can also help in building trust.

Note-taking and recording

Accurate and comprehensive documentation of interview data is critical. While audio or video recording is highly recommended for completeness and accuracy, it's also beneficial to take notes during or immediately after the interview. These notes can capture non-verbal cues, the interviewer's impressions, and any issues or incidents that occur during the interview.

Ethical considerations are paramount in any research involving human participants. Researchers must obtain informed consent , respect participants' privacy and confidentiality , and ensure participants understand their right to withdraw from the study at any time without any negative consequences. It's also important to be aware of power dynamics and strive for a respectful and equitable researcher-participant relationship.

The effectiveness of a qualitative interview largely depends on the thoughtfulness and rigor with which these components are addressed. Interviews are not just a data collection tool; they are a way of acknowledging and respecting participants' lived experiences and perspectives. Therefore, each component should be handled with utmost care and consideration.

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The structure of an interview can greatly influence the data collected. The level of structure varies along a continuum, with structured and unstructured interviews occupying opposite ends of that spectrum.

Unstructured interviews

Unstructured interviews are characterized by their flexibility. The researcher usually only has a list of topics or themes to be covered, known as an interview guide, but the conversation does not follow a predetermined set of questions. Instead, the interviewer allows the conversation to flow naturally, following leads provided by the interviewee. An unstructured interview is particularly useful when the researcher is exploring a new area of study and aims to gather as much information as possible without preconceived notions.

Semi-structured interviews

Semi-structured interviews strike a balance between flexibility and structure. The researcher has a list of predetermined questions to conduct interviews but is free to ask additional open-ended questions or to deviate from the list based on the interviewee's responses. The semi-structured interview is the most common form of interview in qualitative research, as it provides deep, rich data while still ensuring that all necessary topics are covered.

Structured interviews

Structured interviews , sometimes called standardized interviews, are the most rigid form of interview. The researcher asks the same set of predetermined questions in the same order to all participants, with little to no deviation.

While a structured interview may limit the depth of data collected, it allows for greater consistency across interviews. This can be helpful for keeping responses confined to the research topic and comparing responses between participants.

In determining the level of structure for an interview, researchers should consider their research objectives, the nature of the topic, and the characteristics of the participants. Different structures lend themselves to different research goals, and the most effective interviewers are those who can adapt their approach based on the needs of their study.

Conducting an interview in qualitative research involves a series of well-planned steps before, during, and after the interview. These steps ensure that the process is systematic, ethical, and capable of yielding high-quality data.

Pre-interview preparation and research

Before conducting the interview, the researcher needs to thoroughly understand the research topic, define the purpose of the interview, and identify potential interviewees. Preparing an interview guide with key themes or questions is essential, though the level of detail will depend on the interview structure. Logistics, such as scheduling the interview at a convenient time and place for the participant and ensuring necessary equipment is available and working, also need to be addressed.

Conducting the interview

The interview begins with an introduction in which the interviewer explains the purpose of the interview, assures confidentiality, and obtains consent from the participant. Throughout the interview, the researcher should aim to build rapport, listen attentively, and adapt their questioning based on the interviewee's responses. Non-verbal cues should also be observed and noted, as they can provide additional insights.

Post-interview activities

After the interview, it is important to thank the participant for their time and contribution. Researchers should then promptly transcribe the interview while the details are still fresh. Reflections and observations about the interview should also be noted, including the context, the behavior of the participant, and any unexpected occurrences. These notes can provide valuable context during data analysis.

Executing each of these stages effectively requires not only good planning and organization but also interpersonal skills, flexibility, and respect for the participant. The quality of the data collected during an interview is largely dependent on how well the interview process is managed.

Transcribing interviews

The transcription of interview data is a critical step in the qualitative research process. This involves converting the recorded audio or video interviews into written text, providing a detailed account of the dialogues that took place during the interviews.

Transcriptions allow for more detailed examination, analysis, and reporting of the data. However, making transcriptions can be arduous and time-consuming. Here are some key considerations in the transcription process:

Types of transcription

There are two main types of transcription: verbatim and clean. Verbatim transcription involves writing down every single word, pause, and utterance made during the interview. This is a very detailed and time-consuming process, but it can be useful when the researcher needs to analyze not just the content of the interview but also the way it was expressed. On the other hand, clean transcription omits irrelevant elements like stutters, repetitions, and filler words, focusing instead on the core content of the conversation.

Manual vs. automated transcription

Researchers may choose to transcribe interviews manually or use transcription software. Manual transcription, while time-consuming, allows researchers to become intimately familiar with the data and can be more accurate, especially for complex or nuanced dialogues.

Automated transcription software, however, can save time and effort, particularly for large volumes of data, although it may require manual checking and correction for errors. Some researchers choose a hybrid approach, using software for the initial transcription and then manually checking and correcting the output.

Formatting and anonymizing transcripts

To facilitate analysis, transcripts should be formatted consistently, with clear identifiers for different speakers and timestamps for reference. If there are multiple interviewers or participants, each individual's speech should be clearly marked. Additionally, to ensure confidentiality, any personally identifiable information should be removed or anonymized in the transcript. This is especially important to consider in qualitative data, because participants may talk about aspects of their lives through which they could be identified, for instance if they mention specific names, their neighborhood, or place of work.

Quality checks

Finally, it's important to check the quality of the transcript. This could involve a second person checking the transcription against the audio or the researcher re-listening to portions of the recording to confirm accuracy. Any unclear or inaudible sections should be marked in the transcript.

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Handbook of Research Methods in Health Social Sciences pp 391–410 Cite as

Qualitative Interviewing

Sally Nathan 2 ,
Christy Newman 3 &
Kari Lancaster 3
Reference work entry
First Online: 13 January 2019

4019 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.

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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

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Introduction to Research Methods

6 qualitative research and interviews.

So we’ve described doing a survey and collecting quantitative data. But not all questions can best be answered by a survey. A survey is great for understanding what people think (for example), but not why they think what they do. If your research is intending to understand the underlying motivations or reasons behind peoples actions, or to build a deeper understanding on the background of a subject, an interview may be the more appropriate data collection method.

Interviews are a method of data collection that consist of two or more people exchanging information through a structured process of questions and answers. Questions are designed by the researcher to thoughtfully collect in-depth information on a topic or set of topics as related to the central research question. Interviews typically occur in-person, although good interviews can also be conducted remotely via the phone or video conferencing. Unlike surveys, interviews give the opportunity to ask follow-up questions and thoughtfully engage with participants on the spot (rather than the anonymous and impartial format of survey research).

And surveys can be used in qualitative or quantitative research – though they’re more typically a qualitative technique. In-depth interviews , containing open-ended questions and structured by an interview guide . One can also do a standardized interview with closed-ended questions (i.e. answer options) that are structured by an interview schedule as part of quantitative research. While these are called interviews they’re far closer to surveys, so we wont cover them again in this chapter. The terms used for in-depth interviews we’ll cover in the next section.

6.1 Interviews

In-depth interviews allow participants to describe experiences in their own words (a primary strength of the interview format). Strong in-depth interviews will include many open-ended questions that allow participants to respond in their own words, share new ideas, and lead the conversation in different directions. The purpose of open-ended questions and in-depth interviews is to hear as much as possible in the person’s own voice, to collect new information and ideas, and to achieve a level of depth not possible in surveys or most other forms of data collection.

Typically, an interview guide is used to create a soft structure for the conversation and is an important preparation tool for the researcher. You can not go into an interview unprepared and just “wing it”; what the interview guide allows you to do is map out a framework, order of topics, and may include specific questions to use during the interview. Generally, the interview guide is thought of as just that — a guide to use in order to keep the interview focused. It is not set in stone and a skilled researcher can change the order of questions or topics in an interviews based on the organic conversation flow.

Depending on the experience and skill level of the researcher, an interview guide can be as simple as a list of topics to cover. However, for consistency and quality of research, the interviewer may want to take the time to at least practice writing out questions in advance to ensure that phrasing and word choices are as clear, objective, and focused as possible. It’s worth remembering that working out the wording of questions in advance allows researchers to ensure more consistency across interview. The interview guide below, taken from the wonderful and free textbook Principles of Sociological Inquiry , shows an interview guide that just has topics.

Alternatively, you can use a more detailed guide that lists out possible questions, as shown below. A more detailed guide is probably better for an interviewer that has less experience, or is just beginning to work on a given topic.

The purpose of an interview guide is to help ask effective questions and to support the process of acquiring the best possible data for your research. Topics and questions should be organized thematically, and in a natural progression that will allow the conversation to flow and deepen throughout the course of the interview. Often, researchers will attempt to memorize or partially memorize the interview guide, in order to be more fully present with the participant during the conversation.

6.2 Asking good Questions

Remember, the purposes of interviews is to go more in-depth with an individual than is possible with a generalized survey. For this reason, it is important to use the guide as a starting point but not to be overly tethered to it during the actual interview process. You may get stuck when respondents give you shorter answers than you expect, or don’t provide the type of depth that you need for your research. Often, you may want to probe for more specifics. Think about using follow up questions like “How does/did that affect you?” or “How does X make you feel?” and “Tell me about a time where X…”

For example, if I was researching the relationship between pets and mental health, some strong open-ended questions might be: * How does your pet typically make you feel when you wake up in the morning? * How does your pet generally affect your mood when you arrive home in the evening? * Tell me about a time when your pet had a significant impact on your emotional state.

Questions framed in this manner leave plenty of room for the respondent to answer in their own words, as opposed to leading and/or truncated questions, such as: * Does being with your pet make you happy? * After a bad day, how much does seeing your pet improve your mood? * Tell me about how important your pet is to your mental health.

These questions assume outcomes and will not result in high quality research. Researchers should always avoid asking leading questions that give away an expected answer or suggest particular responses. For instance, if I ask “we need to spend more on public schools, don’t you think?” the respondent is more likely to agree regardless of their own thoughts. Some wont, but humans generally have a strong natural desire to be agreeable. That’s why leaving your questions neutral and open so that respondents can speak to their experiences and views is critical.

6.3 Analyzing Interview Data

Writing good questions and interviewing respondents are just the first steps of the interview process. After these stages, the researcher still has a lot of work to do to collect usable data from the interview. The researcher must spend time coding and analyzing the interview to retrieve this data. Just doing an interview wont produce data. Think about how many conversations you have everyday, and none of those are leaving you swimming in data.

Hopefully you can record your interviews. Recording your interviews will allow you the opportunity to transcribe them word for word later. If you can’t record the interview you’ll need to take detailed notes so that you can reconstruct what you heard later. Do not trust yourself to “just remember” the conversation. You’re collecting data, precious data that you’re spending time and energy to collect. Treat it as important and valuable. Remember our description of the methodology section from Chapter 2, you need to maintain a chain of custody on your data. If you just remembered the interview, you could be accused of making up the results. Your interview notes and the recording become part of that chain of custody to prove to others that your interviews were real and that your results are accurate.

Assuming you recorded your interview, the first step in the analysis process is transcribing the interview. A transcription is a written record of every word in an interview. Transcriptions can either be completed by the researcher or by a hired worker, though it is good practice for the researcher to transcribe the interview him or herself. Researchers should keep the following points in mind regarding transcriptions: * The interview should take place in a quiet location with minimal background noise to produce a clear recording; * Transcribing interviews is a time-consuming process and may take two to three times longer than the actual interview; * Transcriptions provide a more precise record of the interview than hand written notes and allow the interviewer to focus during the interview.

After transcribing the interview, the next step is to analyze the responses. Coding is the main form of analysis used for interviews and involves studying a transcription to identify important themes. These themes are categorized into codes, which are words or phrases that denote an idea.

You’ll typically being with several codes in mind that are generated by key ideas you week seeking in the questions, but you can also being by using open coding to understand the results. An open coding process involves reading through the transcript multiple times and paying close attention to each line of the text to discover noteworthy concepts. During the open coding process, the researcher keeps an open mind to find any codes that may be relevant to the research topic.

After the open coding process is complete, focused coding can begin. Focused coding takes a closer look at the notes compiled during the open coding stage to merge common codes and define what the codes mean in the context of the research project.

Imagine a researcher is conducting interviews to learn about various people’s experiences of childhood in New Orleans. The following example shows several codes that this researcher extrapolated from an interview with one of their subjects.

6.4 Using interview data

The next chapter will address ways to identify people to interview, but most of the remainder of the book will address how to analyze quantitative data. That shouldn’t be taken as a sign that quantitative data is better, or that it’s easier to use interview data. Because in an interview the researcher must interpret the words of others it is often more challenging to identify your findings and clearly answer your research question. However, quantitative data is more common, and there are more different things you can do with it, so we spend a lot of the textbook focusing on it.

I’ll work through one more example of using interview data though. It takes a lot of practice to be a good and skilled interviewer. What I show below is a brief excerpt of an interview I did, and how that data was used in a resulting paper I wrote. These aren’t the only way you can use interview data, but it’s an example of what the intermediary and final product might look like.

The overall project these are drawn from was concerned with minor league baseball stadiums, but the specific part I’m pulling from here was studying the decline and rejuvenation of downtown around those stadiums in several cities. You’ll see that I’m using the words of the respondent fairly directly, because that’s my data. But I’m not just relying on one respondent and trusting them, I did a few dozen interviews in order to understand the commonalities in people’s perspectives to build a narrative around my research question.

Excerpt from Notes

Excerpt from Resulting Paper

How many interviews are necessary? It actually doesn’t take many. What you want to observe in your interviews is theoretical saturation , where the codes you use in the transcript begin to appear across conversations and groups. If different people disagree that’s fine, but what you want to understand is the commonalities across peoples perspectives. Most research on the subject says that with 8 interviews you’ll typically start to see a decline in new information gathered. That doesn’t mean you won’t get new words , but you’ll stop hearing completely unique perspectives or gain novel insights. At that point, where you’ve ‘heard it all before’ you can stop, because you’ve probably identified the answer to the questions you were trying to research.

6.5 Ensuring Anonymity

One significant ethical concern with interviews, that also applies to surveys, is making sure that respondents maintain anonymity. In either form of data collection you may be asking respondents deeply personal questions, that if exposed may cause legal, personal, or professional harm. Notice that in the excerpt of the paper above the respondents are only identified by an id I assigned (Louisville D) and their career, rather than their name. I can only include the excerpt of the interview notes above because there are no details that might lead to them being identified.

You may want to report details about a person to contextualize the data you gathered, but you should always ensure that no one can be identified from your research. For instance, if you were doing research on racism at large companies, you may want to preface people’s comments by their race, as there is a good chance that white and minority employees would feel differently about the issues. However, if you preface someones comments by saying they’re a minority manager, that may violate their anonymity. Even if you don’t state what company you did interviews with, that may be enough detail for their co-workers to identify them if there are few minority managers at the company. As such, always think long and hard about whether there is any way that the participation of respondents may be exposed.

6.6 Why not both?

We’ve discussed surveys and interviews as different methods the last two chapters, but they can also complement each other.

For instance, let’s say you’re curious to study people who change opinions on abortion, either going from support to opposition or vice versa. You could use a survey to understand the prevalence of changing opinions, i.e. what percentage of people in your city have changed their views. That would help to establish whether this is a prominent issue, or whether it’s a rare phenomenon. But it would be difficult to understand from the survey what makes people change their views. You could add an open ended question for anyone that said they changed their opinion, but many people won’t respond and few will provide the level of detail necessary to understand their motivations. Interviews with people that have changed their opinions would give you an opportunity to explore how their experiences and beliefs have changed in combination with their views towards abortion.

6.7 Summary

In the last two chapters we’ve discussed the two most prominent methods of data collection in the social sciences: surveys and interviews. What we haven’t discussed though is how to identify the people you’ll collect data from; that’s called a sampling strategy. In the next chapter

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.

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Chapter 13: Interviews

Danielle Berkovic

Learning outcomes

Upon completion of this chapter, you should be able to:

Understand when to use interviews in qualitative research.
Develop interview questions for an interview guide.
Understand how to conduct an interview.

What are interviews?

An interviewing method is the most commonly used data collection technique in qualitative research. 1 The purpose of an interview is to explore the experiences, understandings, opinions and motivations of research participants. 2 Interviews are conducted one-on-one with the researcher and the participant. Interviews are most appropriate when seeking to understand a participant’s subjective view of an experience and are also considered suitable for the exploration of sensitive topics.

What are the different types of interviews?

There are four main types of interviews:

Key stakeholder: A key stakeholder interview aims to explore one issue in detail with a person of interest or importance concerning the research topic. 3 Key stakeholder interviews seek the views of experts on some cultural, political or health aspects of the community, beyond their personal beliefs or actions. An example of a key stakeholder is the Chief Health Officer of Victoria (Australia’s second-most populous state) who oversaw the world’s longest lockdowns in response to the COVID-19 pandemic.
Dyad: A dyad interview aims to explore one issue in a level of detail with a dyad (two people). This form of interviewing is used when one participant of the dyad may need some support or is not wholly able to articulate themselves (e.g. people with cognitive impairment, or children). Independence is acknowledged and the interview is analysed as a unit. 4
Narrative: A narrative interview helps individuals tell their stories, and prioritises their own perspectives and experiences using the language that they prefer. 5 This type of interview has been widely used in social research but is gaining prominence in health research to better understand person-centred care, for example, negotiating exercise and food abstinence whilst living with Type 2 diabetes. 6,7
Life history: A life history interview allows the researcher to explore a person’s individual and subjective experiences within a history of the time framework. 8 Life history interviews challenge the researcher to understand how people’s current attitudes, behaviours and choices are influenced by previous experiences or trauma. Life history interviews have been conducted with Holocaust survivors 9 and youth who have been forcibly recruited to war. 10

Table 13.4 provides a summary of four studies, each adopting one of these types of interviews.

Interviewing techniques

There are two main interview techniques:

Semi-structured: Semi-structured interviewing aims to explore a few issues in moderate detail, to expand the researcher’s knowledge at some level. 11 Semi-structured interviews give the researcher the advantage of remaining reasonably objective while enabling participants to share their perspectives and opinions. The researcher should create an interview guide with targeted open questions to direct the interview. As examples, semi-structured interviews have been used to extend knowledge of why women might gain excess weight during pregnancy, 12 and to update guidelines for statin uptake. 13
In-depth: In-depth interviewing aims to explore a person’s subjective experiences and feelings about a particular topic. 14 In-depth interviews are often used to explore emotive (e.g. end-of-life care) 15 and complex (e.g. adolescent pregnancy) topics. 16 The researcher should create an interview guide with selected open questions to ask of the participant, but the participant should guide the direction of the interview more than in a semi-structured setting. In-depth interviews value participants’ lived experiences and are frequently used in phenomenology studies (as described in Chapter 6) .

When to use the different types of interview s

The type of interview a researcher uses should be determined by the study design, the research aims and objectives, and participant demographics. For example, if conducting a descriptive study, semi-structured interviews may be the best method of data collection. As explained in Chapter 5 , descriptive studies seek to describe phenomena, rather than to explain or interpret the data. A semi-structured interview, which seeks to expand upon some level of existing knowledge, will likely best facilitate this.

Similarly, if conducting a phenomenological study, in-depth interviews may be the best method of data collection. As described in Chapter 6 , the key concept of phenomenology is the individual. The emphasis is on the lived experience of that individual and the person’s sense-making of those experiences. Therefore, an in-depth interview is likely best placed to elicit that rich data.

