Whether you're a researcher, a product manager, or an academic, qualitative research interviews are an excellent way to collect detailed information, data, and feedback on a specific topic.

For professionals in business, this could involve exploring customer perceptions of a new product or refining ideas for an upcoming launch. For academics, it might center around gathering information for your latest research paper or project.

In this guide, you'll learn how to effectively prepare for, structure, and transcribe a research interview to maximise the value of the insights you gather.

Jump to:

• Qualitative vs quantitative research

• How to prepare for a research interview

• How to structure your research interview

• What to do after the interview

• How to transcribe a qualitative research interview

In simple terms, quantitative research focuses on numbers and statistics, while qualitative research focuses on words, meanings, and human behavior.

The aim of qualitative research is to explore and describe a topic in depth, rather than measure it with numerical data. While quantitative research is typically carried out via surveys with close-ended questions (like yes/no or multiple-choice formats), qualitative research typically involves more open-ended methods such as interviews, which allow for richer, more nuanced insights.

Preparation is key when it comes to ensuring you get the most out of your research interview. Here are five ways to prepare ahead of the interview:

Start by clearly defining what you want to achieve from the interview, and plan your questions based on this. Part of the beauty of qualitative interviews is their flexibility - you can't predict how the respondent will answer. But you can prepare follow-up questions to explore different directions as the conversation unfolds.

The number of questions you should ask in a research interview will vary depending on the project and the type of interview you want to conduct. For an academic research interview you might focus on one or two broad questions alongside the main research question. In business settings, you may have a longer list of questions. It's a good idea to prioritize a few key questions and have a range of follow-up questions ready to dive deeper into specific topics as needed.

For more tips on crafting interview questions, check out our guide on how to interview someone for an article.

Rehearse the interview with a colleague or peer to build confidence and refine your interview technique. Focus on actively listening throughout the practice session, and ask for feedback on your body language, tone, and overall demeanor.

As you go through the questions, pay attention to any phrasing that could be improved or clarified. Also make note of any follow-up questions or new ideas that arise during the practice, so you can incorporate them into the real interview.

For face-to-face interviews, select a location where both you and the interviewee will feel comfortable and at ease. A professional setting like an office provides structure, while a more casual environment - such as a café - can feel more relaxed and informal. The key is to choose a space that suits the tone of the interview and encourages open, honest conversation.

Ensure your interviewee is informed well in advance about the details of the interview - when and where it will take place, how long it will last, and what they should expect. Research interviews typically range from 20 to 30 minutes, but the duration can vary depending on the context.

Clearly communicate the purpose of the interview so that your participant understands the goals and feels prepared for the session.

Recording an interview is good practice, as it allows you to focus on actively listening and asking insightful follow-up questions, without the distraction of taking notes. Make sure you have your recording equipment, such as a laptop and microphone, prepared and tested before the interview begins. Double-check that everything is working smoothly to avoid any technical issues during the session.

Start by greeting the participant and easing them into the conversation with some friendly chit-chat. Introduce yourself and explain the purpose of the interview. If you're recording, be sure to ask for their permission before you begin.

Then you can start working through your questions. How you structure the interview from this point onwards depends on your objectives:

• You may choose a structured approach, sticking closely to a prepared list of questions to maintain focus.

• You could follow a semi-structured format, where you have a list of questions but allow for tangents and deeper exploration of interesting insights as they arise.

• Or you might prefer an unstructured interview, giving the interviewee the freedom to speak freely and direct the conversation.

However you choose to structure the interview, ensure you're actively listening throughout and give the interviewee plenty of time to respond to each question. Don't be afraid of silence, as these pauses often encourage deeper reflection and can lead to valuable insights. And make sure you ask follow-up questions to dive deeper into participants' responses.

Respect the agreed timeframe, and as you wrap up, ask if they have any final questions or additional thoughts to share. Thank them for their time and let them know how and when you'll follow up, if necessary.

Soon after the interview is finished, it's a good idea to transcribe the interview recording and start your analysis while the information is fresh in your mind. Consider using transcription software to speed up the process and ensure accuracy, allowing you to focus more on the content rather than the mechanics of transcription.

As you review the transcript, take note of key points, standout quotes, important findings, and any recommendations that arise. This initial reflection will help you better understand the insights from the interview and may reveal patterns or themes you hadn't noticed before.

Once you've completed the transcription, take a moment to reflect on the overall quality of the interview. Did you gather the depth of insight you expected? Were there any parts that felt unclear or rushed? This can help you improve your interview questions and techniques for future sessions.

If you're conducting multiple interviews, you can also start to cross-reference insights to reveal recurring themes, providing richer insights for your research.

Transcribing research interviews is beneficial for a whole host of reasons:

• Eliminates the need for note-taking during the interview, so you can stay focused and engaged

• Enables easy searching, so you can quickly find key sections, themes, and keywords

• Allows you to copy and paste verbatim quotes from your academic transcriptions directly into your reports

• Facilitates detailed analysis and cross-referencing

• Enables clear annotation and coding of data

• Improves accessibility for colleagues or stakeholders who are hard of hearing or prefer reading over listening

• Simplifies the process of translating transcripts into different languages

• Provides a permanent record that you can revisit anytime as your research progresses or as new insights emerge.

The most efficient way to transcribe a qualitative interview is by using transcription software like Transcribe. Our AI-powered tool delivers high-quality transcriptions in just minutes, saving you from the time-consuming task of transcribing by hand.

Simply upload the audio or video file to the Transcribe app or online editor, and you'll receive an automated transcription in a matter of minutes - if not seconds - which you can then search, summarize, analyze, and export.

Check out our guide on how to transcribe qualitative research interviews for step-by-step guidance.