Interviews

An interview with a person can take many forms. Structured interviews are the same as face-to-face surveys, and unstructured interviews are used within Ethnography – and have no defined questions.

Typically, unstructured interviews can take much longer, are more conversational in nature and used when either little is known about a subject or when the research requires a conversation that is not guided by structured questions. The most common type of interview is a semi-structured interview where there is a framework of questions designed to understand more about a person’s knowledge, experiences, influences, motivations and how they think and feel about different topics.

What it provides:

Semi structured Interviews provide deep insights related to the topics covered within the Interview; findings that may not have been previously known or understood by the interviewer. However, due to the structured part of the Interview, high level comparisons and generalisations can be made across all the interviews conducted as part of a research study.

Data collected from unstructured interviews can be analysed to highlight common themes and behaviors, but is best suited to understanding what an individual knows and thinks, and why they behave in a certain way.