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Section 4 Techniques and Tools

4.11 Qualitative in-depth interviews

In-depth interviews are an important qualitative technique. They are used as a way of gathering rich, detailed information and can be administered in a one-to-one or group situation.

Why would you use in-depth, unstructured interviews?

It is appropriate to use in-depth interviews when a deep understanding about peoples’ experiences from their own point of view is required. They do not use a structured list of pre-prepared questions in a questionnaire format, although they might use a topic guide such as a list of themes or questions relevant to the research. In this way, in-depth interviewing can provide detailed information and insights about people’s experiences that cannot be accessed through rigidly structured questionnaires. They can be used in conjunction with other research methods as a means of supplying additional or supporting data.

If your research involves understanding detailed complex matters that are difficult to quantify or anticipate in advance then in-depth interviews are likely to be a highly suitable method of data collection. Questionnaires will be unsuitable because their pre-formulated, standardised nature will not allow deep, complex detail to be captured. In-depth interviews are also commonly used when researching personal or sensitive issues and people’s emotions and feelings. Often, interviewees find their emotions and feelings difficult to express particularly if the topic is sensitive. A skilled interviewer will be responsive to these difficulties and able to sensitively manage the interview so that the interviewee feels comfortable enough to talk openly and honestly about the topic.

Undertaking in-depth interviews with groups is addressed in the section on group interviews and focus groups.

The role of the interviewer

Because in-depth interviews are used to gather very detailed information they tend to emphasise the active role of the interviewee or ‘informant’. The interviewer’s role is to encourage the interviewee to speak freely in their own words about issues that are relevant and important to them. The interviewer may use an interview or topic guide, but the interviewer can reorder, reword and develop new questions to suit the interview context and the direction in which the interviewee is taking the interview. The main point about in-depth, unstructured interviews is that their flexibility enables the researcher to gain a much greater grasp of the details and nuances of the interviewee’s perspective.

How to select a sample for in-depth interviews

Most qualitative interviews use non-probability sampling techniques or a process of sampling called theoretical sampling. Theoretical sampling is a process of selection of participants that is driven by research findings as they develop. The researcher simultaneously collects and analyses data and constantly compares data and its possible meanings by using the developing analysis to decide what data to collect next and from where to get that data. This means that the researcher not only selects people with relevant experience, but also selects relevant events, locations and times of day as necessary to collect relevant data.

It is not usual to undertake as many in-depth interviews as you would send out questionnaires in quantitative research, because the emphasis is on the quality of the data, rather than the quantity.

Ethical issues associated with in-depth interviews

As with all research techniques it is crucial that the in-depth interview is conducted in an ethical manner. The section on ethical research practice explains the main areas of ethical concerns.

Designing and conducting in-depth research interviews

The design of an in-depth interview needs to be based on a clear sense of the purpose, scope and use of the research, so that relevant questions can be formulated and the interview conducted to encourage full, detailed answers. This is a task that requires skill and experience and if there are no in-house staff with specialised experience it is probably best to use an external researcher. Detailed advice on the design and conduct of in-depth interviews is available elsewhere(1)(2). Issues related to care in the conduct of interviews are addressed in the section on skills for interviewing.

Analysing in-depth interview data

Analysis of in-depth interview data can be undertaken manually. This is usually done using a written transcription of the interview data and identifying themes and issues within the data. However, interviews can generate large amounts of information and the task of analysis of data can be complex and demanding. There are several computer packages available to manage the analysis of qualitative data such as NUD*IST, ATLAS/ti, NVivo and Ethnograph. Ideally analysis of this data should be conducted by the interviewer themselves. Again, more guidance on analysis is available elsewhere(3)(4)(5).

In-depth interviews: checklist

√ Ensure that in-depth interviews are appropriate for the research topic and the population to be researched.

√ Develop a topic guide or checklist rather than a series of structured questions.

√ Use a skilled and experienced interviewer to conduct the interview and if possible to analyse the data.

√ Ensure that the analysis of the data identifies the full range of themes of the interview and does not seek to quantify responses.

√ Report the conclusions to all key audiences in a clear and appropriate way without compromising the anonymity of participants.

√ Identify the implications of the research for service delivery and any further research and consultation needs.

Alternatives and related approaches

• Group interviews and focus groups

• Using stories

• Action research

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(1) Lofland, John and Lyn H. Lofland, (1984) Analyzing Social Settings: A Guide to Qualitative Observation and Analysis, 2nd Ed., Belmont, CA: Wadsworth Publishing Company

(2) Legard, R, Keegan, J and Ward, K (2003) In-depth Interviews, in Ritchie, J and Lewis, J (eds) Qualitative Research Practice, Sage

(3) Lofland, J and Lyn H. Lofland (1984) op cit.

(4) Bryman, A (2001) , Social Research Methods, Oxford University Press

(5) See Ritchie, J and Lewis, J (2003) (eds) Qualitative Research Practice, Sage

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