Key informant interviews (often called KIIs and also known as in-depth interviews or IDIs) can provide insights about your audiences, your messages, and your campaigns. KIIs can be one of the easiest and lowest-cost types of data-gathering available. Although working with an experienced researcher and facilitator is best if it’s possible, research interviews can truly be done by any agency or non-profit looking to improve their communication strategy and planning. But too many health communicators do not use KIIs or IDIs as frequently as they should. This quick overview talks about how to use interviews at three different stages of the communication process and what you need to get started developing questions and organizing logistics.
Be sure to download the KII checklist here: healthcommcentral.com/KIIchecklist
Additional resources:
- UCLA Health Policy Center Guide to Key Informant Interviews: https://healthpolicy.ucla.edu/sites/default/files/2023-08/tw_cba23.pdf
- Harvard Chan School of Public Health Key Informant Interview Guide: https://www.hsph.harvard.edu/wp-content/uploads/sites/2413/2014/10/RapidAssessmentModule10_CDC_tool_2005.pdf
- Sample Interview Guide from NIH: https://www.ncbi.nlm.nih.gov/books/NBK62566/
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