While some interview types are better suited to certain study designs, there are no restrictions on the type of interview that may be used. For example, semi-structured interviews provide an excellent accompaniment to trial participation (see Chapter 11 about mixed methods), and key stakeholder interviews, as part of an action research study, can be used to define priorities, barriers and enablers to implementation.

How do I write my interview questions?

An interview aims to explore the experiences, understandings, opinions and motivations of research participants. The general rule is that the interviewee should speak for 80 per cent of the interview, and the interviewer should only be asking questions and clarifying responses, for about 20 per cent of the interview. This percentage may differ depending on the interview type; for example, a semi-structured interview involves the researcher asking more questions than in an in-depth interview. Still, to facilitate free-flowing responses, it is important to use open-ended language to encourage participants to be expansive in their responses. Examples of open-ended terms include questions that start with ‘who’, ‘how’ and ‘where’.

The researcher should avoid closed-ended questions that can be answered with yes or no, and limit conversation. For example, asking a participant ‘Did you have this experience?’ can elicit a simple ‘yes’, whereas asking them to ‘Describe your experience’, will likely encourage a narrative response. Table 13.1 provides examples of terminology to include and avoid in developing interview questions.

Table 13.1. Interview question formats to use and avoid

How long should my interview be.

There is no rule about how long an interview should take. Different types of interviews will likely run for different periods of time, but this also depends on the research question/s and the type of participant. For example, given that a semi-structured interview is seeking to expand on some previous knowledge, the interview may need no longer than 30 minutes, or up to one hour. An in-depth interview seeks to explore a topic in a greater level of detail and therefore, at a minimum, would be expected to last an hour. A dyad interview may be as short as 15 minutes (e.g. if the dyad is a person with dementia and a family member or caregiver) or longer, depending on the pairing.

Designing your interview guide

To figure out what questions to ask in an interview guide, the researcher may consult the literature, speak to experts (including people with lived experience) about the research and draw on their current knowledge. The topics and questions should be mapped to the research question/s, and the interview guide should be developed well in advance of commencing data collection. This enables time and opportunity to pilot-test the interview guide. The pilot interview provides an opportunity to explore the language and clarity of questions, the order and flow of the guide and to determine whether the instructions are clear to participants both before and after the interview. It can be beneficial to pilot-test the interview guide with someone who is not familiar with the research topic, to make sure that the language used is easily understood (and will be by participants, too). The study design should be used to determine the number of questions asked and the duration of the interview should guide the extent of the interview guide. The participant type may also determine the extent of the interview guide; for example, clinicians tend to be time-poor and therefore shorter, focused interviews are optimal. An interview guide is also likely to be shorter for a descriptive study than a phenomenological or ethnographic study, given the level of detail required. Chapter 5 outlined a descriptive study in which participants who had undergone percutaneous coronary intervention were interviewed. The interview guide consisted of four main questions and subsequent probing questions, linked to the research questions (see Table 13.2). 17

Table 13.2. Interview guide for a descriptive study

Table 13.3 is an example of a larger and more detailed interview guide, designed for the qualitative component of a mixed-methods study aiming to examine the work and financial effects of living with arthritis as a younger person. The questions are mapped to the World Health Organization’s International Classification of Functioning, Disability, and Health, which measures health and disability at individual and population levels. 18

Table 13.3. Detailed interview guide

It is important to create an interview guide, for the following reasons:

The researcher should be familiar with their research questions.
Using an interview guide will enable the incorporation of feedback from the piloting process.
It is difficult to predict how participants will respond to interview questions. They may answer in a way that is anticipated or they may provide unanticipated insights that warrant follow-up. An interview guide (a physical or digital copy) enables the researcher to note these answers and follow-up with appropriate inquiry.
Participants will likely have provided heterogeneous answers to certain questions. The interview guide enables the researcher to note similarities and differences across various interviews, which may be important in data analysis.
Even experienced qualitative researchers get nervous before an interview! The interview guide provides a safety net if the researcher forgets their questions or needs to anticipate the next question.

Setting up the interview

In the past, most interviews were conducted in person or by telephone. Emerging technologies promote easier access to research participation (e.g. by people living in rural or remote communities, or for people with mobility limitations). Even in metropolitan settings, many interviews are now conducted electronically (e.g. using videoconferencing platforms). Regardless of your interview setting, it is essential that the interview environment is comfortable for the participant. This process can begin as soon as potential participants express interest in your research. Following are some tips from the literature and our own experiences of leading interviews:

Answer questions and set clear expectations . Participating in research is not an everyday task. People do not necessarily know what to expect during a research interview, and this can be daunting. Give people as much information as possible, answer their questions about the research and set clear expectations about what the interview will entail and how long it is expected to last. Let them know that the interview will be recorded for transcription and analysis purposes. Consider sending the interview questions a few days before the interview. This gives people time and space to reflect on their experiences, consider their responses to questions and to provide informed consent for their participation.
Consider your setting . If conducting the interview in person, consider the location and room in which the interview will be held. For example, if in a participant’s home, be mindful of their private space. Ask if you should remove your shoes before entering their home. If they offer refreshments (which in our experience many participants do), accept it with gratitude if possible. These considerations apply beyond the participant’s home; if using a room in an office setting, consider privacy and confidentiality, accessibility and potential for disruption. Consider the temperature as well as the furniture in the room, who may be able to overhear conversations and who may walk past. Similarly, if interviewing by phone or online, take time to assess the space, and if in a house or office that is not quiet or private, use headphones as needed.
Build rapport. The research topic may be important to participants from a professional perspective, or they may have deep emotional connections to the topic of interest. Regardless of the nature of the interview, it is important to remember that participants are being asked to open up to an interviewer who is likely to be a stranger. Spend some time with participants before the interview, to make sure that they are comfortable. Engage in some general conversation, and ask if they have any questions before you start. Remember that it is not a normal part of someone’s day to participate in research. Make it an enjoyable and/or meaningful experience for them, and it will enhance the data that you collect.
Let participants guide you. Oftentimes, the ways in which researchers and participants describe the same phenomena are different. In the interview, reflect the participant’s language. Make sure they feel heard and that they are willing and comfortable to speak openly about their experiences. For example, our research involves talking to older adults about their experience of falls. We noticed early in this research that participants did not use the word ‘fall’ but would rather use terms such as ‘trip’, ‘went over’ and ‘stumbled’. As interviewers we adopted the participant’s language into our questions.
Listen consistently and express interest. An interview is more complex than a simple question-and-answer format. The best interview data comes from participants feeling comfortable and confident to share their stories. By the time you are completing the 20th interview, it can be difficult to maintain the same level of concentration as with the first interview. Try to stay engaged: nod along with your participants, maintain eye contact, murmur in agreement and sympathise where warranted.
The interviewer is both the data collector and the data collection instrument. The data received is only as good as the questions asked. In qualitative research, the researcher influences how participants answer questions. It is important to remain reflexive and aware of how your language, body language and attitude might influence the interview. Being rested and prepared will enhance the quality of the questions asked and hence the data collected.
Avoid excessive use of ‘why’. It can be challenging for participants to recall why they felt a certain way or acted in a particular manner. Try to avoid asking ‘why’ questions too often, and instead adopt some of the open language described earlier in the chapter.

After your interview

When you have completed your interview, thank the participant and let them know they can contact you if they have any questions or follow-up information they would like to provide. If the interview has covered sensitive topics or the participant has become distressed throughout the interview, make sure that appropriate referrals and follow-up are provided (see section 6).

Download the recording from your device and make sure it is saved in a secure location that can only be accessed by people on the approved research team (see Chapters 35 and 36).

It is important to know what to do immediately after each interview is completed. Interviews should be transcribed – that is, reproduced verbatim for data analysis. Transcribing data is an important step in the process of analysis, but it is very time-consuming; transcribing a 60-minute interview can take up to 8 hours. Data analysis is discussed in Section 4.

Table 13.4. Examples of the four types of interviews

Interviews are the most common data collection technique in qualitative research. There are four main types of interviews; the one you choose will depend on your research question, aims and objectives. It is important to formulate open-ended interview questions that are understandable and easy for participants to answer. Key considerations in setting up the interview will enhance the quality of the data obtained and the experience of the interview for the participant and the researcher.

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Qualitative Research – a practical guide for health and social care researchers and practitioners Copyright © 2023 by Danielle Berkovic is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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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.

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Latest articles

Qualitative research method-interviewing and observation

Shazia jamshed.

Department of Pharmacy Practice, Kulliyyah of Pharmacy, International Islamic University Malaysia, Kuantan Campus, Pahang, Malaysia

Buckley and Chiang define research methodology as “a strategy or architectural design by which the researcher maps out an approach to problem-finding or problem-solving.”[ 1 ] According to Crotty, research methodology is a comprehensive strategy ‘that silhouettes our choice and use of specific methods relating them to the anticipated outcomes,[ 2 ] but the choice of research methodology is based upon the type and features of the research problem.[ 3 ] According to Johnson et al . mixed method research is “a class of research where the researcher mixes or combines quantitative and qualitative research techniques, methods, approaches, theories and or language into a single study.[ 4 ] In order to have diverse opinions and views, qualitative findings need to be supplemented with quantitative results.[ 5 ] Therefore, these research methodologies are considered to be complementary to each other rather than incompatible to each other.[ 6 ]

Qualitative research methodology is considered to be suitable when the researcher or the investigator either investigates new field of study or intends to ascertain and theorize prominent issues.[ 6 , 7 ] There are many qualitative methods which are developed to have an in depth and extensive understanding of the issues by means of their textual interpretation and the most common types are interviewing and observation.[ 7 ]

Interviewing

This is the most common format of data collection in qualitative research. According to Oakley, qualitative interview is a type of framework in which the practices and standards be not only recorded, but also achieved, challenged and as well as reinforced.[ 8 ] As no research interview lacks structure[ 9 ] most of the qualitative research interviews are either semi-structured, lightly structured or in-depth.[ 9 ] Unstructured interviews are generally suggested in conducting long-term field work and allow respondents to let them express in their own ways and pace, with minimal hold on respondents’ responses.[ 10 ]

Pioneers of ethnography developed the use of unstructured interviews with local key informants that is., by collecting the data through observation and record field notes as well as to involve themselves with study participants. To be precise, unstructured interview resembles a conversation more than an interview and is always thought to be a “controlled conversation,” which is skewed towards the interests of the interviewer.[ 11 ] Non-directive interviews, form of unstructured interviews are aimed to gather in-depth information and usually do not have pre-planned set of questions.[ 11 ] Another type of the unstructured interview is the focused interview in which the interviewer is well aware of the respondent and in times of deviating away from the main issue the interviewer generally refocuses the respondent towards key subject.[ 11 ] Another type of the unstructured interview is an informal, conversational interview, based on unplanned set of questions that are generated instantaneously during the interview.[ 11 ]

In contrast, semi-structured interviews are those in-depth interviews where the respondents have to answer preset open-ended questions and thus are widely employed by different healthcare professionals in their research. Semi-structured, in-depth interviews are utilized extensively as interviewing format possibly with an individual or sometimes even with a group.[ 6 ] These types of interviews are conducted once only, with an individual or with a group and generally cover the duration of 30 min to more than an hour.[ 12 ] Semi-structured interviews are based on semi-structured interview guide, which is a schematic presentation of questions or topics and need to be explored by the interviewer.[ 12 ] To achieve optimum use of interview time, interview guides serve the useful purpose of exploring many respondents more systematically and comprehensively as well as to keep the interview focused on the desired line of action.[ 12 ] The questions in the interview guide comprise of the core question and many associated questions related to the central question, which in turn, improve further through pilot testing of the interview guide.[ 7 ] In order to have the interview data captured more effectively, recording of the interviews is considered an appropriate choice but sometimes a matter of controversy among the researcher and the respondent. Hand written notes during the interview are relatively unreliable, and the researcher might miss some key points. The recording of the interview makes it easier for the researcher to focus on the interview content and the verbal prompts and thus enables the transcriptionist to generate “verbatim transcript” of the interview.

Similarly, in focus groups, invited groups of people are interviewed in a discussion setting in the presence of the session moderator and generally these discussions last for 90 min.[ 7 ] Like every research technique having its own merits and demerits, group discussions have some intrinsic worth of expressing the opinions openly by the participants. On the contrary in these types of discussion settings, limited issues can be focused, and this may lead to the generation of fewer initiatives and suggestions about research topic.

Observation

Observation is a type of qualitative research method which not only included participant's observation, but also covered ethnography and research work in the field. In the observational research design, multiple study sites are involved. Observational data can be integrated as auxiliary or confirmatory research.[ 11 ]

Research can be visualized and perceived as painstaking methodical efforts to examine, investigate as well as restructure the realities, theories and applications. Research methods reflect the approach to tackling the research problem. Depending upon the need, research method could be either an amalgam of both qualitative and quantitative or qualitative or quantitative independently. By adopting qualitative methodology, a prospective researcher is going to fine-tune the pre-conceived notions as well as extrapolate the thought process, analyzing and estimating the issues from an in-depth perspective. This could be carried out by one-to-one interviews or as issue-directed discussions. Observational methods are, sometimes, supplemental means for corroborating research findings.

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Sharing interview questions in advance: Methodological considerations in applied linguistics research

Interviews serve as a prominent methodological tool in applied linguistics and beyond, allowing researchers to explore participants’ experiences, ideologies and beliefs. Yet, the extent to which interview questions are shared in advance with participants is often unclear, although this methodological decision can substantially shape responses and subsequent reflections. Some advantages of sharing interview questions in advance include enhanced participant engagement and reflexivity, reduced interview anxiety, and more thoughtful responses. Conversely, the practice may engender risks such as participant bias, and predetermined answers. This reflective piece addresses this underexplored aspect by first discussing methodological considerations of such a practice, including a brief review of existing practices in research on language teacher ideologies and beliefs. Second, it considers ethical dimensions entailed in such a practice. Additionally, this paper explores how six English teachers in Norway experienced having access to all interview questions in advance to prepare for interviews centred around their individual teaching beliefs about multilingualism and multilingual practices. The paper concludes by suggesting that sharing interview questions in advance can benefit both participants and enhance the quality of research.

Zusammenfassung

Das Interview, ein häufig verwendetes Forschungsinstrument in der angewandten Linguistik, ermöglicht Forschenden, die Sprachideologien und Überzeugungen der Teilnehmenden zu erforschen. Dennoch ist oft unklar, inwieweit Interviewfragen im Voraus mit den Teilnehmenden geteilt werden, obwohl diese methodische Entscheidung die Antworten und die nachfolgenden Reflexionen erheblich beeinflussen kann. Einige Vorteile der vorherigen Mitteilung von Interviewfragen umfassen eine besser informierte Beteiligung und Reflexivität der Teilnehmenden, eine reduzierte Interviewangst und durchdachtere Antworten. Andererseits können damit Risiken wie eine Antwortverzerrung und vorher festgelegte Antworten einhergehen. Dieser Beitrag behandelt diesen wenig erforschten Aspekt, indem wir zunächst methodologische Überlegungen zu einer solchen Praxis diskutieren, einschließlich einer kurzen Analyse der bestehenden berichteten Praktiken in der Forschung über Sprachlehrideologien und -überzeugungen. Zweitens erörtern wir die Vor- und Nachteile des Voraboffenlegens aller Interviewfragen und der damit verbundenen ethischen Dimensionen. Darüber hinaus untersuchen wir die Erfahrungen von sechs Englischlehrenden in Norwegen, die im Voraus Zugang zu allen Interviewfragen hatten, um sich auf Interviews über ihre individuellen Unterrichtsüberzeugungen zum Thema Mehrsprachigkeit und mehrsprachige Praktiken vorzubereiten. Der Beitrag schließt mit der Feststellung, dass das Teilen von Interviewfragen im Voraus sowohl den Teilnehmenden zugutekommen als auch die Qualität der Forschung verbessern kann.

Las entrevistas sirven como una herramienta metodológica destacada en la lingüística aplicada, permitiendo a los investigadores explorar las ideologías y creencias lingüísticas de los participantes. Sin embargo, a menudo no está claro si las preguntas de la entrevista se han compartido con los participantes de antemano, aunque esta decisión metodológica podría influir sustancialmente en las respuestas y reflexiones posteriores. Algunas ventajas de compartir las preguntas de la entrevista con los participantes de antemano incluyen una mayor participación y reflexividad de los participantes, reducción de la ansiedad en la entrevista y respuestas más meditadas. Por otra parte, esta práctica puede generar riesgos como el sesgo de los participantes y respuestas predeterminadas. Además, este estudio explora cómo seis profesores de inglés en Noruega experimentaron tener acceso a todas las preguntas de la entrevista con antelación para prepararse para las entrevistas centradas en sus creencias individuales sobre la enseñanza del multilingüismo y las prácticas multilingües. El estudio concluye sugiriendo que compartir las preguntas de la entrevista con antelación puede beneficiar tanto a los participantes como mejorar la calidad de la investigación.

Intervjuet blir hyppig brukt som metodisk verktøy innen anvendt lingvistikk, da det gir forskere gode muligheter til å utforske deltakeres erfaringer, ideologier og forestillinger (beliefs). Imidlertid er det ofte uklart hvorvidt intervjuspørsmålene deles på forhånd, til tross for at denne avgjørelsen kan påvirke deltakernes refleksjoner og svar. Noen fordeler med å dele intervjuspørsmål med deltakerne på forhånd er økt engasjement og refleksivitet, redusert intervjuangst og mer gjennomtenkte svar. På den andre siden kan praksisen medføre risikoer som deltakerbias og forhåndsbestemte svar. Denne korte artikkelen tar for seg denne lite utforskede siden ved intervjustudier gjennom å drøfte rapporterte praksiser innen forskning om læreres språkideologier og forestillinger (beliefs), vurdere fordeler og ulemper med å forhåndsdele intervjuspørsmål og gjennom å utforske de etiske dimensjonene involvert i en slik praksis. I tillegg undersøker forfatterne hvordan seks engelsklærere i Norge opplevde å ha tilgang til alle intervjuspørsmål på forhånd for å forberede seg til intervjuer knyttet til egne forestillinger (beliefs) om flerspråklighet og flerspråklige praksiser. Studien konkluderer med at deling av intervjuspørsmål på forhånd kan være til nytte for deltakerne og forbedre kvaliteten på forskningen.

1 Introduction

Interviews are commonly used in applied linguistics research and beyond, offering several advantages ( Braun and Clarke 2013; Mann 2016; Prior 2018). First and foremost, they facilitate an in-depth exploration of participants’ perspectives, experiences, ideologies, and beliefs, allowing for a rich and detailed understanding of the research topic. Secondly, interviews offer flexibility in questioning and probing, where the researcher can seek clarification or further elaboration on participants’ responses. Thirdly, interviews are conducted in a certain context where participants can provide detailed descriptions and narratives yielding a more holistic understanding and, subsequently, a more nuanced analysis. Lastly, interviews may empower participants, providing them with a platform to share their perspectives, gain deeper insights into their own beliefs, knowledge and lives, and, in some cases, the interview process may even be perceived as therapeutic ( Morecroft et al. 2004).

However, whereas using interviews in applied linguistics research has become widespread, several researchers worry that they are not taken seriously as a complex tool (e. g., Mann 2011, 2016; Prior 2018; Richards 2009: Talmy 2010). As suggested by Richards (2009):

There is still work to be done to encourage yet deeper engagement with methodological issues, especially where interviews are concerned. We need to have more details of methodological and especially analytical matters in published papers, and it would be satisfying to see the demise of summaries [of interview data] amounting to no more than a couple of sentences or a short paragraph. (p. 168).

