Your work does not end after the interview. You still need to process and analyze the results of the in-depth interview:
Write a transcript, i.e. digitize your conversation in text form. You cannot shorten or change the meaning of the interlocutor's phrases. Recordings can be edited from the point of view of semantics, style and punctuation. You can transcribe the audio track with the help of specialists, specialized agencies or yourself.
Upload the recording to disk so that the customer kuwait whatsapp numbers can listen to the original information and the voice of the representative of their audience at any time.
Stage 4 Processing and analysis
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Methods of analysis of in-depth interview data:
Content research — allows you to compare the results of an online survey with the data collected during in-depth interviews. It is important to determ
ine whether there is anything in common in the behavior of buyers, whether the hypotheses are confirmed, and so on.
The example method - before conducting an interview, you should have hypotheses that need to be tested using the respondents' answers. Let's say you assume that women buy muesli because they think it's healthy. In the interviewees' answers, you need to find arguments that would confirm this hypothesis.
Typological analysis — online surveys should help you divide your audience into segments. In-depth interviews allow you to identify personality types based on key behavioral criteria, which can help confirm, supplement, or refute audience portraits.
There are many methods of analyzing in-depth interviews, among which we have selected the most popular ones. It is important to remember that this is an effective tool for audience research and hypothesis testing, which you must learn to use correctly.
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How to Reduce In-Depth Interview Error When Recruiting Respondents
The statistical inaccuracy includes the so-called "tourists". They give interviews for their own benefit, they know exactly how to answer questions to meet the requirements. But they are useless to you.
To identify such people, you need to interview potential interlocutors in advance. They should talk about their experience using the products, the tools they use. If a person, for example, actually dealt with the most difficult visa on the planet, he will present the entire process in detail, explain that the photo should be taken on a white background, and its resolution should be at least 600 x 600 pixels.
How to Reduce In-Depth Interview Error When Recruiting Respondents
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But even if the "guest performer" manages to pass the selection, he will give himself away at the very beginning of the conversation. He starts to get confused in the details, calls his experience unique, suspiciously calmly talks about those things that irritate the other respondents.
You don't have to prove to such a person that you have uncovered the deception, just calmly end the conversation and say thank you for participating. The participation of these people in interviews is paid differently in each company.
However, we must not forget that even a person with relevant experience does not always tell the truth. This is explained by the peculiarities of memory and the fact that in the eyes of others many want to be better.
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The main difficulties in conducting research using the in-depth interview method
To be prepared for the challenges of interviewing, it is also worth knowing about typical problems that arise during the process, such as:
Technical problems
They usually occur when conducting an online interview, for example, over the phone. In this case, the connection may be interrupted, interference, noise, etc. may appear.
Professional difficulties
These are common mistakes that inexperienced interviewers often make:
Lack of conversational skills. They simply ask questions from a list, which makes the person feel like they are being interrogated.
Difficulty in abstracting from personal opinion. As a result, you begin to evaluate the interlocutor and influence his answers by imposing your point of view.
The desire to ask everything in a given time frame. An inexperienced interviewer may interrupt the interviewee, cut off his speech, which will ultimately cause his reluctance to discuss the issues.
Lack of engagement in the conversation. This is shown by the fact that he is constantly writing something in a notebook or reading a list of questions. The respondent feels uncomfortable and emotionally withdraws.
Lack of knowledge on how to make a conversation interesting for everyone.
Misunderstanding when to ask clarifying and additional questions, and why it is necessary. Sometimes people without experience forget about this, and the interview becomes a quantitative rather than a qualitative study.
Lack of understanding of how and when to end a conversation so that the person does not feel like the conversation is unfinished.
Personal problems