Deep Interview Method
Deep interviewing is a qualitative data collection technique used to obtain in-depth information from a small number of people. It is usually done one-on-one with an individual, but can also be conducted with a group. Deep interviewing differs from a traditional interview in that it is focused on the person’s thoughts, feelings, and experiences rather than facts and figures. The interview is conducted in an open-ended manner and allows for free-flowing conversation between interviewer and respondent.
The advantages of deep interviewing method include obtaining a greater understanding of a person’s attitudes and perceptions, gaining insight into the ‘why’ behind a person’s behaviors and beliefs, uncovering new leads, consolidating quantitative research results, and collecting stories to support research. In comparison to focus groups and surveys, deep interviews are not limited by time constraints or available resources.
In the deep interview process, the purpose of the interview is discussed with the respondent before any questions are asked. The process starts with an exploration of the respondent’s current situation and progresses to their experiences, attitudes, and values. The interviewer may also explore historical information and attempt to identify any changes or trends. It is important to ask open-ended questions to gain more than one-word answers. Additionally, the interviewer should strive to understand the context of the information being discussed and avoid leading or biasing the interview.
Data collected from deep interviews should be rigorously analyzed. The interviewer should listen closely for patterns and correlations, particularly between one respondent and another. Analysis should be organized, documented, and meaningful. Data can be classified, interpreted and compared to find relationships and significant changes over time. If quantitative data is collected, then further analysis can be used to interpret these results further.
Deep interviewing is a valuable tool for researchers to gain valuable insights from their respondents. It can be time-consuming and expensive, but can provide a level of understanding that other methodologies cannot. It allows for direct conversations between interviewer and respondent in an open-ended, unstructured manner. This can help researchers to gain useful information, and create deeper insight into their research topic.
