interview research method advantages

The Guide to Interview Analysis

What is Interview Analysis?

Introduction

Advantages of interviews over other data collection methods, advantages of different types of interviews, case studies with successful interviews.

Disadvantages of Interviews in Research
Ethical Considerations in Interviews
Preparing a Research Interview
Recruitment & Sampling for Research Interviews
Interview Design
How to Formulate Interview Questions
Rapport in Interviews
Social Desirability Bias
Interviewer Effect
Types of Research Interviews
Face-to-Face Interviews
Focus Group Interviews
Email Interviews
Telephone Interviews
Stimulated Recall Interviews
Interviews vs. Surveys
Interviews vs Questionnaires
Interviews and Interrogations
How to Transcribe Interviews?
Verbatim Transcription
Clean Interview Transcriptions
Manual Interview Transcription
Automated Interview Transcription
How to Annotate Research Interviews?
Formatting and Anonymizing Interviews
Analyzing Interviews
Coding Interviews
Reporting & Presenting Interview Findings

Advantages of Interviews in Research

Interviews are an essential part of the research process, whether used to gather data for a news article, explore a specific research topic, or understand the intricacies of someone's life story. Interviews provide unique insights into phenomena from the perspective of individuals, offering in-depth information that other methods for collecting primary data may not capture. In this article, we will go over the main advantages of interviews and examples showing why they are so important in qualitative research.

Whether it is a phone interview or a traditional in-person interview, the advantages of interviews lie in the richness of qualitative data they provide. Through in-person interviews, researchers gain access to firsthand experiences and personal perceptions of the phenomenon under study. This level of detail is difficult to achieve through other data collection methods like surveys , focus groups , or general literature reviews .

In-depth interviews allow researchers to dive deep into the information collected via interviewees' responses and body language. Unlike surveys, which may restrict responses to predetermined options, interviews encourage participants to elaborate on their thoughts, feelings, and experiences. This results in detailed data that can reveal new insights and spur the development of new theories.

Interviews can also give voice to populations that might otherwise remain unheard. For instance, the "man on the street" interviews, popularized in the 1930s by radio programs, are a classic example of interview methods used to capture the public's opinions. Today, these interview methods are still prevalent in journalism, particularly in news broadcasts and documentaries, to gauge public sentiment quickly.

In qualitative research, interviews hold great importance because they place the participant at the center of the research project, ensuring that their voice and perspectives are prioritized. Interviews are especially effective for capturing personal narratives, stories, and life histories. This makes them ideal for research focused on biography, identity, and personal development. Through interviews, researchers can document individual journeys, challenges, and transformations, providing a rich tapestry of human experience.

In qualitative research, interviews are a widely used method that provides deep, rich data that can uncover the complexities of human experience. Interviews allow researchers to explore issues that may not be fully understood or captured through other data collection methods such as surveys or focus groups. The interview process will enable researchers to thoroughly explore a participant’s feelings, thoughts, and experiences. Open-ended questions let participants express themselves freely, offering insights that might not emerge in other methods like surveys or focus groups . Open-ended questions enable participants to express themselves freely and let researchers ask valuable follow-up questions that arise at the moment.

Participant-focused

Interviews place the participant at the center of the research process and give high importance to the participant's voice and perspective, which leads to more authentic and participant-driven research findings. This is particularly valuable in research that looks at marginalized or underrepresented groups.

Research interviews can be conducted in ways that are sensitive to the cultural and social contexts of participants. Researchers can tailor their questions to align with the participant's cultural background, language, and social norms, leading to qualitative data that is more reflective of the participant's lived reality.

The conversational nature of interviews enables participants to express their thoughts and experiences in their own words. This allows for the discovery of new themes or ideas that the researcher may not have anticipated. With in-person interviews, researchers can also attend to body language and other non-verbal communication that can give further information.

Flexible and personalized

The flexibility inherent in interviews is another advantage of this data collection method. Follow-up questions are vital for obtaining accurate and comprehensive research findings which can be completely missed in data collection methods using only multiple-choice questions. When the research interview is conducted in person, non-verbal cues such as body language, facial expressions, and tone of voice provide additional context and meaning to verbal responses. This is a significant advantage over methods like online interviews or phone interviews, where such cues may be absent or harder to interpret.

Personalization is also a crucial advantage of in-person interviews. Researchers can tailor the interview questions and adapt the interview process to accommodate the specific needs of the research topic. This is especially useful when dealing with complex or sensitive topics , where ethical considerations are paramount. Customization in interviews provides researchers with a unique approach to data collection. Whether using structured interviews , semi-structured interviews , or unstructured interviews , the method can be adapted to suit the research methods being employed. Customization also involves adapting to the interviewee's language, comfort levels, and other cultural sensitivities.

