We've all been taught that when conducting a qualitative interview, start with broad topics and then go narrow.
While that is great advice, it only reveals half the story. Too many times, interviews end before the really interesting discussion even begins.
But to get the full picture, there needs to be an "Act II" to the interview. This video – Framework 08: Flipping the Funnel – explains how to gather more and better insights by changing the way you think about structuring a qualitative discussion guide.
Join our community to get free, exclusive content each month. Our "Frameworks" newsletter includes a video tutorial, links to related articles, free downloads, and thought provoking materials for deeper study.