An interview is a meeting of people face to face, or virtually, to gather information. In business and marketing, interviews are used for market research, customer discovery, job hiring, and media relations.

Interviews can be structured, with a fixed set of questions, semi-structured, with a guide but flexibility, or unstructured, like a conversation. They provide rich qualitative data and allow follow-up questions, but they are time-consuming and subject to interviewer bias.

Key points

• Face-to-face or virtual meeting
• Used for research and hiring
• Can be structured, semi-structured, or unstructured
• Provides rich qualitative data