Successful in-depth interviewing (IDI) research requires harmony between project goals and moderator execution. When that harmony is achieved, project goals are met, and decisions are fueled. When it’s missing, it creates tension, misalignment, and frustration—for both clients and moderators alike.
But before we start the project—selecting a moderator (interviewer), writing a discussion guide—we need to know which style of interview best fits the goals at hand. Are we conducting a project that requires breadth or depth?
It’s a bit like choosing a camera lens:
- Style A: Breadth. A wide-angle lens captures everything in the frame—ideal when consistency and coverage matter most.
- Style B: Depth. A zoom lens, by contrast, reveals rich detail—but only if you focus tightly and give it time.
If you’ve ever had an IDI project deliver less-than-stellar results, it was likely due to misalignment. One party assumed the style would be highly structured; the other expected a semi-structured, exploratory approach. When that happens, as soon as the first interview ends, familiar complaints surface:
- “Why didn’t they probe more?”
- “Why did they skip half the questions?”
- “They sounded robotic.”
These are red flags. And more often than not, they point to misaligned expectations about the style of interview required.
Structured vs. Semi-Structured: Choose, Don’t Blend
Some projects require a highly structured guide—think 40+ specific questions to hit in a 60-minute session. Almost like a verbal survey, but appropriate for certain types of research.
Others call for discovery, depth, and nuance—the kind of conversations that can only unfold with no more than 10 to 15 well-crafted prompts, leaving room to clarify and probe.
So we need absolute clarity on what this particular project truly requires.
And then? We need an honest assessment of which moderators are the best fit. Not every moderator excels at both styles.
Structured interviewing requires discipline, time management, and consistency. Semi-structured work demands deep, active listening; the ability to clarify and probe on the fly without introducing bias; and skill with indirect methods and projective techniques.
Assuming one person can easily do both is like asking a guitarist to master both rhythm and lead. Both are real skills—and some are simply better at one than the other.
When Expectations Clash: The Real Cost of Misalignment
When the client expects the zoom lens and the moderator delivers wide-angle, the feedback often centers on lack of depth. Flip the scenario, and you’ll hear frustration about missing key topics or skipping required questions.
It’s not about who’s right—it’s about whether expectations were aligned from the start.
Before You Start That IDI Project…
- Decide: Is this project structured, semi-structured, or something in between?
- Match the moderator to the method. Don’t assume “any experienced interviewer” will do.
- Document the decision early. Everyone should know what style is expected.
An IDI is like a camera lens. Wide or zoom, each has its purpose. But you only get the right picture if everyone agrees on what you’re trying to capture—and if the interviewer is equipped to shoot in that style.
For more on aligning clients and moderators for IDI success, check out the full podcast episode here.
