qualitative research interviewing process

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How to conduct qualitative interviews (tips and best practices)

Last updated

18 May 2023

Reviewed by

Miroslav Damyanov

However, conducting qualitative interviews can be challenging, even for seasoned researchers. Poorly conducted interviews can lead to inaccurate or incomplete data, significantly compromising the validity and reliability of your research findings.

When planning to conduct qualitative interviews, you must adequately prepare yourself to get the most out of your data. Fortunately, there are specific tips and best practices that can help you conduct qualitative interviews effectively.

• What is a qualitative interview?

A qualitative interview is a research technique used to gather in-depth information about people's experiences, attitudes, beliefs, and perceptions. Unlike a structured questionnaire or survey, a qualitative interview is a flexible, conversational approach that allows the interviewer to delve into the interviewee's responses and explore their insights and experiences.

In a qualitative interview, the researcher typically develops a set of open-ended questions that provide a framework for the conversation. However, the interviewer can also adapt to the interviewee's responses and ask follow-up questions to understand their experiences and views better.

• How to conduct interviews in qualitative research

Conducting interviews involves a well-planned and deliberate process to collect accurate and valid data. 

Here’s a step-by-step guide on how to conduct interviews in qualitative research, broken down into three stages:

1. Before the interview

The first step in conducting a qualitative interview is determining your research question . This will help you identify the type of participants you need to recruit . Once you have your research question, you can start recruiting participants by identifying potential candidates and contacting them to gauge their interest in participating in the study. 

After that, it's time to develop your interview questions. These should be open-ended questions that will elicit detailed responses from participants. You'll also need to get consent from the participants, ideally in writing, to ensure that they understand the purpose of the study and their rights as participants. Finally, choose a comfortable and private location to conduct the interview and prepare the interview guide.

2. During the interview

Start by introducing yourself and explaining the purpose of the study. Establish a rapport by putting the participants at ease and making them feel comfortable. Use the interview guide to ask the questions, but be flexible and ask follow-up questions to gain more insight into the participants' responses. 

Take notes during the interview, and ask permission to record the interview for transcription purposes. Be mindful of the time, and cover all the questions in the interview guide.

3. After the interview

Once the interview is over, transcribe the interview if you recorded it. If you took notes, review and organize them to make sure you capture all the important information. Then, analyze the data you collected by identifying common themes and patterns. Use the findings to answer your research question. 

Finally, debrief with the participants to thank them for their time, provide feedback on the study, and answer any questions they may have.

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• What kinds of questions should you ask in a qualitative interview?

Qualitative interviews involve asking questions that encourage participants to share their experiences, opinions, and perspectives on a particular topic. These questions are designed to elicit detailed and nuanced responses rather than simple yes or no answers.

Effective questions in a qualitative interview are generally open-ended and non-leading. They avoid presuppositions or assumptions about the participant's experience and allow them to share their views in their own words. 

In customer research , you might ask questions such as:

What motivated you to choose our product/service over our competitors?

How did you first learn about our product/service?

Can you walk me through your experience with our product/service?

What improvements or changes would you suggest for our product/service?

Have you recommended our product/service to others, and if so, why?

The key is to ask questions relevant to the research topic and allow participants to share their experiences meaningfully and informally. 

• How to determine the right qualitative interview participants

Choosing the right participants for a qualitative interview is a crucial step in ensuring the success and validity of the research . You need to consider several factors to determine the right participants for a qualitative interview. These may include:

Relevant experiences : Participants should have experiences related to the research topic that can provide valuable insights.

Diversity : Aim to include diverse participants to ensure the study's findings are representative and inclusive.

Access : Identify participants who are accessible and willing to participate in the study.

Informed consent : Participants should be fully informed about the study's purpose, methods, and potential risks and benefits and be allowed to provide informed consent.

You can use various recruitment methods, such as posting ads in relevant forums, contacting community organizations or social media groups, or using purposive sampling to identify participants who meet specific criteria.

• How to make qualitative interview subjects comfortable

Making participants comfortable during a qualitative interview is essential to obtain rich, detailed data. Participants are more likely to share their experiences openly when they feel at ease and not judged. 

Here are some ways to make interview subjects comfortable:

Explain the purpose of the study

Start the interview by explaining the research topic and its importance. The goal is to give participants a sense of what to expect.

Create a comfortable environment

Conduct the interview in a quiet, private space where the participant feels comfortable. Turn off any unnecessary electronics that can create distractions. Ensure your equipment works well ahead of time. Arrive at the interview on time. If you conduct a remote interview, turn on your camera and mute all notetakers and observers.

Build rapport

Greet the participant warmly and introduce yourself. Show interest in their responses and thank them for their time.

Use open-ended questions

Ask questions that encourage participants to elaborate on their thoughts and experiences.

Listen attentively

Resist the urge to multitask . Pay attention to the participant's responses, nod your head, or make supportive comments to show you’re interested in their answers. Avoid interrupting them.

Avoid judgment

Show respect and don't judge the participant's views or experiences. Allow the participant to speak freely without feeling judged or ridiculed.

Offer breaks

If needed, offer breaks during the interview, especially if the topic is sensitive or emotional.

Creating a comfortable environment and establishing rapport with the participant fosters an atmosphere of trust and encourages open communication. This helps participants feel at ease and willing to share their experiences.

• How to analyze a qualitative interview

Analyzing a qualitative interview involves a systematic process of examining the data collected to identify patterns, themes, and meanings that emerge from the responses. 

Here are some steps on how to analyze a qualitative interview:

1. Transcription

The first step is transcribing the interview into text format to have a written record of the conversation. This step is essential to ensure that you can refer back to the interview data and identify the important aspects of the interview.

2. Data reduction

Once you’ve transcribed the interview, read through it to identify key themes, patterns, and phrases emerging from the data. This process involves reducing the data into more manageable pieces you can easily analyze.

The next step is to code the data by labeling sections of the text with descriptive words or phrases that reflect the data's content. Coding helps identify key themes and patterns from the interview data.

4. Categorization

After coding, you should group the codes into categories based on their similarities. This process helps to identify overarching themes or sub-themes that emerge from the data.

5. Interpretation

You should then interpret the themes and sub-themes by identifying relationships, contradictions, and meanings that emerge from the data. Interpretation involves analyzing the themes in the context of the research question .

6. Comparison

The next step is comparing the data across participants or groups to identify similarities and differences. This step helps to ensure that the findings aren’t just specific to one participant but can be generalized to the wider population.

7. Triangulation

To ensure the findings are valid and reliable, you should use triangulation by comparing the findings with other sources, such as observations or interview data.

8. Synthesis

The final step is synthesizing the findings by summarizing the key themes and presenting them clearly and concisely. This step involves writing a report that presents the findings in a way that is easy to understand, using quotes and examples from the interview data to illustrate the themes.

• Tips for transcribing a qualitative interview

Transcribing a qualitative interview is a crucial step in the research process. It involves converting the audio or video recording of the interview into written text. 

Here are some tips for transcribing a qualitative interview:

Use transcription software

Transcription software can save time and increase accuracy by automatically transcribing audio or video recordings.

Listen carefully

When manually transcribing, listen carefully to the recording to ensure clarity. Pause and rewind the recording as necessary.

Use appropriate formatting

Use a consistent format for transcribing, such as marking pauses, overlaps, and interruptions. Indicate non-verbal cues such as laughter, sighs, or changes in tone.

Edit for clarity

Edit the transcription to ensure clarity and readability. Use standard grammar and punctuation, correct misspellings, and remove filler words like "um" and "ah."

Proofread and edit

Verify the accuracy of the transcription by listening to the recording again and reviewing the notes taken during the interview.

Use timestamps

Add timestamps to the transcription to reference specific interview sections.

Transcribing a qualitative interview can be time-consuming, but it’s essential to ensure the accuracy of the data collected. Following these tips can produce high-quality transcriptions useful for analysis and reporting.

• Why are interview techniques in qualitative research effective?

Unlike quantitative research methods, which rely on numerical data, qualitative research seeks to understand the richness and complexity of human experiences and perspectives. 

Interview techniques involve asking open-ended questions that allow participants to express their views and share their stories in their own words. This approach can help researchers to uncover unexpected or surprising insights that may not have been discovered through other research methods.

Interview techniques also allow researchers to establish rapport with participants, creating a comfortable and safe space for them to share their experiences. This can lead to a deeper level of trust and candor, leading to more honest and authentic responses.

• What are the weaknesses of qualitative interviews?

Qualitative interviews are an excellent research approach when used properly, but they have their drawbacks. 

The weaknesses of qualitative interviews include the following:

Subjectivity and personal biases

Qualitative interviews rely on the researcher's interpretation of the interviewee's responses. The researcher's biases or preconceptions can affect how the questions are framed and how the responses are interpreted, which can influence results.

Small sample size

The sample size in qualitative interviews is often small, which can limit the generalizability of the results to the larger population.

Data quality

The quality of data collected during interviews can be affected by various factors, such as the interviewee's mood, the setting of the interview, and the interviewer's skills and experience.

Socially desirable responses

Interviewees may provide responses that they believe are socially acceptable rather than truthful or genuine.

Conducting qualitative interviews can be expensive, especially if the researcher must travel to different locations to conduct the interviews.

Time-consuming

The data analysis process can be time-consuming and labor-intensive, as researchers need to transcribe and analyze the data manually.

Despite these weaknesses, qualitative interviews remain a valuable research tool . You can take steps to mitigate the impact of these weaknesses by incorporating the perspectives of other researchers or participants in the analysis process, using multiple data sources , and critically analyzing your biases and assumptions.

Mastering the art of qualitative interviews is an essential skill for businesses looking to gain deep insights into their customers' needs , preferences, and behaviors. By following the tips and best practices outlined in this article, you can conduct interviews that provide you with rich data that you can use to make informed decisions about your products, services, and marketing strategies. 

Remember that effective communication, active listening, and proper analysis are critical components of successful qualitative interviews. By incorporating these practices into your customer research, you can gain a competitive edge and build stronger customer relationships.

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Chapter 11. Interviewing

Introduction.

Interviewing people is at the heart of qualitative research. It is not merely a way to collect data but an intrinsically rewarding activity—an interaction between two people that holds the potential for greater understanding and interpersonal development. Unlike many of our daily interactions with others that are fairly shallow and mundane, sitting down with a person for an hour or two and really listening to what they have to say is a profound and deep enterprise, one that can provide not only “data” for you, the interviewer, but also self-understanding and a feeling of being heard for the interviewee. I always approach interviewing with a deep appreciation for the opportunity it gives me to understand how other people experience the world. That said, there is not one kind of interview but many, and some of these are shallower than others. This chapter will provide you with an overview of interview techniques but with a special focus on the in-depth semistructured interview guide approach, which is the approach most widely used in social science research.

An interview can be variously defined as “a conversation with a purpose” ( Lune and Berg 2018 ) and an attempt to understand the world from the point of view of the person being interviewed: “to unfold the meaning of peoples’ experiences, to uncover their lived world prior to scientific explanations” ( Kvale 2007 ). It is a form of active listening in which the interviewer steers the conversation to subjects and topics of interest to their research but also manages to leave enough space for those interviewed to say surprising things. Achieving that balance is a tricky thing, which is why most practitioners believe interviewing is both an art and a science. In my experience as a teacher, there are some students who are “natural” interviewers (often they are introverts), but anyone can learn to conduct interviews, and everyone, even those of us who have been doing this for years, can improve their interviewing skills. This might be a good time to highlight the fact that the interview is a product between interviewer and interviewee and that this product is only as good as the rapport established between the two participants. Active listening is the key to establishing this necessary rapport.

Patton ( 2002 ) makes the argument that we use interviews because there are certain things that are not observable. In particular, “we cannot observe feelings, thoughts, and intentions. We cannot observe behaviors that took place at some previous point in time. We cannot observe situations that preclude the presence of an observer. We cannot observe how people have organized the world and the meanings they attach to what goes on in the world. We have to ask people questions about those things” ( 341 ).

Types of Interviews

There are several distinct types of interviews. Imagine a continuum (figure 11.1). On one side are unstructured conversations—the kind you have with your friends. No one is in control of those conversations, and what you talk about is often random—whatever pops into your head. There is no secret, underlying purpose to your talking—if anything, the purpose is to talk to and engage with each other, and the words you use and the things you talk about are a little beside the point. An unstructured interview is a little like this informal conversation, except that one of the parties to the conversation (you, the researcher) does have an underlying purpose, and that is to understand the other person. You are not friends speaking for no purpose, but it might feel just as unstructured to the “interviewee” in this scenario. That is one side of the continuum. On the other side are fully structured and standardized survey-type questions asked face-to-face. Here it is very clear who is asking the questions and who is answering them. This doesn’t feel like a conversation at all! A lot of people new to interviewing have this ( erroneously !) in mind when they think about interviews as data collection. Somewhere in the middle of these two extreme cases is the “ semistructured” interview , in which the researcher uses an “interview guide” to gently move the conversation to certain topics and issues. This is the primary form of interviewing for qualitative social scientists and will be what I refer to as interviewing for the rest of this chapter, unless otherwise specified.

Informal (unstructured conversations). This is the most “open-ended” approach to interviewing. It is particularly useful in conjunction with observational methods (see chapters 13 and 14). There are no predetermined questions. Each interview will be different. Imagine you are researching the Oregon Country Fair, an annual event in Veneta, Oregon, that includes live music, artisan craft booths, face painting, and a lot of people walking through forest paths. It’s unlikely that you will be able to get a person to sit down with you and talk intensely about a set of questions for an hour and a half. But you might be able to sidle up to several people and engage with them about their experiences at the fair. You might have a general interest in what attracts people to these events, so you could start a conversation by asking strangers why they are here or why they come back every year. That’s it. Then you have a conversation that may lead you anywhere. Maybe one person tells a long story about how their parents brought them here when they were a kid. A second person talks about how this is better than Burning Man. A third person shares their favorite traveling band. And yet another enthuses about the public library in the woods. During your conversations, you also talk about a lot of other things—the weather, the utilikilts for sale, the fact that a favorite food booth has disappeared. It’s all good. You may not be able to record these conversations. Instead, you might jot down notes on the spot and then, when you have the time, write down as much as you can remember about the conversations in long fieldnotes. Later, you will have to sit down with these fieldnotes and try to make sense of all the information (see chapters 18 and 19).

Interview guide ( semistructured interview ). This is the primary type employed by social science qualitative researchers. The researcher creates an “interview guide” in advance, which she uses in every interview. In theory, every person interviewed is asked the same questions. In practice, every person interviewed is asked mostly the same topics but not always the same questions, as the whole point of a “guide” is that it guides the direction of the conversation but does not command it. The guide is typically between five and ten questions or question areas, sometimes with suggested follow-ups or prompts . For example, one question might be “What was it like growing up in Eastern Oregon?” with prompts such as “Did you live in a rural area? What kind of high school did you attend?” to help the conversation develop. These interviews generally take place in a quiet place (not a busy walkway during a festival) and are recorded. The recordings are transcribed, and those transcriptions then become the “data” that is analyzed (see chapters 18 and 19). The conventional length of one of these types of interviews is between one hour and two hours, optimally ninety minutes. Less than one hour doesn’t allow for much development of questions and thoughts, and two hours (or more) is a lot of time to ask someone to sit still and answer questions. If you have a lot of ground to cover, and the person is willing, I highly recommend two separate interview sessions, with the second session being slightly shorter than the first (e.g., ninety minutes the first day, sixty minutes the second). There are lots of good reasons for this, but the most compelling one is that this allows you to listen to the first day’s recording and catch anything interesting you might have missed in the moment and so develop follow-up questions that can probe further. This also allows the person being interviewed to have some time to think about the issues raised in the interview and go a little deeper with their answers.

Standardized questionnaire with open responses ( structured interview ). This is the type of interview a lot of people have in mind when they hear “interview”: a researcher comes to your door with a clipboard and proceeds to ask you a series of questions. These questions are all the same whoever answers the door; they are “standardized.” Both the wording and the exact order are important, as people’s responses may vary depending on how and when a question is asked. These are qualitative only in that the questions allow for “open-ended responses”: people can say whatever they want rather than select from a predetermined menu of responses. For example, a survey I collaborated on included this open-ended response question: “How does class affect one’s career success in sociology?” Some of the answers were simply one word long (e.g., “debt”), and others were long statements with stories and personal anecdotes. It is possible to be surprised by the responses. Although it’s a stretch to call this kind of questioning a conversation, it does allow the person answering the question some degree of freedom in how they answer.

Survey questionnaire with closed responses (not an interview!). Standardized survey questions with specific answer options (e.g., closed responses) are not really interviews at all, and they do not generate qualitative data. For example, if we included five options for the question “How does class affect one’s career success in sociology?”—(1) debt, (2) social networks, (3) alienation, (4) family doesn’t understand, (5) type of grad program—we leave no room for surprises at all. Instead, we would most likely look at patterns around these responses, thinking quantitatively rather than qualitatively (e.g., using regression analysis techniques, we might find that working-class sociologists were twice as likely to bring up alienation). It can sometimes be confusing for new students because the very same survey can include both closed-ended and open-ended questions. The key is to think about how these will be analyzed and to what level surprises are possible. If your plan is to turn all responses into a number and make predictions about correlations and relationships, you are no longer conducting qualitative research. This is true even if you are conducting this survey face-to-face with a real live human. Closed-response questions are not conversations of any kind, purposeful or not.

In summary, the semistructured interview guide approach is the predominant form of interviewing for social science qualitative researchers because it allows a high degree of freedom of responses from those interviewed (thus allowing for novel discoveries) while still maintaining some connection to a research question area or topic of interest. The rest of the chapter assumes the employment of this form.

Creating an Interview Guide

Your interview guide is the instrument used to bridge your research question(s) and what the people you are interviewing want to tell you. Unlike a standardized questionnaire, the questions actually asked do not need to be exactly what you have written down in your guide. The guide is meant to create space for those you are interviewing to talk about the phenomenon of interest, but sometimes you are not even sure what that phenomenon is until you start asking questions. A priority in creating an interview guide is to ensure it offers space. One of the worst mistakes is to create questions that are so specific that the person answering them will not stray. Relatedly, questions that sound “academic” will shut down a lot of respondents. A good interview guide invites respondents to talk about what is important to them, not feel like they are performing or being evaluated by you.

Good interview questions should not sound like your “research question” at all. For example, let’s say your research question is “How do patriarchal assumptions influence men’s understanding of climate change and responses to climate change?” It would be worse than unhelpful to ask a respondent, “How do your assumptions about the role of men affect your understanding of climate change?” You need to unpack this into manageable nuggets that pull your respondent into the area of interest without leading him anywhere. You could start by asking him what he thinks about climate change in general. Or, even better, whether he has any concerns about heatwaves or increased tornadoes or polar icecaps melting. Once he starts talking about that, you can ask follow-up questions that bring in issues around gendered roles, perhaps asking if he is married (to a woman) and whether his wife shares his thoughts and, if not, how they negotiate that difference. The fact is, you won’t really know the right questions to ask until he starts talking.

There are several distinct types of questions that can be used in your interview guide, either as main questions or as follow-up probes. If you remember that the point is to leave space for the respondent, you will craft a much more effective interview guide! You will also want to think about the place of time in both the questions themselves (past, present, future orientations) and the sequencing of the questions.

Researcher Note

Suggestion : As you read the next three sections (types of questions, temporality, question sequence), have in mind a particular research question, and try to draft questions and sequence them in a way that opens space for a discussion that helps you answer your research question.

Type of Questions

Experience and behavior questions ask about what a respondent does regularly (their behavior) or has done (their experience). These are relatively easy questions for people to answer because they appear more “factual” and less subjective. This makes them good opening questions. For the study on climate change above, you might ask, “Have you ever experienced an unusual weather event? What happened?” Or “You said you work outside? What is a typical summer workday like for you? How do you protect yourself from the heat?”

Opinion and values questions , in contrast, ask questions that get inside the minds of those you are interviewing. “Do you think climate change is real? Who or what is responsible for it?” are two such questions. Note that you don’t have to literally ask, “What is your opinion of X?” but you can find a way to ask the specific question relevant to the conversation you are having. These questions are a bit trickier to ask because the answers you get may depend in part on how your respondent perceives you and whether they want to please you or not. We’ve talked a fair amount about being reflective. Here is another place where this comes into play. You need to be aware of the effect your presence might have on the answers you are receiving and adjust accordingly. If you are a woman who is perceived as liberal asking a man who identifies as conservative about climate change, there is a lot of subtext that can be going on in the interview. There is no one right way to resolve this, but you must at least be aware of it.

