深度访谈

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。
  
  
• 参加 IDI 或焦点小组的报酬通常大致相同。报酬会因职业和其他人口统计数据而异，这些因素会影响找到合格且愿意招募的人员的难度。
  
  
• 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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