- The interaction between the participant and the interviewer allows for richer, more valid data. This is because the interviewer can ask follow up questions
- Also the interaction allow the interviewer to develop a relationship with the participant which could mean they are more open and honest with their answers
- Ambiguities in an answer can be probed to further understand the meaning of that answer
- The interviewer can change the questions if, over the course of the study they think the hypothesis should change or they want to take the study in a new direction
- With unstructured interviews you need a trained interviewer who can only interview one participant at a time, this means this method is time-consuming and costly
- The interviewer won’t ask exactly the same question every time, so it could be said that this method is less reliable
- The changing questions also mean it is difficult to replicate the study.
- The data is qualitative which means it is hard to analyse and compare with other pieces of data