Feeling questions are questions that ask respondents to draw on their emotional responses. It’s pretty common for academic researchers to forget that we have bodies and emotions, but people’s understandings of the world often operate at this affective level, sometimes unconsciously or barely consciously. It is a good idea to include questions that leave space for respondents to remember, imagine, or relive emotional responses to particular phenomena. “What was it like when you heard your cousin’s house burned down in that wildfire?” doesn’t explicitly use any emotion words, but it allows your respondent to remember what was probably a pretty emotional day. And if they respond emotionally neutral, that is pretty interesting data too. Note that asking someone “How do you feel about X” is not always going to evoke an emotional response, as they might simply turn around and respond with “I think that…” It is better to craft a question that actually pushes the respondent into the affective category. This might be a specific follow-up to an experience and behavior question —for example, “You just told me about your daily routine during the summer heat. Do you worry it is going to get worse?” or “Have you ever been afraid it will be too hot to get your work accomplished?”

Knowledge questions ask respondents what they actually know about something factual. We have to be careful when we ask these types of questions so that respondents do not feel like we are evaluating them (which would shut them down), but, for example, it is helpful to know when you are having a conversation about climate change that your respondent does in fact know that unusual weather events have increased and that these have been attributed to climate change! Asking these questions can set the stage for deeper questions and can ensure that the conversation makes the same kind of sense to both participants. For example, a conversation about political polarization can be put back on track once you realize that the respondent doesn’t really have a clear understanding that there are two parties in the US. Instead of asking a series of questions about Republicans and Democrats, you might shift your questions to talk more generally about political disagreements (e.g., “people against abortion”). And sometimes what you do want to know is the level of knowledge about a particular program or event (e.g., “Are you aware you can discharge your student loans through the Public Service Loan Forgiveness program?”).

Sensory questions call on all senses of the respondent to capture deeper responses. These are particularly helpful in sparking memory. “Think back to your childhood in Eastern Oregon. Describe the smells, the sounds…” Or you could use these questions to help a person access the full experience of a setting they customarily inhabit: “When you walk through the doors to your office building, what do you see? Hear? Smell?” As with feeling questions , these questions often supplement experience and behavior questions . They are another way of allowing your respondent to report fully and deeply rather than remain on the surface.

Creative questions employ illustrative examples, suggested scenarios, or simulations to get respondents to think more deeply about an issue, topic, or experience. There are many options here. In The Trouble with Passion , Erin Cech ( 2021 ) provides a scenario in which “Joe” is trying to decide whether to stay at his decent but boring computer job or follow his passion by opening a restaurant. She asks respondents, “What should Joe do?” Their answers illuminate the attraction of “passion” in job selection. In my own work, I have used a news story about an upwardly mobile young man who no longer has time to see his mother and sisters to probe respondents’ feelings about the costs of social mobility. Jessi Streib and Betsy Leondar-Wright have used single-page cartoon “scenes” to elicit evaluations of potential racial discrimination, sexual harassment, and classism. Barbara Sutton ( 2010 ) has employed lists of words (“strong,” “mother,” “victim”) on notecards she fans out and asks her female respondents to select and discuss.

Background/Demographic Questions

You most definitely will want to know more about the person you are interviewing in terms of conventional demographic information, such as age, race, gender identity, occupation, and educational attainment. These are not questions that normally open up inquiry. [1] For this reason, my practice has been to include a separate “demographic questionnaire” sheet that I ask each respondent to fill out at the conclusion of the interview. Only include those aspects that are relevant to your study. For example, if you are not exploring religion or religious affiliation, do not include questions about a person’s religion on the demographic sheet. See the example provided at the end of this chapter.

Temporality

Any type of question can have a past, present, or future orientation. For example, if you are asking a behavior question about workplace routine, you might ask the respondent to talk about past work, present work, and ideal (future) work. Similarly, if you want to understand how people cope with natural disasters, you might ask your respondent how they felt then during the wildfire and now in retrospect and whether and to what extent they have concerns for future wildfire disasters. It’s a relatively simple suggestion—don’t forget to ask about past, present, and future—but it can have a big impact on the quality of the responses you receive.

Question Sequence

Having a list of good questions or good question areas is not enough to make a good interview guide. You will want to pay attention to the order in which you ask your questions. Even though any one respondent can derail this order (perhaps by jumping to answer a question you haven’t yet asked), a good advance plan is always helpful. When thinking about sequence, remember that your goal is to get your respondent to open up to you and to say things that might surprise you. To establish rapport, it is best to start with nonthreatening questions. Asking about the present is often the safest place to begin, followed by the past (they have to know you a little bit to get there), and lastly, the future (talking about hopes and fears requires the most rapport). To allow for surprises, it is best to move from very general questions to more particular questions only later in the interview. This ensures that respondents have the freedom to bring up the topics that are relevant to them rather than feel like they are constrained to answer you narrowly. For example, refrain from asking about particular emotions until these have come up previously—don’t lead with them. Often, your more particular questions will emerge only during the course of the interview, tailored to what is emerging in conversation.

Once you have a set of questions, read through them aloud and imagine you are being asked the same questions. Does the set of questions have a natural flow? Would you be willing to answer the very first question to a total stranger? Does your sequence establish facts and experiences before moving on to opinions and values? Did you include prefatory statements, where necessary; transitions; and other announcements? These can be as simple as “Hey, we talked a lot about your experiences as a barista while in college.… Now I am turning to something completely different: how you managed friendships in college.” That is an abrupt transition, but it has been softened by your acknowledgment of that.

Probes and Flexibility

Once you have the interview guide, you will also want to leave room for probes and follow-up questions. As in the sample probe included here, you can write out the obvious probes and follow-up questions in advance. You might not need them, as your respondent might anticipate them and include full responses to the original question. Or you might need to tailor them to how your respondent answered the question. Some common probes and follow-up questions include asking for more details (When did that happen? Who else was there?), asking for elaboration (Could you say more about that?), asking for clarification (Does that mean what I think it means or something else? I understand what you mean, but someone else reading the transcript might not), and asking for contrast or comparison (How did this experience compare with last year’s event?). “Probing is a skill that comes from knowing what to look for in the interview, listening carefully to what is being said and what is not said, and being sensitive to the feedback needs of the person being interviewed” ( Patton 2002:374 ). It takes work! And energy. I and many other interviewers I know report feeling emotionally and even physically drained after conducting an interview. You are tasked with active listening and rearranging your interview guide as needed on the fly. If you only ask the questions written down in your interview guide with no deviations, you are doing it wrong. [2]

The Final Question

Every interview guide should include a very open-ended final question that allows for the respondent to say whatever it is they have been dying to tell you but you’ve forgotten to ask. About half the time they are tired too and will tell you they have nothing else to say. But incredibly, some of the most honest and complete responses take place here, at the end of a long interview. You have to realize that the person being interviewed is often discovering things about themselves as they talk to you and that this process of discovery can lead to new insights for them. Making space at the end is therefore crucial. Be sure you convey that you actually do want them to tell you more, that the offer of “anything else?” is not read as an empty convention where the polite response is no. Here is where you can pull from that active listening and tailor the final question to the particular person. For example, “I’ve asked you a lot of questions about what it was like to live through that wildfire. I’m wondering if there is anything I’ve forgotten to ask, especially because I haven’t had that experience myself” is a much more inviting final question than “Great. Anything you want to add?” It’s also helpful to convey to the person that you have the time to listen to their full answer, even if the allotted time is at the end. After all, there are no more questions to ask, so the respondent knows exactly how much time is left. Do them the courtesy of listening to them!

Conducting the Interview

Once you have your interview guide, you are on your way to conducting your first interview. I always practice my interview guide with a friend or family member. I do this even when the questions don’t make perfect sense for them, as it still helps me realize which questions make no sense, are poorly worded (too academic), or don’t follow sequentially. I also practice the routine I will use for interviewing, which goes something like this:

• Introduce myself and reintroduce the study
• Provide consent form and ask them to sign and retain/return copy
• Ask if they have any questions about the study before we begin
• Ask if I can begin recording
• Ask questions (from interview guide)
• Turn off the recording device
• Ask if they are willing to fill out my demographic questionnaire
• Collect questionnaire and, without looking at the answers, place in same folder as signed consent form
• Thank them and depart

A note on remote interviewing: Interviews have traditionally been conducted face-to-face in a private or quiet public setting. You don’t want a lot of background noise, as this will make transcriptions difficult. During the recent global pandemic, many interviewers, myself included, learned the benefits of interviewing remotely. Although face-to-face is still preferable for many reasons, Zoom interviewing is not a bad alternative, and it does allow more interviews across great distances. Zoom also includes automatic transcription, which significantly cuts down on the time it normally takes to convert our conversations into “data” to be analyzed. These automatic transcriptions are not perfect, however, and you will still need to listen to the recording and clarify and clean up the transcription. Nor do automatic transcriptions include notations of body language or change of tone, which you may want to include. When interviewing remotely, you will want to collect the consent form before you meet: ask them to read, sign, and return it as an email attachment. I think it is better to ask for the demographic questionnaire after the interview, but because some respondents may never return it then, it is probably best to ask for this at the same time as the consent form, in advance of the interview.

What should you bring to the interview? I would recommend bringing two copies of the consent form (one for you and one for the respondent), a demographic questionnaire, a manila folder in which to place the signed consent form and filled-out demographic questionnaire, a printed copy of your interview guide (I print with three-inch right margins so I can jot down notes on the page next to relevant questions), a pen, a recording device, and water.

After the interview, you will want to secure the signed consent form in a locked filing cabinet (if in print) or a password-protected folder on your computer. Using Excel or a similar program that allows tables/spreadsheets, create an identifying number for your interview that links to the consent form without using the name of your respondent. For example, let’s say that I conduct interviews with US politicians, and the first person I meet with is George W. Bush. I will assign the transcription the number “INT#001” and add it to the signed consent form. [3] The signed consent form goes into a locked filing cabinet, and I never use the name “George W. Bush” again. I take the information from the demographic sheet, open my Excel spreadsheet, and add the relevant information in separate columns for the row INT#001: White, male, Republican. When I interview Bill Clinton as my second interview, I include a second row: INT#002: White, male, Democrat. And so on. The only link to the actual name of the respondent and this information is the fact that the consent form (unavailable to anyone but me) has stamped on it the interview number.

Many students get very nervous before their first interview. Actually, many of us are always nervous before the interview! But do not worry—this is normal, and it does pass. Chances are, you will be pleasantly surprised at how comfortable it begins to feel. These “purposeful conversations” are often a delight for both participants. This is not to say that sometimes things go wrong. I often have my students practice several “bad scenarios” (e.g., a respondent that you cannot get to open up; a respondent who is too talkative and dominates the conversation, steering it away from the topics you are interested in; emotions that completely take over; or shocking disclosures you are ill-prepared to handle), but most of the time, things go quite well. Be prepared for the unexpected, but know that the reason interviews are so popular as a technique of data collection is that they are usually richly rewarding for both participants.

One thing that I stress to my methods students and remind myself about is that interviews are still conversations between people. If there’s something you might feel uncomfortable asking someone about in a “normal” conversation, you will likely also feel a bit of discomfort asking it in an interview. Maybe more importantly, your respondent may feel uncomfortable. Social research—especially about inequality—can be uncomfortable. And it’s easy to slip into an abstract, intellectualized, or removed perspective as an interviewer. This is one reason trying out interview questions is important. Another is that sometimes the question sounds good in your head but doesn’t work as well out loud in practice. I learned this the hard way when a respondent asked me how I would answer the question I had just posed, and I realized that not only did I not really know how I would answer it, but I also wasn’t quite as sure I knew what I was asking as I had thought.

—Elizabeth M. Lee, Associate Professor of Sociology at Saint Joseph’s University, author of Class and Campus Life , and co-author of Geographies of Campus Inequality

How Many Interviews?

Your research design has included a targeted number of interviews and a recruitment plan (see chapter 5). Follow your plan, but remember that “ saturation ” is your goal. You interview as many people as you can until you reach a point at which you are no longer surprised by what they tell you. This means not that no one after your first twenty interviews will have surprising, interesting stories to tell you but rather that the picture you are forming about the phenomenon of interest to you from a research perspective has come into focus, and none of the interviews are substantially refocusing that picture. That is when you should stop collecting interviews. Note that to know when you have reached this, you will need to read your transcripts as you go. More about this in chapters 18 and 19.

Your Final Product: The Ideal Interview Transcript

A good interview transcript will demonstrate a subtly controlled conversation by the skillful interviewer. In general, you want to see replies that are about one paragraph long, not short sentences and not running on for several pages. Although it is sometimes necessary to follow respondents down tangents, it is also often necessary to pull them back to the questions that form the basis of your research study. This is not really a free conversation, although it may feel like that to the person you are interviewing.

Final Tips from an Interview Master

Annette Lareau is arguably one of the masters of the trade. In Listening to People , she provides several guidelines for good interviews and then offers a detailed example of an interview gone wrong and how it could be addressed (please see the “Further Readings” at the end of this chapter). Here is an abbreviated version of her set of guidelines: (1) interview respondents who are experts on the subjects of most interest to you (as a corollary, don’t ask people about things they don’t know); (2) listen carefully and talk as little as possible; (3) keep in mind what you want to know and why you want to know it; (4) be a proactive interviewer (subtly guide the conversation); (5) assure respondents that there aren’t any right or wrong answers; (6) use the respondent’s own words to probe further (this both allows you to accurately identify what you heard and pushes the respondent to explain further); (7) reuse effective probes (don’t reinvent the wheel as you go—if repeating the words back works, do it again and again); (8) focus on learning the subjective meanings that events or experiences have for a respondent; (9) don’t be afraid to ask a question that draws on your own knowledge (unlike trial lawyers who are trained never to ask a question for which they don’t already know the answer, sometimes it’s worth it to ask risky questions based on your hypotheses or just plain hunches); (10) keep thinking while you are listening (so difficult…and important); (11) return to a theme raised by a respondent if you want further information; (12) be mindful of power inequalities (and never ever coerce a respondent to continue the interview if they want out); (13) take control with overly talkative respondents; (14) expect overly succinct responses, and develop strategies for probing further; (15) balance digging deep and moving on; (16) develop a plan to deflect questions (e.g., let them know you are happy to answer any questions at the end of the interview, but you don’t want to take time away from them now); and at the end, (17) check to see whether you have asked all your questions. You don’t always have to ask everyone the same set of questions, but if there is a big area you have forgotten to cover, now is the time to recover ( Lareau 2021:93–103 ).

Sample: Demographic Questionnaire

ASA Taskforce on First-Generation and Working-Class Persons in Sociology – Class Effects on Career Success

Supplementary Demographic Questionnaire

Thank you for your participation in this interview project. We would like to collect a few pieces of key demographic information from you to supplement our analyses. Your answers to these questions will be kept confidential and stored by ID number. All of your responses here are entirely voluntary!

What best captures your race/ethnicity? (please check any/all that apply)

• White (Non Hispanic/Latina/o/x)
• Black or African American
• Hispanic, Latino/a/x of Spanish
• Asian or Asian American
• American Indian or Alaska Native
• Middle Eastern or North African
• Native Hawaiian or Pacific Islander
• Other : (Please write in: ________________)

What is your current position?

• Grad Student
• Full Professor

Please check any and all of the following that apply to you:

• I identify as a working-class academic
• I was the first in my family to graduate from college
• I grew up poor

What best reflects your gender?

• Transgender female/Transgender woman
• Transgender male/Transgender man
• Gender queer/ Gender nonconforming

Anything else you would like us to know about you?

Example: Interview Guide

In this example, follow-up prompts are italicized.  Note the sequence of questions.  That second question often elicits an entire life history , answering several later questions in advance.

Introduction Script/Question

Thank you for participating in our survey of ASA members who identify as first-generation or working-class.  As you may have heard, ASA has sponsored a taskforce on first-generation and working-class persons in sociology and we are interested in hearing from those who so identify.  Your participation in this interview will help advance our knowledge in this area.

• The first thing we would like to as you is why you have volunteered to be part of this study? What does it mean to you be first-gen or working class?  Why were you willing to be interviewed?
• How did you decide to become a sociologist?
• Can you tell me a little bit about where you grew up? ( prompts: what did your parent(s) do for a living?  What kind of high school did you attend?)
• Has this identity been salient to your experience? (how? How much?)
• How welcoming was your grad program? Your first academic employer?
• Why did you decide to pursue sociology at the graduate level?
• Did you experience culture shock in college? In graduate school?
• Has your FGWC status shaped how you’ve thought about where you went to school? debt? etc?
• Were you mentored? How did this work (not work)?  How might it?
• What did you consider when deciding where to go to grad school? Where to apply for your first position?
• What, to you, is a mark of career success? Have you achieved that success?  What has helped or hindered your pursuit of success?
• Do you think sociology, as a field, cares about prestige?
• Let’s talk a little bit about intersectionality. How does being first-gen/working class work alongside other identities that are important to you?
• What do your friends and family think about your career? Have you had any difficulty relating to family members or past friends since becoming highly educated?
• Do you have any debt from college/grad school? Are you concerned about this?  Could you explain more about how you paid for college/grad school?  (here, include assistance from family, fellowships, scholarships, etc.)
• (You’ve mentioned issues or obstacles you had because of your background.) What could have helped?  Or, who or what did? Can you think of fortuitous moments in your career?
• Do you have any regrets about the path you took?
• Is there anything else you would like to add? Anything that the Taskforce should take note of, that we did not ask you about here?

Further Readings

Britten, Nicky. 1995. “Qualitative Interviews in Medical Research.” BMJ: British Medical Journal 31(6999):251–253. A good basic overview of interviewing particularly useful for students of public health and medical research generally.

Corbin, Juliet, and Janice M. Morse. 2003. “The Unstructured Interactive Interview: Issues of Reciprocity and Risks When Dealing with Sensitive Topics.” Qualitative Inquiry 9(3):335–354. Weighs the potential benefits and harms of conducting interviews on topics that may cause emotional distress. Argues that the researcher’s skills and code of ethics should ensure that the interviewing process provides more of a benefit to both participant and researcher than a harm to the former.

Gerson, Kathleen, and Sarah Damaske. 2020. The Science and Art of Interviewing . New York: Oxford University Press. A useful guidebook/textbook for both undergraduates and graduate students, written by sociologists.

Kvale, Steiner. 2007. Doing Interviews . London: SAGE. An easy-to-follow guide to conducting and analyzing interviews by psychologists.

Lamont, Michèle, and Ann Swidler. 2014. “Methodological Pluralism and the Possibilities and Limits of Interviewing.” Qualitative Sociology 37(2):153–171. Written as a response to various debates surrounding the relative value of interview-based studies and ethnographic studies defending the particular strengths of interviewing. This is a must-read article for anyone seriously engaging in qualitative research!

Pugh, Allison J. 2013. “What Good Are Interviews for Thinking about Culture? Demystifying Interpretive Analysis.” American Journal of Cultural Sociology 1(1):42–68. Another defense of interviewing written against those who champion ethnographic methods as superior, particularly in the area of studying culture. A classic.

Rapley, Timothy John. 2001. “The ‘Artfulness’ of Open-Ended Interviewing: Some considerations in analyzing interviews.” Qualitative Research 1(3):303–323. Argues for the importance of “local context” of data production (the relationship built between interviewer and interviewee, for example) in properly analyzing interview data.

Weiss, Robert S. 1995. Learning from Strangers: The Art and Method of Qualitative Interview Studies . New York: Simon and Schuster. A classic and well-regarded textbook on interviewing. Because Weiss has extensive experience conducting surveys, he contrasts the qualitative interview with the survey questionnaire well; particularly useful for those trained in the latter.

• I say “normally” because how people understand their various identities can itself be an expansive topic of inquiry. Here, I am merely talking about collecting otherwise unexamined demographic data, similar to how we ask people to check boxes on surveys. ↵
• Again, this applies to “semistructured in-depth interviewing.” When conducting standardized questionnaires, you will want to ask each question exactly as written, without deviations! ↵
• I always include “INT” in the number because I sometimes have other kinds of data with their own numbering: FG#001 would mean the first focus group, for example. I also always include three-digit spaces, as this allows for up to 999 interviews (or, more realistically, allows for me to interview up to one hundred persons without having to reset my numbering system). ↵

A method of data collection in which the researcher asks the participant questions; the answers to these questions are often recorded and transcribed verbatim. There are many different kinds of interviews - see also semistructured interview , structured interview , and unstructured interview .

