Research is one of the important elements of design – both marketing communication and the usability of websites or applications. Individual in-depth interviews (IDI) are one of the methods often used by design and research teams. Well-formulated questions are not everything, however. Therefore, before we start the conversation, let's consider how to behave as a researcher during in-depth interviews?
Honest conversation during IDI interviews is crucial. Whether the person being interviewed opens up or closes down depends largely on the attitude of the researcher. If everything goes according to plan, IDI will allow us to learn about the experience of our interviewee, discover patterns of behavior or their needs, among other things. So what should we remember when we decide to use this method?
During the IDI, the so-called moderator is the only person leading the meeting. Neither the assistant nor the observer, if present, should interfere or join the conversation during this time. If we are taking on this role, before starting the conversation, let's think about how we should behave during it?
How to behave as a researcher during in-depth interviews?
There are a few things to keep in mind when preparing for the IDI. They will help us do everything in our power to ensure that the study is conducted in a reliable manner.
- Complete a previously prepared questionnaire with your interviewee. It should include information such as the time, date and place of the meeting and information about the person being interviewed. This will give us a broader context for further analysis.
- The interviewee should be informed about the purpose and rules of the interview. They should also consent to the processing of their data for research purposes, etc.
- It is worth recording the interview with a dictaphone.
- The researcher should be familiar with the questions and the flow of the interview to be able to freely change their order if necessary.
- The script with questions is only a support and a hint for the moderator (researcher). We do not read from a piece of paper :)
- It is worth ensuring an appropriate, quiet place for conversation, so that nothing distracts or embarrasses our interlocutor.
- After ending the call, check to make sure the recording has been saved on your device.
You already know how to behave as a researcher during in-depth interviews – at least in theory. That's why I encourage you to try your hand at practice :)
The more of them you do, the easier it will be. It is worth overcoming fear and intimidation, which often appear at the beginning of this path. Thanks to this, you will hear many valuable stories that will open your eyes and change the way you look at the world. Good luck!
Bibliography:
- Mościchowska I., Rogoś-Turek B., Research as a basis for user experience design, Warsaw 2022
- Written by: Agnieszka Untimely
- Posted on: Aug 25, 2022
- Tags: marketing research, IDI, individual in-depth interview, Marketing, the role of the researcher, Strategy, in-depth interview