What is it? A method to gather information via a live, interactive conversation. The researcher/interviewer explores the research topic designed to meet the research objectives, typically with one individual at a time. Interviews can be conducted in-person, over the phone or online. 

When is it best used? Interviews are a key component of qualitative research that help us understand the opinions, ideas, motivations, experiences, satisfaction with or frustrations/barriers/pain points related to the research topic from a set of interviewees. While more typically used in qualitative research, interviews can be used to collect quantitative survey data.

What does it entail? Preparing a loosely guided or more structured question set. Sourcing and scheduling participants (recruiting), and conducting the interview sessions. Interviews may require stimuli, and may also employ techniques such as card sorting, observation, open discussion, projectives and other activities. They are typically recorded and notes are taken as artifacts. Analysis and synthesis lead to the creation of the final research deliverables. 

Interchangeable term: IDI (in-depth interview or individual depth interview) 

Use in a sentence: Researchers conducted interviews with students by asking them questions and used their feedback to advance the development of new courses to meet their needs.

Related terms: observation, moderator, interviewer

Visual: No

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