The flow of an interview depends on the researcher’s ability to keep it conversational as well as the interviewee’s engagement. For example, if your interviewee is reluctant to respond at length to open-ended questions, you may have to insert more probes. Additionally, questions should not feel random to the participants. That is, it should be clear why you are asking the questions and how they are connected to each other and to the general topics. In order for participants to know what to expect and stay engaged, you can explain the order and types of questions prior to the interview (Avineri, 2017).
As the diagram above suggests, qualitative interviews typically begin with easier questions. Early questions can be factually based, giving the interviewees time to “warm up” before getting into the more descriptive or reflective questions. Descriptive (or fact-based) questions simply set the scene and don’t require the participant to provide their personal beliefs and attitudes. For example, a question in the early moments of an interview might ask a participant to describe an experience in detail. Later on, you will transition to reflective questions where you ask participants to share their opinions about that experience.
In general, questions can be ordered in the following way:
Between these questions, you may ask follow-ups and probes that align with the interviewee’s answers. When you are tempted to use the word “why,” which may come off as judgmental, consider trying phrases such as “can you tell me more about that?” or “what influenced that decision?” Avoiding a confrontational tone is essential to creating the environment for a successful interview.
Since long lists of fact-based questions may disengage participants, you can intersperse these questions throughout the interview. Additionally, participants may find it easier to answer questions about the present, as opposed to the past or the future (McNamara, 2022). Demographic questions should be asked at the very end of the interview after rapport has been established (Avineri, 2017).
The presentation below provides some ways to keep your conversation flowing smoothly throughout the entirety of the interview:
Personal Project
Now you can apply what you’ve learned about question flow to your own interview questions. Consider how the questions you have drafted already will flow smoothly in the context of an inquiry based conversation. Do you begin with easy questions and transition to harder ones? When do you ask about demographics? Do you use non-confrontational wording? Review your questions regularly as you are building and refining your interview guide.