While observing that applied linguistics studies increasingly feature more detailed methodology sections, they still often lack specifics on interview conduct and reflections on potential power asymmetry between the interviewer and the interviewee ( Brinkmann and Kvale 2005; Mann 2016; Phipps 2013; Rolland et al. 2019).

Further, research ethics underscore the importance of ensuring that the research process or outcomes should be of benefit to participants (De Costa et al. 2020; Shamoo and Resnik 2015), and yet reflections on potential advantages for the participants are rarely found. One way participants may benefit from being interviewed is by fostering a reflexive process that promotes raising participants’ awareness and making them conscious of their beliefs and practices. When participants have an opportunity to learn about themselves, they may grow from the experience, as also advocated for in language teacher development to support professional growth ( Burton 2009; Ferrell 2022). Still, participants need time to reflect over and process their beliefs and to feel comfortable describing them in a supportive interview environment. In practice, this could mean rethinking interviews as one-off happenings. Two possible alternatives are long interviews or interviewing participants more than once to allow opportunities for reflection and more nuanced consideration of beliefs ( Pessoa et al. 2019; Read 2018).

Furthermore, we argue in this article for allowing time for reflection prior to an interview, by sharing the interview questions with the interviewees in advance. Our reasoning for doing so is linked to two main objectives when conducting qualitative research. Firstly, sharing interview questions together with as many details as possible about the interview process in advance allows opportunities for participants to unpack their complex and often tacit beliefs. Participants may reflect while interacting in their environments prior to meeting with the researcher. Furthermore, more time may allow participants to formulate more nuanced understanding and deep responses. This is of high value to the outcome of the research, as more reflective responses can provide a better understanding of the research topic. Secondly, there are several ethical considerations linked to sharing research questions in advance, such as providing participants with true informed consent, increasing the benefits of taking part in research, and reducing any potential harm.

Surprisingly, however, these issues are rarely discussed in qualitative research, not in coursebooks or theoretical discussions on interviews, nor in empirical articles using interviews as research tools. Furthermore, we have found no studies within applied linguistics where participants have been asked systematically how they experienced having access to all research questions in advance of interviews. Addressing these limitations in this short paper, we first explore some methodological and ethical reasons and existing practices for sharing interview questions in advance. Thereafter, we describe and discuss how we shared interview questions with language teachers in a study about multilingual pedagogies (Tishakov and Haukås, under review) and the teachers’ reflections on doing so.

2 Methodological considerations: Increasing quality in interview studies

To the best of our knowledge, only Van der Maren (2010) has previously discussed in detail why interview questions together with all other information about the interview should be pre-disclosed to participants in as much detail as possible. He argues that the informant is the most important part of qualitative research, as the one who has the information the researcher needs. Furthermore, the interviewee decides how information is given to the researcher and the quality of the information: complete or fragmented, censored or transparent. Therefore, Van der Maren argues, the interviewee should be placed in the most favourable condition for a successful interview, to give the researchers the best possible insights. After all, the decision to conduct a research interview is usually because the interviewer wants to learn something from the interviewee ( Rolland et al. 2019). Fundamental to increased quality is sharing interview questions in advance, Van der Maren contends, to allow participants time to think through their experiences, thoughts and beliefs, and to better organise one’s thoughts. In this way, participants may feel better prepared.

Van der Maren also discusses common objections to such practices, one of them being that the interviews will lack spontaneity. While he does not reject this possibility, he rhetorically asks if researchers prefer an improvisation show or reflected responses. A second common objection is that participants, if given enough time, will tend to construct their narratives of the past in more favourable ways. To this, Van Maren argues that all recollection of the past is constructed. However, giving participants enough time to recollect, will likely increase the truthfulness of their narratives more so than when having to talk about them on the spot. This argument is supported by the only empirical study we have found linked to this topic by Day and Carroll (2003). In the study about conducting job interviews, half of the participants were given interview questions in advance, and the other half received no interview questions in advance. The data analysis showed no differences in the validity of the answers between the two groups.

A final objection discussed by Van der Maren is that the interview process may become disorganised, and the interviewer will perceive a loss of control if the interviewees are given all questions in advance. Again, the author reminds the reader that it is the informant who owns the information and insights the researcher needs. The informant has structured their experiences and beliefs according to their own unique framework. Instead of imposing the researcher’s predetermined interview structure, it is crucial for the researcher to align with the informant’s mode of thinking and narration. This approach ensures a more meaningful understanding of the informant’s perspective and prevents the loss of important insights. In summarising Van der Maren’s (2010) insights from this significant article, it becomes evident that he views the research interview as inherently asymmetrical. With such understanding, the researcher recognizes and affirms the interviewees’ authoritative position, emphasising that they hold and should maintain a dominant role in the interaction.

As discussions about pre-disclosing interview questions are rare in the methodology literature, we explored the extent to which these considerations are addressed in empirical publications within applied linguistics. We narrowed our search by surveying the studies reported in a scoping review by Burner and Carlsen (2023). The authors systematically present and synthesise research on English teachers’ beliefs and practices about language learning and multilingualism from a ten-year period, from January 2011 through May 2021. Qualitative research approaches were prominent in the studies reviewed, with interviews being the most commonly used method. Of the 56 research articles included in the review, we identified 33 studies that used interviews as a method of data collection. In surveying these articles, we looked for descriptions of interviewing procedures, highlighting any details provided about how the method was used and justified. Out of the 33 studies, only two specified that interview questions had been shared with participants in advance. First, in a mixed methods study by Vaish (2012) on teachers’ beliefs about bilingualism and biliteracy in early literacy classes in Singapore, the author reports emailing the research questions to teacher participants in advance of interviews. However, no justification for this methodological choice is provided. Second, in a qualitative study on the identity formation of pre-service teachers in multilingual settings by Vallente (2020), the author describes sharing a list of possible research questions with participants in advance. He explains the reasoning for this choice was to give participants, “the opportunity to develop responses that made the discussions more productive and meaningful” ( Vallente 2020: 4). Seemingly, Vallente’s reasoning is linked to strengthening the quality of the study, as suggested by Van der Maren (2010). While our review of Burner and Carlsen’s (2023) study does not encompass a wide range of topics in applied linguistics, there are indications that similar findings would be found across our field and beyond.

3 Ethical considerations: Enhancing participants’ rights and benefits in interview studies

Researchers in many contexts have access to established ethical guidelines and committee structures to steer the initial phases of the research process. Research ethics typically highlight the significance of ensuring participants’ informed consent, safeguarding their confidentiality, providing clear information about the research’s nature, and emphasising participants’ right to withdraw at any point. In Norway, for example, providing participants with such information is a prerequisite when submitting a research project for review by SIKT – Norwegian Agency for Shared Services in Education and Research. However, despite the value of such guidance, there is a danger that researchers focus too heavily on ethical committee requirements and feel they have done their job when participants have signed the informed consent form ( Sterling and Gass 2017). The imperative of ongoing reflection on the ethical dimensions inherent in studying individuals’ lives may be overlooked or disregarded. As argued by Miller and Bell (2012), “Gaining ‘informed’ consent is problematic if it is not clear what the participant is consenting to and where ‘participation’ begins and ends.” (p. 61). Further, Brinkmann and Kvale (2005) warn that interviews are not from an ethical perspective inherently better than quantitative survey research. Participants can be exploited to the benefit of the researcher in various ways, for example if researchers have a hidden agenda and fake empathy and support to make the participant reveal information they did not intend to tell openly. Another potential danger of the interview, according to Brinkmann and Kvale (2005: 164) is the power asymmetry:

The interviewer has scientific competence and defines the interview situation. The interviewer initiates the interview, determines the interview topic, poses the questions and critically follows up on the answers, and also terminates the conversation. The research interview is not a dominance-free dialogue between equal partners; the interviewer’s research project and knowledge interest set the agenda and rule the conversation.

One way of re-adjusting the power balance between the interviewer and the interviewees could be to share the collected transcription data and/or the analysis with the interviewees and provide them with the opportunity to affirm or disaffirm the conclusions made by the researcher ( Mann 2016). Although not without challenges and rarely undertaken, such approaches may empower the participants and make them feel respected as valuable partners in the research process. An additional method to safeguard the rights of interview participants and maximise the benefits derived from the research is to ensure they are well-informed about the study’s content through the pre-disclosure of all interview questions. Within the field of applied linguistics and elsewhere, we would argue that this approach not only promotes transparency but also empowers participants to make truer informed decisions about their involvement in the study. For instance, if participants encounter questions in the pre-disclosed interview guide that make them uncomfortable, declining the invitation to participate in the study likely becomes more manageable compared to refusing to answer questions in front of the interviewer during the session. Similarly, seeing that there are no “dangerous” questions may reduce participant anxiety and even prompt initially unwilling participants to take part. Moreover, by providing a clear overview of the research content in advance, researchers foster an atmosphere of trust and collaboration, establishing a more mutually beneficial research relationship. This way of developing rapport with participants has not been discussed in previous research, to the best of our knowledge (e. g., Kvale and Brinkmann 2005; Prior 2018).

Despite these ethical advantages, it appears that only a limited number of researchers in applied linguistics and other fields have contemplated the option of pre-disclosing interview questions to participants in their published studies. Furthermore, there is a lack of studies that have retrospectively inquired about participants’ experiences with receiving questions in advance. The next section introduces a study conducted among language teachers in the Norwegian context, wherein this specific practice was implemented.

4 Pre-disclosing interview questions to language teachers: Insights from a Norwegian study

4.1 background.

In our recent study (Tishakov and Haukås, under review), interviews were used together with classroom observations of six English teachers (Andrew, Aurora, Beate, Kari, Martine, Oliva) in multilingual classrooms in Norway. After observing each teacher, they were interviewed twice with 1–2 weeks between the interviews. The main purpose of the interviews was to discuss their language beliefs and language teaching practices. Although overlapping concepts ( Young 2014), we use language beliefs rather than language ideologies in this paper. The concept of language beliefs underscores individual’s conceptualizations of language and the use of language. The individual’s belief sets and lived experiences are in focus, rather than socially shared conceptualizations of language and its use, as more common in research on language ideologies ( Kroskrity 2010; Spolsky 2021). Furthermore, our work is also situated in language teacher cognition theory ( Borg 2006), and thus the interplay between language teacher beliefs and language teaching practices is significant. Language beliefs include individual’s attitudes, knowledge, and feelings about language and the use of language, are dynamic and complex, and influenced by a multitude of contextual factors across time.

In an effort to allow for reflective responses, reduce participant’s potential anxiety, maximise the benefits of taking part in a research interview and maximise informed consent, all interview questions were shared several days in advance of each interview. Participants were asked to read and consider the questions before coming to the interview. We emphasised there were no correct or incorrect answers, nor were we assessing their knowledge. Rather, we wanted to learn about the teachers’ understanding as experienced teachers and valued any opinions, thoughts, and experiences they would share with us.

To explore the benefits perceived by our participants we asked them to reflect on their experiences with the interview process. Two questions were sent via email with an explanation of the purpose of their use in this paper approximately nine months after the interviews were held. The questions were: 1) How useful was it to read the questions in advance of the interviews? 2) What advantages or possible disadvantages do you feel there can be to share interview questions with teachers before interviews? Each participant responded with brief comments to the two questions via email (719 words in total). The correspondence was in Norwegian or English, as preferred by each participant. Andrew and Olivia wrote in English, while Aurora, Beate, Kari and Martine in Norwegian. The authors have translated any responses given in Norwegian into English in this paper. Further, the interview transcriptions from the authors’ study (Tishakov and Haukås, under review) were re-examined to identify any explicit references the participants made to the interview process. Direct comments on how specific interview questions had caused participants to reflect on their beliefs and/or practices were tagged. Four incidents were identified in which four participants (Andrew, Aurora, Beate, Martine) referenced how a certain question had made them think and/or reflect prior to the interview. In the interviews, Andrew, Beate and Martine spoke in English, while Aurora used Norwegian. Next, the teachers’ comments underwent analysis by identifying main themes in their reflections. Each researcher thoroughly reviewed the comments, making notes and memos tied to perceived main themes. Subsequently, the researchers collaboratively discussed their findings and reached a consensus on the following main themes: reflexivity, positive attitudes, feeling prepared, reflecting in context, and voicing beliefs.

4.2 Teachers’ reflections

All participants expressed positive feelings towards the experience of receiving all the interview questions beforehand and being encouraged to reflect on them. They expressed that this allowed them time to consider their beliefs in advance and relate their understanding to their teaching practices. As a result, they felt better prepared for what they would experience at the interview and were thus more confident to speak about the topics in a considered manner. As argued by Andrew, “If one is looking for in-depth, well-thought through feedback, perhaps triggered by the questions, then this is more likely to be generated if the interviewee knows the questions in advance.” All teachers felt that in contemplating interview questions over time, more nuances could be considered, which allowed them to explain more about their beliefs. Further, through reflection over a few days, the questions could be considered in relation to actual teaching practices and experiences. This reflexive quality was reported to have a positive impact by Martine and Beate, allowing them to gain more awareness of their teaching practices.

Two of the participants (Aurora, Kari) remarked how they felt their language beliefs and teaching practices in part were tacit and previously unvoiced. The reflective process gave them an opportunity to verbalise aspects of their belief sets and ponder the roots of their beliefs and practices. “Much of my practices are ‘habits’, and therefore I am not always as aware of what I do and I have not necessarily put into words everything I do previously” (Aurora). Kari provided a similar reflection: “Much of what I do as a teacher sits inside me as ‘unseen’ knowledge and is something I do because I have experience and have worked as a teacher for many years.”

When asked about potential disadvantages, all except Olivia had suggestions why it may not always be advantageous to share all questions in advance. They mentioned that some participants may prepare set answers which are less spontaneous and more polished. This could also mean that participants edit their response to give a partial response or reaction, one they feel is more appropriate or suitable, or one thought to be sought after by the researcher (Martine, Beate). In doing so, the researcher would not likely experience the initial reaction or emotion of the participants upon being asked a question (Andrew). Further, this could lessen the amount of reflection participants undergo during the actual interview (Martine). Finally, this could also lead to participants overthinking the questions, and that may cause them anxiety or uncertainty. Still, all participants felt that the advantages would by far outweigh any disadvantages because they could give reflected answers and avoid responding “from the top of their heads” (Andrew, Kari). As argued by Olivia, “like most teachers, I like to be prepared when I do things”.

During the interviews, two participants came with notes about their reflections and referred to them during the conversations (Andrew, Martine). Andrew had taken to the task systematically, writing down the thoughts and the associations he had made in considering each question. Several (Andrew, Aurora, Beate, Martine) spontaneously commented about how specific questions had made them think over their beliefs leading up to the interview, when responding to a question during an interview. This happened with Beate when asked about who is a multilingual, if she considers herself or her pupils to be multilingual, and why she believes this. In the interview, she explained her thoughts and how she had reflected on this question based on her personal experiences.

I thought about this question. I definitely think my learners (are) ... I don’t think of myself as multilingual, because I think of English as ... so common and so sort of necessary, that it’s more like a requirement than an extra language, so I think that if anything makes me multilingual, it’s Norwegian. I think that if I define a multilingual as knowing two languages well enough to communicate freely and confidently in the language with almost anyone, then yes, I am multilingual. I never thought about it like this, because it’s kind of like, are you athletic because you can walk? (Beate)

She continues in the interview by considering how experiences with multilingual pupils in her school impact her beliefs about who is a multilingual:

It’s hard to feel multilingual enough in the area that I work in, because many of our learners speak four languages, five languages, ‘cause they- maybe they have two or three languages that they bring with them from home, they have English, they have Norwegian. Some of our really clever students have already started French and German and stuff like that, so compared to that, I have two languages. They have five, so maybe it’s a matter of perspective as well. (Beate)

Beate expresses nuances in her belief set and attempts to make sense of a tension in her definition of multilingualism when applied to her contexts. She reflects over her lived experiences as a language teacher and multilingual, within a linguistically diverse teaching context in Norway. Through sharing the interview questions in advance and through organizing two interviews, Beate was granted time and space to reflect on her beliefs about concepts related to multilingualism. She was able to voice how personal and professional experiences have influenced nuances in her beliefs through reflecting on and trying to untangle some of the complexity found within them. Such in-depth reflection was helpful to the research, to gain better insight into the complex and dynamic nature of language beliefs and the influence contextual factors may have on language beliefs (see Tishakov and Tsagari 2022 for a discussion).

To summarize, the participants highlight mainly benefits to sharing research questions in advance. Most prominently, such an interview practice is argued to better the quality of the responses given due to the time allowed to reflect within one’s context. With reflection over time, various nuances of the participants’ beliefs and practices could be considered, and more complex responses formulated. Further, this process allowed participants to feel prepared and less anxious about participating in the interviews. Still, a few participants suggested possible drawbacks, such as a possibility to strengthen participant bias.

5 Concluding remarks

Scholars within applied linguistics have addressed the need for heightened reflexivity in qualitative research (e. g., Consoli and Ganassin 2023; Mann 2011; Sterling and Gass 2017; Talmy 2010). As interviewing is an established and routinely used method in qualitative research, several important aspects have been discussed in recent research methodology literature, including discussions of interview dynamics, power relations and control, the constructed nature of responses, and the affordances of reported data ( Brinkmann and Kvale 2005, 2015; Mann , 2016; Phipps 2013; Rolland et al. 2019; Van der Manen 2010).

This paper contributes with a reflection and analysis of the underexplored practice of pre-disclosing interview questions, considering its benefits and potential drawbacks. By exploring the theoretical discussion and reported practices in the field and delving into the experiences of English teachers in Norway, the research seeks to inform future methodological considerations in applied linguistics, encouraging a reflective and ethically sound approach to the use of interviews as a tool for inquiry.

We argue that all research participants should have favourable and ethical conditions in research interviews and benefit from participating in them. One consideration is pre-disclosing all interview questions to participants. By opting to share interview questions in advance, we propose that the quality of interview-based studies can be enhanced, and participants’ rights and benefits strengthened. Yet, we document that discussions of such practices are extremely rare, both within applied linguistics and beyond. Furthermore, we are not aware of any studies in our field asking participants how they perceived receiving questions in advance of the research interviews.

Our exploration of sharing questions in advance revealed that the participants of a study, language teachers in Norway, reported more benefits than drawbacks. Regarding the interview context, participants expressed increased confidence and preparedness to speak about the topics at the interviews when being given time to prepare, reflect, and put into words their beliefs. Furthermore, as suggested by Van der Maren (2010), the participants described how they could provide better insights and more well-formulated responses in reflecting over time and in consideration of their teaching practices. Regarding professional benefits, some participants found the reflexive process was beneficial to better understanding their previously unvoiced beliefs, and in reflecting on the underlying reasons for pedagogical practices. Ferrell (2022) describes how such reflexivity is considered an essential professional competence for language teachers.

Moreover, even though the teachers participating in our study did not address this aspect, we argue that by being more thoroughly informed about the research, informants may be better able to provide truer informed consent and derive greater benefit from the research compared with only being presented with a general information letter about the aims of a particular study and a description of participants’ rights. Among other concerns, the ethical issue of power asymmetry in interviews has been examined by scholars such as Brinkmann and Kvale (2005) and Van der Maren (2010), as previously discussed in this study. Notably, while Brinkmann and Kvale (2005) emphasise a pronounced and problematic asymmetry favouring the researcher in interview settings, Van der Maren (2010) demonstrates that this asymmetry can be mitigated or even reversed by providing research participants ample opportunity to prepare in advance. Future studies into pre-disclosing interviews should explore to what extent power relations in interviews can be better balanced and cause more potential advantages for participants and researchers.

