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© 2023 Breaking Binaries Research. All rights reserved.
Professor Katrina Pritchard
&
Dr Helen Williams
School of Management, Swansea University
Summer Sessions
Qualitative Research Support
© 2023 Breaking Binaries Research. All rights reserved.
About us
Advanced
Qualitative
Methods
Leadership
Teaching
UG, PGT &
MBA
Gendered
expectations
as & at
work
Podcast:
Prefer not
to say…
Inequalities
In
Entrepreneurship
Negotiating
Difference
At
Work
Based at
Swansea University
Exploring complex identities
at work
Research funding from
Swansea University
CIPD
ISBE
© 2023 Breaking Binaries Research. All rights reserved.
Part 1: The Interview
• The research interview: the what, the who, the how the hell?
• Common pitfalls of interviewing
• Interview skills: overview
Part 2: Interviewing Skills
• Becoming the ‘interviewer’
• Critical Incident Technique(s) (CIT) (a guide)
• Interview demonstration (the set up)
Part 3
• Interviewing exercise and observations (using probes to achieve depth)
• Feedback and close
What To Expect
© 2023 Breaking Binaries Research. All rights reserved.
What are your greatest challenges when it comes to
interviewing?
Add them to the chat!
Your Experiences
© 2023 Breaking Binaries Research. All rights reserved.
Part 1: The Interview
© 2023 Breaking Binaries Research. All rights reserved.
Why Research Interviews?
• One of the most popular methods of data collection in
qualitative research.
• A dialogic exchange between a researcher-interviewer and
participant(s)-interviewee.
• Interview is seen as a process of knowledge exchange;
knowledge that is revealed by the participant as a result of
“meaningful dialogue” (Dundon & Ryan, 2010, p. 564).
• Increasingly critiqued for being over-simplified, rather than
understood as a craft (e.g., Silverman, 2017).
© 2023 Breaking Binaries Research. All rights reserved.
 Photo-elicitation
 Object interviews
 Technologically mediated interviews
 Interviews with multiple participants
 Behavioral event interviews
 Phenomenological Interviews
 Participant-led interviews
Types of Qual Research Interviews
© 2023 Breaking Binaries Research. All rights reserved.
As qualitative researchers, we must consider ethical implications
when it comes to conducting interviews.
• Informed consent
• Right to refuse a question
• Recording rights
• Right to withdraw
• Right to anonymity/confidentiality etc
Further debate focuses on selection of participants; the question
of ‘how many participants?’ receives particular attention
(Saunders & Townsend, 2016).
How do we engage with different interviewees, from those
deemed vulnerable, to the powerful organizational executive?
Ethical Considerations
This Photo by Unknown
Author is licensed under CC
BY-SA
© 2023 Breaking Binaries Research. All rights reserved.
• Setting up your interview correctly
• Asking leading questions
• Using judgmental language or tone
• Dealing with ‘talkers’
• Dealing with silent participants
• Managing sensitive topics
• Managing informed consent
• Getting enough depth from your data
• Managing multiple modes (using
elicitation tools etc)
• Interview design does not suit
epistemological commitments
• Managing your self
Common Challenges
© 2023 Breaking Binaries Research. All rights reserved.
Key Interview Skills: An Overview
• Designing interview questions and structure
• Setting up your interview (online vs. in-person)
• Coaching as opposed to leading your participant
• Using probes
• Active vs. passive listening
• Navigating emotions
• Ending your interview
© 2023 Breaking Binaries Research. All rights reserved.
• A key challenge for any interviewer is how you can
use questions to help you achieve depth
• Getting beyond generalisations is a key skill (that
needs to be developed)
• Short probes help to dig below the surface – this
requires active listening and closely following
participant's responses
Duck Diving: Achieving ‘Depth’
© 2023 Breaking Binaries Research. All rights reserved.
The Documentary Maker
This Photo by Unknown Author is licensed under CC BY-SA
© 2023 Breaking Binaries Research. All rights reserved.
• What was your thinking behind that?
• How did you respond (to that)?
• How did that make you feel?
• When you say X, what do you mean by that?
• Tell me a bit more about X?
• What did they/she/he say?
• Take me back to X…
• Can you tell me a bit more about the nature of…?
