This post is last in our series on in-depth interview (IDI) methodology. Part one covered attributes/skills of a good interviewer; part two, strengths of IDI over conventional focus groups’ part three, how to effectively plan and conduct an IDI. This included the first three stages of this qualitative method: thematizing, designing and interviewing. In part four, we’ll present the last four stages: transcribing, analyzing, verifying and reporting.

Stage 4: Transcribing - It’s a good idea to get verbatim responses of all interviews transcribed for the analysis stage. This is an area where you may think you can take a shortcut by just looking at notes or listening to an audio recording of an interview. No one can remember everything that was said in an interview, and key information can be missed if you try to just listen to a long recording. Accuracy is important for analysis and verification; the cost for getting an interview transcribed is not nearly as expensive as it once was thanks to services like TranscriptionStar. (Here is a link to their cost calculator page.) If the IDI research is to be credible, transcribing is a necessary step.

Stage 5: Analyzing - After interviews have been transcribed, they need to reviewed to see what key information stands out. Themes will emerge and should be noted. It is productive to consider what and how you will analyze interviews early in the research process. It will impact the development of the IDI guide and the interview process. Experienced interviewers can do a pretty good job of analyzing an interview before the tape recorder is turned off; however, they never rely on just their —not to beat a good horse to death—they rely on the transcription. Experienced interviews also can begin to conceptualize the final presentation as they analyze the meaning of the data embedded in the interviews.

Stage 6: Verifying - Although IDI methodology is qualitative, steps should be taken to check the analysis of the interviews to insure its validity. Typically, transcribed interviews are peer-reviewed by at least one other colleague. Comments and notes should be compared to see if there is general agreement with the original interviewer’s perspective and insights.

Stage 7: Reporting - Results should be provided in a written report, with an executive summary. The executive summary can be used as the framework for developing a high-level PowerPoint presentation. Although there is no well-defined convention for a report’s format, here’s an outline that will work.

• Introduction. The purpose of the IDI research should be stated along with the questions the research study is designed to answer and a clear definition of the participants. Note: keep in mind the end product of the research as you provide a narrative.
• Method. The reader needs to understand and appreciate the value of using IDI methodology for gaining the desired knowledge that, hopefully, will have an impact on future decisions and actions. There may be a need to go into specific detail on methodology (why IDI was deemed appropriate, along with key procedural and process decisions.)
• Results. Reporting the results of IDI research is an art. It is the culmination of a research process that distills key insights gleaned from a number of interviews. Key decisions need to be made on what information should be presented that is relevant, has practical value and will lead to future action. It is not merely re-presenting the views of participants. This approach leads to lengthy, tedious and boring reports of interesting conversations that offer great insight. The report should create a narrative that is engaging to read. At same time, it needs to be able to stand up to a rigorous defense of the rationale behind interpretations of the insight. Verbatim quotes (protecting confidentiality) can be a powerful way to illuminate or clarify an interpretation. For many B2B research studies, quotes are literally the voice of the customer. Stylistically, your report should be written (and presented) with the intended audiences in mind. In most cases, shorter reports with a face-to-face presentation are better than long, exemplary qualitative research reports you might find in academia.

Summary: This four-part series on IDIs was designed to provide good foundational knowledge for B2B marketers on how to successfully implement this methodology. As an added bonus, here’s a checklist on steps in preparing for an IDI, conducting the interview and things to remember immediately afterward.