A document listing key questions and question areas for use during an interview.  It is used most often for semi-structured interviews.  A good interview guide may have no more than ten primary questions for two hours of interviewing, but these ten questions will be supplemented by probes and relevant follow-ups throughout the interview.  Most IRBs require the inclusion of the interview guide in applications for review.  See also interview and  semi-structured interview .

A data-collection method that relies on casual, conversational, and informal interviewing.  Despite its apparent conversational nature, the researcher usually has a set of particular questions or question areas in mind but allows the interview to unfold spontaneously.  This is a common data-collection technique among ethnographers.  Compare to the semi-structured or in-depth interview .

A form of interview that follows a standard guide of questions asked, although the order of the questions may change to match the particular needs of each individual interview subject, and probing “follow-up” questions are often added during the course of the interview.  The semi-structured interview is the primary form of interviewing used by qualitative researchers in the social sciences.  It is sometimes referred to as an “in-depth” interview.  See also interview and  interview guide .

The cluster of data-collection tools and techniques that involve observing interactions between people, the behaviors, and practices of individuals (sometimes in contrast to what they say about how they act and behave), and cultures in context.  Observational methods are the key tools employed by ethnographers and Grounded Theory .

Follow-up questions used in a semi-structured interview  to elicit further elaboration.  Suggested prompts can be included in the interview guide  to be used/deployed depending on how the initial question was answered or if the topic of the prompt does not emerge spontaneously.

A form of interview that follows a strict set of questions, asked in a particular order, for all interview subjects.  The questions are also the kind that elicits short answers, and the data is more “informative” than probing.  This is often used in mixed-methods studies, accompanying a survey instrument.  Because there is no room for nuance or the exploration of meaning in structured interviews, qualitative researchers tend to employ semi-structured interviews instead.  See also interview.

The point at which you can conclude data collection because every person you are interviewing, the interaction you are observing, or content you are analyzing merely confirms what you have already noted.  Achieving saturation is often used as the justification for the final sample size.

An interview variant in which a person’s life story is elicited in a narrative form.  Turning points and key themes are established by the researcher and used as data points for further analysis.

Introduction to Qualitative Research Methods Copyright © 2023 by Allison Hurst is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License , except where otherwise noted.

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Key Takeaways: 

• Qualitative interviews provide in-depth insights from individual respondents, and are useful when follow-up or clarification is needed
• Clarity of objectives and audience is essential to gathering actionable insights from your qualitative research project
• Build a strong researcher-respondent relationship to elicit honest and engaged responses

Qualitative research uses in-depth interviews to gain rich non-numerical data from individuals. This data helps researchers understand concepts, opinions, and personal experiences. Interviews are an excellent method to discover the “why” behind people’s preferences or behaviors, but they require a thoughtful approach.

Continue reading as we explore use cases and define the steps to follow for a successful qualitative interview.

In this Article:

When Should I Use Qualitative Interviews? Conducting a Successful Qualitative Interview – Step by Step Guide

1. Determine Your Objective 2. Understand Your Audience 3. Design Appropriate Questions 4. Organize and Prepare for the Interview 5. Conduct the Interview 6. Transcribe and Analyze Responses 7. Learn, Adapt, and Evolve Your Interviews

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When Should I Use Qualitative Interviews?

Qualitative research is used to obtain context and describe underlying factors. It describes “how” and “why.”

Perhaps a business wants to understand what product features are most or least important to each target segment. They could ask:

“Between product A and product B, how would the features in each product influence your buying decision?”

This creates an opportunity for the respondent to reveal what features are personally important and unimportant for them. In an interview setting, researchers can go deeper into why these features are important, and how important each feature is in comparison to others.

Qualitative interviews are best when:

• You need in-depth insights
• You want answers to a range of follow-up questions, building on prior responses
• Your questions require significant explanation and reasoning
• You explore complex and confusing topics with respondents
• You want to understand what drives consumer decisions
• You want to hear the unique voice of your audience first-hand

Conducting a Successful Qualitative Interview – Step by Step Guide

Knowing when to use a qualitative interview is a great first step, but now you need to understand how best to conduct one. Our experts share a range of steps to follow as you embark on a qualitative interview and best practices for each.

1. Determine Your Objective

What are you trying to understand? The answer to this is critical in guiding your qualitative research process.

Some common examples:

• Understand consumer perceptions of products, services, or brand
• Reveal strengths and weaknesses in product or service portfolios
• Understand consumer buying behaviors
• Test the usability of a website or digital service
• Emotional reactions to packaging design and marketing assets

2. Understand Your Audience

Who is your target audience for this project? Have a clear understanding of who you need to hear from to meet your research objective.

Here are some examples of objectives, and the sample that is most suited to each:

• If you want to understand how existing customers perceive the quality of your products, you need a sample of existing customers.
• If you want to understand why consumers choose competitor products over yours, you need a sample of non-customers who buy products from your primary competitor.
• If you want to understand how the average person perceives your brand, you need a combination of existing customers, non-customers with awareness of your brand, and unaware non-customers.

3. Design Appropriate Questions

The questions you ask must align with the objectives of your research without being leading or introducing bias.

Here are some best practices when designing research questions:

• Keep questions open-ended. This increases the depth of insight obtained.
• Follow a structure. For instance, a tree diagram where every question has pre-determined follow-up questions based on anticipated answers. A planned structure increases the quality and validity of responses and reduces distractions.
• Design questions that simplify data collection and analysis. Format the responses collected to be compatible with your tools during data ingestion.
• Keep it simple. Focus on clarity when designing research questions to improve respondent understanding and engagement.

4. Organize and Prepare for the Interview

Relationships are essential to the interview process. Preparation beforehand helps build the respondent-researcher relationship. This relationship creates trust and elicits more honest and in-depth answers from participants. Here are some ways to prepare for an interview:

• Give respondents as much information as possible—such as question lists and question intent. Put this into an interview handbook to improve engagement and effectiveness.
• Conduct the interview in a suitable environment with minimal distractions and stressors.
• Have the necessary materials to record information.
• Interview yourself to identify and fix problems before you start interviewing others.

5. Conduct the Interview

With a structure in place, researchers have a clear plan of action throughout the interview.

During the interview, stay attuned to emotional reactions and body language with the following techniques:

• Create a relaxed atmosphere. Ask respondents about their lives, work, and passions to establish a connection.
• Give respondents your full attention. An engaged researcher encourages an engaged respondent. Plus, they gave up their personal time to help you out.
• Read body language. Is the respondent crossing their arms, looking down to the floor, or not making eye contact? These reactions may signal discomfort or anxiety, offering an opportunity to build rapport.
• Follow the questions but be flexible when listening. Deviations from the script may lead to unexpected and valuable insights.

6. Transcribe and Analyze Responses

Convert recorded audio responses to text. Decide early which tool or solution will work best for your needs.

Similarly, researchers may need to annotate video responses to describe behaviors and surrounding context before analysis; e.g., this person gritted their teeth during that response, that person’s vocal tone was anxious and uncertain, etc.

Transcribe responses into a format ready for analysis upon ingestion into your business intelligence tools.

7. Learn, Adapt, and Evolve Your Interviews

Each interview is an opportunity to improve the process. Take time after a project to evaluate how it went.

What did you learn about the process? Was it easy or confusing? Was the respondent comfortable or on edge? Did you get the responses you needed?

Scrutinize your interview approach. Look for ways to improve and innovate the process for better outcomes next time.

Now, you should have a good idea of when to use and how to approach qualitative interviews.

Sago has decades of experience across both quantitative and qualitative research. Our experts find interviews ideal for in-depth qualitative insights that guide new product and service development or improve market positioning for existing offerings. We offer both in-person facilities and online spaces to conduct qualitative interviews.

If you still have questions, get in touch with Sago for help with your next research project.

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• Interviews as a Method for Qualitative Research (video) This short video summarizes why interviews can serve as useful data in qualitative research.  
• InterViews by Steinar Kvale  Interviewing is an essential tool in qualitative research and this introduction to interviewing outlines both the theoretical underpinnings and the practical aspects of the process. After examining the role of the interview in the research process, Steinar Kvale considers some of the key philosophical issues relating to interviewing: the interview as conversation, hermeneutics, phenomenology, concerns about ethics as well as validity, and postmodernism. Having established this framework, the author then analyzes the seven stages of the interview process - from designing a study to writing it up.  
• Practical Evaluation by Michael Quinn Patton  Surveys different interviewing strategies, from, a) informal/conversational, to b) interview guide approach, to c) standardized and open-ended, to d) closed/quantitative. Also discusses strategies for wording questions that are open-ended, clear, sensitive, and neutral, while supporting the speaker. Provides suggestions for probing and maintaining control of the interview process, as well as suggestions for recording and transcription.  
• The SAGE Handbook of Interview Research by Amir B. Marvasti (Editor); James A. Holstein (Editor); Jaber F. Gubrium (Editor); Karyn D. McKinney (Editor)  The new edition of this landmark volume emphasizes the dynamic, interactional, and reflexive dimensions of the research interview. Contributors highlight the myriad dimensions of complexity that are emerging as researchers increasingly frame the interview as a communicative opportunity as much as a data-gathering format. The book begins with the history and conceptual transformations of the interview, which is followed by chapters that discuss the main components of interview practice. Taken together, the contributions to The SAGE Handbook of Interview Research: The Complexity of the Craft encourage readers simultaneously to learn the frameworks and technologies of interviewing and to reflect on the epistemological foundations of the interview craft.
• International Congress of Qualitative Inquiry They host an annual confrerence at the University of Illinois at Urbana-Champaign, which aims to facilitate the development of qualitative research methods across a wide variety of academic disciplines, among other initiatives.
• METHODSPACE An online home of the research methods community, where practicing researchers share how to make research easier.
• Social Research Association, UK The SRA is the membership organisation for social researchers in the UK and beyond. It supports researchers via training, guidance, publications, research ethics, events, branches, and careers.
• Social Science Research Council The SSRC administers fellowships and research grants that support the innovation and evaluation of new policy solutions. They convene researchers and stakeholders to share evidence-based policy solutions and incubate new research agendas, produce online knowledge platforms and technical reports that catalog research-based policy solutions, and support mentoring programs that broaden problem-solving research opportunities.
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• Types of Interviews in Research | Guide & Examples

Types of Interviews in Research | Guide & Examples

Published on March 10, 2022 by Tegan George . Revised on June 22, 2023.

An interview is a qualitative research method that relies on asking questions in order to collect data . Interviews involve two or more people, one of whom is the interviewer asking the questions.

There are several types of interviews, often differentiated by their level of structure.

• Structured interviews have predetermined questions asked in a predetermined order.
• Unstructured interviews are more free-flowing.
• Semi-structured interviews fall in between.

Interviews are commonly used in market research, social science, and ethnographic research .

Table of contents

What is a structured interview, what is a semi-structured interview, what is an unstructured interview, what is a focus group, examples of interview questions, advantages and disadvantages of interviews, other interesting articles, frequently asked questions about types of interviews.

Structured interviews have predetermined questions in a set order. They are often closed-ended, featuring dichotomous (yes/no) or multiple-choice questions. While open-ended structured interviews exist, they are much less common. The types of questions asked make structured interviews a predominantly quantitative tool.

Asking set questions in a set order can help you see patterns among responses, and it allows you to easily compare responses between participants while keeping other factors constant. This can mitigate   research biases and lead to higher reliability and validity. However, structured interviews can be overly formal, as well as limited in scope and flexibility.

• You feel very comfortable with your topic. This will help you formulate your questions most effectively.
• You have limited time or resources. Structured interviews are a bit more straightforward to analyze because of their closed-ended nature, and can be a doable undertaking for an individual.
• Your research question depends on holding environmental conditions between participants constant.

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Semi-structured interviews are a blend of structured and unstructured interviews. While the interviewer has a general plan for what they want to ask, the questions do not have to follow a particular phrasing or order.

Semi-structured interviews are often open-ended, allowing for flexibility, but follow a predetermined thematic framework, giving a sense of order. For this reason, they are often considered “the best of both worlds.”

However, if the questions differ substantially between participants, it can be challenging to look for patterns, lessening the generalizability and validity of your results.

• You have prior interview experience. It’s easier than you think to accidentally ask a leading question when coming up with questions on the fly. Overall, spontaneous questions are much more difficult than they may seem.
• Your research question is exploratory in nature. The answers you receive can help guide your future research.

An unstructured interview is the most flexible type of interview. The questions and the order in which they are asked are not set. Instead, the interview can proceed more spontaneously, based on the participant’s previous answers.

Unstructured interviews are by definition open-ended. This flexibility can help you gather detailed information on your topic, while still allowing you to observe patterns between participants.

However, so much flexibility means that they can be very challenging to conduct properly. You must be very careful not to ask leading questions, as biased responses can lead to lower reliability or even invalidate your research.

• You have a solid background in your research topic and have conducted interviews before.
• Your research question is exploratory in nature, and you are seeking descriptive data that will deepen and contextualize your initial hypotheses.
• Your research necessitates forming a deeper connection with your participants, encouraging them to feel comfortable revealing their true opinions and emotions.

A focus group brings together a group of participants to answer questions on a topic of interest in a moderated setting. Focus groups are qualitative in nature and often study the group’s dynamic and body language in addition to their answers. Responses can guide future research on consumer products and services, human behavior, or controversial topics.

Focus groups can provide more nuanced and unfiltered feedback than individual interviews and are easier to organize than experiments or large surveys . However, their small size leads to low external validity and the temptation as a researcher to “cherry-pick” responses that fit your hypotheses.

• Your research focuses on the dynamics of group discussion or real-time responses to your topic.
• Your questions are complex and rooted in feelings, opinions, and perceptions that cannot be answered with a “yes” or “no.”
• Your topic is exploratory in nature, and you are seeking information that will help you uncover new questions or future research ideas.

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Depending on the type of interview you are conducting, your questions will differ in style, phrasing, and intention. Structured interview questions are set and precise, while the other types of interviews allow for more open-endedness and flexibility.

Here are some examples.

• Semi-structured
• Unstructured
• Focus group
• Do you like dogs? Yes/No
• Do you associate dogs with feeling: happy; somewhat happy; neutral; somewhat unhappy; unhappy
• If yes, name one attribute of dogs that you like.
• If no, name one attribute of dogs that you don’t like.
• What feelings do dogs bring out in you?
• When you think more deeply about this, what experiences would you say your feelings are rooted in?

Interviews are a great research tool. They allow you to gather rich information and draw more detailed conclusions than other research methods, taking into consideration nonverbal cues, off-the-cuff reactions, and emotional responses.

However, they can also be time-consuming and deceptively challenging to conduct properly. Smaller sample sizes can cause their validity and reliability to suffer, and there is an inherent risk of interviewer effect arising from accidentally leading questions.

Here are some advantages and disadvantages of each type of interview that can help you decide if you’d like to utilize this research method.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

The four most common types of interviews are:

• Structured interviews : The questions are predetermined in both topic and order. 
• Semi-structured interviews : A few questions are predetermined, but other questions aren’t planned.
• Unstructured interviews : None of the questions are predetermined.
• Focus group interviews : The questions are presented to a group instead of one individual.

The interviewer effect is a type of bias that emerges when a characteristic of an interviewer (race, age, gender identity, etc.) influences the responses given by the interviewee.

There is a risk of an interviewer effect in all types of interviews , but it can be mitigated by writing really high-quality interview questions.

Social desirability bias is the tendency for interview participants to give responses that will be viewed favorably by the interviewer or other participants. It occurs in all types of interviews and surveys , but is most common in semi-structured interviews , unstructured interviews , and focus groups .

Social desirability bias can be mitigated by ensuring participants feel at ease and comfortable sharing their views. Make sure to pay attention to your own body language and any physical or verbal cues, such as nodding or widening your eyes.

This type of bias can also occur in observations if the participants know they’re being observed. They might alter their behavior accordingly.

A focus group is a research method that brings together a small group of people to answer questions in a moderated setting. The group is chosen due to predefined demographic traits, and the questions are designed to shed light on a topic of interest. It is one of 4 types of interviews .

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

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Qualitative Research 101: Interviewing

5 Common Mistakes To Avoid When Undertaking Interviews

By: David Phair (PhD) and Kerryn Warren (PhD) | March 2022

Undertaking interviews is potentially the most important step in the qualitative research process. If you don’t collect useful, useable data in your interviews, you’ll struggle through the rest of your dissertation or thesis.  Having helped numerous students with their research over the years, we’ve noticed some common interviewing mistakes that first-time researchers make. In this post, we’ll discuss five costly interview-related mistakes and outline useful strategies to avoid making these.

Overview: 5 Interviewing Mistakes

• Not having a clear interview strategy /plan
• Not having good interview techniques /skills
• Not securing a suitable location and equipment
• Not having a basic risk management plan
• Not keeping your “ golden thread ” front of mind

1. Not having a clear interview strategy

The first common mistake that we’ll look at is that of starting the interviewing process without having first come up with a clear interview strategy or plan of action. While it’s natural to be keen to get started engaging with your interviewees, a lack of planning can result in a mess of data and inconsistency between interviews.

There are several design choices to decide on and plan for before you start interviewing anyone. Some of the most important questions you need to ask yourself before conducting interviews include:

• What are the guiding research aims and research questions of my study?
• Will I use a structured, semi-structured or unstructured interview approach?
• How will I record the interviews (audio or video)?
• Who will be interviewed and by whom ?
• What ethics and data law considerations do I need to adhere to?
• How will I analyze my data? 

Let’s take a quick look at some of these.

The core objective of the interviewing process is to generate useful data that will help you address your overall research aims. Therefore, your interviews need to be conducted in a way that directly links to your research aims, objectives and research questions (i.e. your “golden thread”). This means that you need to carefully consider the questions you’ll ask to ensure that they align with and feed into your golden thread. If any question doesn’t align with this, you may want to consider scrapping it.

Another important design choice is whether you’ll use an unstructured, semi-structured or structured interview approach . For semi-structured interviews, you will have a list of questions that you plan to ask and these questions will be open-ended in nature. You’ll also allow the discussion to digress from the core question set if something interesting comes up. This means that the type of information generated might differ a fair amount between interviews.

Contrasted to this, a structured approach to interviews is more rigid, where a specific set of closed questions is developed and asked for each interviewee in exactly the same order. Closed questions have a limited set of answers, that are often single-word answers. Therefore, you need to think about what you’re trying to achieve with your research project (i.e. your research aims) and decided on which approach would be best suited in your case.

It is also important to plan ahead with regards to who will be interviewed and how. You need to think about how you will approach the possible interviewees to get their cooperation, who will conduct the interviews, when to conduct the interviews and how to record the interviews. For each of these decisions, it’s also essential to make sure that all ethical considerations and data protection laws are taken into account.

Finally, you should think through how you plan to analyze the data (i.e., your qualitative analysis method) generated by the interviews. Different types of analysis rely on different types of data, so you need to ensure you’re asking the right types of questions and correctly guiding your respondents.

Simply put, you need to have a plan of action regarding the specifics of your interview approach before you start collecting data. If not, you’ll end up drifting in your approach from interview to interview, which will result in inconsistent, unusable data.

2. Not having good interview technique

While you’re generally not expected to become you to be an expert interviewer for a dissertation or thesis, it is important to practice good interview technique and develop basic interviewing skills .

Let’s go through some basics that will help the process along.

Firstly, before the interview , make sure you know your interview questions well and have a clear idea of what you want from the interview. Naturally, the specificity of your questions will depend on whether you’re taking a structured, semi-structured or unstructured approach, but you still need a consistent starting point . Ideally, you should develop an interview guide beforehand (more on this later) that details your core question and links these to the research aims, objectives and research questions.

Before you undertake any interviews, it’s a good idea to do a few mock interviews with friends or family members. This will help you get comfortable with the interviewer role, prepare for potentially unexpected answers and give you a good idea of how long the interview will take to conduct. In the interviewing process, you’re likely to encounter two kinds of challenging interviewees ; the two-word respondent and the respondent who meanders and babbles. Therefore, you should prepare yourself for both and come up with a plan to respond to each in a way that will allow the interview to continue productively.

