How to Formulate Interview Questions

In qualitative research, interviews are a powerful method for collecting detailed and meaningful data. The way you structure your interview questions directly affects the depth of the insights you gather and the richness of the data. Whether you're working on a small research project or a large-scale investigation, interview questions are the bridge between the researcher's curiosity and the participant's lived experiences. They help unlock narratives, opinions, and emotions that cannot be captured through more rigid research methods such as surveys or questionnaires. This makes crafting effective interview questions a critical part of the research process, one that should not be overlooked.

Introduction

Well-designed interview questions are essential for eliciting rich qualitative data that can support your research objectives. Unlike quantitative research, where the goal is often to measure variables and draw generalizable conclusions, qualitative research emphasizes depth over breadth. Through carefully crafted questions, you can delve into the nuances of human behaviour, decision-making processes, and emotional responses, offering a more comprehensive view of the research topic. Crafting these questions is an art form, one that requires a balance of curiosity, precision, and neutrality.

Another important consideration in designing interview questions is understanding the participant's perspective. The questions must be relevant to the subject but also clear and accessible to the individual being interviewed. Ambiguity or confusion can lead to unreliable answers, while overly complex questions might alienate your participant. As a qualitative researcher, your role is to create an environment in which participants feel comfortable expressing their thoughts in detail. This requires building rapport and trust, but it also depends heavily on the types of questions you ask.

Effective interview questions can also help you avoid common pitfalls in qualitative research, such as leading questions that shape the participant's response or closed questions that limit the richness of the answers. By focusing on open-ended, exploratory questions, you encourage participants to reflect deeply on their experiences, providing you with data that is both comprehensive and meaningful. This level of insight is invaluable for developing a well-rounded understanding of your research topic and contributing to the field of knowledge you're investigating.

Research interview question types

The types of interview questions you choose depend largely on the goals of your research project. There are several different categories of questions that can help guide the conversation in ways that are productive and insightful. General opening questions are often used to introduce yourself and set the stage for the interview. These might include inquiries about the participant's background, their connection to the research topic, or general thoughts on the subject at hand. Such questions are important for building rapport and establishing a baseline of understanding.

In-depth research questions are the heart of any qualitative interview. These are designed to elicit detailed, thoughtful responses that help you explore your topic from various angles. These questions should be open-ended and flexible, allowing the participant to share their knowledge, opinions, and experiences without feeling constrained. Leadership research questions, for example, can be used to assess an individual's leadership style or conflict-management skills. These types of questions often require the participant to reflect on specific situations in which they demonstrated leadership or managed a challenge within a group setting.

Future-oriented research questions can help uncover the participant's aspirations or expectations within a certain field. These questions are particularly useful for exploring long-term trends or predicting future developments. For instance, you might ask a participant about their vision for the future of the industry or how they anticipate addressing upcoming challenges. Such questions not only provide insight into the participant's thought process but can also reveal broader trends within the industry or research area you're investigating.

Using these different types of questions helps create a well-rounded interview that covers multiple aspects of the research topic. Each category serves a distinct purpose, allowing you to collect data that is both broad in scope and deep in detail. By varying the types of questions you ask, you also keep the interview engaging for the participant, making it easier to maintain their interest and involvement throughout the process.

Closing interview questions provide an essential opportunity to summarize key insights from the discussion, allowing participants to clarify any points that may need further detail or context. This moment not only ensures accuracy in understanding but also gives participants the chance to add any final thoughts, concerns, or perspectives they feel were missed. By asking if there is anything else they'd like to share, you create a respectful, open environment, encouraging participants to contribute any additional valuable insights that may enhance the overall quality and depth of the interview.

Preparing interview questions

Preparing your interview questions is a crucial step in the interview process. Before you sit down with a participant, it's important to have a clear understanding of the research project’s goals and objectives. This clarity will help you formulate questions that are directly relevant to your research and that will yield the most useful data. Researching the organization or individuals you are interviewing is equally important. Understanding their background can help you craft questions that are not only specific but also respectful of their expertise and experiences.

It’s essential to review your research project’s goals before finalizing your questions. This review will ensure that the questions you ask will lead to answers that contribute to your overall research objectives. For example, if your project is focused on exploring the challenges in a particular field, your questions should encourage participants to reflect on their personal experiences with those challenges.

Another key aspect of preparation is practicing your interview technique. While it may seem simple to ask questions, conducting an effective interview requires skill and practice. You need to be able to listen actively, respond appropriately, and follow up with probing questions when necessary. Practicing common research interview questions can help you build the confidence and agility needed to adapt to the flow of the conversation. Additionally, showing enthusiasm and interest in the research project and the participant’s experiences can help create a positive interview environment, encouraging participants to open up and share more freely.

Examples of poor questions and how to improve them

Poorly constructed questions can lead to vague, inaccurate, or incomplete data, jeopardizing the quality of your research. One of the most common mistakes in interview design is asking leading questions. These are questions that subtly suggest a specific answer, thus biasing the participant’s response. For instance, asking, “Don’t you think the new software was an improvement over the previous version?” implies that the software is, in fact, an improvement. This can lead the participants to agree, even if they hold a different opinion. A better approach would be to frame the question neutrally: “How would you compare the new software to the previous version?” This way, the participant is free to express their actual experience without feeling pressured to confirm your assumption.

