Many of our projects use one-on-one interviews (IDIs)

One on one interviews have long been a staple of most qualitative researchers’ portfolios, but they are often relegated to a minor role, used only for pre-survey work or B2B projects. In my view they have been vastly under-rated by the research profession. For me, they are one of the most powerful research tools we have.

We conduct face to face interviews, text-based interviews and phone interviews. Some are in person, some on zoom, some in home and some in venue

Sometimes there are two participants not just one.

The secret to great interviews / IDIs

We conduct a great many one on one interviews. This is what I have learned:

1. The more the interview is like a conversation the more open to talk participants will be. This is the key to going deeper, and exploring unexpressed emotions.
2. Start with something easy. Start with an easy topic that every participant can have a point of view on, without feeling intimidated. Hint: most people like talking about themselves.
3. Make it clear what the conversation is about. Good conversations are about something, they are not just a series of questions. For example, for a recent project I said that the interview was ‘about what matters to you in your life right now’. Again, make sure that the topic is them.
4. Aim to understand their world. The world is changing around all of us all of the time. Use the conversation to find out how they are making their world work for them.
5. Allow the conversation to have its twists and turns. I want to know where my participants will take me. If I dictate what is talked about and when, I might as well do a survey. Yes, there will be the occasional detour, but skilled conversational interviewers know how to get back on track – for example ‘let’s get back to what you said earlier ….’
6. Listen and show that you are listening by asking questions about – or commenting on – what the other person said. We call these ‘looping conversations’ because you keep looping back to things that have already been said. There is no – repeat no – more powerful way to encourage people to share what they really feel and think than to show that you are listening. I don’t mean just nodding because frankly that get’s a bit tedious over time. I mean doing things like playing back what the person has said and asking ‘have I got that right?’

There is no more powerful way to encourage people to share what they really feel and think than to show that you are listening.

We can help

If you need new insights, especially about the older market or how to communicate clearly, contact Sue. for an obligation-free chat.

We are unique in that we understand people from a cultural, social, and individual perspective – and we would love to work with you.