Audio, video, chat, email, or survey: How much does online interview mode matter?

Area of Science:

• Social Sciences
• Qualitative Research Methods
• Digital Communication

Background:

• Researchers face challenges selecting qualitative interview methods, particularly for sensitive topics.
• Increasingly, online interviews are preferred due to cost, logistics, and anonymity concerns.
• Empirical evaluation of different online interview modes is lacking.

Purpose of the Study:

• To empirically compare various online qualitative interview methods.
• To assess the impact of interview mode, anonymity, and scheduling on participant experience and data quality.
• To identify the most efficient and cost-effective online interview strategies.

Main Methods:

• Conducted 154 qualitative interviews across seven conditions: video, audio, email, instant chat, and survey modes.
• Manipulated anonymity levels and scheduling requirements.
• Collected data via post-interview surveys and a mock qualitative analysis for data equivalence.

Main Results:

• Qualitative differences observed in rapport, disclosure, and perceived anonymity across modes.
• Little evidence of impact on interview experience or data equivalence based on mode.
• Audio and video modes exhibited significantly lower eligibility/completion rates and higher costs.

Conclusions:

• Online interview modes, particularly text-based (email, chat, survey), offer logistical advantages over audio/video for sensitive topics.
• Mode choice significantly impacts cost and completion rates, but not necessarily data quality or interview experience.
• Researchers should consider cost-effectiveness and logistical feasibility when selecting online interview methods.