1 Handling the Misconceptions and Challenges of Key Informant Interviews A teleconference hosted by The Tobacco Control Evaluation Center Robin Kipke, Evaluation Associate February 26, 2009

2 Agenda 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

3 What Is a Key Informant 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

4 Purpose of a Key Informant Interview To get understanding of an issue or culture To capture the big picture To get rich detail To investigate the breadth To test the depth To determine the ranges & possibilities

5 What a Key Informant Interview Is Not A key informant interview is NOT a survey an educational visit the same as a news interview

6 When to Conduct Key Informant Interviews 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)

7 What Key Informant Interviews Can 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

8 When to Conduct Key Informant Interviews 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

9 When to Conduct Key Informant Interviews 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

10 Misconceptions about Using KIIs Misconception o 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

11 How to Choose Informants Select 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

12 Who 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

13 Diversifying Your Informant Pool Experience from the Field Roy Rosell Health Educator/Community Organizer The Asian Youth Center in San Gabriel or

14 Who to Include in Your Sample 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!

15 How to Prepare for an Interview Use social investigation techniques Research public records Attend open meetings beforehand

16 Investigating Public Figures Experience from the Field Vanessa Marvin Organizing Coordinator The Center for Tobacco Policy & Organizing

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19 How 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

20 Obtaining an Interview Experience from the Field Denise Cintron Perales Evaluator, Perales & Associates Evaluation Services (PAES)

21 Obtaining Interviews with Policymakers 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

22 Interview 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

23 Meeting Challenges Insights from participants: How do you handle … ? Getting reluctant informants to agree to an interview Interviewing a likely opponent

24 How to Respond to Questions in an Interview Experience from the Field Carey January Project Director Girl’s Club of Los Angeles Chair of Coalition for Smoke-free Parks

25 Formulating 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 wording Anticipate possible follow up questions

26 Resources 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 an evaluation associate for individual help

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