Interviews & Focus Groups

Guidance and tips for collecting qualitative data

Why conduct interviews & focus groups?

Qualitative data collected via interviews and focus groups usually yields a large amount of information because these methods are usually open-ended and involve the spoken word. Interviews and focus groups can be either high-level or narrowly focused, generally yield a diversity of answers, and may permit observations of participants' expressions and body language. Collecting qualitative data helps researchers understand what participants are really thinking and feeling.

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Tip Sheets

The following links provide targeted tips for conducting effective interviews and focus groups:


The following templates can help you stay organized when scheduling and conducting interviews and focus groups. While designed for focus groups, some may be useful for interviews as well. Feel free to use or modify them as you like!