Individual interviews

One-to-one interviews provide information about individual actions and motivations that cannot be obtained in group discussions. An individual interview is a conversation between a researcher and a respondent selected according to agreed criteria of age, lifestyle, etc. It typically lasts an hour or two (make sure breaks are allowed when needed) and may take place in any agreed setting. Walking interviews are increasingly becoming popular. Individual interviews are an important complement to focus groups. Individual interviews are particularly suitable for discussing: sensitive issues such as redundancy or medical problems and cases where individuality is of prime importance, such as financial services. They are to be preferred in cases where the “memory amalgam” that emerges from group discussions would provide information that is less “real” than individual accounts. A case in point is where one wishes to reconstruct a user’s or purchaser’s decision-making process. They are also good with “difficult” interviewees, whether because they are widely geographically spread or because they are strongly opinionated. The interviewer must be skilled and sensitive. Social and listening skills, awareness of body language, self-awareness of the interviewer’s own prejudices, and knowing when and how to draw out or challenge the interviewee are all important.