When conducted over time, interviews can provide longitudinal insights into how participants' views, experiences, or behaviours evolve. This is particularly valuable in research that seeks to understand changes over time, such as studies on personal growth, adaptation, or the impact of long-term interventions.

Potential for new theories

In qualitative research, interviews can be used to develop new theories or refine existing ones. By analyzing data collected from interviews, researchers can identify patterns, themes, and relationships that contribute to the development of theoretical frameworks . The open-ended nature of interview questions, coupled with the interviewer's possibility to adapt their questions according to the flow of the conversation, provides ample room for unanticipated ideas or insights to emerge.

Interviews are about obtaining detailed data and understanding how participants arrive at their answers. This focus on process allows researchers to comprehend how participants make sense of their experiences, how they construct meaning, and how they navigate complex issues. Such insights into cognitive and emotional processes are invaluable in qualitative research.

Dynamic interactions

Unlike other qualitative research methods, interviews allow for dynamic interaction between the interviewer and the participant. This interaction can lead to the co-construction of knowledge, where both parties contribute to shaping the data. This dynamic process can reveal insights that are more reflective of the participant's thoughts and feelings.

In qualitative research, interviews can be used alongside other methods such as focus groups , observations, or document analysis to triangulate insights. This helps to validate findings and ensures a more comprehensive understanding of the research question .

Ethical and confidential

Interviews allow researchers to approach sensitive topics ethically. Researchers can build trust with participants, ensure confidentiality, and provide support if difficult emotions or topics arise during the interview. This makes interviews particularly suitable for research on sensitive or traumatic experiences.

Interviews can uncover tacit knowledge—insights that participants may not even realize they possess or are difficult to articulate. Researchers can help participants express these deeply embedded insights through careful questioning and probing.

Analyze your interview transcriptions with ATLAS.ti

Turn your transcriptions into key insights with our powerful tools. Download a free trial today.

Interviews and their different methods of delivery also have advantages of their own. This section will introduce the most common types of interviews and their advantages.

Focus groups

Focus group interviews can be advantageous because of the non-verbal communication they offer such as body language and facial expressions that come from interacting in groups. Focus groups give information through the interaction between participants. They produce rich perspectives as participants comment and build upon each other's answers. Focus groups also provide a safe space for those who feel more at ease expressing themselves in a group setting.

Face-to-face interviews

In-person interviews are particularly advantageous in qualitative research because they offer an additional layer of information as the researcher can see non-verbal communication such as gestures, and body expressions. This provides insight into the participant's feelings and reactions to questions or themes. This presents a great advantage compared to methods that use verbal communication solely because it adds complexity to the answers and emotions are more transparent. Face-to-face interviews also offer a faster establishment of rapport and trust and interviewers can adapt the interviews based on verbal responses.

Telephone interviews

When it comes to bridging distances, telephone interviews are among the best. They bridge distance and provide direct communication, which can sometimes impede if a person is far away from the interviewer or if access to the internet is scarce. It can also provide a safe space for those who do not feel comfortable sharing information in person due to sensitive issues. They are also cost-effective and scheduling and

Email interviews

Asynchronous communication is one of the key advantages of email interviews . They are also low-pressure for introverted participants who rather not do an interview face-to-face. In a similar way to telephone interviews, email interviews bridge distances and help diversify the pool of participants. They are also useful when the language is different from the interviewer as the use of translators can open communication doors.

Here are some real cases where the advantages of interviews played a crucial role in the success of qualitative research:

Gender construction research

In Becoming a Gendered Body: Practices of Preschools (Martin, 1998), data was collected through direct observations and semi-structured in-person interviews . Over 50 hours of observation were conducted in five preschool classrooms, where Martin documented daily activities, interactions, and routines, paying close attention to how gendered behaviours were enacted and encouraged by both teachers and students. She observed how children were expected to sit, play, and move differently based on their gender, revealing the subtle ways in which gender norms were reinforced in early childhood education.

To complement these observations, Martin conducted semi-structured interviews with preschool teachers, exploring their perspectives on gender and the practices they used in the classroom. These interviews provided rich qualitative data on how teachers understood their role in promoting or challenging gender norms. By combining observational data with interviews, Martin was able to offer a comprehensive analysis of how gender is socially constructed and reinforced in preschool settings.

The 'Up Series' documentary films

The Up series is a groundbreaking British documentary film project that follows the lives of fourteen individuals from different social backgrounds in the United Kingdom, beginning in 1964 when they were seven years old. The series was conceived by Granada Television and initially directed by Paul Almond, with subsequent installments directed by Michael Apted, who continued the project until he died in 2021. The premise of the series is rooted in the idea that social class and circumstances could predict the future of these children, encapsulated in the Jesuit saying, "Give me a child until he is seven, and I will show you the man."