To begin the formal interview , provide the person you are interviewing with an overview of your research. This will help to calm their nerves (and yours) and contextualize the interaction. Ultimately, you want the interviewee to feel comfortable and be willing to be open and honest with you, so it’s useful to start in a more casual, relaxed fashion and allow them to ask any questions they may have. From there, you can ease them into the rest of the questions.

As the interview progresses , avoid asking leading questions (i.e., questions that assume something about the interviewee or their response). Make sure that you speak clearly and slowly , using plain language and being ready to paraphrase questions if the person you are interviewing misunderstands. Be particularly careful with interviewing English second language speakers to ensure that you’re both on the same page.

Engage with the interviewee by listening to them carefully and acknowledging that you are listening to them by smiling or nodding. Show them that you’re interested in what they’re saying and thank them for their openness as appropriate. This will also encourage your interviewee to respond openly.

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3. Not securing a suitable location and quality equipment

Where you conduct your interviews and the equipment you use to record them both play an important role in how the process unfolds. Therefore, you need to think carefully about each of these variables before you start interviewing.

Poor location: A bad location can result in the quality of your interviews being compromised, interrupted, or cancelled. If you are conducting physical interviews, you’ll need a location that is quiet, safe, and welcoming . It’s very important that your location of choice is not prone to interruptions (the workplace office is generally problematic, for example) and has suitable facilities (such as water, a bathroom, and snacks).

If you are conducting online interviews , you need to consider a few other factors. Importantly, you need to make sure that both you and your respondent have access to a good, stable internet connection and electricity. Always check before the time that both of you know how to use the relevant software and it’s accessible (sometimes meeting platforms are blocked by workplace policies or firewalls). It’s also good to have alternatives in place (such as WhatsApp, Zoom, or Teams) to cater for these types of issues.

Poor equipment: Using poor-quality recording equipment or using equipment incorrectly means that you will have trouble transcribing, coding, and analyzing your interviews. This can be a major issue , as some of your interview data may go completely to waste if not recorded well. So, make sure that you use good-quality recording equipment and that you know how to use it correctly.

To avoid issues, you should always conduct test recordings before every interview to ensure that you can use the relevant equipment properly. It’s also a good idea to spot check each recording afterwards, just to make sure it was recorded as planned. If your equipment uses batteries, be sure to always carry a spare set.

4. Not having a basic risk management plan

Many possible issues can arise during the interview process. Not planning for these issues can mean that you are left with compromised data that might not be useful to you. Therefore, it’s important to map out some sort of risk management plan ahead of time, considering the potential risks, how you’ll minimize their probability and how you’ll manage them if they materialize.

Common potential issues related to the actual interview include cancellations (people pulling out), delays (such as getting stuck in traffic), language and accent differences (especially in the case of poor internet connections), issues with internet connections and power supply. Other issues can also occur in the interview itself. For example, the interviewee could drift off-topic, or you might encounter an interviewee who does not say much at all.

You can prepare for these potential issues by considering possible worst-case scenarios and preparing a response for each scenario. For instance, it is important to plan a backup date just in case your interviewee cannot make it to the first meeting you scheduled with them. It’s also a good idea to factor in a 30-minute gap between your interviews for the instances where someone might be late, or an interview runs overtime for other reasons. Make sure that you also plan backup questions that could be used to bring a respondent back on topic if they start rambling, or questions to encourage those who are saying too little.

In general, it’s best practice to plan to conduct more interviews than you think you need (this is called oversampling ). Doing so will allow you some room for error if there are interviews that don’t go as planned, or if some interviewees withdraw. If you need 10 interviews, it is a good idea to plan for 15. Likely, a few will cancel , delay, or not produce useful data.

5. Not keeping your golden thread front of mind

We touched on this a little earlier, but it is a key point that should be central to your entire research process. You don’t want to end up with pages and pages of data after conducting your interviews and realize that it is not useful to your research aims . Your research aims, objectives and research questions – i.e., your golden thread – should influence every design decision and should guide the interview process at all times. 

A useful way to avoid this mistake is by developing an interview guide before you begin interviewing your respondents. An interview guide is a document that contains all of your questions with notes on how each of the interview questions is linked to the research question(s) of your study. You can also include your research aims and objectives here for a more comprehensive linkage. 

You can easily create an interview guide by drawing up a table with one column containing your core interview questions . Then add another column with your research questions , another with expectations that you may have in light of the relevant literature and another with backup or follow-up questions . As mentioned, you can also bring in your research aims and objectives to help you connect them all together. If you’d like, you can download a copy of our free interview guide here .

Recap: Qualitative Interview Mistakes

In this post, we’ve discussed 5 common costly mistakes that are easy to make in the process of planning and conducting qualitative interviews.

To recap, these include:

If you have any questions about these interviewing mistakes, drop a comment below. Alternatively, if you’re interested in getting 1-on-1 help with your thesis or dissertation , check out our dissertation coaching service or book a free initial consultation with one of our friendly Grad Coaches.

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How to carry out great interviews in qualitative research.

11 min read An interview is one of the most versatile methods used in qualitative research. Here’s what you need to know about conducting great qualitative interviews.

What is a qualitative research interview?

Qualitative research interviews are a mainstay among q ualitative research techniques, and have been in use for decades either as a primary data collection method or as an adjunct to a wider research process. A qualitative research interview is a one-to-one data collection session between a researcher and a participant. Interviews may be carried out face-to-face, over the phone or via video call using a service like Skype or Zoom.

There are three main types of qualitative research interview – structured, unstructured or semi-structured.

• Structured interviews Structured interviews are based around a schedule of predetermined questions and talking points that the researcher has developed. At their most rigid, structured interviews may have a precise wording and question order, meaning that they can be replicated across many different interviewers and participants with relatively consistent results.
• Unstructured interviews Unstructured interviews have no predetermined format, although that doesn’t mean they’re ad hoc or unplanned. An unstructured interview may outwardly resemble a normal conversation, but the interviewer will in fact be working carefully to make sure the right topics are addressed during the interaction while putting the participant at ease with a natural manner.
• Semi-structured interviews Semi-structured interviews are the most common type of qualitative research interview, combining the informality and rapport of an unstructured interview with the consistency and replicability of a structured interview. The researcher will come prepared with questions and topics, but will not need to stick to precise wording. This blended approach can work well for in-depth interviews.

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What are the pros and cons of interviews in qualitative research?

As a qualitative research method interviewing is hard to beat, with applications in social research, market research, and even basic and clinical pharmacy. But like any aspect of the research process, it’s not without its limitations. Before choosing qualitative interviewing as your research method, it’s worth weighing up the pros and cons.

Pros of qualitative interviews:

• provide in-depth information and context
• can be used effectively when their are low numbers of participants
• provide an opportunity to discuss and explain questions
• useful for complex topics
• rich in data – in the case of in-person or video interviews , the researcher can observe body language and facial expression as well as the answers to questions

Cons of qualitative interviews:

• can be time-consuming to carry out
• costly when compared to some other research methods
• because of time and cost constraints, they often limit you to a small number of participants
• difficult to standardize your data across different researchers and participants unless the interviews are very tightly structured
• As the Open University of Hong Kong notes, qualitative interviews may take an emotional toll on interviewers

Qualitative interview guides

Semi-structured interviews are based on a qualitative interview guide, which acts as a road map for the researcher. While conducting interviews, the researcher can use the interview guide to help them stay focused on their research questions and make sure they cover all the topics they intend to.

An interview guide may include a list of questions written out in full, or it may be a set of bullet points grouped around particular topics. It can prompt the interviewer to dig deeper and ask probing questions during the interview if appropriate.

Consider writing out the project’s research question at the top of your interview guide, ahead of the interview questions. This may help you steer the interview in the right direction if it threatens to head off on a tangent.

Avoid bias in qualitative research interviews

According to Duke University , bias can create significant problems in your qualitative interview.

• Acquiescence bias is common to many qualitative methods, including focus groups. It occurs when the participant feels obliged to say what they think the researcher wants to hear. This can be especially problematic when there is a perceived power imbalance between participant and interviewer. To counteract this, Duke University’s experts recommend emphasizing the participant’s expertise in the subject being discussed, and the value of their contributions.
• Interviewer bias is when the interviewer’s own feelings about the topic come to light through hand gestures, facial expressions or turns of phrase. Duke’s recommendation is to stick to scripted phrases where this is an issue, and to make sure researchers become very familiar with the interview guide or script before conducting interviews, so that they can hone their delivery.

What kinds of questions should you ask in a qualitative interview?

The interview questions you ask need to be carefully considered both before and during the data collection process. As well as considering the topics you’ll cover, you will need to think carefully about the way you ask questions.

Open-ended interview questions – which cannot be answered with a ‘yes’ ‘no’ or ‘maybe’ – are recommended by many researchers as a way to pursue in depth information.

An example of an open-ended question is “What made you want to move to the East Coast?” This will prompt the participant to consider different factors and select at least one. Having thought about it carefully, they may give you more detailed information about their reasoning.

A closed-ended question , such as “Would you recommend your neighborhood to a friend?” can be answered without too much deliberation, and without giving much information about personal thoughts, opinions and feelings.

Follow-up questions can be used to delve deeper into the research topic and to get more detail from open-ended questions. Examples of follow-up questions include:

• What makes you say that?
• What do you mean by that?
• Can you tell me more about X?
• What did/does that mean to you?

As well as avoiding closed-ended questions, be wary of leading questions. As with other qualitative research techniques such as surveys or focus groups, these can introduce bias in your data. Leading questions presume a certain point of view shared by the interviewer and participant, and may even suggest a foregone conclusion.

An example of a leading question might be: “You moved to New York in 1990, didn’t you?” In answering the question, the participant is much more likely to agree than disagree. This may be down to acquiescence bias or a belief that the interviewer has checked the information and already knows the correct answer.

Other leading questions involve adjectival phrases or other wording that introduces negative or positive connotations about a particular topic. An example of this kind of leading question is: “Many employees dislike wearing masks to work. How do you feel about this?” It presumes a positive opinion and the participant may be swayed by it, or not want to contradict the interviewer.

Harvard University’s guidelines for qualitative interview research add that you shouldn’t be afraid to ask embarrassing questions – “if you don’t ask, they won’t tell.” Bear in mind though that too much probing around sensitive topics may cause the interview participant to withdraw. The Harvard guidelines recommend leaving sensitive questions til the later stages of the interview when a rapport has been established.

More tips for conducting qualitative interviews

Observing a participant’s body language can give you important data about their thoughts and feelings. It can also help you decide when to broach a topic, and whether to use a follow-up question or return to the subject later in the interview.

Be conscious that the participant may regard you as the expert, not themselves. In order to make sure they express their opinions openly, use active listening skills like verbal encouragement and paraphrasing and clarifying their meaning to show how much you value what they are saying.

Remember that part of the goal is to leave the interview participant feeling good about volunteering their time and their thought process to your research. Aim to make them feel empowered , respected and heard.

Unstructured interviews can demand a lot of a researcher, both cognitively and emotionally. Be sure to leave time in between in-depth interviews when scheduling your data collection to make sure you maintain the quality of your data, as well as your own well-being .

Recording and transcribing interviews

Historically, recording qualitative research interviews and then transcribing the conversation manually would have represented a significant part of the cost and time involved in research projects that collect qualitative data.

Fortunately, researchers now have access to digital recording tools, and even speech-to-text technology that can automatically transcribe interview data using AI and machine learning. This type of tool can also be used to capture qualitative data from qualitative research (focus groups,ect.) making this kind of social research or market research much less time consuming.

Data analysis

Qualitative interview data is unstructured, rich in content and difficult to analyze without the appropriate tools. Fortunately, machine learning and AI can once again make things faster and easier when you use qualitative methods like the research interview.

Text analysis tools and natural language processing software can ‘read’ your transcripts and voice data and identify patterns and trends across large volumes of text or speech. They can also perform khttps://www.qualtrics.com/experience-management/research/sentiment-analysis/

which assesses overall trends in opinion and provides an unbiased overall summary of how participants are feeling.

Another feature of text analysis tools is their ability to categorize information by topic, sorting it into groupings that help you organize your data according to the topic discussed.

All in all, interviews are a valuable technique for qualitative research in business, yielding rich and detailed unstructured data. Historically, they have only been limited by the human capacity to interpret and communicate results and conclusions, which demands considerable time and skill.

When you combine this data with AI tools that can interpret it quickly and automatically, it becomes easy to analyze and structure, dovetailing perfectly with your other business data. An additional benefit of natural language analysis tools is that they are free of subjective biases, and can replicate the same approach across as much data as you choose. By combining human research skills with machine analysis, qualitative research methods such as interviews are more valuable than ever to your business.

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Interviewing in Qualitative Research

• First Online: 14 December 2017

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• Svetlana Gudkova 4  

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The interview is one of the basic methods of data collection employed in the social sciences. It is worth noting that this method is not restricted solely to the qualitative research. Interviews have been actively taken advantage of by representatives of various scientific traditions. Both the supporters of the positivist paradigm and the interpretivist one use the technique of the interview to collect data even though the expectations and assumptions of researchers as well as the process of preparing the interview and the conclusion sphere differ fundamentally. The chapter presents different types of interviews employed by the researchers to collect the data in a qualitative research and discusses the process of preparation and conducting the interviews.

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Gudkova, S. (2018). Interviewing in Qualitative Research. In: Ciesielska, M., Jemielniak, D. (eds) Qualitative Methodologies in Organization Studies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-65442-3_4

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• Published: 05 October 2018

Interviews and focus groups in qualitative research: an update for the digital age

• P. Gill 1 &
• J. Baillie 2  

British Dental Journal volume  225 ,  pages 668–672 ( 2018 ) Cite this article

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Highlights that qualitative research is used increasingly in dentistry. Interviews and focus groups remain the most common qualitative methods of data collection.

Suggests the advent of digital technologies has transformed how qualitative research can now be undertaken.

Suggests interviews and focus groups can offer significant, meaningful insight into participants' experiences, beliefs and perspectives, which can help to inform developments in dental practice.

Qualitative research is used increasingly in dentistry, due to its potential to provide meaningful, in-depth insights into participants' experiences, perspectives, beliefs and behaviours. These insights can subsequently help to inform developments in dental practice and further related research. The most common methods of data collection used in qualitative research are interviews and focus groups. While these are primarily conducted face-to-face, the ongoing evolution of digital technologies, such as video chat and online forums, has further transformed these methods of data collection. This paper therefore discusses interviews and focus groups in detail, outlines how they can be used in practice, how digital technologies can further inform the data collection process, and what these methods can offer dentistry.

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Interviews in the social sciences

Professionalism in dentistry: deconstructing common terminology

A review of technical and quality assessment considerations of audio-visual and web-conferencing focus groups in qualitative health research, introduction.

Traditionally, research in dentistry has primarily been quantitative in nature. 1 However, in recent years, there has been a growing interest in qualitative research within the profession, due to its potential to further inform developments in practice, policy, education and training. Consequently, in 2008, the British Dental Journal (BDJ) published a four paper qualitative research series, 2 , 3 , 4 , 5 to help increase awareness and understanding of this particular methodological approach.

Since the papers were originally published, two scoping reviews have demonstrated the ongoing proliferation in the use of qualitative research within the field of oral healthcare. 1 , 6 To date, the original four paper series continue to be well cited and two of the main papers remain widely accessed among the BDJ readership. 2 , 3 The potential value of well-conducted qualitative research to evidence-based practice is now also widely recognised by service providers, policy makers, funding bodies and those who commission, support and use healthcare research.

Besides increasing standalone use, qualitative methods are now also routinely incorporated into larger mixed method study designs, such as clinical trials, as they can offer additional, meaningful insights into complex problems that simply could not be provided by quantitative methods alone. Qualitative methods can also be used to further facilitate in-depth understanding of important aspects of clinical trial processes, such as recruitment. For example, Ellis et al . investigated why edentulous older patients, dissatisfied with conventional dentures, decline implant treatment, despite its established efficacy, and frequently refuse to participate in related randomised clinical trials, even when financial constraints are removed. 7 Through the use of focus groups in Canada and the UK, the authors found that fears of pain and potential complications, along with perceived embarrassment, exacerbated by age, are common reasons why older patients typically refuse dental implants. 7

The last decade has also seen further developments in qualitative research, due to the ongoing evolution of digital technologies. These developments have transformed how researchers can access and share information, communicate and collaborate, recruit and engage participants, collect and analyse data and disseminate and translate research findings. 8 Where appropriate, such technologies are therefore capable of extending and enhancing how qualitative research is undertaken. 9 For example, it is now possible to collect qualitative data via instant messaging, email or online/video chat, using appropriate online platforms.

These innovative approaches to research are therefore cost-effective, convenient, reduce geographical constraints and are often useful for accessing 'hard to reach' participants (for example, those who are immobile or socially isolated). 8 , 9 However, digital technologies are still relatively new and constantly evolving and therefore present a variety of pragmatic and methodological challenges. Furthermore, given their very nature, their use in many qualitative studies and/or with certain participant groups may be inappropriate and should therefore always be carefully considered. While it is beyond the scope of this paper to provide a detailed explication regarding the use of digital technologies in qualitative research, insight is provided into how such technologies can be used to facilitate the data collection process in interviews and focus groups.

In light of such developments, it is perhaps therefore timely to update the main paper 3 of the original BDJ series. As with the previous publications, this paper has been purposely written in an accessible style, to enhance readability, particularly for those who are new to qualitative research. While the focus remains on the most common qualitative methods of data collection – interviews and focus groups – appropriate revisions have been made to provide a novel perspective, and should therefore be helpful to those who would like to know more about qualitative research. This paper specifically focuses on undertaking qualitative research with adult participants only.

Overview of qualitative research

Qualitative research is an approach that focuses on people and their experiences, behaviours and opinions. 10 , 11 The qualitative researcher seeks to answer questions of 'how' and 'why', providing detailed insight and understanding, 11 which quantitative methods cannot reach. 12 Within qualitative research, there are distinct methodologies influencing how the researcher approaches the research question, data collection and data analysis. 13 For example, phenomenological studies focus on the lived experience of individuals, explored through their description of the phenomenon. Ethnographic studies explore the culture of a group and typically involve the use of multiple methods to uncover the issues. 14

While methodology is the 'thinking tool', the methods are the 'doing tools'; 13 the ways in which data are collected and analysed. There are multiple qualitative data collection methods, including interviews, focus groups, observations, documentary analysis, participant diaries, photography and videography. Two of the most commonly used qualitative methods are interviews and focus groups, which are explored in this article. The data generated through these methods can be analysed in one of many ways, according to the methodological approach chosen. A common approach is thematic data analysis, involving the identification of themes and subthemes across the data set. Further information on approaches to qualitative data analysis has been discussed elsewhere. 1

Qualitative research is an evolving and adaptable approach, used by different disciplines for different purposes. Traditionally, qualitative data, specifically interviews, focus groups and observations, have been collected face-to-face with participants. In more recent years, digital technologies have contributed to the ongoing evolution of qualitative research. Digital technologies offer researchers different ways of recruiting participants and collecting data, and offer participants opportunities to be involved in research that is not necessarily face-to-face.

Research interviews are a fundamental qualitative research method 15 and are utilised across methodological approaches. Interviews enable the researcher to learn in depth about the perspectives, experiences, beliefs and motivations of the participant. 3 , 16 Examples include, exploring patients' perspectives of fear/anxiety triggers in dental treatment, 17 patients' experiences of oral health and diabetes, 18 and dental students' motivations for their choice of career. 19

Interviews may be structured, semi-structured or unstructured, 3 according to the purpose of the study, with less structured interviews facilitating a more in depth and flexible interviewing approach. 20 Structured interviews are similar to verbal questionnaires and are used if the researcher requires clarification on a topic; however they produce less in-depth data about a participant's experience. 3 Unstructured interviews may be used when little is known about a topic and involves the researcher asking an opening question; 3 the participant then leads the discussion. 20 Semi-structured interviews are commonly used in healthcare research, enabling the researcher to ask predetermined questions, 20 while ensuring the participant discusses issues they feel are important.

Interviews can be undertaken face-to-face or using digital methods when the researcher and participant are in different locations. Audio-recording the interview, with the consent of the participant, is essential for all interviews regardless of the medium as it enables accurate transcription; the process of turning the audio file into a word-for-word transcript. This transcript is the data, which the researcher then analyses according to the chosen approach.

