How Rubin And Rubin Qualitative Interviewing Actually Works
Rubin And Rubin Qualitative Interviewing is often misunderstood as just "talking to people." It's not. It's a semi-structured method designed to uncover the why behind behaviors, using a blend of focused questions and open exploration. The goal isn't to validate preconceived ideas but to let the respondent's narrative shape the understanding. The foundation is an interview guide. This isn't a rigid script. You draft a set of key themes and questions, but you leave room to deviate. When I set these up, I usually prioritize core themes at the beginning and leave open-ended prompts for later. This helps respondents ease into the conversation before we hit the deeper, more complex topics. Practical Example: If I'm researching user behavior on a new app, I don't ask "Do you like this feature?" immediately. I start with "Walk me through how you first discovered this tool." The subsequent questions then branch out based on what they actually did, rather than what I assumed they'd do.
The Problem with "Textbook" Answers
One recurring issue I've encountered is that participants often provide textbook answers when pressed for specifics. They've been asked similar questions before and have learned what the "right" answer is. I found that pivoting to a timeline-based approach often bypasses this. Instead of asking, "Why did you choose this product?" I ask, "Tell me about the moment you decided to switch." This forces a narrative rather than a justification, revealing the actual context and triggers.
Handling Silence and Deep Dives
Effective interviewing involves managing silence. If a participant pauses, resist the urge to fill the void immediately. Often, the most critical information emerges after a brief, uncomfortable quiet. I also use probing techniques like "Can you tell me more about that?" or "What did that look like for you?" to dig deeper without leading the witness.
Get the Full Details
Transcribing and Coding
After the interview, the real work begins with transcription and thematic analysis. This process is time-consuming but essential. I typically use software like NVivo or Atlas.ti to help code the data, though manual review is crucial for catching nuances that automated tools might miss. The goal is to identify patterns across different interviews that address your initial research questions.
Limitations to Keep in Mind
This method isn't a silver bullet. It requires significant time for both conducting interviews and analyzing the resulting data. It also heavily depends on the interviewer's skill; a poor interviewer can inadvertently lead respondents or miss subtle cues. Furthermore, findings from this approach aren't meant to be statistically generalizable but rather to provide deep, contextual insights that can inform larger studies or product decisions.
Resources for Getting Started
If you're looking to refine your approach, the original Rubin and Rubin text remains a foundational resource. Additionally, there are several online communities and forums where qualitative researchers share templates and discuss challenges. These can be invaluable for seeing how others handle specific scenarios.
Building Your Own Method
Ultimately, the best approach is one that fits your specific research goals and context. Don't be afraid to adapt the methods. If a question isn't working, change it. If a participant brings up something unexpected, follow that thread. The flexibility of semi-structured interviewing is its greatest strength, allowing you to explore the unexpected while still covering your key areas of interest.
