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Handling the Misconceptions and Handling the Misconceptions and Challenges of Key Informant Challenges of Key Informant

InterviewsInterviews

A teleconference hosted by

The Tobacco Control Evaluation Center

Robin Kipke, Evaluation Associate

February 26, 2009

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AgendaAgenda

Objective: Correct misconceptions and tackle challenges of doing KIIs

• When and why to conduct KIIs

• Who makes a useful informant

• How to prepare for an interview

• How to obtain an interview

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What Is a Key Informant What Is a Key Informant Interview?Interview?

A key informant is someone who can “unlock” information for you about an issue

An interview is a conversation with a structure and a purpose

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Purpose of a Key Informant Purpose of a Key Informant InterviewInterview

To get understanding of an issue or culture

To capture the big picture To get rich detailTo investigate the breadthTo test the depthTo determine the ranges &

possibilities

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What a Key Informant Interview What a Key Informant Interview Is NotIs Not

A key informant interview is NOTa surveyan educational visitthe same as a news interview

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When to Conduct Key Informant When to Conduct Key Informant InterviewsInterviews

Early in a campaign and/or near its end

• To explore information

(when you don’t know something)

• To confirm information

(when you want to assess what you did)

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What Key Informant Interviews What Key Informant Interviews Can DoCan Do

KIIs can help your project:Get ideas for your strategy

Identify and gain access to key players

Develop relationships with stakeholders and info sources

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When to Conduct Key Informant When to Conduct Key Informant InterviewsInterviews

At the beginning of an intervention –

To inform the planning of your project about The various positions or “camps” on an

issue Potential barriers and challenges to

achieving your policy goal Cultural considerations of a target

population How best to approach a particular

stakeholder group

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When to Conduct Key Informant When to Conduct Key Informant InterviewsInterviews

After an intervention –

To gather process data to inform future actions

Learn how various stakeholders felt about the program or policymaking process

Reflect on what worked/didn’t work, why a policy was/wasn’t adopted, particularly effective strategies, ways to improve

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Misconceptions about Using KIIsMisconceptions about Using KIIs

Misconceptiono That you need to ask the same questions

in both pre- and post-intervention KIIs

Fact Usually not, since KIIs are most often

used to collect process data about how and why things happened

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How to Choose InformantsHow to Choose InformantsSelect people who will either:

• Be affected by the proposed policy

• Have the power to make policy decisions

• Possess unique perceptions/points of view

OR

• Know a great deal about the issue/culture

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Who Makes a Good InformantWho Makes a Good Informant

Think about the informant’s role and what you need to know

• Politicians/officials/their staff

• Service providers

• Community leaders

• Business owners

• Cultural insiders

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Diversifying Your Informant PoolDiversifying Your Informant Pool

Experience from the Field

Roy RosellHealth Educator/Community

OrganizerThe Asian Youth Center in San

Gabrielroylife@hotmail.com orroy.rosell@asianyouthcenter.org

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Who to Include in Your Who to Include in Your SampleSample

Seek a variety of viewpoints –

• From constituents, allies, opponents,

targets• From people of differing job titles,

characteristics, positions on an issue

• Don’t just talk to likely supporters!

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How to Prepare for an InterviewHow to Prepare for an Interview

Use social investigation techniques

Research public recordsAttend open meetings beforehand

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Investigating Public FiguresInvestigating Public Figures

Experience from the Field

Vanessa MarvinOrganizing Coordinator

The Center for Tobacco Policy & Organizing

vmarvin@alac.org

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www.Center4TobaccoPolicy.org

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How to Approach a Key InformantHow to Approach a Key Informant

Introduce

Yourself

Your organization

Your purpose

Your sales pitch – why s/he as key

informant

How much time you’ll need

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Obtaining an InterviewObtaining an Interview

Experience from the Field

Denise Cintron PeralesEvaluator, Perales & Associates

Evaluation Services (PAES)

evaluation@perales-paes.com

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Obtaining Interviews with Obtaining Interviews with PolicymakersPolicymakers

Contact officials that your project has worked with

Have project staff make the initial contact

Once informant agrees, introduce yourself & purpose of interview

Mention that you were told informant agreed to be interviewed

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Interview Scheduling LogisticsInterview Scheduling Logistics

Offer several different options for data & time

State approximately how long the interview will last

The day before the interview, send a reminder email

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Meeting ChallengesMeeting Challenges

Insights from participants:

How do you handle…?

• Getting reluctant informants to agree to an interview

• Interviewing a likely opponent

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How to Respond to Questions in an How to Respond to Questions in an InterviewInterview

Experience from the Field

Carey JanuaryProject DirectorGirl’s Club of Los AngelesChair of Coalition for Smoke-free

Parks

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Formulating KII Question GuidesFormulating KII Question Guides

Map out key data points with end-use strategizing

Start with easy, non-threatening questions

Sequence questions for conversation flow

Avoid bias in the wordingAnticipate possible follow up

questions

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Resources for Doing KIIsResources for Doing KIIs

For more help with key informant interviews

• Watch a pre-recorded presentation on conducting KIIs from the TCEC website

• Download end-use strategizing tools and tips on formulating interview questions from the TCEC website to help you develop your KII question guides

• Call or email an evaluation associate for individual help

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Contact UsContact Us

200 B Street, Suite E, Davis, CA 95616

http://tobaccoeval.ucdavis.edutobaccoeval@ucdavis.edu

530.297.4659, fax 530.757.8303