• The shorter the better!
• The use of ‘why’ questions are often discouraged.
Useful Probes
© 2023 Breaking Binaries Research. All rights reserved.
An effective interviewer is aware of how they may be perceived by participants (before, during,
and after the interview):
• Role of voice/tone (audio queues)
• Role of body language (visual queues)
• Thinking about how you may be perceived by participants – judging how much of ‘you’
needs to be communicated
• Being aware of how you are responding to certain participants (halo effect etc)
• You will be be biased – the key is understanding how this can impact the interview
dynamic.
The Role of Self-Awareness/Reflexivity
© 2023 Breaking Binaries Research. All rights reserved.
Part 2: Interview Skills in Practice
© 2023 Breaking Binaries Research. All rights reserved.
• One of the most common methods of questioning interviewees in qualitative
research
• The explicitation interview, is a form of guided retrospective introspection
(Bedin et al., 2019; Vermersch, 1995)
• Take inspiration from so-called ‘Ericksonian language’ and also the non-directive
interview techniques of psychologist Rogers (1985), which stipulate the use of a
specific kind of open question in contrast to closed questions (Petitmengin,
2006, pp. 250–255)
• Aims to draw ‘granularity’ from your discussion (Vermersch, 2009, p. 51)
The Explicitation Technique
© 2023 Breaking Binaries Research. All rights reserved.
• Depends on your research question
• Generally, start with broad open questions
• Use your probes to help prompt the participant
• Think about the ‘type’ of participant you are interviewing
• You may have to adapt your questions
• 3 - 5 overarching, open questions (this is not about just asking your research
question!)
Designing Interview Questions
© 2023 Breaking Binaries Research. All rights reserved.
• Researcher safety
• Preparing your interview ‘kit bag’
(same for online)
• Logistics (what, when, where etc.)
• Participant communication
(before, during, after)
Before Your Interview…
This Photo by Unknown Author is licensed under CC BY-NC-ND
© 2023 Breaking Binaries Research. All rights reserved.
Every participant you interview will be different, this requires adaptability in your approach
Neurodivergent participants may require questions to be asked differently (for example, you
may need to be more direct, rather than open and non-specific)
Needs may not be apparent until you are in the interview (have some common statements up
your sleeve to help you here)
Sending materials in advance?
Know when to stop (this should always be participant-led)
Adapting to Participant’s Needs
© 2023 Breaking Binaries Research. All rights reserved.
The set-up is (for us) the most important part of the interview
Set up your interview space (water, pens, paper etc)
Managing expectations is key to a good interview (no surprises!)
Points to cover in your set-up:
• What you are going to be discussing, and why
• How long the interview will last
• The structure of the interview (and the kinds of questions being discussed)
• If you are using elicitation materials, introduce these
• Provide them a chance to ask any questions
• Discuss how you are recording the interview
Getting the set-up right (in-person)
© 2023 Breaking Binaries Research. All rights reserved.
© 2023 Breaking Binaries Research. All rights reserved.
Test your connection and make sure your participant’s connection is also good
We always record the interview on a Dictaphone too (just in case!)
Ensure to discuss that a recording will also involve visual and audio (video must be deleted after the
interview), especially if you are using Teams or Zoom
Ask if they would like closed captions turned on
Points to cover in your set-up(in addition to in-person set up):
• What to do if connection is lost or if interview is interrupted
• Check to see if the participant is in a place where they can speak freely (and audio is good enough)
• Ensure participant is comfortable and has everything they need
• Try to be relaxed!
Getting the set-up right (online)
© 2023 Breaking Binaries Research. All rights reserved.
Interview set-up demonstration
• Observe our online live interview set-
up!
• You will be practising this shortly!
© 2023 Breaking Binaries Research. All rights reserved.
Important to allow your participant space to reflect and
decompress
Make notes about what is said during this time
Repeat setting up steps to reinforce:
• Next steps (what’s going to happen with their data)
• Informed consent
• How to contact you or your research team
The Importance the Debrief
© 2023 Breaking Binaries Research. All rights reserved.
This Photo by Unknown Author is licensed under CC BY-SA-NC
This Photo by Unknown Author is licensed under CC BY-SA
Searching for data nuggets…
© 2023 Breaking Binaries Research. All rights reserved.