As researchers, we gained a deep understanding of the complexity of teachers’ language beliefs in relation to their practices within their teaching environments by allowing the participants ample time to prepare in advance. Albeit based on limited empirical evidence, we suggest that this methodological approach facilitates a rich understanding of the interplay between language teachers’ beliefs and practices. Yet, this methodological decision needs to be addressed more in future research, both theoretically and empirically. Ultimately, following the call for increased researcher reflexivity in applied linguistics ( Consoli and Ganassin 2023), we hope that our discussion can prompt researchers to reflect on their own interview practices and contribute to a broader discussion within our field.

Nevertheless, we also acknowledge potential disadvantages and risks associated with this methodological choice. Thus, further explorations of the potential for participant bias and pre-determined answers are needed. To explore such inquiries within applied linguistics and other fields, controlled studies, like the one conducted by Day and Carroll (2003), can be employed. In such studies, one group of participants receives questions in advance, while the other does not, enabling a thorough examination of how responses may be shaped by perceived expectations.

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20 Common Researcher Interview Questions and Answers

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

You’ve been invited to interview for a research position—congratulations! You know you have the skills and experience, but now it’s time to prove it.

The key to success? Being prepared. To help make sure you shine in your upcoming interview, we’ve compiled some of the most common questions asked during research interviews. Read on, get familiar with them, and practice your answers so you can ace that job interview like a pro.

What research methods do you use to collect data?
How do you ensure the accuracy and validity of your research results?
Describe a time when you had to analyze complex data sets and draw meaningful conclusions from them.
Explain how you would go about designing an experiment or survey to answer a specific research question.
Are you familiar with any statistical software programs? If so, which ones?
What strategies do you use to stay organized while conducting research?
How do you handle ethical considerations when conducting research?
Have you ever encountered a situation where you had to adjust your research methodology due to unexpected circumstances?
Describe a time when you had to present your research findings in a clear and concise manner.
Do you have experience working with large datasets?
What challenges have you faced when collecting primary data for a research project?
How do you approach writing up a research paper or report?
What techniques do you use to identify potential sources of bias in your research?
How do you evaluate the quality of secondary sources used in your research?
What strategies do you use to keep track of changes in the field of research you are studying?
How do you decide which research questions to pursue?
What is your experience with peer review processes?
How do you manage competing demands on your time when conducting research?
What strategies do you use to ensure that your research remains relevant and up-to-date?
How do you ensure that your research meets the highest standards of academic integrity?

1. What research methods do you use to collect data?

Research methods are the core of any researcher’s job. You’ll need to be familiar with a variety of different methods, such as surveys, interviews, focus groups, and experiments, and be able to explain how you use each one in your work. This will help the interviewer understand your process and how you can contribute to their organization.

How to Answer:

You should be prepared to explain the research methods you have used in your past work. Talk about how you use surveys, interviews, focus groups, and experiments to collect data, as well as any other methods you may have experience with. If you’re just starting out, then talk through the steps you would take to select a method for each project. You can also mention any specialized methods or software that you are familiar with.

Example: “I use a variety of research methods to collect data, depending on the project. I often use surveys and interviews as primary sources of information, but I also have experience with focus groups, experiments, and software tools like Qualtrics for collecting quantitative data. I’m familiar with specialized methods such as content analysis and ethnography when appropriate. My goal is always to select the method that will provide the most accurate and reliable data for each project.”

2. How do you ensure the accuracy and validity of your research results?

Research requires a level of precision that goes beyond the normal workplace. Good researchers are able to identify what data is relevant and how to collect it in order to make reliable conclusions. Interviewers will want to know that you have the skills and knowledge to conduct research that is both accurate and valid. They’ll also want to know if you use any specific methods or tools to ensure accuracy and validity.

You should be prepared to explain what methods you use to ensure accuracy and validity of your research. This could include double-checking sources, using multiple data points, or triangulating information from different sources to verify results. You can also mention any specific tools or techniques you use, such as conducting surveys or interviews with experts in the field. Be sure to emphasize how important it is for you to make sure that your research is accurate and valid before drawing conclusions.

Example: “When I was working on a research project for ABC Corporation, I had to analyze the data from three different sources. My approach was to use statistical analysis techniques and software tools to cross-reference the data sets and identify any potential discrepancies or outliers. After analyzing the results, I identified a number of key trends that allowed us to draw meaningful conclusions about the company’s operations. The insights gained from this research ultimately led to improvements in the organization’s processes, resulting in increased efficiency and productivity.”

3. Describe a time when you had to analyze complex data sets and draw meaningful conclusions from them.

Research projects often involve a lot of data analysis and interpretation. Knowing how to take large amounts of data and make it into something meaningful is a valuable skill for any researcher. This question is a way for the interviewer to gauge your ability to work with data and draw meaningful conclusions from it.

You should be prepared to provide a specific example of when you had to analyze complex data sets and draw meaningful conclusions from them. Talk about the project, your approach to analyzing the data, and any insights or conclusions that you drew from it. Be sure to emphasize the impact of your findings on the project or organization as well.

Example: “I recently worked on a project for my previous employer in which I had to analyze a large and complex data set. My approach was to break down the data into smaller, more manageable chunks and then look for patterns or correlations between different variables. After doing this, I was able to identify a few key trends that were relevant to the project goals. This allowed us to make better decisions about how to allocate resources and focus our efforts, resulting in a successful outcome.”

4. Explain how you would go about designing an experiment or survey to answer a specific research question.

This question is designed to determine if you have the skills necessary to design and implement valid research experiments. The interviewer wants to know if you understand the fundamentals of research design, such as how to select a sample, how to develop a hypothesis, and how to determine the validity of a study. They also want to know if you can explain the process in a clear and concise manner.

Start by explaining the steps you would take to design an experiment or survey. You should include the following: defining the research question, selecting a sample, developing a hypothesis, creating a data collection plan, and determining how to analyze the results. Be sure to explain any specific techniques you might use in each step, such as random sampling or stratified sampling for your sample selection process. Finally, emphasize the importance of validating the results to ensure they are accurate and reliable.

Example: “When designing an experiment or survey, the first step is to define the research question. Once the research question has been identified, I would then select a sample that is representative of the population being studied. I would also develop a hypothesis based on my understanding of the research question and the available data. After that, I would create a data collection plan that outlines how the data will be collected, such as using surveys, interviews, or focus groups. Finally, I would determine the best method for analyzing the results in order to draw valid conclusions from the research. In all cases, it’s important to validate the results to ensure they are accurate and reliable.”

5. Are you familiar with any statistical software programs? If so, which ones?

Researchers often have to analyze data and present it in a meaningful way. This requires familiarity with statistical software programs like SPSS, SAS, or R. Knowing how to use these programs is a critical part of being a successful researcher, so this question is meant to gauge your level of expertise.

If you are familiar with any of the programs mentioned above, be sure to mention that and explain how you have used them in past research projects. If you are not familiar with these programs, it is still important to emphasize your ability to learn new software quickly. Explain how you approach learning new technologies and provide examples of times when you have successfully done so in the past.

Example: “I have used SPSS and SAS in my previous research projects. I am also comfortable with learning new statistical software programs, as I have done so on multiple occasions in the past. For example, when starting a new project at my last job, I was asked to learn R quickly in order to analyze data. Within two weeks, I had become proficient enough to use it for all of our research needs.”

6. What strategies do you use to stay organized while conducting research?

Research can be a long and complex process, with lots of data to sift through, organize, and analyze. It’s important to show the interviewer that you have a system in place to stay organized throughout the research process, from the initial research plan to the final report. This will demonstrate that you can effectively manage your time and resources, as well as prioritize tasks and remain focused on the task at hand.

You can answer this question by talking about the strategies you use to stay organized while conducting research. You could mention that you create detailed research plans, break down large tasks into smaller ones, and prioritize tasks based on importance and deadlines. Additionally, you could talk about how you utilize organizational tools such as spreadsheets and databases to store data, track progress, and easily access information when needed. Finally, you might also discuss how you take notes during your research process in order to keep track of important ideas or findings.

Example: “I use a variety of strategies to stay organized while conducting research. I always start by creating a detailed research plan that outlines the scope of my work and any deadlines associated with it. From there, I break down large tasks into smaller ones in order to tackle them more efficiently. Additionally, I prioritize tasks based on importance and deadlines in order to remain focused on the task at hand. To help store data, track progress, and access information quickly, I also utilize organizational tools such as spreadsheets and databases. Finally, I take notes during my research process in order to keep track of important ideas or findings.”

7. How do you handle ethical considerations when conducting research?

Research often involves collecting personal data, and it’s important that researchers understand how to approach these situations with respect and integrity. Interviewers want to know that you are aware of ethical considerations and that you are capable of adhering to them. This question is likely to be asked to all potential researchers, as it is an important part of the job.

Talk about the ethical considerations you take into account when conducting research. These can include obtaining informed consent from participants, ensuring confidentiality and anonymity of data, respecting privacy laws, protecting vulnerable populations, and considering potential biases that may arise in your research. You should also mention any processes or protocols you have implemented to ensure ethical compliance with research projects. Finally, emphasize how important it is for researchers to adhere to ethical standards and how seriously you take them.

Example: “I understand the importance of adhering to ethical standards when conducting research, and I take this responsibility very seriously. In my current position as a researcher at ABC University, I follow a strict protocol for obtaining informed consent from participants and ensuring that data is kept confidential and anonymous. I also make sure to consider any potential biases in our research before collecting data and am familiar with applicable privacy laws. Lastly, I always strive to protect vulnerable populations, such as children or those with disabilities, when conducting research.”

8. Have you ever encountered a situation where you had to adjust your research methodology due to unexpected circumstances?

Research is a dynamic process and researchers must be prepared to adjust their methods as needed. This question is designed to assess the flexibility of potential candidates and their ability to think on their feet. It also provides insight into how well a candidate understands the research process, including how to identify and address potential problems.

To answer this question, provide an example of a situation where you had to adjust your research methodology due to unexpected circumstances. Explain how you identified the problem and how you adjusted your methods in order to successfully complete the project. Be sure to emphasize any creative solutions you implemented and the positive outcome that resulted from your adjustment.

Example: “I recently encountered a situation where I had to adjust my research methodology due to unexpected circumstances. I was conducting a survey to analyze consumer behavior in relation to a new product launch. After collecting the first round of data, I noticed a discrepancy in the results that could not be explained. After further investigation, I realized that the sample size I was using was not large enough to accurately capture the data. I quickly adjusted my methodology by increasing the sample size and collecting more data, which ultimately allowed me to identify the discrepancy and provide an accurate analysis of consumer behavior.”

9. Describe a time when you had to present your research findings in a clear and concise manner.

Researchers often have to communicate their findings to colleagues, stakeholders, and the public. The ability to communicate complex research findings in an understandable way is a key skill for someone in this role. This question allows the interviewer to gauge your ability to explain complex concepts in a clear and concise manner.

You should come prepared with an example of a time when you had to present your research findings. Talk about the project, what the goal was, and how you went about presenting it. If possible, provide specific details such as the type of presentation (oral, written, etc.), who you presented to, and the feedback you received. You should also explain the strategies that you used to make sure that the audience understood your message. This could include using visual aids, breaking down complex concepts into simpler terms, or providing examples to illustrate your points.

Example: “My most recent research project focused on the long-term effects of climate change on agricultural production. I knew that it was important to make sure that the findings were presented in a way that was easy to understand and digest. I created a PowerPoint presentation that included visuals and graphs to illustrate my points, as well as a written report that provided a detailed breakdown of the findings. I then presented my findings to a group of stakeholders and received positive feedback. They appreciated my ability to take complex concepts and explain them in a way that was easy to understand.”

10. Do you have experience working with large datasets?

Many research roles require the ability to work with large datasets and analyze the information within them. This question helps employers understand how comfortable you are with such tasks, and it also serves as a way to gauge your technical skills. To answer this question, talk about how you’ve used various tools and techniques to analyze data and how you’ve been able to draw meaningful insights from it.

Start by talking about the types of datasets you’ve worked with, such as structured or unstructured data, and explain how you’ve gone about analyzing them. Then, provide a few examples of projects you’ve completed that involved working with large datasets. Finally, discuss any tools or techniques you’ve used to work with the data, such as statistical software, data visualization tools, machine learning algorithms, etc. Be sure to emphasize your ability to draw meaningful insights from the data and how those insights have helped inform decisions.

Example: “I have experience working with large datasets in both structured and unstructured formats. I have utilized various tools and techniques to analyze the data, such as statistical software and data visualization tools. I’ve also employed machine learning algorithms to uncover patterns and trends from the data. For example, in my most recent project I utilized a variety of data sources to identify potential new markets for our company. Through analyzing the data, I was able to identify key demographic, geographic, and psychographic trends that we could use to target our new customers. This analysis provided valuable insights that informed our marketing strategy and ultimately led to increased sales.”

11. What challenges have you faced when collecting primary data for a research project?

Research often involves gathering primary data from sources such as surveys, interviews, focus groups, and observations. It’s important to determine whether the candidate has the skills necessary to design and implement a research project in order to successfully collect data. This question helps the interviewer understand the candidate’s ability to handle the logistics and challenges of primary data collection.

When answering this question, it’s important to provide specific examples of challenges you have faced and how you overcame them. For example, you could talk about the challenge of finding participants for a survey or focus group, or the difficulty in scheduling interviews with busy professionals. You can also discuss any logistical issues that arose during data collection, such as having unreliable equipment or dealing with uncooperative participants. Be sure to emphasize your problem-solving skills and ability to think on your feet when facing unexpected obstacles.

Example: “I’ve encountered a few challenges when gathering primary data for research projects. For example, when I was working on a survey project for a university, it took me several weeks to find participants willing to answer the survey. I had to be creative in my approach and reach out to different groups, such as student organizations, to recruit participants. I also encountered a few logistical issues, such as having unreliable equipment or dealing with uncooperative participants. I was able to quickly come up with solutions to these issues, such as having backup equipment and developing strategies to engage the participants. Overall, I was able to successfully gather the data I needed and produce valuable research findings.”

12. How do you approach writing up a research paper or report?

Research is a process that requires both creativity and structure. As a researcher, you must be able to synthesize information from a variety of sources, develop strong arguments, and communicate those arguments clearly and concisely in written form. Being able to articulate your approach to researching and writing up a paper will demonstrate your ability to think critically and logically.

Your answer should include the steps you take when writing up a research paper or report. This could include outlining your topic, researching relevant sources, organizing and synthesizing data, developing an argument, drafting and revising the paper, and proofreading for accuracy. It is also important to emphasize how you use critical thinking skills to develop strong arguments and draw meaningful conclusions from your research. Finally, make sure to mention any specific techniques or strategies that you have used successfully in the past.

Example: “When writing up a research paper or report, I approach the task systematically. I begin by outlining my topic and any relevant research questions. I then conduct research to find relevant sources, both primary and secondary. I carefully review and analyze the information I find, and use it to develop my argument. After that, I draft and revise the paper, making sure to include evidence to support my points. Finally, I proofread for accuracy and clarity. Throughout the process, I strive to use critical thinking skills to ensure that my arguments are sound and my conclusions are meaningful.”

13. What techniques do you use to identify potential sources of bias in your research?

Researchers need to be able to identify potential sources of bias in their work, such as selection bias or confirmation bias, in order to ensure the accuracy of their data and the validity of their results. By asking this question, the interviewer is gauging your ability to identify potential sources of bias and how you handle them.

To answer this question, you should discuss the techniques you use to identify potential sources of bias in your research. This could include methods such as double-checking data for accuracy and completeness, using multiple sources of information, or conducting blind studies. Additionally, you can talk about how you handle any biases you may find, such as adjusting your research design or changing your methodology. Be sure to emphasize that accuracy and validity are important to you and that you take steps to ensure they remain a priority.

Example: “I understand the importance of accuracy and validity in research, so I always strive to identify and address any potential sources of bias. I use several techniques to identify bias, such as double-checking my data for accuracy and completeness, using multiple sources of information, and conducting blind studies. When I do identify a potential source of bias, I adjust my research design or change my methodology to address it. I also make sure to communicate any changes to my team and stakeholders to ensure that we’re all on the same page.”

14. How do you evaluate the quality of secondary sources used in your research?

One of the most important skills of a researcher is being able to evaluate the quality of sources used in research. This question allows the interviewer to get a better understanding of your research process and your ability to critically evaluate sources. It also allows them to gauge your level of experience in the field and your knowledge of the research landscape.

To answer this question, you should explain your process for evaluating secondary sources. You can talk about the criteria that you use to evaluate a source’s credibility such as its author or publisher, the date of publication, and any peer reviews that have been conducted on the source. Additionally, you can mention any methods you use to assess the accuracy of information in the source such as cross-referencing with other sources or conducting additional research on the topic. Finally, you should discuss how you use these evaluations to inform your own research.

Example: “When evaluating the quality of secondary sources I use in my research, I consider a few key factors. I always look at the author or publisher of the source, the date of publication, and any peer reviews that have been conducted. I also use a variety of methods to assess the accuracy of the information in the source, such as cross-referencing with other sources and conducting additional research. From there, I use my evaluations to inform my own research and determine how best to use the source. This helps me ensure that I’m using the most reliable and up-to-date sources in my research.”

15. What strategies do you use to keep track of changes in the field of research you are studying?

Research is an ever-evolving field and keeping up with changes in the field is essential to remain relevant and up to date. Interviewers want to know that you have the skills and strategies to stay on top of the latest research, trends, and developments in the field. They’ll be looking for evidence that you have the self-discipline and organizational skills to stay on top of your work and be able to provide timely, accurate research.

You should be prepared to discuss the strategies and tools you use to stay up-to-date on changes in your field. Talk about how you keep track of new research articles, publications, conferences, and other sources of information that are relevant to your work. You can also talk about how you use technology such as RSS feeds, social media, or email alerts to ensure that you’re aware of any news or updates related to your research. Additionally, mention any methods you have for organizing and cataloging the information you collect so it is easily accessible when needed.

Example: “To stay on top of changes in my field, I use a variety of strategies and tools. I subscribe to relevant RSS feeds and email alerts to ensure I’m aware of any new research articles or publications. I also use social media to follow industry leaders and experts in the field and get updates on their work. I also keep an organized library of research material that I have collected over the years. I use a combination of software tools and physical filing systems to keep track of all the information I need. This allows me to quickly access any information I need, when I need it.”

16. How do you decide which research questions to pursue?

Being a researcher requires the ability to prioritize and select the best questions to pursue in order to achieve the desired outcome. This question helps the interviewer get a sense of your process and how you approach problem solving. It also gives them an insight into your critical thinking skills, as well as your ability to analyze data and make meaningful conclusions.

The best way to answer this question is to provide a step-by-step approach of how you decide which research questions to pursue. Start by explaining the research process you go through, such as collecting data, analyzing it and forming hypotheses. Then explain how you prioritize certain questions based on their importance and relevance to the project at hand. Finally, discuss how you use your findings to make informed decisions about which questions are worth pursuing further.

Example: “When I’m deciding which research questions to pursue, I start by gathering all the available data related to the project. From there, I analyze the data to form hypotheses and then prioritize the questions based on their importance and relevance to the project. I also consider the impact each question could have on the overall outcome of the research. Once I have a list of the most important questions, I evaluate the data and use my findings to make informed decisions about which questions are worth pursuing further. Ultimately, my goal is to select the best questions that will yield the most meaningful results.”

