How do you use primary research interviews to generate new ideas or hypotheses?

Next to defining a research goal, I highly recommended writing down some "what-if" action points. "If our results are this, these are the actions we'll take". You'll often find it that your stakeholders might not be able to act on your research and it might be a bad investment. Or you might find that the decisions you're trying to take require a different type of inquiry all-together.

Before diving into primary research interviews, it's crucial to define your research goal succinctly. Clearly articulate what you aim to achieve through the interviews, whether it's exploring a specific problem, gaining insights into a particular phenomenon, or generating new hypotheses. A well-defined research goal serves as a compass, guiding the direction of your interviews and ensuring that the data collected is relevant and meaningful to your objectives.

Defining your research goal is like deciding what you want to find out. It's the big question you're trying to answer. First, think about what you're curious about or what problem you want to solve. For example, if you're studying plants, your goal might be to understand how different factors affect their growth. Once you know your goal, you can plan your interviews to gather the right information to help you reach it. So, take some time to think about what you really want to learn, and that will guide you in your research journey.

While I agree qual requires skill to conduct and analyse, I disagree that it requires more skill than quant analysis - it's just that the skills are different.

When selecting an interview method, consider factors such as the nature of your research question, the level of depth desired, and the accessibility of participants. Choose between structured, semi-structured, or unstructured formats based on your specific needs. Structured interviews provide consistency and ease of analysis, while semi-structured interviews offer flexibility for probing deeper into responses. Unstructured interviews allow for open-ended exploration but may require more time and effort to analyze. Select the method that best aligns with your research goals and resources available.

Choosing your interview method means deciding how you'll talk to people to learn what you need. There are different ways to do this, like face-to-face, over the phone, or online. Pick the method that works best for your research and the people you want to talk to. If you want detailed answers and can meet in person, face-to-face might be best. If your participants are spread out or it's more convenient, phone or online interviews could work. Think about what will help you get the information you need in the most comfortable way for everyone involved.

The article conflates qualitative and quantitative interviews which require different skills and achieve different outcomes. This is reflected in the earlier sections but ignored later on (e.g. in this section) - it doesn't make sense to lump them together for sections such as 'prepare your interview guide'

Preparing your interview guide is essential for conducting effective primary research interviews. Start by outlining the key topics or themes you want to cover based on your research goals. Develop open-ended questions that encourage participants to share their insights and experiences freely. Ensure the questions are clear, concise, and relevant to your objectives. Structure the guide in a logical sequence to facilitate the flow of conversation during the interview. Finally, pilot-test the guide with a small sample of participants to identify any potential issues and refine it accordingly before conducting the full interviews.

Preparing your interview guide is like making a list of questions to ask during the interview. Start by writing down the main topics you want to cover. Then, think of specific questions for each topic that will help you get the information you need. Make sure your questions are clear and easy to understand. Also, leave room for follow-up questions to dig deeper into interesting points. Having a well-prepared guide will keep your interview focused and ensure you gather the information you need.

Recruiting and screening participants for your primary research interviews is a critical step in ensuring the quality and relevance of your data. Begin by identifying potential participants who possess the knowledge or experience relevant to your research objectives. Develop specific criteria for participant selection based on factors such as demographics, expertise, or specific characteristics related to your research topic. Use various methods such as email invitations, social media outreach, or professional networks to reach potential participants. Screen candidates carefully to ensure they meet your selection criteria and can provide valuable insights during the interview process.

Always recruit more and more varied participants than you think is neccessary. There will always be people who don't show up. There will always be perspectives you weren't expecting. Even if you're working with a very specific niche sample, try to include a few more "generic" respondents for comparison.

When conducting primary research interviews, create a comfortable and conducive environment for participants to share their thoughts openly. Begin by establishing rapport and explaining the purpose of the interview. Use active listening techniques to encourage participants to elaborate on their responses. Follow the interview guide while allowing flexibility for spontaneous insights. Probe deeper into interesting areas and remain neutral to avoid bias. Finally, conclude the interview by summarizing key points and expressing gratitude for their participation.

Keep in mind your target audience when running interviews and try to match their energy. A good conversation, where the other person feels safe, comfortable and understood will always reveal better insights. Make sure your participants are comfortable enough to share words of harsh critique and be brutally honest. If you're working with groups or cultures you're not very familiar with, do your homework. You'll always learn more if you're perceived as an "insider" and not an "outsider"!

In exploratory, primary interviews for confirming or generating hypothesis, participants may at times be shy about voicing their true sentiments, experiences, aspirations etc. Instead they may take cues and follow the lead of more vocal group participants in a group interview, or voice a perceived popular or politically correct response instead of their personal response, both in a group or a personal interview. Therefore, it must be ensured that the responses really are as genuine and personal as possible by probing the respondents by subtle or careful counter questions, or suggestive prompts, to draw out the real, personal responses that ensure the integrity and success of the interview in achieving the desired aim and further directions.

One thing I find increasingly helpful is working with NLP and LLMs to synthesize and analyze qualitative data. ChatGPT is really good at consuming and summarizing transcripts, as well as coding the responses. It's especially helpful for more large-scale projects.

When specifically generating new ideas, it's good to focus on the less frequent themes or themes that are less agreed on. The best findings can be found where there is tension and lack of consensus.