Types of interview

Qualitative studies often utilise one-to-one, face-to-face interviews with research participants. This involves arranging a mutually convenient time and place to meet the participant, signing a consent form and audio-recording the interview. However, digital technologies have expanded the potential for interviews in research, enabling individuals to participate in qualitative research regardless of location.

Telephone interviews can be a useful alternative to face-to-face interviews and are commonly used in qualitative research. They enable participants from different geographical areas to participate and may be less onerous for participants than meeting a researcher in person. 15 A qualitative study explored patients' perspectives of dental implants and utilised telephone interviews due to the quality of the data that could be yielded. 21 The researcher needs to consider how they will audio record the interview, which can be facilitated by purchasing a recorder that connects directly to the telephone. One potential disadvantage of telephone interviews is the inability of the interviewer and researcher to see each other. This is resolved using software for audio and video calls online – such as Skype – to conduct interviews with participants in qualitative studies. Advantages of this approach include being able to see the participant if video calls are used, enabling observation of non-verbal communication, and the software can be free to use. However, participants are required to have a device and internet connection, as well as being computer literate, potentially limiting who can participate in the study. One qualitative study explored the role of dental hygienists in reducing oral health disparities in Canada. 22 The researcher conducted interviews using Skype, which enabled dental hygienists from across Canada to be interviewed within the research budget, accommodating the participants' schedules. 22

A less commonly used approach to qualitative interviews is the use of social virtual worlds. A qualitative study accessed a social virtual world – Second Life – to explore the health literacy skills of individuals who use social virtual worlds to access health information. 23 The researcher created an avatar and interview room, and undertook interviews with participants using voice and text methods. 23 This approach to recruitment and data collection enables individuals from diverse geographical locations to participate, while remaining anonymous if they wish. Furthermore, for interviews conducted using text methods, transcription of the interview is not required as the researcher can save the written conversation with the participant, with the participant's consent. However, the researcher and participant need to be familiar with how the social virtual world works to engage in an interview this way.

Conducting an interview

Ensuring informed consent before any interview is a fundamental aspect of the research process. Participants in research must be afforded autonomy and respect; consent should be informed and voluntary. 24 Individuals should have the opportunity to read an information sheet about the study, ask questions, understand how their data will be stored and used, and know that they are free to withdraw at any point without reprisal. The qualitative researcher should take written consent before undertaking the interview. In a face-to-face interview, this is straightforward: the researcher and participant both sign copies of the consent form, keeping one each. However, this approach is less straightforward when the researcher and participant do not meet in person. A recent protocol paper outlined an approach for taking consent for telephone interviews, which involved: audio recording the participant agreeing to each point on the consent form; the researcher signing the consent form and keeping a copy; and posting a copy to the participant. 25 This process could be replicated in other interview studies using digital methods.

There are advantages and disadvantages of using face-to-face and digital methods for research interviews. Ultimately, for both approaches, the quality of the interview is determined by the researcher. 16 Appropriate training and preparation are thus required. Healthcare professionals can use their interpersonal communication skills when undertaking a research interview, particularly questioning, listening and conversing. 3 However, the purpose of an interview is to gain information about the study topic, 26 rather than offering help and advice. 3 The researcher therefore needs to listen attentively to participants, enabling them to describe their experience without interruption. 3 The use of active listening skills also help to facilitate the interview. 14 Spradley outlined elements and strategies for research interviews, 27 which are a useful guide for qualitative researchers:

Greeting and explaining the project/interview

Asking descriptive (broad), structural (explore response to descriptive) and contrast (difference between) questions

Asymmetry between the researcher and participant talking

Expressing interest and cultural ignorance

Repeating, restating and incorporating the participant's words when asking questions

Creating hypothetical situations

Asking friendly questions

Knowing when to leave.

For semi-structured interviews, a topic guide (also called an interview schedule) is used to guide the content of the interview – an example of a topic guide is outlined in Box 1 . The topic guide, usually based on the research questions, existing literature and, for healthcare professionals, their clinical experience, is developed by the research team. The topic guide should include open ended questions that elicit in-depth information, and offer participants the opportunity to talk about issues important to them. This is vital in qualitative research where the researcher is interested in exploring the experiences and perspectives of participants. It can be useful for qualitative researchers to pilot the topic guide with the first participants, 10 to ensure the questions are relevant and understandable, and amending the questions if required.

Regardless of the medium of interview, the researcher must consider the setting of the interview. For face-to-face interviews, this could be in the participant's home, in an office or another mutually convenient location. A quiet location is preferable to promote confidentiality, enable the researcher and participant to concentrate on the conversation, and to facilitate accurate audio-recording of the interview. For interviews using digital methods the same principles apply: a quiet, private space where the researcher and participant feel comfortable and confident to participate in an interview.

Box 1: Example of a topic guide

Study focus: Parents' experiences of brushing their child's (aged 0–5) teeth

1. Can you tell me about your experience of cleaning your child's teeth?

How old was your child when you started cleaning their teeth?

Why did you start cleaning their teeth at that point?

How often do you brush their teeth?

What do you use to brush their teeth and why?

2. Could you explain how you find cleaning your child's teeth?

Do you find anything difficult?

What makes cleaning their teeth easier for you?

3. How has your experience of cleaning your child's teeth changed over time?

Has it become easier or harder?

Have you changed how often and how you clean their teeth? If so, why?

4. Could you describe how your child finds having their teeth cleaned?

What do they enjoy about having their teeth cleaned?

Is there anything they find upsetting about having their teeth cleaned?

5. Where do you look for information/advice about cleaning your child's teeth?

What did your health visitor tell you about cleaning your child's teeth? (If anything)

What has the dentist told you about caring for your child's teeth? (If visited)

Have any family members given you advice about how to clean your child's teeth? If so, what did they tell you? Did you follow their advice?

6. Is there anything else you would like to discuss about this?

Focus groups

A focus group is a moderated group discussion on a pre-defined topic, for research purposes. 28 , 29 While not aligned to a particular qualitative methodology (for example, grounded theory or phenomenology) as such, focus groups are used increasingly in healthcare research, as they are useful for exploring collective perspectives, attitudes, behaviours and experiences. Consequently, they can yield rich, in-depth data and illuminate agreement and inconsistencies 28 within and, where appropriate, between groups. Examples include public perceptions of dental implants and subsequent impact on help-seeking and decision making, 30 and general dental practitioners' views on patient safety in dentistry. 31

Focus groups can be used alone or in conjunction with other methods, such as interviews or observations, and can therefore help to confirm, extend or enrich understanding and provide alternative insights. 28 The social interaction between participants often results in lively discussion and can therefore facilitate the collection of rich, meaningful data. However, they are complex to organise and manage, due to the number of participants, and may also be inappropriate for exploring particularly sensitive issues that many participants may feel uncomfortable about discussing in a group environment.

Focus groups are primarily undertaken face-to-face but can now also be undertaken online, using appropriate technologies such as email, bulletin boards, online research communities, chat rooms, discussion forums, social media and video conferencing. 32 Using such technologies, data collection can also be synchronous (for example, online discussions in 'real time') or, unlike traditional face-to-face focus groups, asynchronous (for example, online/email discussions in 'non-real time'). While many of the fundamental principles of focus group research are the same, regardless of how they are conducted, a number of subtle nuances are associated with the online medium. 32 Some of which are discussed further in the following sections.

Focus group considerations

Some key considerations associated with face-to-face focus groups are: how many participants are required; should participants within each group know each other (or not) and how many focus groups are needed within a single study? These issues are much debated and there is no definitive answer. However, the number of focus groups required will largely depend on the topic area, the depth and breadth of data needed, the desired level of participation required 29 and the necessity (or not) for data saturation.

The optimum group size is around six to eight participants (excluding researchers) but can work effectively with between three and 14 participants. 3 If the group is too small, it may limit discussion, but if it is too large, it may become disorganised and difficult to manage. It is, however, prudent to over-recruit for a focus group by approximately two to three participants, to allow for potential non-attenders. For many researchers, particularly novice researchers, group size may also be informed by pragmatic considerations, such as the type of study, resources available and moderator experience. 28 Similar size and mix considerations exist for online focus groups. Typically, synchronous online focus groups will have around three to eight participants but, as the discussion does not happen simultaneously, asynchronous groups may have as many as 10–30 participants. 33

The topic area and potential group interaction should guide group composition considerations. Pre-existing groups, where participants know each other (for example, work colleagues) may be easier to recruit, have shared experiences and may enjoy a familiarity, which facilitates discussion and/or the ability to challenge each other courteously. 3 However, if there is a potential power imbalance within the group or if existing group norms and hierarchies may adversely affect the ability of participants to speak freely, then 'stranger groups' (that is, where participants do not already know each other) may be more appropriate. 34 , 35

Focus group management

Face-to-face focus groups should normally be conducted by two researchers; a moderator and an observer. 28 The moderator facilitates group discussion, while the observer typically monitors group dynamics, behaviours, non-verbal cues, seating arrangements and speaking order, which is essential for transcription and analysis. The same principles of informed consent, as discussed in the interview section, also apply to focus groups, regardless of medium. However, the consent process for online discussions will probably be managed somewhat differently. For example, while an appropriate participant information leaflet (and consent form) would still be required, the process is likely to be managed electronically (for example, via email) and would need to specifically address issues relating to technology (for example, anonymity and use, storage and access to online data). 32

The venue in which a face to face focus group is conducted should be of a suitable size, private, quiet, free from distractions and in a collectively convenient location. It should also be conducted at a time appropriate for participants, 28 as this is likely to promote attendance. As with interviews, the same ethical considerations apply (as discussed earlier). However, online focus groups may present additional ethical challenges associated with issues such as informed consent, appropriate access and secure data storage. Further guidance can be found elsewhere. 8 , 32

Before the focus group commences, the researchers should establish rapport with participants, as this will help to put them at ease and result in a more meaningful discussion. Consequently, researchers should introduce themselves, provide further clarity about the study and how the process will work in practice and outline the 'ground rules'. Ground rules are designed to assist, not hinder, group discussion and typically include: 3 , 28 , 29

Discussions within the group are confidential to the group

Only one person can speak at a time

All participants should have sufficient opportunity to contribute

There should be no unnecessary interruptions while someone is speaking

Everyone can be expected to be listened to and their views respected

Challenging contrary opinions is appropriate, but ridiculing is not.

Moderating a focus group requires considered management and good interpersonal skills to help guide the discussion and, where appropriate, keep it sufficiently focused. Avoid, therefore, participating, leading, expressing personal opinions or correcting participants' knowledge 3 , 28 as this may bias the process. A relaxed, interested demeanour will also help participants to feel comfortable and promote candid discourse. Moderators should also prevent the discussion being dominated by any one person, ensure differences of opinions are discussed fairly and, if required, encourage reticent participants to contribute. 3 Asking open questions, reflecting on significant issues, inviting further debate, probing responses accordingly, and seeking further clarification, as and where appropriate, will help to obtain sufficient depth and insight into the topic area.

Moderating online focus groups requires comparable skills, particularly if the discussion is synchronous, as the discussion may be dominated by those who can type proficiently. 36 It is therefore important that sufficient time and respect is accorded to those who may not be able to type as quickly. Asynchronous discussions are usually less problematic in this respect, as interactions are less instant. However, moderating an asynchronous discussion presents additional challenges, particularly if participants are geographically dispersed, as they may be online at different times. Consequently, the moderator will not always be present and the discussion may therefore need to occur over several days, which can be difficult to manage and facilitate and invariably requires considerable flexibility. 32 It is also worth recognising that establishing rapport with participants via online medium is often more challenging than via face-to-face and may therefore require additional time, skills, effort and consideration.

As with research interviews, focus groups should be guided by an appropriate interview schedule, as discussed earlier in the paper. For example, the schedule will usually be informed by the review of the literature and study aims, and will merely provide a topic guide to help inform subsequent discussions. To provide a verbatim account of the discussion, focus groups must be recorded, using an audio-recorder with a good quality multi-directional microphone. While videotaping is possible, some participants may find it obtrusive, 3 which may adversely affect group dynamics. The use (or not) of a video recorder, should therefore be carefully considered.

At the end of the focus group, a few minutes should be spent rounding up and reflecting on the discussion. 28 Depending on the topic area, it is possible that some participants may have revealed deeply personal issues and may therefore require further help and support, such as a constructive debrief or possibly even referral on to a relevant third party. It is also possible that some participants may feel that the discussion did not adequately reflect their views and, consequently, may no longer wish to be associated with the study. 28 Such occurrences are likely to be uncommon, but should they arise, it is important to further discuss any concerns and, if appropriate, offer them the opportunity to withdraw (including any data relating to them) from the study. Immediately after the discussion, researchers should compile notes regarding thoughts and ideas about the focus group, which can assist with data analysis and, if appropriate, any further data collection.

Qualitative research is increasingly being utilised within dental research to explore the experiences, perspectives, motivations and beliefs of participants. The contributions of qualitative research to evidence-based practice are increasingly being recognised, both as standalone research and as part of larger mixed-method studies, including clinical trials. Interviews and focus groups remain commonly used data collection methods in qualitative research, and with the advent of digital technologies, their utilisation continues to evolve. However, digital methods of qualitative data collection present additional methodological, ethical and practical considerations, but also potentially offer considerable flexibility to participants and researchers. Consequently, regardless of format, qualitative methods have significant potential to inform important areas of dental practice, policy and further related research.

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Gill, P., Baillie, J. Interviews and focus groups in qualitative research: an update for the digital age. Br Dent J 225 , 668–672 (2018). https://doi.org/10.1038/sj.bdj.2018.815

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DOI : https://doi.org/10.1038/sj.bdj.2018.815

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Best Practices for Reducing Bias in the Interview Process

Ilana bergelson.

Department of Urology, University of Iowa, Iowa City, USA

Elizabeth Takacs

Purpose of review.

Objective measures of residency applicants do not correlate to success within residency. While industry and business utilize standardized interviews with blinding and structured questions, residency programs have yet to uniformly incorporate these techniques. This review focuses on an in-depth evaluation of these practices and how they impact interview formatting and resident selection.

Recent Findings

Structured interviews use standardized questions that are behaviorally or situationally anchored. This requires careful creation of a scoring rubric and interviewer training, ultimately leading to improved interrater agreements and biases as compared to traditional interviews. Blinded interviews eliminate even further biases, such as halo, horn, and affinity bias. This has also been seen in using multiple interviewers, such as in the multiple mini-interview format, which also contributes to increased diversity in programs. These structured formats can be adopted to the virtual interviews as well.

There is growing literature that using structured interviews reduces bias, increases diversity, and recruits successful residents. Further research to measure the extent of incorporating this method into residency interviews will be needed in the future.

Introduction

Optimizing the criteria to rank residency applicants is a difficult task. The National Residency Matching Program (NRMP) is designed to be applicant-centric, with the overarching goal to provide favorable outcomes to the applicant while providing opportunity for programs to match high-quality candidates. From a program’s perspective, the NRMP is composed of three phases: the screening of applicants, the interview, and the creation of the rank list. While it is easy to compare candidates based on objective measures, these do not always reflect qualities required to be a successful resident or physician. Prior studies have demonstrated that objective measures such as Alpha Omega Alpha status, United States Medical Licensing Exams (USMLE), and class rank do not correlate with residency performance measures [ 1 ]. Due to the variability of these factors to predict success and recognition of the importance of the non-cognitive traits, most programs place increased emphasis on candidate interviews to assess fit [ 2 ].

Unfortunately, the interview process lacks standardization across residency programs. Industry and business have more standardized interviews and utilize best practices that include blinded interviewers, use of structured questions (situational and/or behavioral anchored questions), and skills testing. Due to residency interview heterogeneity, studies evaluating the interview as a predictor of success have failed to reliably predict who will perform well during residency. Additionally, resident success has many components, such that isolating any one factor, such as the interview, may be problematic and argues for a more holistic approach to resident selection [ 3 ]. Nevertheless, there are multiple ways the application review and interview can be standardized to promote transparency and improve resident selection.

Residency programs have begun adopting best practices from business models for interviewing, which include standardized questions, situational and/or behavioral anchored questions, blinded interviewers, and use of the multiple mini-interview (MMI) model. The focus of this review is to take a more in-depth look at practices that have become standard in business and to review the available data on the impact of these practices in resident selection.

Unstructured Versus Structured Interviews

Unstructured interviews are those in which questions are not set in advance and represent a free-flowing discussion that is conversational in nature. The course of an unstructured interview often depends on the candidate’s replies and may offer opportunities to divert away from topics that are important to applicant selection. While unstructured interviews may involve specific questions such as “tell me about a recent book you read” or “tell me about your research,” the questions do not seek to determine specific applicant attributes and may vary significantly between applicants. Due to their free-form nature, unstructured interviews may be prone to biased or illegal questions. Additionally, due to a lack of a specific scoring rubric, unstructured interviews are open to multiple biases in answer interpretation and as such generally show limited validity [ 4 ]. For the applicant, unstructured interviews allow more freedom to choose a response, with some studies reporting higher interviewee satisfaction with these questions [ 5 ].

In contrast to the unstructured interview, structured interviews use standardized questions that are written prior to an interview, are asked of every candidate, and are scored using an established rubric. Standardized questions may be behaviorally or situationally anchored [ 5 ]. Due to their uniformity, standardized interviews have higher interrater reliability and are less prone to biased or illegal questions.

Behavioral questions ask the candidate to discuss a specific response to a prior experience, which can provide insight into how an applicant may behave in the future [ 5 ]. Not only does the candidate’s response reflect a possible prediction of future behavior, it can also demonstrate the knowledge, priorities, and values of the candidate [ 5 ]. Questions are specifically targeted to reflect qualities the program is searching for (Table ​ (Table1) 1 ) [ 5 – 7 ].

Behavioral questions and character traits [ 5 – 7 ]

Situational questions require an applicant to predict how they would act in a hypothetical situation and are intended to reflect a realistic scenario the applicant may encounter during residency; this can provide insight into priorities and values [ 5 ]. For example, asking what an applicant would do when receiving sole credit for something they worked on with a colleague can provide insight into the integrity of a candidate [ 4 ]. These types of questions can be especially helpful for fellowships, as applicants would already have the clinical experience of residency to draw from [ 5 ].

Using standardized questions provides a method to recruit candidates with characteristics that ultimately correlate to resident success and good performance. Indeed, structured interview scores have demonstrated an ability to predict which students perform better with regard to communication skills, patient care, and professionalism in surgical and non-surgical specialties [ 8 •]. In fields such as radiology, non-cognitive abilities that can be evaluated in behavioral questions, such as conscientiousness or confidence, are thought to critically influence success in residency and even influence cognitive performance [ 1 ]. This has also been demonstrated in obstetrics and gynecology, where studies have shown that resident clinical performance after 1 year had a positive correlation with the rank list percentile that was generated using a structured interview process [ 9 ].

Creating Effective Structured Interviews

To be effective, standardized interview questions should be designed in a methodical manner. The first step in standardizing the interview process is determining which core values predict resident success in a particular program. To that end, educational leaders and faculty within the department should come to a consensus on the main qualities they seek in a resident. From there, questions can be formatted to elicit those traits during the interview process. Some programs have used personality assessment inventories to establish these qualities. Examples include openness to experience, humility, conscientiousness, and honesty. Further program-specific additions can be included, such as potential for success in an urban versus rural environment [ 10 ].

Once key attributes have been chosen and questions have been selected, a scoring rubric can be created. The scoring of each question is important as it helps define what makes a high-performing versus low-performing answer. Once a scoring system is determined, interviewers can be trained to review the questions, score applicant responses, and ensure they do not revise the questions during the interview [ 11 ]. Questions and the grading rubric should be further scrutinized through mock interviews with current residents, including discussing responses of the mock interviewee and modifying the questions and rubric prior to formal implementation [ 12 ]. Interviewer training itself is critical, as adequate training leads to improved interrater agreements [ 13 ]. Figure  1 demonstrates the steps to develop a behavioral interview question.

Example of standardized question to evaluate communication with scoring criteria

Rating the responses of the applicants can come with errors that ultimately reduce validity. For example, central tendency error involves interviewers not rating students at the extremes of a scale but rather placing all applicants in the middle; leniency versus severity refers to interviewers who either give all applicants high marks or give everyone low marks; contrast effects involve comparing one applicant to another rather than solely focusing on the rubric for each interviewee. These rating errors reflect the importance of training and providing feedback to interviewers [ 4 ].

