Quality interviews

This method is used to reveal the features of the research object. For this, a circle of informants is selected, who look at the researched issues from different angles. These can be representatives of different segments of the target audience, representatives of certain population groups, experts, specialists and opinion leaders, representatives of business, state institutions, public organizations.

The qualitative method involves a partial or even complete absence of interview standardization and a small number of interviewees.

If numbers, distribution shares and percentages are important in quantitative research, then words are important in qualitative research as an expression of the informant's experience, feelings and opinion. The requirements for an interviewer who conducts a survey using a qualitative method are very high.

The interviewer should be able to: 

  • enlist the support of the informant and build a dialogue with him;
  • guide and reveal the interlocutor's ideas;
  • remember during the conversation about the topic and task of the research;
  • make intermediate conclusions about the received information;
  • ask clarifying questions in a timely manner;
  • to detect significant words and phrases of the informant even when the speaker himself does not attach meaning to them.
    The researcher can pick up on an accidentally uttered word, ask for clarification, reveal the topic in more detail and, as a result, reach interesting and useful conclusions.

Tasks of qualitative interviews

  • Identifying the deep motives of consumers: triggers and barriers, pains and fears, needs and desires.
  • Determination of rational and irrational reasons for consumer behavior.
  • Obtaining information about the lifestyle and characteristics of consumer behavior.
  • A collection of the most heterogeneous, atypical and unique opinions of consumers.
  • Evaluation and testing of products, ideas, advertising, packaging, etc.
  • Development and adaptation of quantitative survey tools.
  • Interpretation and in-depth study of the results of quantitative surveys.

Types of qualitative interviews 

Classic interviews

This is the common type of interview. A classic interview can be held online, over the phone, or at personal meetings based on a script developed in advance lasts about 30‒45.
Interviews, as a rule, are recorded on an audio medium.

In-depth interviews

A feature of an in-depth interview is its duration (from one to three hours). The interviewer conducts the conversation according to the script, constantly adapting to the informant's logic and asking clarifying questions. The informant answers extensively, in detail, with a description of various details.
This type of interview is conducted online or at a personal meeting.
Interviews, as a rule, are recorded on an audio medium with subsequent transcription.

Expert interviews

This type of interview is conducted in order to find out the point of view of experts and opinion leaders of a certain field on the topic of research. Representatives of certain professions, bearers of unique life experience, consumers with special characteristics, public figures, etc. can act as experts.
Expert interviews are conducted online, over the phone, or at face-to-face meetings based on a script developed in advance.
The average duration of such an interview is from 30 to 90 minutes.
Interviews, as a rule, are recorded on an audio medium.

Dyadic interviews

They are conducted with two informants at the same time in the form of dialogue answers to questions posed by the moderator. There are two strategies for such interviews:

  • "Conversation with like-minded people". Informants who hold similar views on the object under study or have common interests, practices (leisure or consumption), and lifestyle are invited. They can be members of the same family, employees of the same company or representatives of any industry, or people who are strangers to each other, but similar in a significant way. During the interview, one informant complements the other, as a result of which it is possible to obtain complete information about the subject of the interview.
  • "Conversation with antagonists". People with opposite views on the topic of the interview are invited. For example, iOS and Android fans. During the interview, the arguments of the parties and the causes of conflicts are studied.