Every seven years, a new installment of the series has been released, documenting the participants' lives as they navigate various stages of life—childhood, adolescence, adulthood, and middle age.

In the Up Series, data collection was done through a longitudinal documentary approach, where in-depth, semi-structured in-person interviews were conducted with the same group of participants every seven years. The series also collects visual and behavioural data by video-documenting the participants in their everyday environments, providing insights into their social and economic conditions.

Challenges faced by women in career progression

In 2020, Goriss-Hunter and White conducted a study using asynchronous email interviews to investigate the career experiences of women at an Australian regional university. The researchers gathered data from 21 participants, including both academic and professional staff, by asking open-ended questions about career barriers and enablers. The results indicated that participants faced significant challenges, particularly due to the COVID-19 pandemic. Themes such as limited access to professional development, gendered workplace expectations, and work-life balance struggles were prominent. The flexibility of email interviews allowed participants to respond in their own time, facilitating in-depth reflections (Goriss-Hunter & White, 2020).

Interviews are a valuable data collection method in qualitative research due to their ability to provide deep, rich data. They allow for exploring complex issues, offer a participant-centred approach, and are sensitive to cultural and social contexts. Interviews facilitate the development of new theories and emphasize the process through which participants make sense of their experiences. They are also particularly effective for capturing personal narratives and offer flexibility in questioning, making them adaptable to the flow of conversation.

Interviews also allow for the triangulation of data when used alongside other methods and can provide longitudinal insights when conducted over time. They enable researchers to approach sensitive topics ethically, ensuring confidentiality and support for participants. Additionally, interviews can uncover tacit knowledge—insights that are deeply embedded in participants' experiences but not easily articulated. Overall, interviews are a versatile and powerful method for understanding complex human experiences and social phenomena.

Martin, K. A. (1998). Becoming a gendered body: Practices of preschools. American Sociological Review, 63(4), 494–511. https://doi.org/10.2307/2657264
Goriss-Hunter, A., White, K. Using email interviews to reflect on women’s careers at a regional university. Aust. Educ. Res. 51, 651–665 (2024). https://doi.org/10.1007/s13384-023-00617-9

Use ATLAS.ti at every step of your interviews

From writing your transcript to developing key insights, ATLAS.ti is there for you. See how with a free trial.

Interviews can be defined as a qualitative research technique which involves “conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program or situation.” [1]

There are three different formats of interviews: structured, semi-structured and unstructured.

Structured interviews consist of a series of pre-determined questions that all interviewees answer in the same order. Data analysis usually tends to be more straightforward because researcher can compare and contrast different answers given to the same questions.

Unstructured interviews are usually the least reliable from research viewpoint, because no questions are prepared prior to the interview and data collection is conducted in an informal manner. Unstructured interviews can be associated with a high level of bias and comparison of answers given by different respondents tends to be difficult due to the differences in formulation of questions.

Semi-structured interviews contain the components of both, structured and unstructured interviews. In semi-structured interviews, interviewer prepares a set of same questions to be answered by all interviewees. At the same time, additional questions might be asked during interviews to clarify and/or further expand certain issues.

Advantages of interviews include possibilities of collecting detailed information about research questions. Moreover, in in this type of primary data collection researcher has direct control over the flow of process and she has a chance to clarify certain issues during the process if needed. Disadvantages, on the other hand, include longer time requirements and difficulties associated with arranging an appropriate time with perspective sample group members to conduct interviews.

When conducting interviews you should have an open mind and refrain from displaying disagreements in any forms when viewpoints expressed by interviewees contradict your own ideas. Moreover, timing and environment for interviews need to be scheduled effectively. Specifically, interviews need to be conducted in a relaxed environment, free of any forms of pressure for interviewees whatsoever.

Respected scholars warn that “in conducting an interview the interviewer should attempt to create a friendly, non-threatening atmosphere. Much as one does with a cover letter, the interviewer should give a brief, casual introduction to the study; stress the importance of the person’s participation; and assure anonymity, or at least confidentiality, when possible.” [2]

There is a risk of interviewee bias during the primary data collection process and this would seriously compromise the validity of the project findings. Some interviewer bias can be avoided by ensuring that the interviewer does not overreact to responses of the interviewee. Other steps that can be taken to help avoid or reduce interviewer bias include having the interviewer dress inconspicuously and appropriately for the environment and holding the interview in a private setting. [3]

My e-book, The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance offers practical assistance to complete a dissertation with minimum or no stress. The e-book covers all stages of writing a dissertation starting from the selection to the research area to submitting the completed version of the work within the deadline.John Dudovskiy

[1] Boyce, C. & Neale, P. (2006) “Conducting in-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews”, Pathfinder International Tool Series

[2] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO

[3] Connaway, L.S.& Powell, R.P.(2010) “Basic Research Methods for Librarians” ABC-CLIO