• What was your thinking behind that?
• How did you respond (to that)?
• How did that make you feel?
• When you say X, what do you mean by that?
• Tell me a bit more about X?
• What did they/she/he say?
• Take me back to X…
• Can you tell me a bit more about the nature of…?
• The shorter the better!
• The use of ‘why’ questions are often discouraged.
Useful Probes
© 2023 Breaking Binaries Research. All rights reserved.
Part 3: Interview
Exercise/Observations
© 2023 Breaking Binaries Research. All rights reserved.
Observe probing technique
• Using broad, open questions is key
• Probing for depth and detail is a key
skill to develop
• This can be harder online (so the set-up
is important here)
© 2023 Breaking Binaries Research. All rights reserved.
In trios take turns to be:
• Interviewer
• Interviewee
• Observer
Practice probing and getting below the surface!
Start with the question:
• Can you tell me about a time at work where you felt really proud?
Max 5 mins each
Your Turn!
© 2023 Breaking Binaries Research. All rights reserved.
Remember: interviewing is a skill, the more you do the easier it
gets
It’s ok if you ask leading questions or make mistakes, don’t
panic! Just keep going and mark it up in your transcript later
(you won’t be able to use this data)
Always pilot your interview questions!
Informed consent is not static
Debrief
© 2023 Breaking Binaries Research. All rights reserved.
© 2023 Breaking Binaries Research. All rights reserved.
@ProfKPritchard
@HelenCWilliams
@BreakBinaries
helen.c.williams@swansea.ac.uk
k.l.pritchard@swansea.ac.uk

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BBR 2024 Summer Sessions Interview Training

  • 1. © 2023 Breaking Binaries Research. All rights reserved. Professor Katrina Pritchard & Dr Helen Williams School of Management, Swansea University Summer Sessions Qualitative Research Support
  • 2. © 2023 Breaking Binaries Research. All rights reserved. About us Advanced Qualitative Methods Leadership Teaching UG, PGT & MBA Gendered expectations as & at work Podcast: Prefer not to say… Inequalities In Entrepreneurship Negotiating Difference At Work Based at Swansea University Exploring complex identities at work Research funding from Swansea University CIPD ISBE
  • 3. © 2023 Breaking Binaries Research. All rights reserved. Part 1: The Interview • The research interview: the what, the who, the how the hell? • Common pitfalls of interviewing • Interview skills: overview Part 2: Interviewing Skills • Becoming the ‘interviewer’ • Critical Incident Technique(s) (CIT) (a guide) • Interview demonstration (the set up) Part 3 • Interviewing exercise and observations (using probes to achieve depth) • Feedback and close What To Expect
  • 4. © 2023 Breaking Binaries Research. All rights reserved. What are your greatest challenges when it comes to interviewing? Add them to the chat! Your Experiences
  • 5. © 2023 Breaking Binaries Research. All rights reserved. Part 1: The Interview
  • 6. © 2023 Breaking Binaries Research. All rights reserved. Why Research Interviews? • One of the most popular methods of data collection in qualitative research. • A dialogic exchange between a researcher-interviewer and participant(s)-interviewee. • Interview is seen as a process of knowledge exchange; knowledge that is revealed by the participant as a result of “meaningful dialogue” (Dundon & Ryan, 2010, p. 564). • Increasingly critiqued for being over-simplified, rather than understood as a craft (e.g., Silverman, 2017).
