Qualitative Research Interviews Using Online Video Technology - Challenges and Opportunities

Purpose: This study examines the methodological and method related challenges and opportunities arising from the use of video interviews in qualitative accounting research, focused on collecting contextual data and visual cues, enriching communication quality, and building and maintaining rapport with interviewees.

Design/methodology/approach: Prior literature and the authors’ experiences using video technologies for research, including conducting interviews, inform this research. This study utilises a transactional conceptual refinement of information richness theory (IRT) and channel expansion theory (CET) to critically analyse the challenges and opportunities of using video technology to conduct qualitative research interviews.

Findings: The ability, need for and significance of collecting contextual data depend on the researchers’ ontological and epistemological assumptions, and are therefore influenced by their research design choices. Video technology enables researchers to view research settings by video. In addition, while group/panel interviews have their advantages, it is often difficult to get everyone together in person, something video technology can potentially overcome. The feasibility and the quality of video interviews can be improved if both interview participants and reviewers are experienced with using video technology, as well as with judicious investment in good quality video technology and through testing and practice. We also discuss how rapport building with interviewees can be facilitated by overcoming video’s sense of disconnect and enhancing interviewees’ willingness to engage.

Originality/value: The study builds on the limited prior literature and considers the challenges and opportunities related to methodology and method when conducting video-based qualitative interviews in accounting research. Broadly, qualitative researchers will find the paper useful in considering the use of video interviews and in making research design choices appropriate for video interviews.