Interviews: The Connection

We’ve all encountered interviews in some form or another. They are frequently used to explore and understand human behavior and its subjective aspects. One key advantage to this approach is having the ability to incorporate individual perspectives and context. When using qualitative methods, the main interest is often in uncovering the “why” behind a phenomenon.[1] Many of us are familiar with interviews from the hiring process, as they play a central role in talent acquisition for most companies. However, the value of interviews extends beyond organizational policy and structure, especially in fields where subjectivity is more common, like the fine arts. Since these disciplines emphasize creativity and expression, it can be difficult to apply strictly quantifiable methods to collect data.[2] While this can be done, qualitative techniques may be able capture more meaningful data because they more attuned to subjectivity.

While interviews are advantageous when analyzing subjective fields, it is important to consider how you would like to structure them. Interviews can be either structured or unstructured, with both having distinct benefits; however, structured interviews are much more common for a variety of reasons, many of which we address later on.[3] In addition to structure, interviews are important because they help frame quantitative results. Qualitative techniques complement quantitative findings by helping to interpret the data and providing a narrative to contextualize the results. Despite the advantages interviews offer, they can be difficult to apply effectively. To assist practitioners in this process, this article explores five best practices for conducting interview-based data collection.

5 Key Considerations

1. 1. Structured vs. UnstructuredThere are two main types of interviews: structured and unstructured. While they share some characteristics—such as being participant-centered and allowing for a more fluid form of data collection—they differ in format. Structured interviews typically follow a standardized interview protocol, whereas unstructured interviews are more open-ended and flexible. This protocol outlines the specific questions to be asked, the order in which to ask them, and the steps or procedures to follow during the interview. On the other hand, unstructured interviews do not follow a set protocol; rather, questions arise naturally, and the conversation proceeds organically.[4]

      One of the main benefits of using a structured approach is that it ensures all participants are asked the same questions in the same way. This helps create a level of objectivity, which in turn, enhances the reliability and validity of the data collected. Unstructured interviews, while less common due to reduced generalizability, allow for more flexibility during the interview as questions can be omitted or added depending on how the interview unfolds. You can also blend elements of both structured and unstructured interviews to create a semi-structured interview. This approach offers many of the advantages of both styles while helping to minimize some of their drawbacks. Typically, best practice recommends establishing a robust interview protocol. Generally, this includes a script, a list of questions or prompts, and procedures for collecting consent.[5]

   2. Transcripts and RecordsWhen conducting interviews, there are several methods for documenting the conversation and keeping a record of what was discussed. Typically, the most effective way to capture all the data is by recording the interview and creating a transcript. Although this may not always be practical, having an exact record of the conversation is extremely useful for coding and analyzing responses.[6] Beyond simplifying the analysis process, recording the conversation allows you to focus more on following best practices and guiding the interview rather than trying to remember and write down everything the participant says. While not all participants may feel comfortable being recorded, you can ease their concerns by explaining the purpose of the interview, how their data will be used, and giving them an opportunity to ask clarifying questions once the interview is over.
   3. Question TypesWhen collecting data during interviews, there are two primary types of questions used: open-ended and close-ended questions. Open-ended questions give participants the freedom to respond in their own words, allowing them to define their answers based on what they consider relevant. In other words, participants can respond without any constraints. Close-ended questions, on the other hand, provide a set scale or options for participants to choose from. In this case, they are not responding freely but selecting from predetermined choices. Typically, open-ended questions are used to explore respondents’ thoughts, behaviors, and actions, while close-ended questions are useful for ranking, rating, or evaluating items based on importance, frequency, or difficulty.
   4. Reducing BiasWhen conducting research, regardless of the method, there is the possibility of bias showing up in your data or during the interview process. For instance, several biases are commonly found in interview settings, such as stereotyping, the halo effect, the recency effect, and similarity bias.[7] When gathering data, it’s important to be mindful of how these biases might emerge. This could occur through the wording of questions, assumptions about socioeconomic and cultural factors of your sample, the interview protocol, or even the prompts given to the interviewee. One of the most effective ways to minimize bias is by using standardized procedures, like an interview protocol.[8] By standardizing elements and introducing a level of systematic objectivity, you can reduce the likelihood of bias affecting your data collection.[9]
   5. Initial TestingAfter creating your initial set of questions and the interview protocol, it’s important to conduct some preliminary testing to refine your questions and overall processes. A good approach would be to involve subject matter experts (SMEs) or to perform a pilot test with individuals from the same sample group as your target participants. In this way, you’re testing your question set on a small subset of your target population, which helps establish validity and reliability—if the questions perform well with a smaller group, they’re more likely to be effective with the larger population. Additionally, this is a good time to review and test your data collection methods. If you encounter difficulties in gathering data, it likely signifies a need to adjust your approach before moving forward. This ensures that your interview is as rigorous as possible and that your method for capturing data is effective.