Blinded Interviewers

Blinding the interviewers to the application prior to meeting with a candidate is intended to eliminate various biases within the interview process (Table ​ (Table2) 2 ) [ 14 , 15 ]. In addition to grades and test scores, aspects of the application that can either introduce or exacerbate bias include photographs, demographics, letters of recommendation, selection to medical honor societies, and even hobbies. Impressions of candidates can be formed prematurely, with the interview then serving to simply confirm (or contradict) those impressions [ 16 •]. Importantly, application blinding may also decrease implicit bias against applicants who identify as underrepresented in medicine [ 17 ].

Examples of bias [ 14 , 15 ]

Despite the proven success of these various interview tactics, their use in resident selection remains limited, with only 5% of general surgery programs using standardized interview questions and less than 20% using even a limited amount of blinding (e.g., blinding of photograph) [ 2 ]. Some programs have continued to rely on unblinded interviews and prioritize USMLE scores and course grades in ranking [ 18 ]. Due to their potential benefits and ability to standardize the interview process, it is critical that programs become familiar with the various interview practices so that they can select the best applicants while minimizing the significant bias in traditional interview formats.

Multiple Mini-interview (MMI)

The use of multiple interviews by multiple interviewers provides an opportunity to ask the applicant more varied questions and also allows for the averaging out of potential interviewer bias leading to more consistent applicant scoring and ability to predict applicant success [ 7 ]. Training of the interviewers in interviewing techniques, scoring, and avoiding bias is also likely to decrease scoring variability. Similarly, the use of the same group of interviewers for all candidates should be encouraged in order to limit variance in scoring amongst certain faculty [ 19 ].

One interview method that incorporates multiple interviewers and has had growing frequency in medical school interviews as well as residency interviews is the MMI model. This system provides multiple interviews in the form of 6–12 stations, each of which evaluates a non-medical question designed to assess specific non-academic applicant qualities [ 20 ]. While the MMI format can intimidate some candidates, others find that it provides an opportunity to demonstrate traits that would not be observed in an unstructured interview, such as multitasking, efficiency, flexibility, interpersonal skills, and ethical decision-making [ 21 ]. Furthermore, MMI has been shown to have increased reliability as shown in a study of five California medical schools that showed inter-interviewer consistency was higher for MMIs than traditional interviews which were unstructured and had a 1:1 ratio of interviewer to applicant [ 22 ].

The MMI format is also versatile enough to incorporate technical competencies even through a virtual platform. In general surgery interviews, MMI platforms have been designed to test traits such as communication and empathy but also clinical knowledge and surgical aptitude through anatomy questions and surgical skills (knot tying and suturing). Thus, MMIs are not only versatile, but also have an ability to evaluate cognitive traits and practical skills [ 23 ].

MMI also has the potential to reduce resident attrition. For example, in evaluating students applying to midwifery programs in Australia, attrition rates and grades were compared for admitted students using academic rank and MMI scores obtained before and after the incorporation of MMIs into their selection program. The authors found that when using MMIs, enrolled students had not only higher grades but significantly lower attrition rates. MMI was better suited to show applicants’ passion and commitment, which then led to similar mindsets of accepted applicants as well as a support network [ 24 ]. Furthermore, attrition rates have been found to be higher in female residents in general surgery programs [ 25 ]. Perhaps with greater diversity, which is associated with use of standardized interviews, the number of women can increase in surgical specialties and thus reduce attrition rate in this setting as well.

Impact of Interview Best Practices on Bias and Diversity

An imperative of all training programs is to produce a cohort of physicians with broad and diverse experiences representative of the patient populations they treat. To better address diversity within surgical residencies, particularly regarding women and those who are underrepresented in medicine, it is important that interviews be designed to minimize bias against any one portion of the applicant pool. Diverse backgrounds and cultures within a program enhance research, innovation, and collaboration as well as benefit patients [ 26 ]. Patients have shown greater satisfaction and reception when they share ethnicity or background with their provider, and underrepresented minorities in medicine often go on to work in underserved communities [ 27 ].

All interviewers undoubtedly have elements of implicit bias; Table ​ Table2 2 describes the common subtypes of implicit bias [ 14 ]. While it is difficult to eliminate bias in the interview process, unstructured or “traditional” interviews are more likely to risk bias toward candidates than structured interviews. Studies have demonstrated that Hispanic and Black applicants receive scores one quarter of a standard deviation lower than Caucasian applicants [ 28 ]. “Like me” bias is just one example of increased subjectivity with unstructured interviews, where interviewers prefer candidates who may look like, speak like, or share personal experiences with the interviewer [ 29 ].

Furthermore, unstructured interviews provide opportunities to ask inappropriate or illegal questions, including those that center on religion, child planning, and sexual orientation [ 30 ]. Inappropriate questions tend to be disproportionately directed toward certain groups, with women more likely to get questions regarding marital status and to be questioned and interrupted than male counterparts [ 28 , 31 ].

Structured interviews, conversely, have been shown to decrease bias in the application process. Faculty trained in behavior-based interviews for fellowship applications demonstrated that there were reduced racial biases in candidate evaluations due to scoring rubrics [ 12 ]. Furthermore, as structured questions are determined prior to the interview and involve training of interviewers, structured interviews are less prone to illegal and inappropriate questions [ 32 ]. Interviewers can ask additional questions such as “could you be more specific?” with the caveat that probing should be minimized and kept consistent between applications. This way the risk of prompting the applicant toward a response is reduced [ 4 ].

Implementing Interview Types During the Virtual Interview Process

An added complexity to creating standardized interviews is incorporating a virtual platform. Even prior to the move toward virtual interviews instituted during the COVID-19 pandemic, studies on virtual interviews showed that they provided several advantages over in-person interviews, including decreased cost, reduction in time away from commitments for applicants and staff, and ability to interview at more programs. A significant limitation, for applicants and for programs, is the inability to interact informally, which allows applicants to evaluate the environment of the hospital and the surrounding community [ 33 •]. Following their abrupt implementation in 2020 during the COVID-19 pandemic, virtual interviews have remained in place and likely will remain in place in some form into the future due to their significant benefits in reducing applicant cost and improving interview efficiency. Although these types of interviews are in their relative infancy in the resident selection process, studies have found that standardized questions and scoring rubrics that have been used in person can still be applied to a virtual interview setting without degrading interview quality [ 34 ].

The virtual format may also allow for further interview innovation in the form of standardized video interviews. For medical student applicants, the Association of American Medical Colleges (AAMC) has trialed a standardized video interview (SVI) that includes recording of applicant responses, scoring, and subsequent release to the Electronic Residency Application Service (ERAS) application. Though early data in the pilot was promising, the program was not continued after the 2020 cycle due to lack of interest [ 35 ]. There is limited evidence supporting the utility of this type of interview in residency training, and one study found that these interviews did not add significant benefit as the scores did not associate with other candidate attributes such as professionalism [ 32 ]. Similarly, a separate study found no correlation between standardized video interviews and faculty scores on traits such as communication and professionalism. Granted, there was no standardization in what the faculty asked, and they were not blinded to academic performance of the applicants [ 36 ]. While there was an evaluation of six emergency medicine programs that demonstrated a positive linear correlation between the SVI score and the traditional interview score, it was a very low r coefficient; thus the authors concluded that the SVI was not adequate to replace the interview itself [ 37 ].

Conclusions: Future Steps in Urology and Beyond

The shift to structured interviews in urology has been slow. Within the last decade, studies consistent with other specialties demonstrated that urology program directors prioritized USMLE scores, reference letters, and away rotations at the program director’s institution as the key factors in choosing applicants [ 38 ]. More recently, a survey of urology programs found < 10% blinded the recruitment team at the screening step, with < 20% blinding the recruitment team during the interview itself [ 39 ]. In 2020 our program began using structured interview questions and blinded interviewers to all but the personal statement and letters of recommendation. After querying faculty and interviewees, we have found that most interviewers do not miss the additional information, and applicants feel that they are able to have more eye contact with faculty who are not looking down at the application during the interview. Structured behavioral interview questions have allowed us to focus on the key attributes important to our program. With time we hope to see that inclusion of these metrics helps diversify our resident cohort, improve resident satisfaction with the training program, and produce successful future urologists.

Despite the slow transition in urology and other fields, there is a growing body of literature in support of standardized interviews for evaluating key candidate traits that ultimately lead to resident success and reducing bias while increasing diversity. With time, the hope is that programs will continue incorporating these types of interviews in the resident selection process.

Compliance with Ethical Standards

The authors have no financial or non-financial interests to disclose.

This article does not contain any studies with human or animal subjects performed by any of the authors.

This article is part of Topical Collection on Education

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

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Home » Research Methods » Qualitative Methods "How-To" Guides

Qualitative Methods "How-To" Guides Edited by Patricia Leavy

This series provides researchers and students with step-by-step, practical instruction on established and emerging qualitative methods. Authors are leaders in their respective areas of expertise who demystify the research process and share innovative practices and invaluable insider advice. The basics of each method are addressed, including philosophical underpinnings, and guidance is offered on designing studies; generating, analyzing, interpreting, and representing data; and evaluating the quality of research. With accessible writing, robust examples, and ample pedagogical features, books in this series are ideal for use in courses or by individual researchers.

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The Ultimate Guide to Transcribing Qualitative Research Interviews

Learn how to transcribe interviews in qualitative research with ease. This guide covers the process of transcribing interviews for qualitative research, best practices, benefits, and challenges. We will also discuss some of the best tools for transcribing interviews in qualitative research.

Imagine capturing lightning in a bottle. That's what transcribing interviews in qualitative research is like. It's the art of turning fleeting conversations into lasting, analyzable data.

But why do researchers spend hours typing up talks? It's more than just record-keeping. Transcription captures the essence of conversations - words, tone, pauses, and unspoken cues. This process is key to uncover deep insights and drawing meaningful conclusions.

If you’re wondering “how to transcribe data in qualitative research”, you’ve landed at the right place. This guide will walk you through the transcription process, offering tips and helping you sidestep common pitfalls. Whether you're a seasoned pro or just starting, you'll find practical ways to sharpen your skills.

What is qualitative research?

Qualitative research is a method used to explore and understand human behavior, experiences, and social phenomena. Unlike quantitative research, which deals with numbers and statistics, qualitative research focuses on words, stories, and observations.

In qualitative studies, researchers often use interviews to gather data. These interviews help uncover the 'why' and 'how' behind people's actions and thoughts. The goal is to gain deep insights into complex issues that can't be easily measured with numbers alone.

Key features of qualitative research include:

• Open-ended questions: Researchers ask questions that allow participants to express their thoughts freely.
• Flexibility: The research design can change as new information emerges.
• Rich, descriptive data: Results are often presented as detailed narratives rather than charts or graphs.
• Small sample sizes: Qualitative studies often focus on fewer participants but explore their experiences in depth.
• Subjectivity: Researchers acknowledge their biases and how they might affect the study.

What is qualitative data transcription?

Qualitative data transcription specifically refers to converting spoken words from research events such as interviews or focus groups into written text. It often employs verbatim transcription, which involves writing down every word exactly as spoken, including pauses and non-verbal sounds.

What type of transcription is used in qualitative research?

In qualitative research, the most common types are verbatim and intelligent transcription. Verbatim captures everything exactly as spoken, while intelligent transcription focuses on content by omitting unnecessary filler words or correcting grammar.

Types of transcription

There are three main types of transcription:

• Verbatim: Captures everything, including filler words and pauses.
• Intelligent Verbatim: Keeps the essence but removes fillers and false starts.
• Edited Transcription: Cleans up the text further, correcting grammar and reorganizing for clarity.

Techniques for transcription

Transcription can be done through various methods. The basic approach is to listen and type, playing the audio and typing what is heard. Transcription software can make the process faster and easier, offering features like automatic timestamps or AI-assisted transcription. Some researchers use a foot pedal method, which allows control of audio playback without taking hands off the keyboard.

Applications of transcription in qualitative research

Transcription is crucial in various qualitative research contexts. In interview analysis, it allows researchers to examine individual responses in detail. For focus group discussions, transcripts help capture multiple viewpoints and group dynamics. In observational research, transcribing audio notes helps create detailed field notes. Transcripts form a key part of case study data and are valuable in ethnographic research for preserving field conversations.

What are the benefits of transcribing interviews for qualitative research?

Transcribing interviews offers numerous benefits:

• Easy data review: Written transcripts can be quickly skimmed and searched
• Pattern identification: Researchers can more easily identify patterns and themes in text form
• Precise quoting: Accurate transcripts enable precise quoting of participants
• Facilitates sharing: Transcripts make it easier to share findings with other researchers
• Permanent record: Transcripts create a permanent, easily storable record of research data

Challenges of transcribing interviews for qualitative research

Transcription presents several challenges:

• Time-consuming: Often takes 4-6 hours for every hour of audio
• Audio quality issues: Poor audio can hinder accurate transcription
• Non-verbal cue capture: Difficult to represent in text form, potentially leading to loss of context
• Consistency maintenance: Tricky to maintain, especially with multiple transcribers
• Sensitive content handling: Requires extra care and can be mentally draining

Regulatory and privacy considerations

When transcribing for research, protecting participant confidentiality and complying with data protection laws are essential. This involves removing identifying details, using pseudonyms, and securely storing data. Researchers must obtain explicit consent, inform participants about data use, and ensure participants' rights to access or delete their data. Secure storage, limited access, and ethical handling of sensitive information are crucial aspects of the transcription process.

What is the best way to transcribe interviews?

Transcribing interviews for qualitative research is a key step in qualitative research. The best way to transcribe depends on your project needs and resources. Here are some tips:

• Choose the right tools 

Using the right tools can significantly impact the transcription process. Invest in good-quality headphones to hear every word and nuance in the recording. Transcription software with playback controls, such as adjustable speeds and foot pedal compatibility, can speed up your work. Popular tools like Express Scribe or Otter.ai help streamline this process, especially when handling long interviews.

• Decide on verbatim or intelligent transcription 

The choice between verbatim and intelligent transcription depends on your research focus. Verbatim transcription captures every sound, including fillers and non-verbal cues, ideal for analyzing speech patterns or emotions while intelligent transcription focuses on content, omitting fillers for cleaner, more readable text. 

• Create a consistent format 

Consistency in format is key for a smooth analysis later on. Use a standard layout for all transcripts, including speaker labels, timestamps, and clear paragraphing. For instance, label each speaker as "Interviewer" and "Participant" or by name if needed. This helps when you’re coding data later, allowing you to trace back comments to specific moments in the interview.

• Take breaks 

Transcription is a mentally intensive task, especially for longer interviews. Listening to recordings repeatedly while typing out every detail can be exhausting. Taking regular breaks helps maintain focus and accuracy. A good rule of thumb is to take a 10-minute break after 30–45 minutes of transcribing. This prevents errors from creeping in due to fatigue.

• Review and edit 

Once the transcript is done, it’s crucial to review it for any mistakes or missed content. Playback the recording while reading along with your transcript to ensure nothing important is omitted. Checking for proper punctuation, correct speaker identification, and clarity helps improve the transcript’s overall quality. This step ensures that your transcript is an accurate reflection of the original interview.

How to transcribe interviews in qualitative research?

In this section, we will discuss everything related to how to transcribe data in qualitative research. 

• How to transcribe an interview qualitative research sample? 

Transcribing a qualitative interview involves listening to the audio and writing down the conversation verbatim. Begin by ensuring a quiet space and breaking the audio into manageable sections. Focus on capturing the participants’ words, including pauses, filler words, and emotions. You may use transcription software for assistance, but review the text manually for accuracy.

• How do you transcribe a qualitative interview?

To transcribe a qualitative interview, play the audio in small sections, pausing frequently to capture the exact words of the interviewee and interviewer. Include verbal nuances, hesitations, and filler words, as they may offer insights. Proofread the transcription to ensure completeness and accuracy, reflecting the natural flow of conversation.

• How to transcribe an interview in qualitative research?

Transcribing an interview in qualitative research requires converting spoken language from audio into written form. Start by playing the interview audio and carefully transcribing it verbatim, including pauses, repeated phrases, and non-verbal sounds. Researchers may also choose to omit filler words or irrelevant speech depending on the research purpose.

• How to transcribe audio to text for qualitative research?

To transcribe audio to text for qualitative research, first, play the audio and transcribe it word-for-word using either manual typing or transcription software. Make sure to capture every detail, including intonations and non-verbal cues like laughter. Once done, review the text for accuracy and format it according to your research needs.

• How to transcribe manually? 

Manual transcription involves listening to an audio recording and typing out the conversation or speech by hand. Use a word processor, and pause the audio frequently to ensure accuracy. It's a time-consuming but precise process, especially useful when you need to capture subtle details, emotions, or context in qualitative research.

Tools for creating automatic transcriptions

Now that you understand how to transcribe data in qualitative research, let's move on to some tools that can make this process easier. These tools save time and improve accuracy and consistency in the transcription process. 

1. Streamlining qualitative research with Looppanel

Looppanel is a state-of-the-art tool designed for transcribing interviews for qualitative research. The platform comes with a user-friendly interface and simplifies the qualitative research process. It offers a range of features that can significantly streamline your workflow, from interview scheduling to automatic transcription and analysis.

Pricing: Free, with paid plans starting at $30 Per month.

• Create your workspace

Open Looppanel and signup using your credentials. Create your workspace and add your team members (if any). 

• Conduct interviews

With Looppanel, you can conduct interviews directly through the platform. Just enter your meeting link on the top right corner of your workspace and hit “Start recording.”

The platform supports video calls and screen sharing, making it ideal for remote qualitative research. The platform also allows for real-time note-taking during the interview.

• Automatic transcription

Once your interview is complete, Looppanel's AI-powered transcription service goes to work. It quickly generates accurate transcripts of your interviews, saving you the time and effort of manual transcription.

• Transcript review and editing

After the automatic transcription is complete, you can review and edit the transcript directly in Looppanel. This allows you to correct any errors and add any additional context or notes.

• Collaboration and analysis

You can also highlight key quotes, add tags, and create clips from your interviews. These features make it easy to identify themes and patterns across multiple interviews.

• Exporting and sharing

Once you've completed your analysis, you can easily export your findings or share them with team members directly through Looppanel.

Looppanel's intuitive interface and comprehensive feature set make it a powerful tool for qualitative researchers looking to streamline their process from start to finish.

2. Dovetail

Dovetail is another robust platform that offers a suite of tools for qualitative researchers. It stands out for its focus on collaborative analysis and rich data visualization capabilities.

Pricing: $29 Per Month

• Import audio and video files with automatic, accurate transcription.
• Multiple team members can code and analyze transcripts collaboratively in real time.
• Organize data using hierarchical tags for detailed analysis.
• Automatically generate charts and graphs to spot patterns and trends.
• Export data in various formats or create interactive presentations directly from the platform.

3. Atlas.ti

Atlas.ti is a well-established name in qualitative data analysis software, known for its comprehensive feature set and robust analytical capabilities.

Pricing: License starting from $48 per 6 months.

Here's what Atlas.ti offers:

• Handles various data types, including text, audio, video, and social media.
• Supports transcription directly within the software, syncing with the original media.
• Offers advanced coding with codes, subcodes, and in-vivo coding for detailed analysis.
• Visualize relationships between codes, quotes, and memos using the network view.
• Use the query tool to combine codes and uncover deeper insights.
• Identify patterns with the co-occurrence explorer to find connections in your data.

How do you present qualitative data in a manuscript?

Presenting qualitative data effectively is key to a strong manuscript. Let's dive deeper into some strategies:

• Use clear headings

Organize your findings under clear, descriptive headings. This helps readers navigate your results easily. For example, use headings like "Participant Experiences" or "Emerging Themes" to guide your readers.

• Balance narrative and quotes

Blend your analysis with direct quotes from participants. A good rule of thumb is to use one or two quotes per main point. This brings your data to life and supports your interpretations.

• Provide context

Give enough background for readers to understand the significance of your data. This might include brief descriptions of participants or settings. For instance: "Sarah, a 45-year-old teacher with 20 years of experience, noted that..."

• Use tables and figures

Visual representations can help summarize complex information. A table showing themes and subthemes, or a diagram illustrating relationships between concepts, can be very effective.