17. What is your experience with peer review processes?

Peer review is a critical part of the research process. It requires that researchers review and critique each other’s work in order to ensure that the research is unbiased and credible. This question is a way for the interviewer to assess your knowledge of the research process and your ability to work with other researchers.

To answer this question, you should provide specific examples of your experience with peer review processes. Talk about how you have worked with other researchers to review and critique their work, as well as how you have incorporated feedback from peers into your own research. You can also discuss any challenges or successes you had during the process. Finally, emphasize your understanding of the importance of peer review in the research process and why it is necessary for producing high-quality results.

Example: “I have extensive experience with peer review processes, both as a reviewer and as an author. I have worked with other researchers to review their work and provide constructive feedback, as well as incorporating feedback from peers into my own research. I understand the importance of peer review in the research process and am committed to producing high-quality results. I have also had success in resolving disagreements between reviewers and authors when needed, and I have a strong track record of producing quality research that has been accepted for publication.”

18. How do you manage competing demands on your time when conducting research?

Research can be a demanding job, with a lot of deadlines, competing agendas, and complex data sets to analyze. The interviewer wants to make sure you can prioritize tasks, keep track of multiple projects, and adjust when needed. Your ability to manage competing demands on your time is a key indicator of how successful you will be at the job.

To answer this question, you should focus on how you prioritize tasks and manage deadlines. Talk about the strategies you use to stay organized, such as setting up a calendar or using task management tools. Also discuss any techniques you have for staying focused when there are multiple demands on your time. Finally, emphasize your ability to adjust your plans when needed, such as if an unexpected project comes in or a deadline needs to be moved up.

Example: “I have a few strategies for managing competing demands on my time when conducting research. I prioritize tasks by breaking them down into smaller, manageable chunks and then assigning deadlines to each one. I also use task management tools to keep track of what I need to do and stay organized. And I make sure to take regular breaks to stay focused and energized. When I need to adjust my plans due to unexpected events, I’m able to reassess and re-prioritize my tasks accordingly. I’m confident in my ability to manage competing demands on my time and stay organized when conducting research.”

19. What strategies do you use to ensure that your research remains relevant and up-to-date?

Research is a dynamic field, and the best researchers know that they need to stay informed of the latest developments and trends in order to remain relevant. This question allows your interviewer to assess your knowledge of the field and your commitment to keeping up with the latest research. It shows that you are aware of the need to stay ahead of the curve and that you have the skills to do so.

To answer this question, you should start by discussing the strategies that you use to stay informed. You can talk about how you read industry publications, attend conferences and seminars, or network with other researchers in your field. You should also mention any specific platforms or tools that you use to keep up-to-date on the latest research. Finally, you should explain why staying informed is important to you and how it helps you do better work.

Example: “I use a variety of strategies to ensure that my research remains relevant and up-to-date. I read industry publications, attend conferences and seminars, and network with other researchers to stay informed. I also use specific tools like Google Scholar and ResearchGate to keep track of new developments in my field. It’s important to me to stay ahead of the curve and make sure that my research is as current and relevant as possible. Doing so not only helps me do better work, but it also helps me to provide more value to my employer and contribute to the success of their projects.”

20. How do you ensure that your research meets the highest standards of academic integrity?

Research is the backbone of any organization, and it is crucial for a researcher to maintain the highest standards of academic integrity. Employers want to know that you understand the importance of being thorough and accurate, as well as ethical in your research. They may also want to know how you go about verifying the accuracy of your data and sources, and how you ensure that your research meets the standards expected in the field.

Start off by detailing the steps you take to ensure that your research meets academic integrity standards. For example, you can mention how you always double-check sources and data for accuracy and reliability, or how you use peer review processes to vet your work. Additionally, be sure to emphasize any specific techniques or methods you have used in the past to verify the validity of your findings. Finally, explain why it is important to you to maintain the highest level of academic integrity in your research.

Example: “I understand the importance of academic integrity and take it very seriously in my research. To ensure the highest standards of accuracy, I always double-check my sources and data, and use peer review processes to vet my work. Additionally, I frequently use replication studies to verify the validity of my findings. To me, it is essential to ensure that my research meets the highest standards of academic integrity, as it is the foundation of any successful research project.”

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Published: 22 April 2024

The design and evaluation of gamified online role-play as a telehealth training strategy in dental education: an explanatory sequential mixed-methods study

Chayanid Teerawongpairoj 1 ,
Chanita Tantipoj 1 &
Kawin Sipiyaruk 2

Scientific Reports volume 14 , Article number: 9216 ( 2024 ) Cite this article

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To evaluate user perceptions and educational impact of gamified online role-play in teledentistry as well as to construct a conceptual framework highlighting how to design this interactive learning strategy, this research employed an explanatory sequential mixed-methods design. Participants were requested to complete self-perceived assessments toward confidence and awareness in teledentistry before and after participating in a gamified online role-play. They were also asked to complete a satisfaction questionnaire and participate in an in-depth interview to investigate their learning experience. The data were analyzed using descriptive statistics, paired sample t-test, one-way analysis of variance, and framework analysis. There were 18 participants who completed self-perceived assessments and satisfaction questionnaire, in which 12 of them participated in a semi-structured interview. There were statistically significant increases in self-perceived confidence and awareness after participating in the gamified online role-play ( P < 0.001). In addition, the participants were likely to be satisfied with this learning strategy, where usefulness was perceived as the most positive aspect with a score of 4.44 out of 5, followed by ease of use (4.40) and enjoyment (4.03). The conceptual framework constructed from the qualitative findings has revealed five key elements in designing a gamified online role-play, including learner profile, learning settings, pedagogical components, interactive functions, and educational impact. The gamified online role-play has demonstrated its potential in improving self-perceived confidence and awareness in teledentistry. The conceptual framework developed in this research could be considered to design and implement a gamified online role-play in dental education. This research provides valuable evidence on the educational impact of gamified online role-play in teledentistry and how it could be designed and implemented in dental education. This information would be supportive for dental instructors or educators who are considering to implement teledentistry training in their practice.

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Introduction

Telehealth has gained significant attention from various organization due to its potential to improve healthcare quality and accessibility 1 . It can be supportive in several aspects in healthcare, including medical and nursing services, to enhance continuous monitoring and follow-up 2 . Its adoption has increased substantially during the COVID-19 pandemic, aiming to provide convenient healthcare services 3 . Even though the COVID-19 outbreak has passed, many patients still perceive telehealth as an effective tool in reducing a number of visits and enhancing access to health care services 4 , 5 . This supports the use of telehealth in the post-COVID-19 era.

Teledentistry, a form of telehealth specific to dentistry, has been employed to improve access to dental services 6 . This system offers benefits ranging from online history taking, oral diagnosis, treatment monitoring, and interdisciplinary communication among dental professionals, enabling comprehensive and holistic treatment planning for patients 7 . Teledentistry can also reduce travel time and costs associated with dental appointments 8 , 9 , 10 . There is evidence that teledentistry serves as a valuable tool to enhance access to dental care for patients 11 . Additionally, in the context of long-term management in patients, telehealth has contributed to patient-centered care, by enhancing their surrounding environments 12 . Therefore, teledentistry should be emphasized as one of digital dentistry to enhance treatment quality.

Albeit the benefits of teledentistry, available evidence demonstrates challenges and concerns in the implementation of telehealth. Lack of awareness and knowledge in the use of telehealth can hinder the adoption of telehealth 13 . Legal issues and privacy concerns also emerge as significant challenges in telehealth use 14 . Moreover, online communication skills and technology literacy, including competency in using technological tools and applications, have been frequently reported as challenges in teledentistry 15 , 16 . Concerns regarding limitations stemming from the lack of physical examination are also significant 17 . These challenges and complexities may impact the accuracy of diagnosis and the security and confidentiality of patient information. Therefore, telehealth training for dental professionals emerges as essential prerequisites to effectively navigate the use of teledentistry, fostering confidence and competence in remote oral healthcare delivery.

The feasibility and practicality of telehealth in dental education present ongoing challenges and concerns. Given the limitations of teledentistry compared to face-to-face appointments, areas of training should encompass the telehealth system, online communication, technical issues, confidentiality concerns, and legal compliance 18 . However, there is currently no educational strategy that effectively demonstrates the importance and application of teledentistry 19 . A role-play can be considered as a teaching strategy where learners play a role that closely resembles real-life scenarios. A well-organized storytelling allows learner to manage problematic situations, leading to the development of problem-solving skill 20 , 21 . When compared to traditional lecture-based learning, learners can also enhance their communication skills through conversations with simulated patients 22 , 23 . In addition, they could express their thoughts and emotions during a role-play through experiential learning 20 , 24 , 25 . Role-play through video teleconference would be considered as a distance learning tool for training dental professionals to effectively use teledentistry.

While there have been studies supporting online role-play as an effective learning tool due to its impact of flexibility, engagement, and anonymity 26 , 27 , no evidence has been yet reported whether or not this learning strategy could have potential for training teledentistry. Given the complicated issues in telehealth, role-play for training teledentistry should incorporate different learning aspects compared to face-to-face communication with patients. In addition, game components have proved to be supportive in dental education 28 , 29 . Consequently, this research aimed to evaluate user perceptions and educational impact of gamified online role-play to enhance learner competence and awareness in using teledentistry as well as to construct a conceptual framework highlighting how to design and implement this interactive learning strategy. This research would introduce and promote the design and implementation of gamified online role-play as a learning tool for training teledentistry. To achieve the aim, specific objectives were established as follows:

1. To design a gamified online role-play for teledentistry training.

2. To investigate learner perceptions regarding their confidence and awareness in the use of teledentistry after completing the gamified online role-play.

3. To explore user satisfactions toward the use of gamified online role-play.

4. To develop a conceptual framework for designing and implementing a gamified online role-play for teledentistry training.

Materials and methods

Research design.

This research employed an explanatory sequential mixed-methods design, where a quantitative phase was firstly performed followed by a qualitative phase 30 , 31 . The quantitative phase was conducted based on pre-experimental research using one-group pretest–posttest design. Participants were requested to complete self-perceived assessments toward confidence and awareness in the use of teledentistry before and after participating in a gamified online role-play. They were also asked to complete a satisfaction questionnaire in using a gamified online role-play for training teledentistry. The qualitative phase was afterwards conducted to explore in-depth information through semi-structured interviews, in order to enhance an understanding of the quantitative phase, and to develop a conceptual framework for designing and implementing an online role-play for training teledentistry.

A gamified online role-play for training teledentistry

A gamified online role-play was designed and developed by the author team. To ensure its educational impact was significant, the expected learning outcomes were formulated based on insights gathered from a survey with experienced instructors from the Department of Advanced General Dentistry, Faculty of Dentistry, Mahidol University. These learning outcomes covered areas of online communication skill, technical issues, technology literacy of patients, limitations of physical examination, and privacy concerns of personal information. Learning scenario and instructional content were subsequently designed to support learners in achieving the expected learning outcomes, with their alignments validated by three experts in dental education. A professional actress underwent training to role-play a patient with a dental problem, requesting a virtual consultation or teledentistry. Before conducting data collection, the simulated patient was required to undergo a training and adjusting process with a pilot group under supervision of two experts in advanced general dentistry and dental education who had experience with teledentistry to ensure realism and completeness of learning content.

According to the role-play scenario, an actress was assigned to portray a 34-year-old female with chief complaints of pain around both ears, accompanied by difficulties in chewing food due to tooth loss. She was instructed to express her anxiety and nervousness about addressing these issues. Additionally, it was specified that she could not take a day off from work during this period. Despite this constraint, she required a dental consultation to receive advice for initial self-care, as her symptoms significantly impacted her daily life. Furthermore, she was designated to encounter difficulties with the technological use of the teledentistry platform.

The game components were implemented into the online role-play to enhance motivation and engagement. As challenge and randomness appear to be game elements 32 , 33 , five challenge cards were designed and embedded into the online role-play, where a participant was asked to randomly select one of them before interacting with the simulated patient. The challenging situations were potential technical concerns which could occur frequently during video conferencing, including network problems (e.g., internet disconnection and poor connection) and audiovisual quality issues. The participants were blinded to the selected card, while it was revealed to only the simulated patient. The challenging conditions were mimicked by the organizers and simulated patient, allowing learners to deal with difficulties. Therefore, both challenges and randomness were implemented into this learning intervention not only to create learning situations but also to enhance engagement.

A feedback system was carefully considered and implemented into the gamified online role-play. Immediate feedback appears to be a key feature of interactive learning environments 29 . Formative feedback was instantly delivered to learners through verbal and non-verbal communication, including words (content), tone of voice, facial expressions, and gestures of the simulated patient. This type of feedback allowed participants to reflect on whether or not their inputs were appropriate, enabling them to learn from their mistakes, or so-called the role of failure 34 . Summative feedback was also provided at the end of the role-play through a reflection from a simulated patient and suggestions from an instructor.

Learners were able to interact with the simulated patient using an online meeting room by Cisco WebEx. According to the research setting (Fig. 1 ), a learner was asked to participate in the role-play activity using a computer laptop in a soundproof room, while a simulated patient was arranged in a prepared location showing her residential environment. The researcher and instructor also joined the online meeting room and observed the interaction between the simulated patient and learners during the role-play activity whether or not all necessary information was accurately obtained. The role-play activity took around 30 minutes.

A diagram demonstrating the setting of gamified online role-play.

Research participants

Quantitative phase.

The participants in this research were postgraduate students from the Residency Training Program in Advanced General Dentistry at Mahidol University Faculty of Dentistry in academic year 2022, using a volunteer sampling. This program was selected because its objective was to develop graduates capable of integrating competencies from various dental disciplines to provide comprehensive dental care for both normal patients and those with special needs. Therefore, teledentistry should be a supportive component of their service. The recruitment procedure involved posting a recruiting text in the group chat of the residents. Those interested in participating in the research were informed to directly contact us to request more information, and they were subsequently allowed to decide whether they would like to participate. This approach ensured that participation was voluntary. Although there could be a non-response bias within this non-probability sampling technique 35 , it was considered as appropriate for this study, as participants were willing to have contribution in the learning activity, and therefore accurate and reliable research findings with no dropout could be achieved 36 .

The inclusion and exclusion criteria were established to determine the eligibility of prospective participants for this research. This study included postgraduate students from Years 1 to 3 in the Residency Training Program in Advanced General Dentistry at Mahidol University Faculty of Dentistry, enrolled during the academic year 2022. They were also required to at least complete the first semester to be eligible for this research to ensure familiarity with comprehensive dental care. However, they were excluded if they had previous involvement in the pilot testing of the gamified online role-play or if they were not fluent in the Thai language. The sample size was determined using a formula for two dependent samples (comparing means) 37 . To detect a difference in self-perceived confidence and awareness between pre- and post-assessments at a power of 90% and a level of statistical significance of 1%, five participants were required. With an assumed dropout rate of 20%, the number of residents per year (Year 1–3) was set to be 6. Therefore, 18 residents were required for this research.

Qualitative phase

The participants from the quantitative phase were selected for semi-structured interviews using a purposive sampling. This sampling method involved the selection of information-rich participants based on specific criteria deemed relevant to the research objective and to ensure a diverse representation of perspectives and experiences within the sample group 38 . In this research, the information considered for the purposive sampling included demographic data (e.g., sex and year of study), along with self-perceived assessment scores. By incorporating perceptions from a variety of participants, a broad spectrum of insights from different experiences in comprehensive dental practice and diverse improvement levels in self-perceived confidence and awareness could inform the design and implementation of the training program effectively. The sample size for this phase was determined based on data saturation, wherein interviews continued until no new information or emerging themes were retrieved. This method ensured thorough exploration of the research topic and maximized the richness of the qualitative data obtained.

Outcome assessments

To evaluate the gamified online role-play, a triangular design approach was employed, enabling the researchers to compare the research outcomes from different assessment methods. In this research, self-perceived assessments (confidence and awareness) in teledentistry, satisfactions toward gamified online role-play, and learner experience were assessed to assure the quality and feasibility of the gamified online role-play.

Self-perceived confidence and awareness toward teledentistry

All participants were requested to rate their perceptions of teledentistry before and after participating in the gamified online role-play (Supplementary material 1 ). The self-perceived assessment was developed based on previous literature 39 , 40 , 41 , 42 . The assessment scores would inform whether or not the participants could improve their self-perceived confidence and awareness through a learning activity. The assessment consisted of two parts, which were (1) self-perceived confidence and (2) self-perceived awareness. Each part contained six items, which were similar between the pre- and post-assessments. All items were designed using a 5-point Likert scale, where 1 being ‘strongly disagree’ and 5 being ‘strongly agree’.

Satisfactions toward the gamified online role-play

All participants were asked to complete the satisfaction questionnaire after participating in the gamified online role-play, to investigate whether or not they felt satisfied with their learning (Supplementary material 2 ). The questionnaire was developed based on previous literature regarding gamification and role-play 41 , 42 , 43 , 44 . Most of the items were designed using a 5-point Likert scale, where 1 being ‘very dissatisfied’ and 5 being ‘very satisfied’. They were grouped into three aspects, which were (1) Perceived usefulness, (2) Perceived ease of use, and (3) Perceived enjoyment.

Learner experiences within the gamified online role-play

Semi-structured interviews were conducted with the purposively selected participants to gather in-depth information regarding their learning experiences within the gamified online role-play. This technique allowed researchers to ask additional interesting topics raised from the responses of participants. A topic guide for interviews were constructed based on the findings of previous literature 45 , 46 , 47 . The interview was conducted in a private room by a researcher who was trained in conducting qualitative research including interviews. The interview sessions took approximately 45–60 minutes, where all responses from participants were recorded using a digital audio recorder with their permission. The recorded audios were transcribed using a verbatim technique by a transcription service under a confidential agreement.

Validity and reliability of data collection tools

To enhance the quality of self-perceived assessment and satisfaction questionnaire, they were piloted and revised to assure their validity and reliability. According to the content validity, three experts in advanced general dentistry were asked to evaluate the questionnaire, where problematic items were iteratively revised until they achieved the index of item-objective congruence (IOC) higher than 0.5. To perform a test–retest reliability, the validated versions of both self-perceived assessment and satisfaction questionnaire were afterwards piloted in residents from other programs, and the data were analyzed using an intraclass correlation coefficient (ICC), where the values of all items were 0.7 or greater. The data from the first pilot completion of both data collection tools were analyzed using Cronbach’s alpha to ensure the internal consistency of all constructs. The problematic items were deleted to achieve the coefficient alpha of 0.7 or greater for all constructs, which was considered as acceptable internal consistency.

Data analysis

The quantitative data retrieved from self-perceived assessment and satisfaction questionnaire were analyzed with the Statistical Package for Social Sciences software (SPSS, version 29, IBM Corp.). Descriptive statistics were performed to present an overview of the data. The scores from pre- and post-assessments were analyzed using a paired sample t-test to evaluate whether or not the participants would better self-perceive their confidence and awareness in teledentistry after participating in the gamified online role-play. One-way analysis of variance (ANOVA) was conducted to compare whether or not there were statistically significant differences in self-perceived assessment and satisfaction scores among the three academic years.