Conclusion

Interviews are a powerful tool for collecting qualitative data, offering the ability to explore subjective experiences and uncover deeper insights behind human behavior. Whether structured or unstructured, interviews provide a valuable way to gather data, especially in fields where creativity and expression make quantitative methods less effective. Structured interviews, with their consistent format, help increase objectivity and reliability, while unstructured interviews allow flexibility and adaptation during the conversation. Recording interviews and creating transcripts enhance data accuracy and make analysis more efficient. Additionally, being aware of, and addressing potential biases, along with testing your interview protocols beforehand, ensures the rigor of your data collection process. By following best practices, researchers can maximize the effectiveness of interviews and capture meaningful insights.

Take Away

Interviews, whether structured or unstructured, are essential tools for qualitative research, especially in fields where subjective data is more common. Standardizing interviews helps reduce bias and improves reliability, while recording conversations and testing protocols ensures data accuracy and clarity. By refining the interview process, researchers can collect more meaningful insights.

[1] Knott, E., Rao, A. H., Summers, K., & Teeger, C. (2022). Interviews in the social sciences. Nature Reviews Methods Primers, 2(1). https://doi.org/10.1038/s43586-022-00150-6

[2] Discovering the World of Fine Arts: A Comprehensive Guide. (2023). Sryahwapublications.com. https://sryahwapublications.com/blog/discovering-the-world-of-fine-arts-a-comprehensive-guide

[3] Newsome, P. (2023, October 9). Structured vs. Unstructured Interviews: The Key Differences. 4 Corner Resources. https://www.4cornerresources.com/blog/structured-vs-unstructured-interview/#:~:text=A%20structured%20interview%20%E2%80%9Cfeels%E2%80%9D%20like,to%20how%20the%20conversation%20unfolds.

[4] Newsome, P. (2023, October 9). Structured vs. Unstructured Interviews: The Key Differences. 4 Corner Resources. https://www.4cornerresources.com/blog/structured-vs-unstructured-interview/#:~:text=A%20structured%20interview%20%E2%80%9Cfeels%E2%80%9D%20like,to%20how%20the%20conversation%20unfolds.

[5] Interview protocol design. (2018). Imperial College London. https://www.imperial.ac.uk/education-research/evaluation/tools-and-resources-for-evaluation/interviews/interview-protocol-design/

[6] Shazia Jamshed. (2014). Qualitative research method-interviewing and observation. Journal of Basic and Clinical Pharmacy, 5(4), 87–87. https://doi.org/10.4103/0976-0105.141942

[7] Allaya Cooks-Campbell. (2023, April 21). What is interview bias and how to avoid it when hiring?  BetterUp. https://www.betterup.com/blog/interview-bias

[8]U.S. Department of Commerce. (2018, December). CAPS 5 report: B1 interview protocol^. https://www.commerce.gov/sites/default/files/2018-12/caps-5-report-b1-interview-protocol.pdf

[9] Verlinden, N. (2020, September 3). 11 Ways to Avoid Interviewer Bias in Your Selection Process. AIHR. https://www.aihr.com/blog/interviewer-bias/