Qualitative interviews #3 How to conduct interviews
Based on Qualitative Researcher Dr Kriukow's video on YouTube. If you like this content, support the original creators by watching, liking and subscribing to their content.
Rapport-building is the central goal during the interview, because participant stress can directly reduce the richness of qualitative data.
Briefing
Once the interview guide is ready, the biggest determinant of data quality is what happens during the session: building rapport so participants feel safe enough to share rich, candid stories. That rapport matters because qualitative interviews often take place in an unfamiliar setting, and participants can arrive stressed—especially when audio recording is involved. If anxiety takes over, the conversation tends to flatten, and the “rich data” researchers hope for never materializes.
A practical starting point is to handle the audio recording anxiety directly rather than pretending it isn’t there. Participants commonly worry about being recorded, so the approach is to acknowledge the unusual nature of the process, explain that the researcher will be the one listening to the recording, and normalize the experience. A specific tactic is to switch the recorder on early during casual conversation, so the sound becomes background rather than a sudden disruption. When the formal interview begins, participants already have time to adjust to the new role.
Rapport also depends on setting expectations for how the interview will differ from ordinary talk. The researcher should clarify that they will listen more than they speak, ask questions in a way that is not a test, and avoid evaluating participants’ answers. Emphasizing that there are no right or wrong responses signals that everything the participant shares is important and interesting.
During the interview, flexibility is treated as essential. The conversation should not be forced back to the guide if participants naturally move into a relevant area. Instead of interrupting to “save” topics for later, the researcher should let participants finish their thought and adjust the guide as needed. If the participant drifts into something completely off-topic, the researcher can gently redirect, but the key principle remains: don’t cut people off abruptly. If an off-topic segment is recorded, it can be marked as irrelevant during transcription rather than treated as a reason to stop talking.
Interruptions are discouraged even when a participant makes an important point and then shifts topics. A better practice is to note the missed opportunity and return later for clarification or expansion. Silence is also framed as normal and useful: longer pauses often reflect thinking and remembering, not a lack of content. The researcher should avoid filling quiet moments with extra probing questions that can pressure participants or steer their answers.
Finally, basic logistics can make or break the session. Audio equipment can fail at the worst possible moment, so the researcher should check repeatedly that recording is still running. The transcript also highlights a real consequence: after an especially interesting interview, discovering the recording was off means the researcher must rely on memory and notes—an outcome that is avoidable with periodic checks.
Cornell Notes
After preparing the interview guide, the session’s success hinges on rapport. Participants often feel anxious—especially about audio recording—so the researcher should acknowledge that stress, explain what will happen to the recording, and normalize the process. Switching the recorder on early during casual conversation helps participants get used to being recorded before the formal questions begin. During the interview, listening more than speaking, staying flexible, and minimizing interruptions protect participants from feeling judged or steered. Silence should be treated as a normal part of thinking, and recording equipment must be checked often because failures can destroy the ability to capture rich data.
How can researchers reduce participant anxiety about audio recording without ignoring it?
Why switch the recorder on early, and what changes when the formal interview starts?
What does “listen more than you speak” mean in qualitative interviews, and why does it matter?
How should researchers handle participants going off-topic or raising points that the guide doesn’t cover yet?
What’s the recommended approach to interruptions and silence during interviews?
What practical checks protect data quality during the interview?
Review Questions
- What specific steps can a researcher take at the start of an interview to make audio recording feel less threatening to participants?
- How should a researcher respond when a participant raises a topic that the guide planned to cover later—or not at all?
- Why is silence treated as acceptable during interviews, and what can go wrong if the researcher fills pauses with additional questions?
Key Points
- 1
Rapport-building is the central goal during the interview, because participant stress can directly reduce the richness of qualitative data.
- 2
Address audio recording anxiety openly by explaining what will happen to the recording and what the participant can expect.
- 3
Turn on the recorder early during casual conversation so participants acclimate before the formal questions begin.
- 4
Listen more than you speak to avoid influencing responses and to preserve participant statements as analyzable data.
- 5
Stay flexible: don’t interrupt to force the conversation back to the guide; let relevant detours play out and adjust later.
- 6
Minimize interruptions and treat silence as normal—long pauses often signal thinking rather than a lack of content.
- 7
Check recording equipment repeatedly during the interview to prevent losing key data to equipment failure.