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One to one interview

A common qualitative research tool, one-on-one interviews are exactly what they sound like – in-depth interviews conducted one-on-one between an individual respondent and a professional qualitative researcher.

This approach aids understanding and can capture supplementary information. They are also flexible and allow for structured, semi structured and even unstructured approaches.

When to use an interview approach:

  • Sensitive topics;
  • Potential for bias;
  • Confidential information;
  • Busy target audience(s);
  • Detailed understanding.
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  • Personal touch allows for clarification of questions and misunderstandings to be corrected and relevant information gathered;
  • High response rate;
  • Reduce missing information;
  • Measure reactions;
  • Allows emotive issues to be raised with sensitivity;
  • Simple format to follow;
  • Interviewer can cover a wide range of topics;
  • Structured questions have the advantage of being easier to analyse.
  • Time consuming;
  • Need skills/training;
  • High cost;
  • Difficulty in organising interview times/dates;
  • Interviewers can be subjective;
  • Tend to reach small volumes of users;
  • Increases risk of identifying participants.
  • Qualitative data.
  • Large scale involvement;
  • Action plan.

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