In-depth interview
A long, open, guided conversation with a single person to understand in detail their experiences, motivations and way of seeing a topic.
What it’s for
Understanding why things happen from each person’s point of view.
Key elements
Open questions
Ones that can’t be answered with yes or no.
From general to specific
Start with the person’s life and approach the topic little by little.
Listen and probe
Use their words, don’t fear silence and go beyond the first answer.
An example
Two ways to ask about a banking service.
Open questions draw out concrete stories, and the useful details are in the stories.
How it’s done
Prepare a guide of topics, not a closed questionnaire.
Have a conversation following what the person tells you.
Record and analyze looking for themes and quotes.
Applications in design
When to use it
To understand motives, decisions and experiences that can’t be seen from the outside.
Avoid
Asking for general opinions instead of concrete stories (“the last time you…”), asking leading questions or selling your idea.
Don’t fall for it
What people tell you doesn’t always match what they do: combine the interview with observation.
Connections
Authors and works
- 1996
Steinar Kvale
Described the qualitative interview as a conversation with a purpose.
- 2013
Steve Portigal
Explained how to conduct this kind of interview in user research.
- 1946
Robert K. Merton and Patricia L. Kendall
Systematized the open, nondirective interview focused on the person’s concrete experience.
Sources
Original sources
- Merton, R. K., & Kendall, P. L. (1946). The focused interview. American Journal of Sociology, 51(6), 541–557. View source: Merton, R. K., & Kendall, P. L. (1946)
Secondary sources
- Kvale, S. (1996). InterViews: An introduction to qualitative research interviewing. Sage.
- Portigal, S. (2013). Interviewing users: How to uncover compelling insights. Rosenfeld Media.
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