Three approaches to interviews: tell me about you, them, “fictitious” others

Purpose The purpose of this paper is to examine different approaches to framing interviews from the planning stage of interview design, drawing on Goffman’s (1974) notion of frame analysis. Design/methodology/approach Reflecting on previous studies the author has been involved with, in the context of accountability, three approaches to framing interviews are presented and discussed. Findings Framing interviews around the experience of interviewees, peers or fictitious yet familiar others provides three pathways to access interviewees’ insights, perspectives, knowledge and experience on issues relevant and familiar to them. Research limitations/implications The approaches to framing interviews detailed in the paper provide valuable alternatives to access interviewees’ personal insights based on their worlds and worldviews. Originality/value Consideration of interviews on accountability through the use of framing and frame analysis provides novel, strategic perspectives on interview design.