The task is not to test some predefined ‘truths’ but to discover the idiosyncratic
truth of your respondent: ‘People ascribe meaning to the objects that present them-
selves in consciousness. The task of the researcher is to explore events or processes
by gathering first-hand descriptions of these feelings, thoughts and perceptions’
(Hackley 2003, p. 114). And remember that the respondent is always the expert!
Data analysis
The recorded and transcribed depth interviews contain huge amounts of unstruc-
tured data. This kind of data is difficult to categorize but should open up
completely new insights. Therefore, the data analysis is a complicated and
important part of the process. It requires an ‘insider perspective’ of the researcher.
Since the lived or felt experiences of respondents are considered valid data, the
researcher strives for proximity to these experiences. (In positivist research tradi-
tions the researcher strives for distance to the objects of study.)
Repeated analysis is required in order to detect central quotations that can be
beneficial in order to pinpoint important themes and metaphors. Repeated analysis
also implies the possibility of ‘auto-correcting loops’, a process of detecting new
and central patterns in the interview by going through it repeatedly. These loops
ensure the integration of the researcher’s and the respondent’s perspectives as well
as a holistic approach to the investigation.
Preferably, data collection and analysis should be conducted by the same person
to further ensure the holistic perspective.
Box 8.6 Conduct a long interview yourself- Start out by asking biographical questions. (Ask about age, occupation,
family background, etc.) - Ask ‘grand-tour opening questions’, e.g. if you investigate consumption
of sports goods, start out by asking broad questions regarding your
respondent’s interest in sport before going into the more detailed ques-
tions about their preferred brands. - Apply prompting techniques for the grand-tour opening questions, e.g.
repeat the last word of a sentence, and raise your eyebrows in order to
make your respondent comfortable about telling his or her stories. - Listen for key terms, topic avoidance, and minor misunderstandings.
- Allow minor changes of subject – they might lead to further insight.
- If not, gently get the interview back on track.
- Eventually ‘play dumb’.
- Do not disturb the process by taking notes.
- Record the interview on tape or video.
- Get a verbatim transcript of the interview for analysis.
SourceMcCracken (1988)
The relational approach 169