2. • They help you explain, better understand, and explore
research subjects' opinions, behavior, experiences,
phenomenon, etc.
• Interview questions are usually open-ended questions
so that in-depth information will be collected.
Interviews are most effective for qualitative research:
Intertiews are most effective qualitative
research tools.
3. Interviewing or moderating is about more than asking questions
Interviewing a participant is not just what you ask, its how you
are, and how much empathy you have with your respondent/s.
Intertiews are most effective qualitative
research tools.
6. Listening Skills
Checklist
If your score is
51-56, you are either a brilliant listener or you have
cheated of
30- 50 - you are good at using body language and you
are an active listener.
15-30 - There is room for improvement – you are
probably aware of your weak points
Less than 30 – Practice
7. How: Eliciting skills
and emergent
interviewing for
insight
Having the right mind
• Open-minded
• Curious
• Respectful and Non-
judgmental
• Know your biases or
expectations
9. How: Eliciting skills
and emergent
interviewing for
insight
Having the right mind
• If you have an open mind, you will
ask open questions
• If you are curious, you will
naturally find good probes
• If you are respectful and non-
judgmental, people will trust you
• And if you have identified any
biases or expectations you have,
you will be extra careful to avoid
them in your questioning.
10. How: Eliciting skills
and emergent
interviewing for insight
Basic skills
• Using open and closed
questions appropriately,
avoiding leading
• Prompts and probes to get more
detail
• Paraphrasing and echoing to
show you understand/ delve
deeper
• Challenging and clarifying what
people mean
• Summarising
11. How: Eliciting skills
and emergent
interviewing for
insight
Types of interview
questions
•Open-ended
•Closed
14. Open-ended
Good questions
• “Who has been most
influential in your choice of a
career?” “
• How do you make up your
mind when there are 6 packs
that all look similar?”
• “Where do you go when you
need a break from work?”
“Why do you listen to news
programmes?”
• “What does the station have in
terms of what you need?”
15. Open-ended
Good questions
• “Who has been most influential in
your choice of a career?” “
• How do you make up your mind
when there are 6 packs that all
look similar?”
• “Where do you go when you
need a break from work?” “Why
do you listen to news
programmes?”
• “What does the station have in
terms of what you need?”
18. Closed
Closed questions can
elicit just a yes/no
answer, although in
practice some people will
give an open answer.
• Are’,
• 'Do’,
• 'Did?’
• ‘Has?’
• ‘Was
• ’Who?
19. Closed
Types of interview questions
• “Is there are regular
commute?”
• “Did you always want to
be a teacher?”
• “Are you ready to do
something new?”
• “Was it a snowy
Christmas?”
20. Closed
One danger of closed questions is that
they easily become leading - because
the desired answer is implied in the
“Do you think you’d shop there more
often if the prices were lower?”
“Are you concerned about the all the
empty shops on the High Street?”
“Were you happy with the information
the financial advisor gave you?”
“Do long forms on a website put you off
signing up?”
“Was it a mid-life crisis that made you
leave your job?”
21. Interview
The art of Probes and Prompts
"Tell me more about...."
"Can you elaborate.............?”
"I wonder what....."
“And?”
“Would you explain more…?”
“Can you give me an example?”
“What else is there…?”
“Can you describe that for me?”
“What makes you say that?”
“What specifically interests you”?
22. Interview
Prompts can also help respondents
remember and say more:
• What else?
• Anything else?
• “You said you had
Samsung and iPhone–
what about Huawei, Nokia,
Xiaomi, Viivo – any of those
brands?”
23. Interview
Paraphrasing, Echoing and Reflecting
“You said a couple of times
you don’t want to be late. It
sounds like it’s important for
you to be on time?”
“You're saying….”
“In other words...”
“What I'm hearing is...”
"The picture I'm getting is...”
