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Interview
Convergent Interviewing
A series of unstructured interviews are conducted with a deliberately diverse group of people. The interviewer compares summaries of these interviews to identify common themes, then develops follow-up questions to test agreements, disagreements, or exceptions in those themes.
When This Method Fits
Typical duration
Weeks
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Discovery
Hypothesis type
Exploratory
Goal type
Find product-market fit, Deepen product-market fit, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Between-subjects experiment
Minimum units needed
10
1Best Fit When
Best when you need to rigorously test whether an emerging qualitative theme genuinely holds across a deliberately diverse population, not just a convenient sample.