Semi-structured interviews allow you to explore topics in more detail than is possible with other techniques such as surveys. They allow you to delve below the surface of the topic being discussed and explore people’s views in as much detail as possible. They aid your understanding of respondents’ thoughts, opinions, beliefs, experiences, values, barriers and influences etc. With qualitative methods such as interviews and focus groups, the idea is to go ‘deep rather than broad’, so you do not need to look for a statistically representative sample of individuals to interview. It is sometimes appropriate to compensate people for giving their time to take part in qualitative sessions (vouchers, money), to recognise and thank people for their time/contribution. It is important to ensure that any incentive is not so large as to make it hard to say no to taking part. Any incentive offers should be carefully considered and dependent on the project and resource as you develop your approach.
Page last updated: 06 Oct 2023