Interviewing is a predesigned guided conversation run in an appropriate setting and environment. The questions and observations of the interviewer allow them to effectively map the reactions, attitudes, emotions and motivations of the participant. This method is especially effective in approaching sensitive topics (personal issues, intimate issues, etc). Conducting interviews is often the only appropriate or possible way of data collection, such as in cases of high-prestige social groups.

The choice of interview environment affects the tone of the research – it can be neutral and sterile (for example, in a studio), a comfortable and personal space for the participant (for example, in their apartment), or in a space related to the topic of the interview (for example, in their workplace). There are also multiple forms of interviewing, such as in-depth, semi-structured, double- or paired interview, etc.