explore · Research, Feedback · 90–120 min · 9-12 people · medium energy
Group Interview
A group interview gathers insights from a small group of individuals simultaneously, offering a broad understanding of community dynamics and needs. This method is effective for quickly identifying key themes and diverse perspectives within a target population.
When to use Group Interview
Use this method when you need to quickly understand the perspectives, needs, and dynamics of a specific community or user group, especially when time or resources are limited for individual interviews.
What it solves
Limited time for individual interviews, difficulty understanding community dynamics, need for diverse perspectives.
How to run Group Interview, step by step
- Define the interview's purpose and identify the specific group you want to interview. Consider the demographics and characteristics needed to gather relevant insights. (15 minutes)
- Select a neutral and accessible location for the interview, or prepare a virtual meeting space. Ensure the environment is comfortable and conducive to open conversation. (15 minutes)
- Prepare a set of open-ended questions designed to elicit rich and detailed responses. Consider using visual aids or props to stimulate discussion. (15 minutes)
- Assign roles within the facilitation team: one person to ask questions, others to take notes and observe group dynamics. (5 minutes)
- Facilitate the interview, ensuring all participants have an opportunity to share their perspectives. Actively manage the conversation to encourage quieter members and respectfully manage dominant voices. (60 minutes)
- Debrief with the facilitation team immediately after the interview to capture key insights and observations. (10 minutes)
Materials needed
- Pens
- Paper
- Camera (optional)
- Prepared interview questions
- Note-taking materials
Facilitator tips
- Be mindful of power dynamics within the group and create a safe space for all voices to be heard.
- Use probing questions to encourage participants to elaborate on their responses.
Common pitfalls
- Dominant voices overshadowing quieter participants. Address this by directly inviting quieter members to share their thoughts.
- Participants straying off-topic. Gently redirect the conversation back to the main focus.
Variations
- Conduct the interview online using video conferencing software.
- Incorporate visual methods, such as drawing or mapping, to stimulate discussion.
Running it online or hybrid
Use breakout rooms for smaller group discussions and a shared digital whiteboard for capturing notes. Ensure all participants have stable internet connections.
What it produces
A collection of notes and observations capturing key themes, insights, and quotes from the group interview.
Origin
Adapted from Design Kit — source
Build a session around Group Interview
METODIC places Group Interview inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.