深度访谈

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什么是深度访谈（“IDI”）？

An in-depth interview is a qualitative research method in which just one person is interviewed, usually for 1.5 to 2 hours.

Also known as a ‘one-on-one’, there are instances when a third individual may be present, such as a client’s technical expert, engineer, or product development person who can probe and/or clarify questions about a specific subject matter.

如何进行深度访谈？

IDIs are normally conducted face-to-face but occasionally can be done over the phone. When both parties have them available, a mix can be accomplished using webcams, FaceTime, Skype, or similar videoconferencing tools.

A 讨论指南 frames the conversation. Many questions are open-ended rather than yes/no or multiple-choice. Because an IDI can veer off in many directions, leaving adequate time to explore tangential paths is important.

何时使用 IDI

在某些情况下，面对面访谈是从受访者那里获取信息的最佳方法，有时甚至是唯一有效的方法。

• 例如，医生、牙医和护士可能会被问及非常 敏感话题 that they would prefer not to discuss in a group setting.A trained researcher may be able to interview over the phone if the workplace or an offsite meeting room is not available for such a discussion.
• 和健康一样，一个人的财务或性行为可能与同龄人不同或更复杂。尽管人们不愿意在一群陌生人面前讨论这些私人问题，但受访者在与另一个人交谈时通常会感到更放松、更坦诚，就像在深入访谈中一样。
• 技术用户对其设备有着独特的体验，这些体验最好在一对一访谈中捕捉、讨论、报告和记录。关于可用性、直观性、可发现性和满足期望的问题都可以探讨，例如，当受试者在网站上搜索内容、玩视频游戏、使用应用程序或在智能手机上进行多任务处理时。
• 如果希望确保从每个受访者那里获得反馈，IDI 会消除焦点小组中可能出现的主导、领导人物的作用。
• IDIs may be especially helpful in B2B research where subjects who possess unique job skills and knowledge are sought.
• One helpful feature of an in-person interview is that body language, facial expressions, moods, and other nonverbal behaviors can be directly observed. For example, does a topic make someone smile/laugh or feel uncomfortable? Such cues provide added information that can be integrated with what a person thinks about a product, concept, or message.

成本和其他权衡

• Interviewing one person at a time is one of the most expensive forms of qualitative research. The key value is that a detailed understanding of an issue, product or service can be obtained. A small group of IDIs can provide the majority of content to pursue in focus groups, or surveys administered to a larger, more projectable population sample.
• 虽然焦点小组主持人可以在进行一次深入访谈所需的相同时间内从 10 人那里获得意见，但这种方法需要花费场地租赁和茶点费用，以及让客户往返并花时间观看讨论的费用。此外，与 90 分钟的深入访谈相比，焦点小组成员通常最多参与（发言）会议的十分之一，即不到 10 分钟。
• Compensation for participating in either an IDI or focus group tends to be about the same amount.  It will vary depending upon the profession and other demographics that impact the difficulty of finding qualified and willing recruits.
• Scheduling an IDI with one person takes less time than trying to assemble several people for a focus group.

最后评论. In-depth interviewing is a beneficial research method, but because of its limited number of subjects (usually 10-25), results should not be used to project to a broad audience. Rather, they should be complemented by and form the basis of questions for focus groups and larger-scale surveys.

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