The funnel approach to in-depth interview (IDI) and focus group guide development is an effective and efficient method for gaining key insights among qualitative research participants within an allotted time frame. A 2015 article in Research Design Review offers a schematic of this approach and outlines the intended purpose associated with each of the four basic stages (see “Interview Guide Development: A 4-Stage ‘Funnel’ Approach”).
But what exactly does “effective and efficient” mean as it relates to guide development, and why should we care? The answers lie in the fact that a thoughtful funnel approach to guide development enables the researcher to derive quality data from their qualitative research while achieving research objectives and maximizing the ultimate usefulness of the outcomes. By having a clear understanding of what it means to develop an interview or discussion guide that is both effective and efficient, the researcher has added greatly to the integrity of the qualitative research data and design.
There are at least six ways that the funnel approach to guide development is important to the effectiveness and efficiency of IDI and focus group research. The funnel approach:
- Mitigates bias. Progressively moving to the primary topic of interest allows the interviewer/moderator to gather an understanding of perceptions and behavior unblemished by the researcher’s own agenda.
- Helps identify variations. The general-to-narrow approach inherently provides the researcher with the necessary fundamental information that is needed to compare and contrast earlier comments with participants’ later remarks. In this way, the interviewer/moderator is able to identify variations in what is being said and conduct the necessary follow-up.
- Fosters rapport through a friendly flow of conversation. By beginning the interview or discussion with questions that are general in nature, the interviewer/moderator is facilitating the researcher-participant relationship in a conversational and non-threatening way.
- Reduces repetition. The flow of conversation that is grounded in a general-to-narrow method logically circumvents the potential problem of inappropriately repeating the same or similar topic areas or asking redundant questions.
- Encourages engagement and cooperation. Just as the funnel approach facilitates rapport building through conversation, it also creates an atmosphere in which participants feel emboldened to engage with the researcher and, in focus groups, with the other participants. This heightened level of cooperation fuels otherwise hidden insights which in turn help to mitigate bias and bolster data quality.
- Aids in analysis. By mitigating bias, helping to identify variations in the data, fostering rapport, reducing repetition, and encouraging engagement and cooperation, the funnel approach to guide development ultimately advances data analysis. The analyst is able to discern categories and themes, as well as outliers, in the data in a straightforward way based on well-thought-out transitions in the conversations.
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