• Maintain anonymity

Use pseudonyms or participant codes to protect identities. Be consistent throughout your manuscript. For example, you might use "P1, P2, P3" or choose fictional names.

Remember, your goal is to present a clear, compelling story about your findings that are grounded in your data.

How should data be represented?

To represent data effectively in qualitative research, use a combination of vivid descriptions, participant quotes, and organized visuals. Start by crafting detailed narratives that capture the context and emotions behind the data, making the findings relatable and engaging. Incorporate relevant quotes to bring participants’ voices into the analysis—using short quotes in-line and longer quotes as block text for emphasis. To enhance clarity, organize key findings into thematic tables or diagrams, helping readers quickly understand patterns and relationships across the data. This approach balances depth, participant authenticity, and structured insights.

How to analyze interview transcripts in qualitative research?

Analyzing interview transcripts is a crucial and often complex process. To analyze interview transcripts in qualitative research, start by reading through all transcripts to get a broad understanding of the data. Develop a coding scheme based on your research questions, using descriptive and interpretive codes. Apply these codes consistently across the data, then identify broader themes that connect different codes. Refine your codes and themes as needed, looking for patterns, relationships, and key insights. Lastly, interpret the data in the context of your research questions and existing theories, considering that qualitative analysis is an iterative process that may require revisiting earlier steps.

Summing up 

Transcribing interviews is a crucial step in qualitative research. It turns spoken words into written text, allowing for in-depth analysis. Good transcription captures not just what was said, but how it was said. This process involves listening carefully, typing accurately, and noting important non-verbal cues. Whether you're using manual methods or automatic tools, the goal is the same: to create a faithful record of the interview that serves your research needs.

• How do you write a verbatim in qualitative research?

A verbatim transcript in qualitative research captures every word, filler, and sound as spoken, without correcting grammar. Include non-verbal cues (e.g., laughter), phonetic spelling for unclear words, false starts, and time stamps. The goal is to preserve both content and delivery for accurate analysis.

• How do you format a research interview transcript?

For formatting, use a consistent structure with a header (date, participant code), line numbering, labeled speakers, and time stamps. Note non-verbal cues in brackets and use uniform fonts and spacing for easy readability.

• What contextual detail is necessary to interpret data?

When interpreting data, include participant details, interview setting, non-verbal cues, cultural factors, and the broader research context. This ensures a fuller, more accurate analysis.

• What is data transcription?

Data transcription is the process of converting audio or video recordings into written text. Qualitative research typically involves writing out interviews word-for-word. A good transcript captures not just the spoken words but also pauses, hesitations, tone of voice, and non-verbal sounds like laughter or sighs.

• Who should do the transcribing?

The choice of the transcriber depends on the project's needs, timeline, and resources. Researchers may choose to transcribe themselves for a nuanced understanding, though it's time-consuming. Research assistants can help save time, while professional services offer speed and precision but at a higher cost. Automated tools provide a budget-friendly option but often require additional editing.

• Why is accurate transcription crucial for qualitative research?

Accurate transcription is fundamental to qualitative research integrity. It ensures data stays true to the source, enabling reliable analysis and credible research findings. Good transcripts allow researchers to revisit and reanalyze data, providing a solid foundation for evolving research questions or methods.

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Determining an Appropriate Sample Size for Qualitative Interviews to Achieve True and Near Code Saturation: Secondary Analysis of Data

• Claudia M Squire,
• Kristen C Giombi,
• Douglas J Rupert,
• Jacqueline Amoozegar,
• Peyton Williams

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BackgroundIn-depth interviews are a common method of qualitative data collection, providing rich data on individuals’ perceptions and behaviors that would be challenging to collect with quantitative methods. Researchers typically need to decide on sample size a priori. Although studies have assessed when saturation has been achieved, there is no agreement on the minimum number of interviews needed to achieve saturation. To date, most research on saturation has been based on in-person data collection. During the COVID-19 pandemic, web-based data collection became increasingly common, as traditional in-person data collection was possible. Researchers continue to use web-based data collection methods post the COVID-19 emergency, making it important to assess whether findings around saturation differ for in-person versus web-based interviews. ObjectiveWe aimed to identify the number of web-based interviews needed to achieve true code saturation or near code saturation. MethodsThe analyses for this study were based on data from 5 Food and Drug Administration–funded studies conducted through web-based platforms with patients with underlying medical conditions or with health care providers who provide primary or specialty care to patients. We extracted code- and interview-specific data and examined the data summaries to determine when true saturation or near saturation was reached. ResultsThe sample size used in the 5 studies ranged from 30 to 70 interviews. True saturation was reached after 91% to 100% (n=30-67) of planned interviews, whereas near saturation was reached after 33% to 60% (n=15-23) of planned interviews. Studies that relied heavily on deductive coding and studies that had a more structured interview guide reached both true saturation and near saturation sooner. We also examined the types of codes applied after near saturation had been reached. In 4 of the 5 studies, most of these codes represented previously established core concepts or themes. Codes representing newly identified concepts, other or miscellaneous responses (eg, “in general”), uncertainty or confusion (eg, “don’t know”), or categorization for analysis (eg, correct as compared with incorrect) were less commonly applied after near saturation had been reached. ConclusionsThis study provides support that near saturation may be a sufficient measure to target and that conducting additional interviews after that point may result in diminishing returns. Factors to consider in determining how many interviews to conduct include the structure and type of questions included in the interview guide, the coding structure, and the population under study. Studies with less structured interview guides, studies that rely heavily on inductive coding and analytic techniques, and studies that include populations that may be less knowledgeable about the topics discussed may require a larger sample size to reach an acceptable level of saturation. Our findings also build on previous studies looking at saturation for in-person data collection conducted at a small number of sites.

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Online tools for qualitative research during the Covid-19 pandemic

30 May, 2022

The benefits and challenges of using a digital platform for qualitative research to explore the experiences of respiratory nurses during the Covid-19 pandemic

Covid-19 restrictions required qualitative researchers to interview participants online rather than in person. This approach was used to research the experiences of specialist respiratory nurses during the pandemic. The researcher explored the benefits and challenges of the online approach through a journal and participant feedback. The results suggest there is a continuing role for online data collection as part of qualitative research as a possible alternative to in-person interviews.

Citation: Murray B (2022) Online tools for qualitative research during the Covid-19 pandemic. Nursing Times [online]; 118: 6.

Author: Bridget Murray is programme director and nurse tutor, Royal College of Surgeons in Ireland, University of Medicine and Health Sciences, Dublin.

• This article has been double-blind peer reviewed
• Scroll down to read the article or download a print-friendly PDF here (if the PDF fails to fully download please try again using a different browser)

Introduction

Advances in communication technology offer new ways of carrying out qualitative research. Online interviews have come to the fore because of the Covid-19 pandemic, but literature on the use of video conferencing technology to collect online qualitative data is limited (Weller, 2015). To harness experiences of using online platforms for qualitative research during the pandemic, and support their future use, there is a need to appraise the ease of use of these technologies and any differences in the resultant communication style (Iacono et al, 2016).

To reflect on my personal experience of conducting qualitative interviews online for a research project on the experiences of specialist respiratory nurses during the pandemic, I kept a reflective journal. The entries gave me the opportunity to explore the complexity of using digital platforms, the benefits and challenges, and the significance of conducting online interviews.

Using a reflective journal gives qualitative researchers an opportunity to focus on the voice of participants, along with their thoughts and experiences of using a digital platform, while also recording the researcher’s own thoughts. A reflective journal is not only an important means of collecting data on participants in qualitative research, but also enables researchers to learn about themselves (Phelps, 2005).

Braun et al (2017) believed that online methods can add to, complement and even improve on traditional research, including in-person interviews. Researchers must acknowledge the potential of digital platforms to improve geographical reach and recruitment, but the rapid pace of development can make it hard to stay up to date with the latest digital research tools. As my study was conducted during the pandemic, use of a digital platform gave specialist respiratory nurses the opportunity to participate in the study when researchers’ in-person access to the clinical environment was not possible.

In total, 15 specialist respiratory nurses participated; one-to-one, semi-structured interviews were conducted online. Zoom, a digital communication platform, was chosen for the interviews, as it is widely used, including by hospitals, and allowed participants to join the interview session via an email link without creating an account.

Advantages of the digital platform, as well as limiting the risk of spreading Covid-19, were that it eliminated travel time and allowed me to interview nurses from my home office in their home or work environment at a time that was convenient to them. Some interviews were in the early morning or late evening, which would not have been possible if they had been conducted in person.

Participants found the digital platform user friendly and expressed how easy the log-in process was, despite some nurses experiencing technological glitches. I aimed to address any concerns at the start of each interview by familiarising participants with the platform. Problems, when they occurred, were mostly due to poor internet coverage, particularly in rural areas. Other challenges included participants becoming emotional because of the sensitivity of the topic; this was overcome by taking breaks and giving additional time to participants during the interview.

I did not directly seek participants’ views on using the online digital platform, but I did collect their unsolicited perspectives. An entry in my reflective journal outlined some of the experiences (Box 1).

Box 1. Researcher’s journal: participants’ experiences of using the digital platform

“ I noted that a number of participants find it very easy and relaxing using [the] digital platform from the comfort of their homes and commented on how user friendly it was. However, I did have two participants where I had to ask them to phone me, and I had to instruct them step by step on how to log on to the digital platform, which took up time and I had to be aware of my manner and tone. I also did a trial run with one participant as she was anxious and did not want issues on the schedule [d] day of the interview. ”

Technology considerations

When deciding which online platform to use, I explored the following:

• What are the easiest technologies to use?
• Will they result in differences in, or require different ways of, communicating?
• Will they replicate the features of in-person interviews?
• Do they allow the researcher and participants to transmit and respond to verbal and non-verbal cues?

Iacono et al (2016) acknowledged that researchers can experience fears and concern when using Skype as a tool for qualitative research interviews.

When conducting online interviews, researchers have to learn new ways to build trust and motivate participants to contribute (Salmons, 2014). I recognised that some participants would have preferred being interviewed in person because they lacked interest and confidence in using digital technologies. I accommodated these participants by conducting a trial run with the technology; as this was a lesson in how to use the equipment, the research was not discussed. This was time-consuming for me, but it increased participant confidence and helped build rapport so, when it came to the actual interview, participants were relaxed and comfortable enough to take part.

Online interviews, while providing some advantages over in-person interviews, also presented challenges, about which I pondered as a researcher.

Box 2 shows my first impressions of using an online platform to interview a study participant.

Box 2. Researcher’s journal: first impressions of online interviews

“ It went well, the technology platform worked! The respiratory nurse specialist participant seemed relaxed (we were both laughing saying goodbye), I think taking those 10 minutes before the interview to have a chat about the weather really helped to build rapport with participant [...] especially if there was a technology problem. To have a glass of water and tissues near you also helped. I remember her comment: ‘Now you’re not going to make me cry.’ I did notice that, once I started recording, the body language slightly changed but, as the interview continued, the participant became more relaxed. It’s interesting [what] the use of a name [can do] . I felt when the respiratory nurse specialist participant used my name in the interview, discussion became more powerful between us. ”

Building rapport

Whether a face-to-face interview is in person or online, participants may start off being conscious that it is being recorded. However, as the interview progresses, they often begin to relax and engage more until they almost forget that it is being recorded. The objective of the qualitative researcher is to access participants’ thoughts, feelings and experiences; when participants begin to refer to the researcher by name, it means a familiarity is starting to be established and part of that objective is being achieved. Facilitating engagement and building trust is important to promote a natural and relaxed conversation.

Building rapport with an interviewee is important and, to help with this, I told participants there would be time to chat before and after the interview. Researchers need to be able to respond to non-verbal cues, such as facial expressions and gestures; Archibald et al (2019) suggested that online face-to-face interviews could yield rich data in this respect.

In-person interviews allow you to stay close to participants’ data and events experienced by them by picking up non-verbal cues and signs of emotion, and recognising the value of silence. As you seek to build rapport, you need to be prepared to talk less and listen more, handle difficult emotions, consider cultural and power dimensions and forge critical relationships with participants (Sandelowski, 2000). My experience is that this is the same when interviewing online. I was able to monitor and respond to participants’ facial and body signals, such as furrowing their brow when unsure and using hand movements when explaining a point.

Understanding the notion of researcher identity is a crucial aspect of transitioning from an established professional role to that of researcher. Interpretations of researcher identity relate to a set of underlying conceptual dimensions and theoretical stances, including transitioning among identities, balancing identity continuity and change, and personal identity development through time (Castelló et al, 2021). To form an identity as a nurse researcher you still need to recognise yourself as being a nurse. As a nurse interviewing other nurses, I have some understanding of the participant’s experience as a nurse and can relate to it. Introducing myself as a nurse researcher, and revealing my true self and environment, helped me to develop a rapport with participants (Box 3).

Box 3. Researcher’s journal: creating rapport

“ When building rapport with the respiratory nurse specialist participants, and from reading the literature, I knew I had to set the scene, make sure that they felt comfortable, and inform them they could take a break anytime as technology can be draining. I was conscious of my tone and facial expression.

“To my surprise, building rapport was letting the participants see the researcher and see the researcher in her environment (no false background on the screen) so, there was not a sense of ‘evilness’/power (the researcher is not in her ivory tower). What do I mean by this? I think one of my participants summed it up at the end of the interview when she commented on my background [on the screen] and that it was not a false background, it was where I was working from. She commented on the toy tractor and asked if this was my home, and thanked me for conducting the interview from my home. On another occasion, I only realised how many times one respiratory nurse specialist participant used my name in the middle of the interview while I was transcribing. I feel this also help participants build rapport and familiarity. ”

Potential challenges

The benefits of interviewing participants online outweighed any technological challenges, not least by making the study possible in the pandemic. However, there are some points that can be considered to help put participants at ease with the process:

• Check equipment is working before the interview;
• Have a back-up plan to deal with any technological issues;
• Schedule online interviews at a time convenient for the participant;
• Conduct a trial run, especially if participants are unfamiliar with the digital platform;
• Remember, it is OK to have pauses and silences during the interview that are not attributable to technical issues;
• Consider making time to chat before and after the interview.

Box 4 shows my reflections on the issues that arose and were connected to carrying out interviews online.

Box 4. Researcher's journal: internet issues

“ There is such a difference in internet connection quality between urban and rural areas, and I certainly didn’t think about that too much until I started conducting interviews. For example, one participant agreed to be part of the study but emailed me to see if we could schedule the interview early morning or late at night when [their] internet [connection] is better. Another participant moved to a different room due to poor internet [connection] and was in her place of work. This makes me think, if the interviews were face-to-face, in person, would we have to move room? On reflection, this could be seen as a challenge of interviews online, where [the] flow of conversation could have been disturbed.

“I don’t feel that the internet platform excluded respiratory nurse specialist participation, but it may have been something on their mind that I hadn’t considered before .”

Difficulty keeping up with rapid developments in digital platforms means their potential utility as research tools may go underrecognised and underutilised. The main advantage is, however, the flexibility they can offer for participants.

Reflective journal

As a reflective practitioner, keeping a reflective journal throughout the process was not unusual or undesired. I did this not only at structured times – such as, after each interview – but also when ideas, questions or thoughts about the research process crossed my mind, usually after a walk or during self-care time. Keeping a reflective journal can be challenging, but it allowed me to commit to paper unstructured thinking and delve more deeply into areas of interest or concern, as well as noting interview experiences that would not have happened in person (Box 5).

Box 5. Researcher’s journal: online-only experiences

“ One participant had a clock chiming in the background every 15 minutes, and it was kind of distracting for me, but the participant didn’t seem to notice. A participant emailed me prior to the interview letting me know she was wearing her uniform to look as professional as possible on the digital platform. Another participant had a dog in the room with her and she apologised for the dog barking, telling me before we started the interview that she would use a headset when the interview was being recorded and that she may need to let the dog out during the interview. The dog was so good and didn’t make a sound when the interview was happening. My thoughts at the time were: ‘This would only happen on a digital platform; if you were conducting the interviews in person, there definitely wouldn’t be a dog in the room’. On the plus side, it helps build rapport with that participant before the interview. ”

Given the remote locations of some participants, and differences between rural and urban internet capabilities, the digital platform worked well. Taking time to address participants’ concerns, and to help them feel relaxed and at ease with the process, undoubtedly helped. The reflective journal revealed to me the importance of:

• Building in time to chat before and after the interview;
• Preparing (but not influencing) participants with a trial run, if needed, IT help and general preparation;
• Recognising that pauses and breaks are a normal part of online interviews.

Using a digital platform allowed me to carry out qualitative research into specialist respiratory nurses’ experiences during the Covid-19 pandemic. Having reflected on the benefits and challenges of the approach, researchers should consider rethinking their interview approach and embrace digital, alongside in-person, data collection.

• Digital platforms were crucial in enabling qualitative research into nurses’ experiences during the Covid-19 pandemic
• The researcher’s reflective diary gave insights into the benefits and challenges of online interviews
• Methods of building trust and motivating people online, rather than in person, may differ, but a strong rapport can still be established between the researcher and participant
• The online format used had the advantage of being more convenient for participants, although some people experienced technical issues
• Qualitative nurse researchers should consider embracing digital data collection alongside in-person approaches in future projects

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Tagged with: Coronavirus zone: respiratory care

• Open access
• Published: 12 September 2024

Exploring sexual life enrichment: a journey into strengthening well-being for women post- menopause through qualitative study

• Elnaz Haji Rafiei 1 ,
• Hedyeh Riazi 2 ,
• Jamal Shams 3 &
• Hamid Alavi Majd 4  

BMC Women's Health volume  24 , Article number:  506 ( 2024 ) Cite this article

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women post-menopause, are faced with various physical, emotional, and relational challenges. One such aspect that tends to be overlooked is the impact of menopause on sexual well-being. This study aimed to elucidate the concept of enriching the sexual life of women post-menopause.

A qualitative research strategy was adopted using a conventional content analysis approach. Data collection was conducted through semi-structured interviews with 24 participants (17 women post-menopause and 7 experts), using purposive sampling.

The data analysis resulted in the extraction of 341 codes, 24 subcategories, and 8 categories. Ultimately, the following three themes emerged: “maintaining and enhancing the position of sexual relationships,” “deepening sexual relationships and expanding intimacy,” and “improving communication skills with the spouse “.

Enriching the sexual life of women post-menopause, as suggested by the themes, involves nurturing their relationships, keeping these connections strong and valued, deepening intimacy, and promoting effective communication to ensure a fulfilling and enjoyable experience during this phase of life. This leads to a sense of security, health, and tranquility, ultimately manifesting positive repercussions on the couple’s and family’s health.

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The sexual aspect of life constitutes one of the important physiological needs of humans, providing a framework for the attainment of individual and social well-being [ 1 ]. Dissatisfaction in sexual life stands as a primary contributor to relational conflicts, capable of instigating doubt regarding love and affection, and increasing concerns among couples regarding the stability of their relationships [ 2 ]. Numerous factors exert an influential impact on sexual life, with menopause being one of the foremost among them [ 3 ].

The term postmenopause refers to the period of time after the final menstrual period and includes early stage (first 5 years) and late stage (after five years until death) based on the Stages of Reproductive Aging Workshop (STRAW) guidelines [ 4 ]. Continuation of sexual activities in women post-menopause enhances the quality of life and leads to increased satisfaction with life [ 5 , 6 ]. Women post menopause, due to the complex interplay of individual, interpersonal, and societal factors influencing health, are more susceptible to sexual disorders compared to women in the reproductive phase [ 5 ]. Additionally, the postmenopausal period is typically accompanied by physiological and psychological changes that impact sexual issues [ 7 ]. The reduction in estrogen levels, coupled with alterations in vascular, muscular, and urinary systems, as well as changes in mood, sleep pattern, and cognitive function, gives rise to sexual problems directly and indirectly affecting sexual performance [ 5 , 6 ]. Sexual dysfunction prevents the experience of satisfying sexual activity and results in decreased overall life satisfaction [ 8 , 9 ]. The prevalence of this disorder in women post-menopause is reported to be 85.2% globally [ 10 ] and more than 80% in Iran [ 11 ]. The significant prevalence and adverse consequences of sexual problems in women post-menopause have prompted an increasing focus on providing scientifically sound solutions, particularly in preventive care, with a specific emphasis on sexual health [ 1 , 12 ].