The qualitative data retrieved from semi-structured interviews were analyzed using a framework analysis, where its procedure involved transcription, familiarization with the interview data, coding, developing an analytical framework, indexing, charting, and data interpreting qualitative findings 48 . In this research, the initial codes had been pre-defined from previous literature and subsequently adjusted following the analysis of each transcript to develop an analytical framework (themes and subthemes), requiring several iterations until no additional codes emerged. Subsequently, the established categories and codes were applied consistently across all transcripts (indexing). The data from each transcript were then charted to develop a matrix, facilitating the management and summarization of qualitative findings. This method enabled the researchers to compare and contrast differences within the data and to identify connections between categories, thereby exploring their relationships and informing data interpretation.

The procedure of framework analysis necessitated a transparent process for data management and interpretation of emerging themes to ensure the robustness of research 49 . The transparency of this analytic approach enabled two researchers (C.Te. and K.S.) to independently analyze the qualitative data, and the emerging themes afterwards were discussed to obtain consensus among the researchers. This technique can be considered as a triangular approach to assure the intercoder reliability and internal validity of this research. The transparent process also allowed an external expert in dental education to verify the accuracy of the analysis. All emerging themes and the decision on data saturation were based on a discussion of all researchers until an agreement was made. NVivo (version 14, QSR International) was used to performed the qualitative data analysis. Subsequently, a conceptual framework was constructed to demonstrate emerging themes and subthemes together with their relationships.

Ethical consideration

The ethical approval for the study was approved by the Institutional Review Board of Faculty of Dentistry and Faculty of Pharmacy, Mahidol University on 29 th September 2022, the ethical approval number: MU-DT/PY-IRB 2022/049.2909. All methods were performed in accordance with the relevant guidelines and regulations. Although the data were not anonymous in nature as they contained identifiable data, they were coded prior to the analysis to assure confidentiality of participants.

Informed consent

Informed consent was obtained from all participants.

There were 18 residents from Year 1 to 3 of the Residency Training Program in Advanced General Dentistry who participated in this research (six from each year). Of these, there were 14 females and 4 males. There was no participant dropout, as all of them completed all required tasks, including the pre- and post-perceived assessments, gamified online role-play, and satisfaction questionnaire. According to the purposive sampling, the participants from the quantitative phase were selected for semi-structured interviews by considering sex, year of study, and self-perceived assessment scores. Twelve students (ten females and two males) participated in semi-structured interviews, where their characteristics are presented in Table 1 .

Internal consistency of all constructs

The data collected from the research participants, in addition to the pilot samples, were analyzed with Cronbach’s alpha to confirm the internal consistency. The coefficient alpha of all constructs demonstrated high internal consistency, as demonstrated in Table 2 .

Self-perceived assessments toward confidence and awareness of teledentistry

There were statistically significant increases in the assessment scores of self-perceived confidence and awareness after participating in the gamified online role-play ( P < 0.001). According to Table 3 , there was an increase in self-perceived confidence from 3.38 (SD = 0.68) for the pre-assessment to 4.22 (SD = 0.59) for the post-assessment ( P < 0.001). The findings of self-perceived awareness also showed score improvement from 4.16 (SD = 0.48) to 4.55 (SD = 0.38) after interacting with the simulated patient ( P < 0.001).

According to Fig. 2 , participants demonstrated a higher level of self-perceived assessments for both self-confidence and awareness in all aspects after participating in the gamified online role-play for teledentistry training.

Self-perceived assessments toward confidence and awareness of teledentistry.

When comparing the self-perceived assessment scores toward confidence and awareness in the use of teledentistry among the three years of study (Year 1–3), there were no statistically significant differences in the pre-assessment, post-assessment score, and score difference (Table 4 ).

Satisfactions toward the use of gamified online role-play

According to Fig. 3 , participants exhibited high levels of satisfaction with the use of gamified online role-play across all three aspects. The aspect of usefulness received the highest satisfaction rating with a score of 4.44 (SD = 0.23) out of 5, followed by ease of use and enjoyment, scoring 4.40 (SD = 0.23) and 4.03 (SD = 0.21), respectively. Particularly, participants expressed the highest satisfaction levels regarding the usefulness of gamified online role-play for identifying their role (Mean = 4.72, SD = 0.46) and developing problem-solving skills associated with teledentistry (Mean = 4.61, SD = 0.50). Additionally, they reported satisfaction with the learning sequence presented in the gamified online role-play (Mean = 4.61, SD = 0.50). However, participants did not strongly perceive that the format of the gamified online role-play could engage them with the learning task for an extended period (Mean = 3.72, SD = 0.83).

Satisfactions toward the use of gamified online role-play.

When comparing the satisfaction levels perceived by participants from different academic years (Table 5 ), no statistically significant differences were observed among the three groups for all three aspects ( P > 0.05).

Following the framework analysis of qualitative data, there were five emerging themes, including: (1) learner profile, (2) learning settings of the gamified online role-play, (3) pedagogical components, (4) interactive functions, and (5) educational impact.

Theme 1: Learner profile

Learner experience and preferences appeared to have impact on how the participants perceived the use of gamified online role-play for teledentistry training. When learners preferred role-play or realized benefits of teledentistry, they were likely to support this learning intervention. In addition, they could have seen an overall picture of the assigned tasks before participating in this research.

“I had experience with a role-play activity when I was dental undergraduates, and I like this kind of learning where someone role-plays a patient with specific personalities in various contexts. This could be a reason why I felt interested to participate in this task (the gamified online role-play). I also believed that it would be supportive for my clinical practice.” Participant 12, Year 1, Female “Actually, I' have seen in several videos (about teledentistry), where dentists were teaching patients to perform self-examinations, such as checking their own mouth and taking pictures for consultations. Therefore, I could have thought about what I would experience during the activity (within the gamified online role-play).” Participant 8, Year 2, Female

Theme 2: Learning settings of the gamified online role-play

Subtheme 2.1: location.

Participants had agreed that the location for conducting a gamified online role-play should be in a private room without any disturbances, enabling learners to focus on the simulated patient. This could allow them to effectively communicate and understand of the needs of patient, leading to a better grasp of lesson content. In addition, the environments of both learners and simulated patient should be authentic to the learning quality.

“The room should be a private space without any disturbances. This will make us feel confident and engage in conversations with the simulated patient.” Participant 10, Year 1, Female “… simulating a realistic environment can engage me to interact with the simulated patient more effectively ...” Participant 8, Year 2, Female

Subtheme 2.2: Time allocated for the gamified online role-play

The time allocated for the gamified online role-play in this research was considered as appropriate, as participants believed that a 30-minutes period should be suitable to take information and afterwards give some advice to their patient. In addition, a 10-minutes discussion on how they interact with the patient could be supportive for participants to enhance their competencies in the use of teledentistry.

“… it would probably take about 20 minutes because we would need to gather a lot of information … it might need some time to request and gather various information … maybe another 10-15 minutes to provide some advice.” Participant 7, Year 1, Female “I think during the class … we could allocate around 30 minutes for role-play, … we may have discussion of learner performance for 10-15 minutes ... I think it should not be longer than 45 minutes in total.” Participant 6, Year 2, Female

Subtheme 2.3: Learning consequence within a postgraduate curriculum

Most participants suggested that the gamified online role-play in teledentistry should be arranged in the first year of their postgraduate program. This could maximize the effectiveness of online role-play, as they would be able to implement teledentistry for their clinical practice since the beginning of their training. However, some participants suggested that this learning approach could be rearranged in either second or third year of the program. As they already had experience in clinical practice, the gamified online role-play would reinforce their competence in teledentistry.

"Actually, it would be great if this session could be scheduled in the first year … I would feel more comfortable when dealing with my patients through an online platform." Participant 11, Year 2, Male "I believe this approach should be implemented in the first year because it allows students to be trained in teledentistry before being exposed to real patients. However, if this approach is implemented in either the second or third year when they have already had experience in patient care, they would be able to better learn from conversations with simulated patients." Participant 4, Year 3, Male

Theme 3: Pedagogical components

Subtheme 3.1: learning content.

Learning content appeared to be an important component of pedagogical aspect, as it would inform what participants should learn from the gamified online role-play. Based on the interview data, participants reported they could learn how to use a video teleconference platform for teledentistry. The conditions of simulated patient embedded in an online role-play also allowed them to realize the advantages of teledentistry. In addition, dental problems assigned to the simulated patient could reveal the limitations of teledentistry for participants.

“The learning tasks (within the gamified online role-play) let me know how to manage patients through the teleconference.” Participant 5, Year 2, Female “… there seemed to be limitations (of teledentistry) … there could be a risk of misdiagnosis … the poor quality of video may lead to diagnostic errors … it is difficult for patients to capture their oral lesions.” Participant 3, Year 2, Female

Subtheme 3.2: Feedback

During the use of online role-play, the simulated patient can provide formative feedback to participants through facial expressions and tones of voice, enabling participants to observe and learn to adjust their inquiries more accurately. In addition, at the completion of the gamified online role-play, summative feedback provided by instructors could summarize the performance of participants leading to further improvements in the implementation of teledentistry.

“I knew (whether or not I interacted correctly) from the gestures and emotions of the simulated patient between the conversation. I could have learnt from feedback provided during the role-play, especially from the facial expressions of the patient.” Participant 11, Year 2, Male “The feedback provided at the end let me know how well I performed within the learning tasks.” Participant 2, Year 1, Female

Theme 4: Interactive functions

Subtheme 4.1: the authenticity of the simulated patient.

Most participants believed that a simulated patient with high acting performance could enhance the flow of role-play, allowing learners to experience real consequences. The appropriate level of authenticity could engage learners with the learning activity, as they would have less awareness of time passing in the state of flow. Therefore, they could learn better from the gamified online role-play.

"It was so realistic. ... This allowed me to talk with the simulated patient naturally ... At first, when we were talking, I was not sure how I should perform … but afterwards I no longer had any doubts and felt like I wanted to explain things to her even more." Participant 3, Year 2, Female "At first, I believed that if there was a factor that could influence learning, it would probably be a simulated patient. I was impressed by how this simulated patient could perform very well. It made the conversation flow smoothly and gradually." Participant 9, Year 3, Female

Subtheme 4.2: Entertaining features

Participants were likely to be satisfied with the entertaining features embedded in the gamified online role-play. They felt excited when they were being exposed to the unrevealed challenge which they had randomly selected. In addition, participants suggested to have more learning scenarios or simulated patients where they could randomly select to enhance randomness and excitement.

“It was a playful experience while communicating with the simulated patient. There are elements of surprise from the challenge cards that make the conversation more engaging, and I did not feel bored during the role-play.” Participant 4, Year 3, Male “I like the challenge card we randomly selected, as we had no idea what we would encounter … more scenarios like eight choices and we can randomly choose to be more excited. I think we do not need additional challenge cards, as some of them have already been embedded in patient conditions.” Participant 5, Year 2, Female

Subtheme 4.3: Level of difficulty

Participants suggested the gamified online role-play to have various levels of difficulty, so learners could have a chance to select a suitable level for their competence. The difficulties could be represented through patient conditions (e.g., systemic diseases or socioeconomic status), personal health literacy, and emotional tendencies. They also recommended to design the gamified online role-play to have different levels where learners could select an option that is suitable for them.

“The patient had hidden their information, and I needed to bring them out from the conversation.” Participant 12, Year 1, Female “Patients' emotions could be more sensitive to increase level of challenges. This can provide us with more opportunities to enhance our management skills in handling patient emotions.” Participant 11, Year 2, Male “… we can gradually increase the difficult level, similar to playing a game. These challenges could be related to the simulated patient, such as limited knowledge or difficulties in communication, which is likely to occur in our profession.” Participant 6, Year 2, Female

Theme 5: Educational impact

Subtheme 5.1: self-perceived confidence in teledentistry, communication skills.

Participants were likely to perceive that they could learn from the gamified online role-play and felt more confident in the use of teledentistry. This educational impact was mostly achieved from the online conversation within the role-play activity, where the participants could improve their communication skills through a video teleconference platform.

“I feel like the online role-play was a unique form of learning. I believe that I gained confidence from the online communication the simulated patient. I could develop skills to communicate effectively with real patients.” Participant 11, Year 2, Male “I believe it support us to train communication skills ... It allowed us to practice both listening and speaking skills more comprehensively.” Participant 4, Year 3, Male

Critical thinking and problem-solving skills

In addition to communication skills, participants reported that challenges embedded in the role-play allowed them to enhance critical thinking and problem-solving skills, which were a set of skills required to deal with potential problems in the use of teledentistry.

"It was a way of training before experiencing real situations … It allowed us to think critically whether or not what we performed with the simulated patients was appropriate." Participant 7, Year 1, Female “It allowed us to learn how to effectively solve the arranged problems in simulated situation. We needed to solve problems in order to gather required information from the patient and think about how to deliver dental advice through teledentistry.” Participant 11, Year 2, Male

Subtheme 5.2: Self perceived awareness in teledentistry

Participants believed that they could realize the necessity of teledentistry from the gamified online role-play. The storytelling or patient conditions allowed learners to understand how teledentistry could have both physical and psychological support for dental patients.

“From the activity, I would consider teledentistry as a convenient tool for communicating with patients, especially if a patient cannot go to a dental office”. Participant 5, Year 2, Female “I learned about the benefits of teledentistry, particularly in terms of follow-up. The video conference platform could support information sharing, such as drawing images or presenting treatment plans, to patients.” Participant 8, Year 2, Female

A conceptual framework of learning experience within a gamified online role-play

Based on the qualitative findings, a conceptual framework was developed in which a gamified online role-play was conceptualized as a learning strategy in supporting learners to be able to implement teledentistry in their clinical practice (Fig. 4 ).

The conceptual framework of key elements in designing a gamified online role-play.

The conceptual framework has revealed key elements to be considered in designing a gamified online role-play. Learner profile, learning settings, pedagogical components, and interactive functions are considered as influential factors toward user experience within the gamified online role-play. The well-designed learning activity will support learners to achieve expected learning outcomes, considered as educational impact of the gamified online role-play. The contributions of these five key elements to the design of gamified online role-play were interpreted, as follows:

Learner profile: This element tailors the design of gamified online role-plays for teledentistry training involves considering the background knowledge, skills, and experiences of target learners to ensure relevance and engagement.

Learning settings: The element focuses the planning for gamified online role-plays in teledentistry training involves selecting appropriate contexts, such as location and timing, to enhance accessibility and achieve learning outcomes effectively.

Pedagogical components: This element emphasizes the alignment between learning components and learning outcomes within gamified online role-plays, to ensure that the content together with effective feedback design can support learners in improving their competencies from their mistakes.

Interactive functions: This element highlights interactivity features integrated into gamified online role-plays, such as the authenticity and entertaining components to enhance immersion and engagement, together with game difficulty for optimal flow. All these features should engage learners with the learning activities until the achievement of learner outcomes.

Educational impact: This element represents the expected learning outcomes, which will inform the design of learning content and activities within gamified online role-plays. In addition, this element could be considered to evaluate the efficacy of gamified online role-plays, reflecting how well learning designs align with the learning outcomes.

A gamified online role-play can be considered as a learning strategy for teledentistry according to its educational impact. This pedagogical approach could mimic real-life practice, where dental learners could gain experience in the use of teledentistry in simulated situations before interacting with actual patients. Role-play could provide learners opportunities to develop their required competencies, especially communication and real-time decision-making skills, in a predictable and safe learning environment 20 , 23 , 46 . Potential obstacles could also be arranged for learners to deal with, leading to the enhancement of problem-solving skill 50 . In addition, the recognition of teledentistry benefits can enhance awareness and encourage its adoption and implementation, which could be explained by the technology acceptance model 51 . Therefore, a gamified online role-play with a robust design and implementation appeared to have potential in enhancing self-perceived confidence and awareness in the use of teledentistry.

The pedagogical components comprised learning content, which was complemented by assessment and feedback. Learners could develop their competence with engagement through the learning content, gamified by storytelling of the online role-play 52 , 53 . Immediate feedback provided through facial expression and voice tone of simulated patients allowed participants to learn from their failure, considered as a key feature of game-based learning 29 , 45 . The discussion of summative feedback provided from an instructor at the end of role-play activity could support a debriefing process enabling participants to reflect their learning experience, considered as important of simulation-based game 54 . These key considerations should be initially considered in the design of gamified online role-play.

The interactive functions can be considered as another key component for designing and evaluating the gamified online role-play 45 . Several participants enjoyed with a learning process within the gamified online role-play and suggested it to have more learning scenarios. In other words, this tool could engage learners with an instructional process, leading to the achievement of learning outcomes 29 , 45 . As challenge and randomness appear to be game elements 32 , 33 , this learning intervention assigned a set of cards with obstacle tasks for learners to randomly pick up before interacting with simulated patients, which was perceived by participants as a feature to make the role-play more challenging and engaging. This is consistent with previous research, where challenging content for simulated patients could make learners more engaged with a learning process 55 . However, the balance between task challenges and learner competencies is certainly required for the design of learning activities 56 , 57 . The authenticity of simulated patient and immediate feedback could also affect the game flow, leading to the enhancement of learner engagement 45 . These elements could engage participants with a learning process, leading to the enhancement of educational impact.

The educational settings for implementing gamified online role-play into dental curriculum should be another concern. This aspect has been recognized as significant in existing evidence 45 . As this research found no significant differences in all aspects among the three groups of learners, this learning intervention demonstrated the potential for its implementation at any time of postgraduate dental curriculum. This argument can be supported by previous evidence where a role-play could be adaptable for learning at any time, as it requires a short learning period but provides learners with valuable experience prior to being exposed in real-life scenarios 58 . This strategy also provides opportunities for learners who have any question or concern to seek advice or guidance from their instructors 59 . Although the gamified online role-play can be arranged in the program at any time, the first academic year should be considered, as dental learners would be confidence in implementing teledentistry for their clinical practice.

While a gamified online role-play demonstrated its strengths as an interactive learning strategy specifically for teledentistry, there are a couple of potential drawbacks that need to be addressed. The requirement for synchronous participation could limit the flexibility of access time for learners (synchronous interactivity limitation). With only one learner able to engage with a simulated patient at a time (limited participants), more simulated patients would be required if there are a number of learners, otherwise they would need to wait for their turn. Time and resources are significantly required for preparing simulated patients 60 . Despite the use of trained and calibrated professional actors/actresses, inauthenticity may be perceived during role-plays, requiring a significant amount of effort to achieve both interactional and clinical authenticities 46 . Future research could investigate asynchronous learning approaches utilizing non-player character (NPC) controlled by an artificial intelligence system as a simulated patient. This setup would enable multiple learners to have the flexibility to engage with the material at their own pace and at times convenient to them 29 . While there are potential concerns about using gamified online role-plays, this interactive learning intervention offers opportunities for dental professionals to enhance their teledentistry competency in a safe and engaging environment.

Albeit the robust design and data collection tools to assure reliability and validity as well as transparency of this study, a few limitations were raised leading to a potential of further research. While this research recruited only postgraduate students to evaluate the feasibility of gamified online role-play in teledentistry training, further research should include not only experienced dental practitioners but also undergraduate students to confirm its potential use in participants with different learner profiles. More learning scenarios in other dental specialties should also be included to validate its effectiveness, as different specialties could have different limitations and variations. Additional learning scenarios from various dental disciplines should be considered to validate the effectiveness of gamified online role-plays, as different specialties may present unique limitations and variations. A randomized controlled trial with robust design should be required to compare the effectiveness of gamified online role-play with different approaches in training the use of teledentistry.

