In a qualitative interview, we should not affect the respondent’s report by offering anticipation of our questions.

DO nots:

  • Were you unhappy about that?
  • You must have been unhappy?


  • It sounds as though you had a pretty strong reaction?
  • It sounds like you are still pretty upset about that… Is that exactly right?

The aim is to make sure that the words and images you eventually quote are the respondent’s not yours.