What Are Key Informant Interviews?
They are qualitative, in-depth interviews of 15 to 35 people selected
for their first-hand knowledge about a topic of interest. The interviews are loosely structured, relying on a list of issues to be discussed. Key informant interviews resemble a conversation among acquaintances, allowing a free flow of ideas and information. Interviewers frame questions spontaneously, probe for information and takes notes, which are elaborated on later.
When Are Key Informant Interviews Appropriate?
This method is useful in all phases of development activities—
identification, planning, implementation, and evaluation. For example, it can provide information on the setting for a planned activity that might influence project design. Or, it could reveal why
intended beneficiaries aren’t using services offered by a project.
Specifically, it is useful in the following situations:
1. When qualitative, descriptive information is sufficient for decision-making.
2. When there is a need to understand motivation, behavior, and
perspectives of our customers and partners. In-depth interviews
of program planners and managers, service providers, host
government officials, and beneficiaries concerning their attitudes
and behaviors about a USAID activity can help explain its
successes and shortcomings.
3. When a main purpose is to generate recommendations. Key
informants can help formulate recommendations that can improve a program’s performance.
4. When quantitative data collected through other methods need to
be interpreted. Key informant interviews can provide the how
and why of what happened. If, for example, a sample survey
showed farmers were failing to make loan repayments, key
informant interviews could uncover the reasons. 5. When preliminary information is needed to
design a comprehensive quantitative study.
Key informant interviews can help frame the
issues before the survey is undertaken.
Advantages of key informant interviews include:
• they provide information directly from knowledgeable people
• they provide flexibility to explore new ideas and issues not anticipated during planning
• they are inexpensive and simple to conduct
Some disadvantages:
• they are not appropriate if quantitative data are needed
• they may be biased if informants are not carefully selected
• they are susceptible to interviewer biases
• it may be difficult to prove validity of findings
They are qualitative, in-depth interviews of 15 to 35 people selected
for their first-hand knowledge about a topic of interest. The interviews are loosely structured, relying on a list of issues to be discussed. Key informant interviews resemble a conversation among acquaintances, allowing a free flow of ideas and information. Interviewers frame questions spontaneously, probe for information and takes notes, which are elaborated on later.
When Are Key Informant Interviews Appropriate?
This method is useful in all phases of development activities—
identification, planning, implementation, and evaluation. For example, it can provide information on the setting for a planned activity that might influence project design. Or, it could reveal why
intended beneficiaries aren’t using services offered by a project.
Specifically, it is useful in the following situations:
1. When qualitative, descriptive information is sufficient for decision-making.
2. When there is a need to understand motivation, behavior, and
perspectives of our customers and partners. In-depth interviews
of program planners and managers, service providers, host
government officials, and beneficiaries concerning their attitudes
and behaviors about a USAID activity can help explain its
successes and shortcomings.
3. When a main purpose is to generate recommendations. Key
informants can help formulate recommendations that can improve a program’s performance.
4. When quantitative data collected through other methods need to
be interpreted. Key informant interviews can provide the how
and why of what happened. If, for example, a sample survey
showed farmers were failing to make loan repayments, key
informant interviews could uncover the reasons. 5. When preliminary information is needed to
design a comprehensive quantitative study.
Key informant interviews can help frame the
issues before the survey is undertaken.
Advantages of key informant interviews include:
• they provide information directly from knowledgeable people
• they provide flexibility to explore new ideas and issues not anticipated during planning
• they are inexpensive and simple to conduct
Some disadvantages:
• they are not appropriate if quantitative data are needed
• they may be biased if informants are not carefully selected
• they are susceptible to interviewer biases
• it may be difficult to prove validity of findings
This resource was created by USAID’s Center for Development Information and Evaluation
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