  • 7. © 2023 Breaking Binaries Research. All rights reserved.  Photo-elicitation  Object interviews  Technologically mediated interviews  Interviews with multiple participants  Behavioral event interviews  Phenomenological Interviews  Participant-led interviews Types of Qual Research Interviews
  • 8. © 2023 Breaking Binaries Research. All rights reserved. As qualitative researchers, we must consider ethical implications when it comes to conducting interviews. • Informed consent • Right to refuse a question • Recording rights • Right to withdraw • Right to anonymity/confidentiality etc Further debate focuses on selection of participants; the question of ‘how many participants?’ receives particular attention (Saunders & Townsend, 2016). How do we engage with different interviewees, from those deemed vulnerable, to the powerful organizational executive? Ethical Considerations This Photo by Unknown Author is licensed under CC BY-SA
  • 9. © 2023 Breaking Binaries Research. All rights reserved. • Setting up your interview correctly • Asking leading questions • Using judgmental language or tone • Dealing with ‘talkers’ • Dealing with silent participants • Managing sensitive topics • Managing informed consent • Getting enough depth from your data • Managing multiple modes (using elicitation tools etc) • Interview design does not suit epistemological commitments • Managing your self Common Challenges
  • 10. © 2023 Breaking Binaries Research. All rights reserved. Key Interview Skills: An Overview • Designing interview questions and structure • Setting up your interview (online vs. in-person) • Coaching as opposed to leading your participant • Using probes • Active vs. passive listening • Navigating emotions • Ending your interview
  • 11. © 2023 Breaking Binaries Research. All rights reserved. • A key challenge for any interviewer is how you can use questions to help you achieve depth • Getting beyond generalisations is a key skill (that needs to be developed) • Short probes help to dig below the surface – this requires active listening and closely following participant's responses Duck Diving: Achieving ‘Depth’
  • 12. © 2023 Breaking Binaries Research. All rights reserved. The Documentary Maker This Photo by Unknown Author is licensed under CC BY-SA
  • 13. © 2023 Breaking Binaries Research. All rights reserved. • What was your thinking behind that? • How did you respond (to that)? • How did that make you feel? • When you say X, what do you mean by that? • Tell me a bit more about X? • What did they/she/he say? • Take me back to X… • Can you tell me a bit more about the nature of…? • The shorter the better! • The use of ‘why’ questions are often discouraged. Useful Probes
  • 14. © 2023 Breaking Binaries Research. All rights reserved. An effective interviewer is aware of how they may be perceived by participants (before, during, and after the interview): • Role of voice/tone (audio queues) • Role of body language (visual queues) • Thinking about how you may be perceived by participants – judging how much of ‘you’ needs to be communicated • Being aware of how you are responding to certain participants (halo effect etc) • You will be be biased – the key is understanding how this can impact the interview dynamic. The Role of Self-Awareness/Reflexivity
  • 15. © 2023 Breaking Binaries Research. All rights reserved. Part 2: Interview Skills in Practice
  • 16. © 2023 Breaking Binaries Research. All rights reserved. • One of the most common methods of questioning interviewees in qualitative research • The explicitation interview, is a form of guided retrospective introspection (Bedin et al., 2019; Vermersch, 1995) • Take inspiration from so-called ‘Ericksonian language’ and also the non-directive interview techniques of psychologist Rogers (1985), which stipulate the use of a specific kind of open question in contrast to closed questions (Petitmengin, 2006, pp. 250–255) • Aims to draw ‘granularity’ from your discussion (Vermersch, 2009, p. 51) The Explicitation Technique
  • 17. © 2023 Breaking Binaries Research. All rights reserved. • Depends on your research question • Generally, start with broad open questions • Use your probes to help prompt the participant • Think about the ‘type’ of participant you are interviewing • You may have to adapt your questions • 3 - 5 overarching, open questions (this is not about just asking your research question!) Designing Interview Questions
  • 18. © 2023 Breaking Binaries Research. All rights reserved. • Researcher safety • Preparing your interview ‘kit bag’ (same for online) • Logistics (what, when, where etc.) • Participant communication (before, during, after) Before Your Interview… This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 19. © 2023 Breaking Binaries Research. All rights reserved. Every participant you interview will be different, this requires adaptability in your approach Neurodivergent participants may require questions to be asked differently (for example, you may need to be more direct, rather than open and non-specific) Needs may not be apparent until you are in the interview (have some common statements up your sleeve to help you here) Sending materials in advance? Know when to stop (this should always be participant-led) Adapting to Participant’s Needs
  • 20. © 2023 Breaking Binaries Research. All rights reserved. The set-up is (for us) the most important part of the interview Set up your interview space (water, pens, paper etc) Managing expectations is key to a good interview (no surprises!) Points to cover in your set-up: • What you are going to be discussing, and why • How long the interview will last • The structure of the interview (and the kinds of questions being discussed) • If you are using elicitation materials, introduce these • Provide them a chance to ask any questions • Discuss how you are recording the interview Getting the set-up right (in-person)
  • 21. © 2023 Breaking Binaries Research. All rights reserved.
