Semi-Structured Interviews

Interviews are the most common way to collect qualitative information and perspectives from people. 

Semi-structured interviews are conducted conversationally with one person at a time, using a blend of closed- and open-ended questions. Where appropriate, questions are accompanied by follow-up ‘why’ or ‘how’ questions. These types of interviews are conducted once and generally cover the duration of 15 min to an hour.

Human-centered design is about getting to the people you’re designing for and hearing from them in their own words. Interviews can be a bit daunting, but they unlock insights and understanding that don’t emerge when you are sitting behind a desk.

Semi-structured interviews are often preceded by observation, informal and unstructured interviewing in order to allow the researchers to develop a keen understanding of the topic of interest necessary for developing relevant and meaningful semi-structured questions. 

The inclusion of open-ended questions and training of interviewers to follow relevant topics that may stray from the interview guide does, however, still provide the opportunity for identifying new ways of seeing and understanding the topic at hand.

Typically, the interviewer uses an interview guide to start the interview.  Semi-structured interviews often contain open-ended questions and discussions can often diverge from the interview guide. Semi-structured interviews allow informants the freedom to express their views in their own terms. 

An effective interview is one that produces reliable, comparable qualitative data. Interview notes, summaries, and transcriptions are all options to consider and should be created during or after each interview.

Interview Methods

Semi-structured interviews are a common method used to collect qualitative information and perspectives from people. Watch these videos to learn more about how to run better interviews, for both you and the person you’re speaking with.

Strategies & Tips for Success

Make your interviewing efforts more effective by keeping these strategies and tips in mind.

• Clear research questions are crucial for conducting in-depth interviews. Questions can get at broad topics, like understanding how parents keep their families healthy, or be more specific, like follow-ups after testing a prototype.

• Prepare an interview guide by listing the questions you’d like to ask, and the logical order they might flow in. Start by asking broad questions about the person’s life, values, and habits, before asking more specific questions that relate directly to your challenge.

• Local stakeholders can help by providing feedback for the approach and on the interview guide, as well as introducing you to new people who might we willing to speak with you.

• Interviews can take place in-person, over the phone, or on online platforms like Zoom and Facebook.

• Before you begin interviewing someone in the field, it’s important to get their informed consent. Start the conversation by introducing yourself and explaining the purpose of the interview.

• Always ask if they are willing to share their perspectives and be honest about the length of the interview.

• If someone only has 5-10 minutes, you can still have a valuable and effective interview.

• Don’t begin taking notes, recording, or filming a conversation unless you have explicit permission.

• Remember to smile and nod to convey interest but be careful not to smile and nod too much, or you might come across as disingenuous.

• Take cultural norms into consideration and show respect by learning a few phrases and taking taking steps to demonstrate knowledge of local customs and ways of life.

• Be aware of body language during interviews and meetings.

• Make sure to write down exactly what the person says, not what you think they might mean. It is important to understand exactly what people are saying.

• If you’re relying on a translator, make sure he or she understands that you want direct quotes, not the gist of what the interviewee says.

• If possible, tape-record interviews and later transcribe or summarize notes from the recordings for analysis. 

• If tape-recording an interview is out of the question, consider having a note-taker present during the interview.

• It is difficult to focus on conducting an interview and jotting notes.  This approach will result in poor notes and will detract for the development of rapport between interviewer and interviewee.  Development of rapport and dialogue is essential in interviews.

Practical Activities & Learning

1) Review your notes from “Immersion & Observation”

2) Choose an ‘end user problem’ to focus your interview.

3) Develop an interview guide with a plan to start the interview and 3-5 questions. Review with an end user and a stakeholder. Revise and improve the guide.

4) Identify 3 people to conduct the interview with. Interviewees should be related to an end user profile and should have something to do with the end user problem you have identified.

In the Field

As a neighborhood consultant, you can submit up to 5 interview worksheets for project-relevant end user and stakeholder interviews. Notes must be shared and summarized to enhance our learning.

Semi-Structured Interviews Field Journal Worksheets available on request from aaron[at]akroadvice.com