Enrichment programs are proposed as one of the solutions to improve the quality of life. These programs are comprehensive counseling or education designed to enhance the lives of individuals, by providing them with new knowledge, skills, or experiences [ 13 , 14 ]. Various studies indicate the positive effects of enrichment interventions in some fields, including enhancing marital relationships [ 15 ]. Aspects such as improving the sexual knowledge of couples, strengthening relationship skills, and applying conflict resolution strategies, have been highlighted in enrichment programs [ 13 , 14 , 16 ]. These aspects involve a movement toward the growth of the marital relationship, aiming to enhance the relationship by establishing goals and direction for achieving the desired objectives [ 17 ]. Based on our knowledge, existing studies in the field of the sexual life of menopausal women have primarily focused on variables such as sexual function and interventions like education, symptom recognition, health promotion, attention to the sexual partner, and individualized therapeutic approaches [ 7 , 18 , 19 , 20 , 21 ]. None of these studies have comprehensively evaluated the sexual life of women in the context of enrichment, and it appears that the lack of a well-defined concept of sexual life enrichment in the existing literature may contribute to this limitation. Given the absence of documentation to clarify this issue, it seems necessary to first define this concept for planning effective and comprehensive interventions based on it. Therefore, the present study was conducted to explore the concept of sexual life enrichment among women post-menopause.

Materials & methods

Study design and participants.

This was a qualitative study employing the conventional content analysis approach. The study setting comprised comprehensive health centers in Qazvin, Iran. The purposive sampling was the sampling strategy. Participants included women post-menopause and experts (sexologists, sex-therapists, and psychologists) who expressed willingness to participate in the study. The inclusion criteria for women post-menopause were as follows: being Iranian, having at least basic literacy skills, being married (having a male spouse), being sexually active, not experiencing a stressful event (such as accidents, serious illness, or death of close relatives) in the past six months, women and their spouses not suffering from recognized mental illnesses, women and their spouses not having a severe physical illness that impedes sexual relationships (such as uncontrolled diabetes or mobility restrictions), being in the first ten years of postmenopause, and not experiencing severe marital conflicts (such as conflicts leading to separation/divorce) in the past six months. Furthermore, inclusion criteria for experts included having more than 2 years of work experience and a history of providing services in the field of sexual health to women-post menopause. Unwillingness to continue participation in the study was the sole criterion for exclusion.

Data collection

Data were collected through semi-structured interviews. The main researcher conducted all interviews. Sampling took place from July 2022 to December of the same year, ensuring maximum diversity in terms of age, education level, socio-economic status, duration of menopause, occupation, and work experience. Informed consent for participation in the study was obtained from all participants. All interviews were conducted in a calm, private environment, providing the necessary psychological security for the participants. Interviews with women-post menopause began with general questions such as “What is your perspective on sexual relationships?” If the interviewees’ discussions moved away from the topic under investigation, the researcher redirected their attention to the desired subject, with a question extracted from their statements. The interview process involved probing questions such as “Can you elaborate more on this? Can you clarify this further? What experiences have you had in this regard?” to facilitate a clearer understanding of the concept for both the researcher and the participants. Some eexamples of questions for interview with women post-menopause and experts are shown in Table  1 . All interviews were recorded, thoroughly transcribed, and then subjected to analysis. The duration of interviews ranged from 35 to 65 min. Richness of data was achieved after interviewing 24 participants [ 22 ].

Data analysis

The data analysis process followed the recommended stages by Lundman and Graneheim [ 23 ]. Initially, the researcher transcribed the interview text verbatim into Microsoft Word 2018 software and conducted the data analysis concurrently. To understand the interview content, the text was read multiple times, and coding units considered the most significant part of content analysis were determined. The entire text was regarded as the unit of analysis, and smaller segments, including a word, phrase, sentence, or paragraph with relevant meaning or concept related to the study question, were considered meaningful units. While preserving the original concept, the meaningful units were condensed into compact expressions and then coded. The codes were placed into subcategories based on their similarities and differences. Similar subcategories were grouped together to form categories. Finally, considering the hidden meanings within the categories, themes emerged, and the main concepts revealed [ 23 , 24 ].

Rigor of the data

In this research, Lincoln and Guba’s criteria, including data credibility, confirmability, dependability, and transferability were considered to ensure the accuracy and reliability of the data. Methods such as reviewing the data for prolonged engagement, obtaining participants’ feedback, and the experts revising codes and categorization based on their input were employed to confirm credibility. For confirmability, several interview transcripts, the coding process, and the extraction of themes were made available to other expert researchers in qualitative research for review. Furthermore, maintaining documentation related to the study in a way that allows others to follow the process, contributed to the confirmability of this research. To ensure the dependability of the data, code-recode, and external checking were applied. To enhance the transferability of the data, attempts were made to clarify the complete description of the participants and the research process [ 23 ].

Ethical considerations

At the beginning of each interview, the researcher introduced herself to the participants and explained the research objectives. Subsequently, written informed consent was obtained from the participants. Participants were assured that their audio files would be kept confidential. Sufficient information was provided regarding the voluntary nature of participation in the research and the option to withdraw from the study at any stage. Throughout the study, participants’ names were kept confidential, and they were mentioned by specific codes.

This study received ethical approval with the code IR.SBMU.PHARMACY.REC.1402.187 from the Ethics Committee of Shahid Beheshti University of Medical Sciences.

Seventeen women post-menopause and 7 experts participated in the study. The mean age was 52.29 and 45.42 respectively. Further characteristics of the participants are shown in Table  2 , and Table  3 .

The data analysis resulted in the extraction of 341 codes, 24 subcategories, and 8 categories. Ultimately, 3 themes were identified as follows: “maintaining and enhancing the position of sexual relationships”, “deepening sexual relationships and expanding intimacy”, and “improving communication skills with the spouse” (Table  4 ).

Theme 1- maintaining and enhancing the position of sexual relationships

Women post-menopause and experts paid particular attention to maintaining and continuing sexual relationships during postmenopausal period. This aspect emphasizes the importance of prioritizing and valuing sexual relationships during this phase of life. It highlights the need to ensure that these connections remain an essential part of their lives and contribute to their overall well-being. It appears that the continuation of sexual relationships during this period is one of the suitable approaches for strengthening and promoting couple’s romantic relationships. This theme encompasses categories such as the importance and necessity of sexual relationships, a sense of health and tranquility, and the positive repercussions of sexual relationships on the health of the couple and the family. A participant with a 6-year postmenopausal history expressed:

“I don’t think we should equate the cessation of sexual relations with the end of menstruation. It is something that has ended , but sexual relations must continue” (p15).

Some acknowledged the positive outcomes of continuing and maintaining sexual relationships during postmenopause, including peace of mind and well-being. In this regard, a participant who was 4 years postmenopause expressed:

“ Although I am a stressful person , I can concentrate after sex , and I think that sex reduces my stress and makes me feel relaxed " (p1).

One of the experts also stated:

“The sexual activity of a post-menopausal woman , aside from being a component of her sexual and reproductive rights , plays a fundamental role in her physical and mental well-being” (p21).

One additional positive outcome of the continuation or maintenance of sexual relationships between spouses during the postmenopausal period is the health and well-being of the couple, contributing to the overall health of their family. A participant with a 6-year postmenopausal history believed:

“Intimate relations are highly beneficial , fostering an increase in affection and love between spouses.” (p16).

Theme 2- deepening sexual relationships and expanding intimacy

Based on the study results, it seems that attention to the deepening of sexual relationships and expanding intimacy is one of the effective measures for improving the sexual relationships of couples during postmenopausal period. This theme highlights the significance of fostering emotional and physical closeness, which can lead to a more fulfilling and satisfying relationship. Women post-menopause can experience a more profound level of intimacy by deepening the connection which can lead to increased satisfaction and happiness in their relationships. By promoting intimate sexual relationships, focusing on love-making and foreplay, diversifying sexual experiences, and infusing excitement into sexual relationships, a high-quality sexual life can be achieved for women post-menopause. The interviews suggest that promoting intimate sexual relationships, including sexual awareness of the couple, attention to each other’s sexual characteristics, and mutual participation, serves as a foundation for enhancing intimate sexual relationships. One of the experts stated:

“The intimacy in sexual relations should persist , and individuals should not perceive the aging process , graying hair , wrinkles on the face , or the altered self-image due to aging as reasons to refrain from intimacy in sexual relations with their spouse. It is very important to pay attention to the fact that sexual intimacy between couples should not be interrupted with age and menopause” (p23).

A participant with a history of 6 years of postmenopausal period acknowledged:

“My spouse and I try to repeat positive experiences; for instance , when a good incident occurs , we share it with laughter and humor. In fact , we try to maintain our close relationship , and I think it has positive effects on our sexual relationships” (p15).

In this regard, one of the experts stated:

“Spouses ought to discuss their sexual desires and needs openly , addressing what brings them joy or discomfort. In fact , they should familiarize themselves with each other’s sexual needs in a constructive manner” (p21).

According to participants, the necessity of preparation for engaging in sexual relations, the importance of identifying and enhancing stimuli for entering into sexual relationships, focusing, and sexual fantasies are considered effective approaches in improving the sexual life of women post-menopause.

A participant with 6 years of postmenopausal experience emphasized the importance of focusing during sexual relationships to derive pleasure:

“It is crucial to focus during sexual relationships and concentrate our thoughts so that we can derive sufficient pleasure from the established relationship” (p16).

An expert stated:

“It is better for spouses to initiate by preparing each other and engaging in pleasant activities , such as kissing the neck and exploring other parts of the body. Overall , engaging in activities that are enjoyable for both individuals is recommended” (p18).

Another expert stated:

“The physical contact between partners inherently constitutes sex , and this contact can be elevated , particularly in private settings , progressing to intimate engagement involving sexual organs. And it may , or may not , lead to orgasm. This period necessitates the utilization of various other stimuli , such as subjects , fantasies , games , and effective use of touch , smell , etc., to induce arousal. A deliberate plan and preparation in advance are required for a more special expression of affection from the spouse to induce arousal” (p21).

In terms of diversification and infusing excitement into sexual relationships, the role of sexual enthusiasm, such as playful humor in the conversations of the couples was discussed. Matters related to the significance of motivational actions and creating a positive atmosphere for the enhancement of sexual life were addressed. A participant with 8 years of postmenopause experience expressed:

“Now that we have aged , we should seek diversity. I believe one should wear very good clothes , be stylish , and consider variety in her attire , all of which have a significant impact on sexual relationships. For example , if you wear the same outfit at home all the time , your husband will ask , ‘What kind of clothes is this that you’re wearing? Dress up!’ Because he knows that wearing stylish clothes means you are livelier , more attractive , and will even have better sexual relationships” (p8).

One of the experts stated:

“Considering that women in this period likely have experienced a minimum of 20 to 30 years of married life , it is essential for them to preserve vitality in their relationships. Typically , the initial steps individuals in middle age take to enhance their marital relationships involve motivational interventions. It is necessary to instill motivation in the individual to encourage a willingness to make changes in their sexual behaviors and relationship with their spouse” (p22).

Theme 3- improving communication skills with the spouse

This theme is derived from the categories of: expressing desires and needs and conversation with the language of love. Effective communication plays a crucial role in addressing concerns, expectations, and desires between partners. By fostering open and honest dialogue, women post-menopause and their spouses can better understand each other’s needs, leading to a stronger bond and more enjoyable experiences. The articulation of needs in sexual relationships can lead to an enhancement in the quality of sexual relationships. Additionally, it appears that disrupted interactions between spouses may have an adverse effect on sexual relationships.

From the participants’ perspective, expressing sexual desires leads to a deeper understanding between spouses and fosters a better sense of satisfaction in sexual life. One participant stated:

“ I think that I get sexual pleasure when I express my desire and need” (p11).

“Primarily , couples need to engage in a conversation about their sexual relationships , expressing their desires and needs” (p22).

It appears that discussions about sexual matters and emotional relationships among spouses, or in other words, conversation with the language of love, contribute to the enhancement of overall marital relations, ultimately leading to an improvement in their sexual relationships. In this regard, an expert expressed:

“It is beneficial for couples to create opportunities for discussing sexual matters openly to improve their sexual relations. For instance , suggesting certain attire or behaviors is a positive approach” (p21).

A participant with a 6-year history of postmenopause stated:

“In my opinion , sexual relations constitute a dyadic relationship , wherein each party must communicate their love emotions to the other” (p16).

While the existing literature has covered various aspects of menopausal women’s quality of life, our study provided a new concept that can help enrich women’s sexual lives, which in turn could lead to the improvement of the quality of women’s sexual lives. Three significant themes emerged from the study: “maintaining and enhancing the position of sexual relationships”, “deepening sexual relationships and expanding intimacy”, and “improving communication skills with the spouse”. These themes highlight the importance of prioritizing sexual relationships, fostering emotional and physical closeness, and promoting open communication in maintaining and enhancing intimacy in the post-menopausal period.

The results of the current research emphasize the significance of continuing sexual relationships during post-menopause, as it contributes to the overall well-being of both spouses and the family. By maintaining these connections, women post-menopause can experience a sense of peace and mental tranquility, which in turn benefits their partners and the family unit. The findings of the study by Nappi et al. (2014) demonstrated that a healthy sexual relationship during post-menopause is a fundamental component of women’s life. The care for women post-menopause should encompass attention to sexual changes associated with menopause, counseling to overcome potential sexual issues during this period, general education, awareness of menopausal symptoms, promoting health, paying attention to partner, and individual treatment to preserve the sexual relationships of women post-menopause [ 7 ]. Sexual health for women is a priority for the World Health Organization, as unfavorable sexual function can cause concerns for couples about their married life [ 25 ]. The findings also highlighted the need to recognize the positive outcomes of continuing sexual relationships, such as increased affection and love between spouses, and the importance of sexual relationships as part of postmenopausal women’s sexual and reproductive rights. Sexual relationships are an important factor in marital happiness, and if unsatisfactory, they can contribute to feelings of dissatisfaction and insecurity [ 26 ]. Sexual disorders result in the deterioration of mental health in families, creating or exacerbating mutual psychological problems. Many conflicts, controversies, and marital disputes can be attributed to these disorders [ 26 , 27 ]. Additionally, it has been demonstrated that the sexual relationships of couples contribute to the improvement of physical health and the quality of marital life [ 28 ], aligning with the results of our study.

According to the present research, deepening sexual relationships and expanding intimate sexual relationships between couples, fostering lovemaking, and diversifying sexual experiences are appropriate approaches to improving individuals’ sexual lives and leading to a more fulfilling and satisfying relationship during post-menopausal period. By promoting intimate sexual relationships, focusing on foreplay, and infusing excitement into sexual relationships, women post-menopause can experience a higher quality of sexual life. The participants and experts suggest that fostering emotional and physical closeness, open communication of needs and desires, and engaging in activities that bring joy to both partners can contribute to enhancing intimate sexual relationships. Sexual intimacy is a complex matter that requires special attention, involving sharing romantic experiences, the need for physical contact, sexual intercourse, and relationships that are designed to arouse, stimulate, and satisfy sexual desires. If couples are aware of their differences in terms of demands and preferences in sexual intercourse, they can address them properly before their relationship encounters difficulties. Conversely, if couples are not aware of their sexual intimacy, often becomes a source of problems and conflict [ 29 ]. Happy and intimate couples tend to derive more pleasure from sexual intimacy and, as a result, become even happier and more satisfied [ 30 , 31 ]. Intimacy, expressing love, and receiving love are essential components of marital life, often acquired through sexual interactions [ 32 ]. It is shown that couples with excellent relationships are less likely to experience sexual disorders. Conversely, as the relationship quality deteriorates the incidence of sexual dysfunctions increase [ 32 ]. Additionally, it has been shown that for many elderly individuals, physical closeness and intimacy may be more important than sexual activity [ 33 ].

The results demonstrate the importance of the role of effective communication in addressing concerns, expectations, and desires between partners. By fostering open and honest dialogue, women post-menopause and their spouses can better understand each other’s needs, leading to a stronger bond and more enjoyable experiences. Improving interpersonal communication skills between spouses constitute one of the influential factors in sexual relationships. In addition to the quality of the relationship between spouses, women’s sexual inclination towards interactions experienced with their partners is contingent upon such dynamics. In fact, women’s sexual inclination is intricately linked to the communication and dynamics of the relationship with their partners [ 34 ]. The articulation of needs and conversation with the language of love in sexual relationships can lead to an enhancement in the quality of sexual relationships. Disrupted interactions between spouses may have an adverse effect on sexual relationships, highlighting the importance of open communication in maintaining intimacy. Participants believed that marital relationships play a role in the quality of individuals’ sexual lives, a finding congruent with other studies [ 35 , 36 , 37 ]. It appears that desirable interpersonal relationships between spouses contribute more to the satisfaction of marital life than the frequency of sexual relations [ 36 ]. According to the results of Morad’s study (2022), provided that women achieve emotional readiness before entering the menopausal stage, including being seen by their spouses, being respected, and understanding each other both physically and mentally, their sexual function does not undergo significant changes in postmenopausal period. It may be argued that commitment and love are highly crucial for sexual relationships during this stage [ 38 ]. After many years of marital life, what becomes significant in a sexual relationship is being seen and accepted by the partner. This aspect propels couples towards experiencing the pleasure of being together and cultivating a desirable sexual relationship with one another. In such a context, the acceptance of menopause as a natural stage of life is fostered, and couples come to believe that every moment of togetherness is valuable. The focus shifts from merely achieving orgasm to unifying as a couple and deriving pleasure from one another [ 38 ].

The findings demonstrate that sexual life enrichment in postmenopausal period is a multifaceted issue that requires attention to various aspects, such as maintaining sexual relationships, deepening intimacy, and enhancing communication skills.

Strengths and limitations

The present study represents the first attempt to elucidate the concept of enriching the sexual life of women post-menopause which is crucial for improving their sexual well-being. Applying a qualitative approach allowed a deep exploration of participants’ experiences, perspectives, and insights into the complexities of this concept. This approach enabled a rich understanding of the themes and categories identified. We included participants with varying menopausal histories, ranging from 2 to 10 years. This diverse representation provided a more comprehensive understanding of the experiences and challenges faced by women post-menopause across different timeframes and it could increase transferability of our study. Furthermore, incorporating the views of experts in the field added credibility to the study and provided valuable insights from professionals who have extensive knowledge about the topic. As with any qualitative research, the researcher’s influence on the participants and the interpretation of the data cannot be entirely ruled out. To minimize this potential limitation, the researcher maintained reflexivity and transparency in the data analysis process. Moreover, the age of the experts may have limited their understanding of the lived reality of post-menopause, as they may not have had personal experience with the condition themselves. The experts’ experience was not specifically focused on working with women post-menopause, which could impact the findings. Another limitation is that this was a heteronormative demographic, and it is unclear how the findings could be extrapolated to same-sex couples.

In conclusion, this study offers valuable insights into women’s post-menopause sexual life enrichment by focusing on maintaining and enhancing sexual relationships, deepening sexual relationship and expanding intimacy, and improving communication skills with the spouse. Such efforts result in feelings of security, health, and tranquility, ultimately yielding positive repercussions on the health of the couple and the family. The present study serves as a foundation for further research in this under-researched area, ultimately aiming to improve the sexual well-being and overall quality of life for postmenopausal women and their partners. By focusing on enriching their sexual lives, women post-menopause can experience greater satisfaction, improved communication, and stronger bonds with their partners, ultimately contributing to their overall health and happiness. These insights can contribute to the development of interventions and support systems that cater to the unique needs of women post-menopause.

Data availability

All data generated during this study are included in this published article.

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The authors would like to extend their gratitude to all the participants of this study.

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Hedyeh Riazi

Behavioral Sciences Research Center, Shahid Beheshti University of Medical Sciences, Tehran, Iran

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EHR collected the data. HR designed the study, supervised it, and provided the final draft. JS was involved in data interpretation. HAM participated in data interpretation. All authors reviewed the manuscript.

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Rafiei, E.H., Riazi, H., Shams, J. et al. Exploring sexual life enrichment: a journey into strengthening well-being for women post- menopause through qualitative study. BMC Women's Health 24 , 506 (2024). https://doi.org/10.1186/s12905-024-03350-2

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Received : 25 April 2024

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DOI : https://doi.org/10.1186/s12905-024-03350-2

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