Unpacking an idea with people

Most interviewer questions (good ones) are in direct response to what someone has said. The researcher is working on the fly – the participant says something and the researcher ideally replays their understanding of what’s been said. This often encourages a participant to say more, and makses sure the researcher is understanding what’s going on. That question process then naturally leads to a follow-up question. Nice conversational flow ensues.

Sometimes though, conversation is harder. This happen particularly when the interviewer is getting closed answers – short answers that don’t elaborate further and close down the conversation. At this point using ‘unpacking’ as a technique for learning more comes in really handy…

Imagine someone has told you that ‘x’ is their preferred brand. And they say, ‘I don’t know why – it just is…’ It’s an opportunity to suggest that you ‘unpack why…’ or explore why that might be with them. Saying you want to unpack with them signals to the participant you need to know more, and also that you are going to help them by guiding with some questions.

Then it’s over to you, the researcher, to dig into what you want to know using your pre-prepared unpacking list…

• when I mention ‘x’ brand what first comes to mind?
• and how does it make you feel?
• compare the brand with its competitors
• who do you associate ‘x’ brand with – visualise who you see consuming this brand?

And then back to the original thought – so why do you think you prefer it…?

Signalling you want to unpack helps you to hold onto that topic until you’ve got what you need as a researcher, it’s a device for thinking through or exploring something that you might otherwise zip past… It’s a great way to work out together what people think, feel, do… and therefore a deeply qualitative technique.