Another issue arises when questions are too broad. A question like, “Can you describe your experience in this job?” is likely to overwhelm the participant. They might not know where to start or may focus on irrelevant details, leading to responses that are difficult to analyze. Narrowing the scope can provide more valuable insights. A revised question, such as “Can you describe a challenging project you’ve worked on in this role and how you handled it?” allows the participant to focus on a specific aspect of their job, leading to more useful and detailed responses.

Questions that are too narrow or closed-ended also pose a problem. Asking, “Do you like your current role?” invites a simple “yes” or “no” answer, which limits the depth of the data collected. A better alternative would be, “What aspects of your current role do you enjoy, and what areas do you find challenging?” This type of question invites a more reflective and nuanced response, offering richer data for analysis.

Avoiding jargon or overly technical language is another crucial point. If your participant doesn’t fully understand the question, their answer might be vague or off-topic. For example, a question like, “How do you utilize the TPS reporting framework in your daily operations?” may confuse someone unfamiliar with that term. A clearer question would be, “Can you describe how you use reporting tools in your daily workflow?” This ensures that the participant can provide a relevant and accurate response.

Lastly, double-barreled questions can confuse participants and skew results. A double-barreled question combines two separate issues into one question, such as “Do you find the software easy to use, and does it improve your productivity?” Participants might agree with one part of the question but disagree with the other, making it difficult to interpret their answers. It’s better to split the question into two: “Do you find the software easy to use?” followed by “Has it improved your productivity?” This ensures clarity and more accurate data collection.

Examples of questions in different industries

The type of questions you ask during an interview can vary significantly based on the industry or context in which you're conducting research. For instance, in healthcare settings, interviews often explore deeply personal experiences related to patient care, treatment outcomes, or policy impact. In such cases, it's crucial to craft questions that are both sensitive and open-ended. Asking a question like, “How did the new healthcare policy affect your practice?” encourages healthcare professionals to provide a broad overview of their experiences, touching on both positive and negative aspects. On the other hand, a question such as, “Did the policy improve your practice?” would limit the response to a simplistic yes or no, missing out on nuanced feedback about its practical impact.

Psychology research

In qualitative research, especially in fields like psychology or healthcare, sensitive questions must be approached with care to ensure participants feel comfortable sharing their experiences. Here's an example:

If you're conducting research on trauma recovery, asking a question like, "Did the traumatic event make you feel weak?" is problematic because it assumes a negative emotional response and could be emotionally distressing for the participant. It also carries the risk of making the participant feel judged or misunderstood.

A more sensitive approach would be to ask, "Can you describe how you felt after the event, and what helped you cope during that time?" This question is open-ended, neutral, and allows the participant to share their feelings without imposing assumptions. It also gives them the freedom to disclose only what they are comfortable with, while still providing valuable insights into their recovery process.

By framing sensitive questions carefully, you foster a trusting environment where participants can share their experiences openly and without fear of judgment.

Business research

In the business world, interview questions are often designed to uncover insights about leadership, management strategies, and market trends. For example, in a corporate environment, asking “What leadership strategies have you found most effective in managing a large team?” invites a detailed exploration of the interviewee’s experiences and strategies. However, if you were to ask, “Is it challenging to manage a large team?” the participant might simply agree without elaborating on how they approach leadership challenges or which specific methods they use to overcome them.

Education research

In the field of education, interview questions often need to focus on curriculum development, teaching methodologies, and student outcomes. An open-ended question like, “Can you describe a teaching strategy that you’ve found particularly effective in engaging students?” allows educators to reflect on their personal teaching experiences and share innovative approaches. Conversely, asking, “Is it difficult to engage students?” offers limited scope for elaboration and may result in a shallow response that doesn’t provide useful data for your research.

Tech research

The tech industry, especially in user experience (UX) research, relies heavily on qualitative interviews to understand how users interact with software or devices. A poorly structured question in this field might be, “Do you like using this app?” A much more effective approach would be to ask, “Can you walk me through a time when you used this app to accomplish a specific task, and how was that experience?” This allows users to describe their interaction in detail, providing insights into usability, functionality, and design flaws that may not emerge from a simple yes or no answer.

Market research

In market research, where consumer behavior is a key focus, interview questions should dig into the reasons behind purchasing decisions. Instead of asking, “Do you prefer Brand X over Brand Y?” a better question might be, “What factors influence your decision to choose Brand X over other similar products?” This encourages participants to think critically about their decision-making process, offering valuable data that can inform marketing strategies or product development.

By tailoring your interview questions to the specific industry or context, you increase the chances of collecting data that is both relevant and actionable, ensuring that your research findings are robust and meaningful.

Conclusion

Effective interview questions are the foundation of any successful qualitative research project. By crafting thoughtful and relevant questions, you can gather rich and meaningful data that contributes to a deeper understanding of your research topic. Remember that the quality of your questions directly influences the quality of your data. Avoiding common pitfalls, such as leading or closed-ended questions, and using best practices in preparing for interviews, can significantly improve your data collection process.

As a researcher, mastering the art of interview design is essential for advancing your research career. The insights gained from well-conducted interviews not only inform your current research project but also shape your future work. By continually refining your approach to interview questions, you enhance your ability to collect valuable data, making your research more impactful and meaningful.