  • 22. © 2023 Breaking Binaries Research. All rights reserved. Test your connection and make sure your participant’s connection is also good We always record the interview on a Dictaphone too (just in case!) Ensure to discuss that a recording will also involve visual and audio (video must be deleted after the interview), especially if you are using Teams or Zoom Ask if they would like closed captions turned on Points to cover in your set-up(in addition to in-person set up): • What to do if connection is lost or if interview is interrupted • Check to see if the participant is in a place where they can speak freely (and audio is good enough) • Ensure participant is comfortable and has everything they need • Try to be relaxed! Getting the set-up right (online)
  • 23. © 2023 Breaking Binaries Research. All rights reserved. Interview set-up demonstration • Observe our online live interview set- up! • You will be practising this shortly!
  • 24. © 2023 Breaking Binaries Research. All rights reserved. Important to allow your participant space to reflect and decompress Make notes about what is said during this time Repeat setting up steps to reinforce: • Next steps (what’s going to happen with their data) • Informed consent • How to contact you or your research team The Importance the Debrief
  • 25. © 2023 Breaking Binaries Research. All rights reserved. This Photo by Unknown Author is licensed under CC BY-SA-NC This Photo by Unknown Author is licensed under CC BY-SA Searching for data nuggets…
  • 26. © 2023 Breaking Binaries Research. All rights reserved. • What was your thinking behind that? • How did you respond (to that)? • How did that make you feel? • When you say X, what do you mean by that? • Tell me a bit more about X? • What did they/she/he say? • Take me back to X… • Can you tell me a bit more about the nature of…? • The shorter the better! • The use of ‘why’ questions are often discouraged. Useful Probes
  • 27. © 2023 Breaking Binaries Research. All rights reserved. Part 3: Interview Exercise/Observations
  • 28. © 2023 Breaking Binaries Research. All rights reserved. Observe probing technique • Using broad, open questions is key • Probing for depth and detail is a key skill to develop • This can be harder online (so the set-up is important here)
  • 29. © 2023 Breaking Binaries Research. All rights reserved. In trios take turns to be: • Interviewer • Interviewee • Observer Practice probing and getting below the surface! Start with the question: • Can you tell me about a time at work where you felt really proud? Max 5 mins each Your Turn!
  • 30. © 2023 Breaking Binaries Research. All rights reserved. Remember: interviewing is a skill, the more you do the easier it gets It’s ok if you ask leading questions or make mistakes, don’t panic! Just keep going and mark it up in your transcript later (you won’t be able to use this data) Always pilot your interview questions! Informed consent is not static Debrief
  • 31. © 2023 Breaking Binaries Research. All rights reserved.
  • 32. © 2023 Breaking Binaries Research. All rights reserved. @ProfKPritchard @HelenCWilliams @BreakBinaries helen.c.williams@swansea.ac.uk k.l.pritchard@swansea.ac.uk

Editor's Notes

  1. It has been suggested that interviews play a variety of different roles in qualitative research, and these are related to different ontological and epistemological assumptions. Commonly, scholars distinguish between ‘neopositivist’ and ‘interpretative’ perspectives (Alvesson, 2003; Roulston, 2018), where the first implies the use of interviews to capture ‘facts’ based on a neutral objectivist perspective; the second implies a focus on capturing meaning and experiences through empathetic engagement with interviewees. the interview has also been seen as a site for locally co-produced knowledge (Silverman, 2017). This approach - characterised as ‘constructionist’ (Gubrium et al., 2012; Roulston, 2018) - shifts to understanding how interviewees and interviewers discursively construct mutually acceptable accounts through interaction. Entrepreneurship scholars note how this fits well with the “uniqueness, heterogeneity, volatility, and mundanity of entrepreneurial phenomena” (Van Burg et al., 2020, p. 5).
  2. Open questions, in this context, should be directive and guide the interviewee to focus on the concrete and singular experiences that the interviewer is interested in understanding (Petitmengin 2006, p. 252). This is done by reformulating the last piece of description into a question and inviting the interviewee to check and further develop the accuracy of the reformulation.
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