Qualitative Interviews as Essential Tool for Content Strategy

Effective communication is key to connecting with the target audience. In order to gain insights, understand user needs, and create compelling content, content strategists often rely on qualitative interviews. These interviews offer a rich and nuanced understanding of users’ perspectives, motivations, and experiences. After attending the Qualitative Research course from inspiring and highly professional Susanne Sackl-Sharif this semester at FH Joanneum as a part of the Content Strategy Masters, I decided to highlight where qualitative interviews can be used and share a couple of tips on how to conduct them.

In the past, I came in touch with Qualitative Interviews for my previous Master’s thesis, and from part experience sometimes the interviews shape themselves, depending on interviewees and what can they bring to the table. My task was to capture the life stories of totalitarian regime victims and at times I had the struggle to keep them answering the question I need, instead of the question they want. Another challenge was the time, as it took longer than expected, it’s better always to plan some extra time just in case. Therefore, it’s sometimes not possible to get things according to the initial plan. But it’s best to be prepared for all outcomes, what I invite you to do together.

The Art of Writing Qualitative Interviews

Writing qualitative interviews requires a thoughtful and systematic approach. Researchers and content strategists must ensure that their interview questions are well-crafted, open-ended, and designed to elicit in-depth responses. By following established guidelines, such as those proposed by Flick (2018) and Helfferich (2005), the quality of qualitative data can be maximized.

What to prepare beforehand:

• Before conducting qualitative interviews, it is crucial to define the research questions that will guide the conversation. These questions should be tailored to the specific objectives of the content strategy project. For instance, if the goal is to understand users’ preferences for a new website design, the research questions might explore their expectations, pain points, and desired functionalities.
• To maintain consistency and comparability, structuring the interview is essential. Content strategists should establish an interview protocol that outlines the sequence of questions, probes, and prompts. This protocol serves as a guide during the interview, ensuring that all relevant topics are covered while allowing flexibility for participants to elaborate on their responses.
• Content strategists should create a comfortable and non-threatening environment, encouraging participants to openly express their thoughts and experiences. Active listening skills and empathy play a vital role in establishing rapport, as they signal genuine interest and respect for the interviewees’ perspectives.

Let’s dive into tips mentioned by Susanne Sackl-Sharif

1. Craft Open-Ended Questions: When writing qualitative interview questions, it is crucial to formulate open-ended inquiries that encourage participants to provide detailed and descriptive responses. Avoid yes/no questions and focus on prompts that invite participants to share their thoughts, experiences, and emotions. This approach allows for a deeper exploration of the topic and provides rich qualitative data.
2. Sequential and Probing Questions: Structure your interview questions in a logical sequence to guide the conversation smoothly. Start with broad introductory questions to establish context, then move towards more specific queries that delve deeper into the subject matter. Additionally, include probing questions that encourage participants to elaborate further on their initial responses, uncovering additional insights and perspectives.
3. Use Neutral Language: It is important to use neutral and unbiased language when writing qualitative interview questions. Neutral phrasing helps to prevent leading or influencing participants’ responses, ensuring that their answers truly reflect their own thoughts and experiences. Avoid using judgmental or opinionated language that may inadvertently sway participants’ perspectives.
4. Balance Depth and Length: While it is essential to obtain detailed responses, it is also important to consider the time and effort required from participants. Strive to strike a balance between depth and length when writing interview questions. Prioritize the most critical aspects and allow participants to delve into those areas while maintaining a manageable length for the interview overall.
5. Allow Flexibility: While having a structured interview protocol is important, it is equally vital to allow flexibility during the interview process. Adapt the interview questions based on the flow of the conversation, allowing participants to expand on interesting points or unexpected insights that arise. This flexibility enables a more organic and authentic exchange of information.
6. Pilot Testing: Before conducting the actual qualitative interviews, consider pilot testing your interview questions with a small sample of participants. This step helps identify any ambiguities, potential biases, or areas where clarity could be improved. Pilot testing allows you to refine and enhance your interview questions, ensuring they effectively capture the desired information.

Application in Content Strategy

Qualitative interviews offer valuable insights that can be directly applied to content strategy initiatives. Here are some key areas where the application of qualitative interviews can be transformative:

1. User Persona Development: By conducting qualitative interviews, content strategists can gather in-depth information about their target audience. This knowledge can be used to develop accurate and nuanced user personas. User personas help content strategists align their messaging, tone, and content formats with the needs, preferences, and goals of specific user segments (Sackl-Sharif, personal communication, 2023).
2. Content Ideation and Creation: Understanding users’ perspectives through qualitative interviews allows content strategists to generate innovative ideas for engaging content. By exploring participants’ motivations, pain points, and desired outcomes, strategists can create content that resonates with the audience on a deeper level. This targeted approach increases the effectiveness of content initiatives and enhances user engagement.
3. Content Optimization: Qualitative interviews provide feedback that can guide the optimization of existing content. By identifying areas of confusion, areas of high user satisfaction, and opportunities for improvement, content strategists can refine their content strategy to better meet user expectations. This iterative process leads to more relevant, user-centric, and impactful content.

Conclusion

Qualitative interviews serve as a powerful tool in the content strategist’s arsenal. Through careful planning, well-crafted questions, and active listening, content strategists can gain deep insights into their target audience’s perspectives and needs. By applying these insights to persona development, content ideation, and optimization, content strategists can create compelling, user-centric content that resonates with their audience. As the field of content strategy continues to evolve, the art of writing qualitative interviews remains a cornerstone for achieving success.

References:

1. Flick, U. (2018). Managing the Quality of Qualitative Research (2nd ed.). London/Thousand Oaks, CA/Dehli: Sage.
2. Helfferich, C. (2005). Die Qualität qualitativer Daten. Manual für die Durchführung qualitativer Interviews. Lehrbuch, Wiesbaden.
3. Sackl-Sharif, S. (Qualitative Research course materials, FH Joanneum, 2023).