Conclusions

This research supports the design and implementation of a gamified online role-play in dental education, as dental learners could develop self-perceived confidence and awareness with satisfaction. A well-designed gamified online role-play is necessary to support learners to achieve expected learning outcomes, and the conceptual framework developed in this research can serve as a guidance to design and implement this interactive learning strategy in dental education. However, further research with robust design should be required to validate and ensure the educational impact of gamified online role-play in dental education. Additionally, efforts should be made to develop gamified online role-play in asynchronous learning approaches to enhance the flexibility of learning activities.

Data availability

The data that support the findings of this study are available from the corresponding author, up-on reasonable request. The data are not publicly available due to information that could compromise the privacy of research participants.

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Acknowledgements

The authors would like to express our sincere gratitude to participants for their contributions in this research. We would also like to thank the experts who provided their helpful suggestions in the validation process of the data collection tools.

This research project was funded by the Faculty of Dentistry, Mahidol University. The APC was funded by Mahidol University.

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Conceptualization, C.Te., C.Ta., and K.S.; methodology, C.Te., C.Ta., and K.S.; validation, C.Te., C.Ta., and K.S.; investigation, C.Te. and K.S.; formal analysis, C.Te., C.Ta., and K.S.; resources, C.Te., C.Ta., and K.S.; data curation, C.Ta. and K.S.; writing-original draft preparation, C.Te., C.Ta., and K.S.; writing-review and editing, C.Te., C.Ta., and K.S. All authors have read and agreed to the published version of the manuscript.

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Teerawongpairoj, C., Tantipoj, C. & Sipiyaruk, K. The design and evaluation of gamified online role-play as a telehealth training strategy in dental education: an explanatory sequential mixed-methods study. Sci Rep 14 , 9216 (2024). https://doi.org/10.1038/s41598-024-58425-9

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CONCEPTUAL ANALYSIS article

Advancing the understanding of children’s digital engagement: responsive methodologies and ethical considerations in psychological research.

1 University of Stavanger, Stavanger, Norway
2 The Open University, Milton Keynes, United Kingdom
3 London School of Economics and Political Science, London, United Kingdom
4 University of Michigan Medical School, Ann Arbor, MI, United States

Children’s perspectives and experiences with digital media (digital engagement for short) are becoming difficult to observe and measure in today’s highly multi-faceted, personalized and dynamic media ecosystem. In response, psychologists are developing a host of innovative methods. These may be broadly divided into those which prioritize children’s active participation in research and those which develop techniques for passive observation. This article presents a state-of-the-art review of emerging methodologies to highlight the ethical issues that arise, by drawing on the Belmont principles for ethical research. We identify strengths and weaknesses of both participatory and non-participatory methods and recommend ways for future research to harness the potential of child-centered, responsive, and ethical methods.

Introduction

As artificial intelligence (AI), smart toys and devices, social media, and other technological innovations become more widespread in society and increasingly integrated into children’s lives, there is mounting interest in how psychological science can enhance understanding of their influence on or significance for children’s perspectives and experiences ( Pataranutaporn et al., 2021 ). The affordances of modern technologies challenge psychologists to find methodologies appropriate for the diverse and complex psychological and social contexts in which these technologies are embedded and used. While there have been significant advances in collecting and processing extensive online data that reveals information about adult experiences, accompanied by specialized tutorials on data scraping ( Bradley and James, 2019 ) and privacy guidelines for online research ( Walsh et al., 2018 ), such methods cannot be automatically applied to children. In this paper, we reflect on how ethically to leverage data collected with or from children to understand how they might be impacted by digital media.

Psychologists need to identify responsive methods to study children’s perspectives and experiences that can effectively navigate the ethical complexities of working in a rapidly changing technological landscape with vulnerable populations. By “responsive,” we refer to methods that address the affordances of contemporary and still-evolving digital technologies. For example, portable personal devices such as smartphones and tablets allow children to engage with digital content across settings - in schools, homes, or on the move. Meanwhile, the social and interactive nature of digital interfaces (from mobile games and video-sharing platforms to EdTech products) necessitates innovative methods to capture evidence of their impact. Datafication particularly poses new research challenges, now that technologies harness users’ personal data in often-opaque ways to tailor and automate digital products and services ( Hobbs, 2020 ), for example resulting in a personalized algorithmic content feed for each child ( Kucirkova, 2019 ). On the other hand, while the mobility, interactivity, datafication, and personalization affordances of today’s technologies fuel continued technological innovation, they also offer new opportunities for psychological research ( Flensburg and Lomborg, 2023 ). In this article, we are particularly concerned to recognize methods that try to capture the child’s experience/perspective of emerging digital technologies used in family contexts.

The field of psychology has undergone a notable shift in the past decade, positioning people as research participants rather than subjects, thereby acknowledging them to be reflexive agents whose experiences and perspectives merit careful attention ( Woodhead and Faulkner, 2008 ; Mukherji and Albon, 2022 ). One consequence is the growth of child-centered methods, by which we mean approaches that prioritize the child’s voice, agency, and experience. While such methods may be more or less participatory or observational, as we elaborate later, they advance research goals that center on the child’s perspective, needs, and interests rather than adult-framed theoretical or even commercial goals. In relation to digital technologies, child-centered methods are valuable on two grounds. First, methods that help understand and measure what children experience in context, and what concerns them (in other words, their perspectives on these experiences) counters the temptation to assume that children’s experiences and perspectives are both homogenous and mirror those of adults. This in itself can be productive in generating findings of interest for policy, regulation, and practice; and it respects children’s right to be heard on matters that affect them. Second, in the context of complex, personalized, increasingly opaque and sometimes deceptive technological processes, adult researchers too can find it difficult to understand the consequences of digital engagement, necessitating creative methods to trace and document the range and specificity of all users’ experiences and their embedding within a wider digital ecosystem ( Mallawaarachchi et al., 2023 ).

We conducted a state-of-the-art review ( Grant and Booth, 2009 ) to identify and critically evaluate emerging child-centered psychology methods suitable for a fast-changing digital world. The methods we review are not device-specific: they span all levels of technology design from video games, large platforms, and immersive environments to interactive apps and educational technology, marketing data collection practices, and their interactions with the unique characteristics of children. To take just one example, consider that when an educational platform processes children’s personal data, children (and even their parents and teachers) are generally unaware of such data collection and usage, including how it may reveal and monetize children’s psychological characteristics ( Day et al., 2022 ). For researchers to identify the consequences of data-driven educational technology for children, their methods must be responsive to its particular affordances (e.g., type of data collected, whom shared with), on the one hand, and attuned to the needs and interests of children (e.g., privacy, freedom from manipulation), on the other. At the same, time, such methods must also meet high ethical standards and recognize the power differentials inherent in a digital environment largely designed by corporations. Corporations are already collecting extensive data on children/adolescents for marketing purposes and product growth, without beneficence or respect for persons (see, e.g., recent lawsuits filed against Meta by a bipartisan coalition of attorneys general in the United States). Therefore, as researchers increasingly use novel forms of tracking or data collection, identifying community-responsive and ethical practices is crucial.

In scoping the range of emerging psychological methods, we identified a burgeoning set of both participatory and non-participatory methods. Each has its adherents and each builds on a long tradition of methodological experimentation as well as having an underpinning philosophy of social science ( Bohman, 1993 ). Broadly speaking, participatory methods seek children’s subjective (‘insider’) expressions, typically through qualitative and consultative methods. By contrast, non-participatory or observational methods prioritize ‘outsider’ judgments by researchers and observers, often by implementing principles of experimental or quantitative design. In practice, each set of methods builds on and extends those traditionally used to research children’s perspectives (such as interviews, focus groups, consultation, and co-design) and experiences (primarily observational or experimental methods, though also parental reports of children’s experiences). As we discuss later, there is increasing interest also in hybrid methods that triangulate participatory and non-participatory methods, aiming to overcome the constraints of each to optimize the potential of emerging methods for understanding children’s digital engagement and its consequences.

By adapting research methods for digital contexts (for example, conducting interviews via videoconferencing), unique insights into children’s digital experiences and perspectives can result. But there are also pitfalls. Our aim is to present and evaluate the emerging methods for their research insights and ethical implications, recognizing that the ethical challenges that arise may require constraints on methodological innovation. To frame our analysis, we draw on the widely used Belmont principles for ethical research in psychology.

Belmont principles

The Belmont principles encompass: Respect for Persons (which, in the present context, includes respect for children’s autonomy and point of view, and informed consent regarding research participation and data sharing); Beneficence (including the welfare of beneficiaries associated with a research study, as well as maximizing benefits for children through research designs that can inform design or policy change); and Justice (including equitable and inclusive community involvement to inform study design and outcomes). In what follows, we synthesize the emerging methods for researching children’s experiences and perspectives with mobile, interactive, personalized and data-driven technologies. We prioritize those non-participatory and participatory methods that aim to be responsive and child-centered, critically evaluating their ethical implications.

Non-participatory methods

Collecting viewing histories.

To capture the sequence of videos or other digital content that children have viewed over time, researchers can request that parents or children export (or copy and paste) their recent viewing history into secure databases, after informed consent is provided ( Radesky et al., 2020 ). The results can provide convenient and useful information that can be difficult to capture accurately through interviews, especially for viewing how content is delivered to children over time across multiple channels or devices. However, it is important to take into account the possibility of shared devices among family members who may not use personal logins to access a platform such as YouTube. Hence the data must be carefully checked to be sure who in the household watched which video and that the viewing history analyzed (including associated postings, images, or comments) does not include non-research participants. It is also important to develop mitigation plans should violent or sexual content be found in young children’s viewing histories. Also important from an ethical standpoint, researchers must be mindful that the norms and regulation of different social media platforms determine whether participants morally and legally own their data or perceive them to be private or public ( Hennell et al., 2020 ). In assessing viewing histories, even if viewing history data are private, researchers must obtain children’s informed and ongoing consent, as highlighted by the Belmont principle of Respect for Persons . For example, the data collection practices used in Screenomics, in which screenshots are taken every 5 s when a smartphone is in use, may not be legal in all states or countries ( Reeves et al., 2021 ). An alternative is to create research accounts for avatars based on real children’s interests and online behavior ( Revealing Reality, 2021 ) and collect data on the recommendations and advertisements sent to (rather than generated directly by) those accounts.

Passive sensing

Researchers often rely on direct observations to study children’s experiences. In digital contexts, these can now be complemented by passive sensing technologies, popular for their efficiency in data collection at scale. In this method, used by academic researchers and marketing firms, data streams from internet-connected devices, including smartphones/tablets, school devices, or smart home technologies are harnessed and analyzed. Timestamped output from passive sensors also allows researchers to examine children’s digital behaviors at any time of day or night. However, Zhang et al. (2022) found that only 10 out of 47 eligible studies considered ethical questions of informed consent when collecting passive sensing data from users’ smartphones (calls, messages, application usage). In their study of smart-home technology, Nelson and Allen (2018) highlight the researchers’ challenge of adapting not only to technological affordances but also to rapidly evolving public perceptions on permissible data practices. Zhang et al. (2022) recommend as ethical practice that the permissions granted to individual commercial applications should be strictly limited, telephone numbers should be encrypted, and Bluetooth/Wi-Fi MAC addresses and call/messages numbers anonymized, so that the data can ‘maintain uniqueness but lose traceability’ (p. 9). We concur with Zhang et al.’s (2022) recommendation: a considerable number of American citizens experience a prevailing sense of resignation regarding the utilization of their data traces by corporations and marketers. Thus, to meaningfully progress research in this area, it is crucial to align expectations regarding informed consent, data security, and anonymization.

Data scraping from platforms and app marketplaces

Where once researchers observed children in person, emerging methods include both virtual observation and data scraping techniques, which, simply put, are techniques where a computer program retrieves information from another computer program. Davis et al. (2019) scraped the available comments and replies on two viral YouTube videos in their social identity research with adults. They highlighted the benefits of researchers engaging with publicly available datasets on social media networks, recognizing these social sites of action where multiple identities play out. Although data scraping is widely used in cyber forensic psychology as well as social media analytics (e.g., Batrinca and Treleaven, 2015 ), it is unlikely that child users are aware that their publicly posted social media comments can be scraped for research purposes. Belmont’s Respect for Persons principle reminds us that researchers should provide participants with the option to withdraw or consent to their data to be used in a different context, and shared with a different audience than that initially intended by users ( Rossi et al., 2022 ).

Data scraping involves not only collecting usage data but also social data such as ratings, ‘Likes,’ and comments. These offer valuable insights into children’s engagement with specific apps, games, e-books, or platforms. Until now, these data have been little used in research with children. However, Meyer et al. (2019) examined the prevalence of in-app advertising to children by downloading the most frequently downloaded apps in the ‘5 and Under’ section of the Google Play Store. In a later study, Meyer et al. (2021) evaluated the quality of educational design in top-downloaded or top-rated apps from the Google and Apple app stores. In both cases, the download frequency and ranking data enabled valuable inferences about the technologies’ design and suitability for young children. However, rating data may be inflated by bot-driven downloads; it is also possible that some apps are downloaded and never used. Moreover, download data do not provide insight into how children actually use popular apps and interfaces, although such data is typically collected and monetized by the platforms ( Livingstone et al., 2022 ). Indeed, as whistleblowers’ testimonies at US Senate hearings showed ( Dyer, 2023 ), internal research documents from Meta detail how adolescents’ usage data are used for driving growth and product decisions, rather than bringing child-centered designs to market. As data collection methods continue to evolve, researchers will gain new opportunities to generate valuable data, necessitating careful evaluation of the potential insights and ethical concerns ( Kim et al., 2022 ).

Participatory methods

Virtual interviews and ethnography.

Traditionally, qualitative researchers relied heavily on face-to-face interviews, but these are now being supplemented by virtual formats, offering new research opportunities but also raising questions about the ethical principle of Justice . For example, using in-built audio-recording features of videoconferencing tools such as Zoom or Skype may impede participation from those with poor connectivity, and it also threatens data security ( Khan and MacEachen, 2022 ). On the other hand, use of video chat technologies may facilitate the involvement of children who face other barriers to research participation (such as geographic distance or transportation difficulties). For example, Han (2024) used video interviews to document how Chinese left-behind children use WeChat to sustain long-distance family relationships. Some young people may prefer a Zoom interview to a face-to-face one as they feel comfortable in their own home and even like keeping the camera off ( Pothong and Livingstone, 2022 ). However, the affordances of the digital interview may also impede the disclosure of intimate, controversial, or traumatic details, particularly if there are technical interruptions, and it can be problematic that the circumstances of the child are not visible to the interviewer.

While respect for the child’s perspective centers their perceptions and views, children often see the world through the lens of their first relationships – with their parents acting as informal guides in media literacy and their siblings as primary social partners ( Dunifon et al., 2017 ). Thus, a range of family members may valuably participate in the research. Particularly with younger children, conceptual models and methodological approaches are needed that interrogate dyadic and group experiences of technology, recognizing that the child’s media experience is nested within multiple spheres of influence on a developing child ( Bronfenbrenner, 1979 ; Takeuchi and Levine, 2014 ). Multiple research participants can join Zoom interviews, for instance, although managing the interactions online can be tricky, with norms of speaking and privacy in flux and, again, because the researchers’ knowledge of the full situation around a child is restricted.

Digital walk-throughs

While digital walk-throughs (i.e., a participant playing a video game or looking at social platform as the research looks on) may be limited to the child “performing” what they think the researcher wants to hear, they improve upon traditional semi-structured interviews because they allow the child to react to digital stimuli, design affordances, or social interactions on the platform in real-time. Indeed, children enjoy participating in digital walk-throughs where they show researchers their digital experiences by sharing (or videorecording) their screen activities. This approach improves the ecological validity of research insights by allowing exploration of the digital spaces that children ordinarily inhabit, whether in the presence or absence of the researcher; this especially contrasts with methods which ask the child to complete contrived experimental tasks. A specific ethical challenge here is that a child’s talk-aloud commentary can include unexpected disclosures, requests for secrecy, or higher levels of confidentiality ( Livingstone and Locatelli, 2014 ). Specifically, it can reveal unauthorized use of specific platforms or apps and there is a risk of seeing who the child is interacting with online, though those others have not consented to the research. There is even a risk that the child will show an illegal image (such as an indecent image of a child), indicating that the child might be being exploited or harmed by using a digital platform. This requires researchers to promptly respond to ensure the child’s safety. Discussion with the child’s caregivers or outside professionals might be necessary if researchers uncover the child’s exposure to harmful or inappropriate platforms, although respecting older children’s privacy and confidentiality is also important. Such risks must be planned for, and researchers should clearly delineate which data will and will not be shared with caregivers or outside professionals, usually by offering conditional rather than unconditional confidentiality, especially in contexts where mandatory reporting applies.

Virtual role-plays

Belmont’s Justice principle is enhanced when psychologists treat children as competent informants [see Cater and Øverlien (2014) ] able to report their experiences, for example through virtual role plays. Role-play is considered a vital play mechanism for children to express and develop their identity, as children recreate experiences, events, and aspects of their life and relive them as pretend worlds ( Kingdon, 2018 ). This layering of pretend and real worlds is intensively experienced in digital games where the child can take on an avatar who bears resemblance to their own characteristics and use it to mirror their inner world, also revealing their understanding of the game ( Stenros and Sihvonen, 2020 ). If researchers create avatars to be part of children’s role-play and digital games, they become part of the identity construction in children’s fictional story-worlds. A certain level of deception may be necessary for researchers to be able to authentically assess the systems children participate in. Seeing a researcher directly engage in a physical role-play is, arguably, less deceptive than researchers adopting virtual avatars. Researchers therefore need to take extra care to get the child’s ongoing and fully informed consent if adopting avatars in digital games.

Virtual co-design

A method aligned with Belmont’s Beneficence principle is adult-child technology co-design, increasingly performed virtually. In-person co-design with children is often constrained in terms of number and diversity of children involved, limiting researchers’ ability to ensure diversity-informed and culturally attuned insights into digital design. Virtual co-design and virtual co-design panels address this challenge as they provide access to the same materials and conditions for participation for all users, potentially at scale. However, virtual co-designs can be challenging as researchers may be less familiar with the local conditions or cultural norms. For example, a social robot co-design study with teenagers showed how trust and transparency vary in digital and in-person co-design, with less trust and transparency online ( Björling and Rose, 2019 ).

A related example concerns virtual consultation panels with children. Here, data collection typically involves both digital and in person methods (e.g., face-to-face discussion is preceded by an online panel discussion). Whether researchers solicit views from specialist child panels or recruit children through teachers, parents or professionals who work with children, they increase the opportunities of consulting diverse children in a shorter timeframe but also the ethical challenge of building consensus among disparate perspectives ( Dinnebeil et al., 2006 ).

Hybrid methods

The hybrid methods we present next suggest valuable strategies for addressing the challenges noted with single methods.

Multi-method digital toolkits

The Comprehensive Assessment of Family Media Exposure Consortium developed a tool that combines a web-based questionnaire and time-use diary directly completed by the child with a passive-sensing app installed on family mobile devices, in an effort comprehensively to measure a child’s screen time exposure ( Barr et al., 2020 ). The tool records the type of technology used (e.g., TV, PCs, tablets, and smartphones), the available software (digital games, apps, and e-books), purposes of use (e.g., education and emotion regulation), and situational or relational context of use (e.g., bedtime, with or without caregivers present). Passive sensing by Android mobile devices assesses which apps are used, for how long, and at what time of day. This information can be overlaid onto time diary data to examine the context of screen use. In this way, researchers can explore whether, for example, siblings or caregivers co-use educational technologies with young children, or whether portable technologies are used outside (e.g., geocaching, nature identification apps) or the community (e.g., Pokemon Go). This method requires collection and integration of multiple digital data streams, which must be processed and stored securely in accordance with ethical and data protection regulations. As such, the method addresses the mobile, interactive, and personalized character of modern technologies efficiently and effectively and can be considered responsive. Through such a hybrid approach, the limitations of passive sensing apps (for example, not knowing what content was experienced via social media or video-sharing or, even, whether the device was left on while the user was sleeping or absent) can be addressed by triangulating with participatory methods.

Children’s creative digital experiences followed by quantitative coding

Some methods enable children to participate actively by using technologies to document their lives (e.g., Hov and Neegard, 2020 with GoPro cameras), to read and create digital stories (e.g., Kucirkova and Flewitt, 2022 ), or for role play such as caring for digital pets (e.g., Marsh, 2019 ). Such methods capture the dynamic nature of children’s cross-media interactions and the active role children play in how the technologies respond to their creative interactions. As such, the methods have high ecological validity by collecting a considerable degree of detail in real-life contexts while also reflecting the child’s lived experiences including their decisions about where to point the camera or how to curate the data generated. However, the methods can be time-consuming to conduct, and they result inconsiderable volumes of relatively unstructured data that can be challenging to analyze. Ethical problems can arise too, including safeguarding the participants’ privacy. One possible solution is to video-record children’s interactions with a researcher-designed platform that has restricted degrees of freedom to perform actions and thus introduces predictable phases of interaction which can be coded with standardized engagement metrics. Neumann et al. (2023) followed this approach in studying children’s engagement with a specially designed social robot in pre-schools, coding for behavioral and emotional engagement with a human versus social robot instructor.

Ethical research through inclusive practices

In conclusion, recognizing the highly individualized experiences afforded by digital media, we have demonstrated how psychological science can advance methodologically and ethically to understand children’s experiences and perceptions of rapidly evolving, mobile, interactive, data-driven personalized digital environments in everyday life contexts. This advancement is crucial for psychologists to offer valuable and valid insights into children’s technology use amidst the rapidly innovating, globalizing and commercializing nature of their digital worlds. However, the transition to virtual methods carries with it new ethical challenges concerned with privacy and data protection, revelations of child (online) harm, and deception, among other issues. Our evaluation suggests that participatory methods are more often responsive and child-centered than non-participatory ones. However, hybrid methods appear to strike the best balance between responsiveness, child-centeredness, and adherence to ethical research principles such as the Belmont principles.

As ever, it is also important that psychologists follow representative, inclusive, and not coercive recruitment procedures, with particular attention to user groups historically underrepresented in research and technology design. The strengths and limitations of survey methods change as technology evolves. Limitations include difficulty measuring aspects of human-computer interaction that participants may not be consciously aware of, for example data collection or persuasive nudges. With notable exceptions of government-run surveys or qualitative studies that focus on underrepresented groups (e.g., Mendelsohn et al., 2008 ), the typical approach of recruiting families through university registries, local organizations, or social networks has relied on parenting practices and perspectives that emphasized the middle-class white experience and neglected racial-ethnic groups. In addition, there is an assumption of neurotypicality in studies of psychological effects (e.g., studies of how media cause “ADHD symptoms”) without considering children’s underlying differences or including children with prior diagnoses or special educational needs ( Beyens et al., 2018 ). Examination of the differing risk/opportunity balance in diverse subpopulations is important in ensuring that methods that work for one community do not accidentally reduce the opportunities of other communities. The process will be facilitated by increasing representation of diverse backgrounds and characteristics among psychology researchers ( Vasquez et al., 2006 ), and expanding the range of topics and perspectives they study and represent ( Cundiff, 2012 ).

Ethical concerns can become especially urgent in digital contexts characterized by personal data, particularly when these contexts depend on data used by researchers to generate new insights about an entire population. In particular, if research-based data sources are used by researchers to train machine learning algorithms or generative AI systems, the researchers must ensure the data represent diverse children and families. Data collection methods should be adapted according to the extent of algorithmic fairness embedded in AI-based technologies to ensure cultural sensitivity and validity. Underrepresented and marginalized communities have experienced a disproportionate level of negative experiences with modern technology, including inequitable high-speed internet access ( Ramsetty and Adams, 2020 ), inappropriate racial-ethnic representations on video-sharing platforms ( Rollins et al., 2022 ), and algorithms trained on biased data ( Buolamwini and Gebru, 2018 ). Researchers should therefore consult with diverse community members with the goal of checking, for instance, the extent of algorithmic fairness embedded in AI tutoring and learning systems developed for children. Without designing measures and analyses that reflect the digital experiences of historically marginalized communities, psychological science risks generating results that center the experiences of privileged families. Already, the science of learning, underscores the importance of employing diverse methods and carefully selecting the most appropriate method for a specific context, research question, and increasingly, digital environment ( Kucirkova et al., 2023 ). Being mindful of this diversity and choosing methodologies that best align with the research problem not only demonstrates methodological rigor but also fulfills an ethical obligation to address pressing questions regarding digital media. Given the heightened public interest in screen use for children, it is imperative to employ methodologies that yield comprehensive answers to these inquiries.

Finally, it is important that the commercial interests that drive the design and utilization of popular children’s technologies do not also shape the research agenda in the interests of business. Academic researchers find themselves increasingly competing with industry researchers and market researchers when disseminating their findings or seeking to inform policy deliberation regarding intervention, education or regulation relating to children’s engagement with innovative technologies. In addition to vigilance over research independence, funding sources and conflicts of interest, these changing circumstances invite collaborations among psychologists and researchers from other disciplines as well as with children and young people, and their caregivers and communities, to center children’s best interests and the wider public interest in advancing understanding of children’s digital lives.

Author contributions

NK: Writing – original draft, Writing – review & editing. SL: Writing – original draft, Writing – review & editing. JR: Writing – original draft, Writing – review & editing.

The author(s) declare that no financial support was received for the research, authorship, and/or publication of this article.

Conflict of interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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Keywords: technology, children, Belmont principles, ethics, psychological methods

Citation: Kucirkova N, Livingstone S and Radesky J (2024) Advancing the understanding of children’s digital engagement: responsive methodologies and ethical considerations in psychological research. Front. Psychol . 15:1285302. doi: 10.3389/fpsyg.2024.1285302

Received: 29 August 2023; Accepted: 08 April 2024; Published: 23 April 2024.

Reviewed by:

Copyright © 2024 Kucirkova, Livingstone and Radesky. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Natalia Kucirkova, [email protected]

† ORCID: Sonia Livingstone https://orcid.org/0000-0002-3248-9862

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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10 Common Interview Questions and How to Answer Them

Have a job interview coming up? Interview preparation is key. Before going, review the most common interview questions, plan your responses, and research the company so you can walk into that room prepared.

[Featured image] A man sits in a hallway preparing responses for common interview questions.

When you land an interview, you’re probably excited and wondering about the most common interview questions. To prepare for your interview and make a great first impression, you can explore this list of 10 common interview questions and plan your responses to them.

1. Tell me about yourself.

This warm-up question is your chance to make an impactful first impression. Be prepared to describe yourself in a few sentences. You can mention:

Your past experiences and how they relate to the current job

How your most recent job is tied to this new opportunity

Two of your strengths

One personal attribute, like a hobby or an interest

The majority of this response leans on your past work experience, with a small dash of your personal life added at the end of the response. Keep your answer to two to four minutes.

2. Why do you want to work for this company?

The answer to this interview question should include specifics about the company, so you’ll need to do some pre-interview research. If, for example, the company is known for its collaborative culture, you could point out successes you’ve had while collaborating with a team.

Look for company-specific information on their website and social channels. Pay attention to the company’s mission statement, values, and the "About us" section. Explore employee-specific posts on social media to learn about the company’s culture or outreach programs. Combine this information with relatable skills to show your preparedness and enthusiasm for the company.

3. Why are you leaving your current role?

When asked about leaving a previous job, be honest but positive. Even if you left a job under trying circumstances, keep your response short and upbeat. Here are some suggestions:

I’m looking for a company that better aligns with my values.

I’m excited to find a company where I can grow my career.

I’ve decided to go down a different career path.

My position was downsized, but I’m looking forward to a new opportunity.

I’m excited to explore a culture in line with my personality.

I’m ready to take on a new challenge with an innovative company.

I’ve aspired to work for this company and seized the chance to apply.

4. What is your biggest weakness?

When it comes to identifying weaknesses, think about some conflicts you’ve had to overcome. Maybe it’s difficult for you to take criticism, collaborate, or make public presentations. Take these challenges and frame them with a solution. For instance, you learned to take feedback to better a project, collaborate to elevate a product’s offerings, or use presentations as a way to build your confidence.

5. What do you consider your greatest achievement?

Your greatest achievement should be something specific, like bringing a new video game to a saturated market despite a lack of resources. Discuss a work-related triumph as a way to humbly mention your achievements rather than listing awards or accolades. This achievement should also align with the company’s mission, goals, or the position’s objectives.

6. Tell me about a difficult situation you’ve faced and how you handled it.

This question is really asking about your character during moments of stress. Think of a time when you faced an impossible deadline, had to choose sides, or navigated interoffice turmoil. Explain the problem, how you stayed calm, and focus on the solution that produced a resolution.

7. Give an example of how you’ve gone above and beyond your role requirements.

While you might be tempted to mention the extra hours you put in or the additional tasks you take on, it’s best to showcase your skills with a story. Talk about the innovative methods you deployed to revive a stalled project or roles you filled when your team was downsized.

8. What are your salary expectations?

Salary talks can be sensitive, but they’re necessary. Research a competitive salary before you go into your interview so you don’t aim too high or low. You can use tools like a Salary Calculator or Salary Data & Career Research Center (Canada) to get baseline compensation. Remember to mention years of experience or specific certifications that enhance your value.

9. Where do you see yourself five years from now?

Another common interview question looks at your five-year plan. You should promote your commitment to the company while looking toward growth opportunities.

More specifically, you can craft a response that explores your:

Position-related goals

Potential experiences within the company over the next five years

Possible certifications, skills, or achievements you might obtain

Aspirations for growth within the role

10. Do you have any questions for us?

Typically, this is the last question of the interview, and it might be tempting to say, “No. I’m all set.” However, this question allows you to show your interest in the position. Some questions you could ask include:

What are the day-to-day tasks involved in this role?

How do you evaluate the progress of this role?

What ongoing educational or training opportunities could I pursue in this role?

Where do you see the company in five years?

How would you describe the company culture?

How to prepare for an interview

Before your interview, you should do a few things in preparation. To make a great first impression, you should research the company, practice your responses to common interview questions, and run through a practice interview. For more specific tips, take a look at this pre-interview checklist:

1. Research the company.

Start your research on the company website. Look over their mission statement, values, and history. Next, check Google News for any articles that include the company. Comb through the company’s social accounts, paying particular attention to the product- or employee-related posts. Also, read the LinkedIn profiles of the company’s key players and, if possible, the profile of your hiring manager.

2. Understand company work culture.

Take some time to learn about the company culture by looking at employee photos on social media and checking out the company's news coverage. You might see team-building events on its Facebook Page or news coverage of a recent fundraiser, which can help you understand the culture. You can also check for employee testimonials on business rating platforms like Glassdoor.

3. Prepare your answers.

Take some time to review the most common interview questions and practice your answers. You don’t want to sound rehearsed, so write down a few bullet points for each question and talk through them a little differently each time.

4. Practice the interview.

Ask a friend or family member to role-play with you. Go through the standard interview questions, and practice your greeting and exit. Wear the outfit and shoes you plan to wear during the practice to ensure you’re comfortable.

5. Ask for feedback.

Ask your mock interviewer to give you feedback. Maybe you slouched in the chair, nervously bounced your knees, or got stuck on a particular interview question. The person helping you can give you some tips to improve your interview skills.

Next steps

In addition to role-playing, you might consider taking an online class or two to improve your interview skills. Prepare for a successful job search with the Interviewing and Resume Writing in English Specialization from the University of Maryland. Learn at your own pace and practice your interviewing skills with other job seekers from around the globe.

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Does public opinion polling about issues still work?

The 2016 and 2020 presidential elections left many Americans wondering whether polling still works. Pre-election polls in both years struggled to capture the strength of support for former President Donald Trump and other Republican candidates.

But elections are just one of many topics that polls are used to understand. A new analysis from Pew Research Center examines the accuracy of polling on more than 20 topics, ranging from Americans’ employment and vaccination status to whether they’ve served in the military or experienced financial hardship. The analysis shows that, despite low response rates, national polls like the Center’s come within a few percentage points, on average, of benchmarks from high response rate federal surveys . The closer a poll estimate is to the benchmark, the more accurate it is considered to be. Consistent with past research , polling errors are larger for some topics – like political engagement – that may be related to a person’s willingness to take surveys.

Across the 26 topics asked about in the Center’s new analysis, the poll estimates differed from the U.S. government benchmark by an average of 4 percentage points. Polling was particularly accurate for certain topics like employment, marital status and homeownership. For example, the share of U.S. adults who said they had received at least one COVID-19 vaccine dose by June 2021 was roughly two-thirds based on data from both the Centers for Disease Control and Prevention (66%) and Center polling (67%).

A chart showing that despite low response rates, national polls like the Center's align well with many demographic and lifestyle benchmarks

Pew Research Center conducted this study to assess the accuracy of its polls on 26 topics, ranging from Americans’ employment and vaccine status to whether they’ve served in the military or experienced financial hardship. For this analysis, we surveyed 10,606 U.S. adults June 14-27, 2021. Everyone who took part in this survey is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology . Here are the questions used for this post, along with responses, and the methodology of the ATP survey.

To assess the accuracy of the Center’s polls, we compared ATP survey estimates to data from high-quality government sources, such as the American Community Survey, the National Health Interview Survey and the Current Population Survey. The closer a survey estimate is to the government benchmark, the more accurate it is considered to be.

While not perfect, this level of accuracy is usually sufficient for getting a meaningful read of the public’s mood on key issues. Consider the recent debate over “defunding the police.” A 2021 Center poll found that 15% of U.S. adults favor decreasing spending on policing in their area. Such an estimate could be four points too high (19%) or four points too low (11%), but it still conveys the correct overarching narrative that decreasing such spending is not a broadly held view.

In a closely contested election, however, this level of accuracy is not sufficient for reliably determining the winner. It’s also important to note that, in this analysis, polling was less accurate for topics like having a retirement account, receiving food assistance and turning out to vote.

Some topics still prove difficult for polling

In many ways, results from this analysis echo past Center studies gauging the accuracy of polls. Studies in 2012 and 2017 found that, despite low response rates, polling data aligned reasonably well with high-quality government sources.

While accuracy is solid on most outcomes, this research also consistently finds that polls overrepresent people who are active in their communities or are active politically. For example, in the current analysis, about three-quarters of adults polled (77%) said they voted in the 2020 general election, while the actual rate was just two-thirds (66%).

Another polling challenge identified in this analysis concerns indicators of personal wealth or financial hardship. Out of 26 benchmarks, the largest polling error was for the share of U.S. adults who said they have a retirement account such as a 401(k), 403(b), IRA or some other account designed specifically for retirement savings. The share of adults who said they have a retirement account was overrepresented in the poll (53%) relative to their share in the population (32%), as measured by the Current Population Survey March Supplement.

A chart showing that there are larger errors on some measures of wealth or financial hardship

On other questions, people reporting financial hardship were overrepresented. For example, 19% of those polled reported that their household had received benefits from the Supplemental Nutritional Assistance Program (also known as the food stamp program) in 2020, but government data shows that the actual rate nationwide was lower (11%). Taken together, these results suggest that pollsters have more work to do to represent both ends of the wealth spectrum.

Implications for polling inside and outside elections

The presence of large errors on some variables is a reminder that polling is imperfect, and it is pollsters’ responsibility to investigate such errors when they arise and make efforts to correct them. That said, many professionals in business, politics, religion, education, the news media and other sectors continue to rely on polling data, despite its problems in recent elections. This study provides some evidence as to why. If a poll typically comes within a few percentage points of an authoritative benchmark, it should be able to answer questions such as, “Which issues are Americans most concerned about ?” and “Do more Americans approve or disapprove of the Supreme Court’s recent ruling on abortion?”

Elections are a common way to judge the accuracy of polling. But benchmarking analyses are arguably more suitable when it comes to issue polling. One reason is that issue polls and benchmarks typically consider how all adults in the country feel about an issue. Elections, by contrast, summarize the preferences of only about 40% of the public in a typical midterm contest and about 60% of the public in a typical presidential contest – the approximate shares of eligible adults who actually vote.

Election polls also face an array of challenges that issue polls do not, including the need to predict who among those interviewed will actually vote and the risk that respondents’ stated preference for a certain candidate may change between the survey field period and election day. While errors in the 2016 and 2020 election polls are well documented, a recent Center analysis found that election polling errors are less consequential for issue polls than they might seem. Errors of the magnitude seen in some of the least accurate 2020 election polls would alter measures of opinion on issues by an average of less than 1 percentage point, the analysis found.

One limitation of this analysis is that the polling cited here comes from just one source, Pew Research Center’s American Trends Panel (ATP). But other survey panels that use the same general approach – by recruiting Americans offline and interviewing them online – provide data quality similar to the ATP.

Such surveys, however, represent just one part of the polling landscape. Many public opinion polls are still conducted by telephone using randomly-drawn samples or, even more common, are conducted online using opt-in samples . This substantial diversity in the polling field means that the results from this analysis do not necessarily hold true for any particular poll one might find. In the coming months, a Center report will provide more detail on how different types of online polls perform in this benchmarking assessment.

Assessing bias in surveys requires an objective standard to which survey findings can be compared. The benchmarks used here are drawn from government-funded surveys (or administrative data sources) that are conducted at considerable expense and with great attention to survey quality. But they are surveys nevertheless and therefore are subject to some of the same problems facing the low response rate surveys examined here.

The surveys used as benchmarks in this report have high response rates – on the order of 50% or more. Accordingly, the risk of nonresponse bias is generally thought to be lower for these surveys, though it still exists. Also relevant is the fact that all surveys, no matter the response rate, are subject to measurement error. Questions asked on government-funded surveys are carefully developed and tested, but they are not immune to some of the factors that create problems of reliability and validity in all surveys. The context in which a question is asked – the questions that come before it – often affects responses to it. Similarly, survey items may be subject to some degree of response bias, most notably “social desirability bias.” Especially when an interviewer is present, respondents may sometimes modify their responses to present themselves in a more favorable light. All of these factors can affect the comparability of seemingly identical measures asked on different surveys. Assessing the quality of data is an inexact process at best. It is therefore important to bear in mind that benchmarking provides measures of estimated bias and is highly dependent on the particular set of measures included.

Note: Here are the questions used for this post, along with responses, and the methodology of the ATP survey. Here are sources and details for the benchmarks .

Survey Methods

Courtney Kennedy is Vice President of Methods and Innovation at Pew Research Center

Andrew Mercer is a senior research methodologist at Pew Research Center

Nick Hatley is a former research analyst focusing on survey methology

Arnold Lau is a research methodologist focusing on survey methodology

What 2020’s Election Poll Errors Tell Us About the Accuracy of Issue Polling

Methods 101: how is polling done around the world, methods 101: mode effects, methods 101: survey question wording, methods 101: random sampling, most popular.

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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 .

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