From Conversations to Insights: Using Interviews and Everyday Moments in Program Evaluation
When most people think about program evaluation, they picture surveys, dashboards, and numbers neatly laid out in reports. But some of the most meaningful insights come not from numbers alone, but from conversations—the interviews, the quick chats, and the everyday exchanges that bring depth and nuance to your data.
In this post, we’ll explore what program evaluation is, why qualitative data like interviews and quick conversations are vital, and how you can integrate these program evaluation methods into your work to strengthen both impact measurement and decision-making.
What Is Program Evaluation?
At its core, program evaluation is a systematic process of collecting and analyzing information to understand whether a program is effective, how it can be improved, and what impact it is having. For nonprofits, funders, and community-based organizations, nonprofit program evaluation is essential: it helps demonstrate accountability to funders, guides program improvements, and—most importantly—captures how programs are affecting people’s lives.
There are many types of program evaluation (such as formative, summative, process, and outcome evaluation), and each can use a variety of data collection methods. Surveys and quantitative measures are often emphasized because they are scalable and comparable. But evaluation is not complete without qualitative data that highlights the “why” behind the numbers.
Why Interviews and Quick Conversations Matter
Qualitative methods like interviews and short, informal conversations can bring forward perspectives that surveys might miss. They capture lived experience, context, and nuance—elements that matter deeply when your goal is to understand not just “what changed,” but how and why.
Here are three reasons why they are essential to effective program evaluation methods:
They provide context. Numbers can tell you how many people attended a program, but interviews tell you what participants found meaningful and where they struggled.
They reveal lived experiences. Community members may describe impacts that weren’t part of your original evaluation plan, surfacing new outcomes worth measuring.
They strengthen relationships. Taking the time to listen shows respect and builds trust, which makes future evaluation efforts easier and more authentic.
How to Collect Qualitative Data Effectively
There are two main ways organizations can integrate qualitative insights into their evaluations: formal interviews and brief, everyday conversations.
1. Formal Interviews
Structured or semi-structured interviews allow you to dive deeper into participant experiences. A few tips:
Prepare your questions carefully. Limit yourself to 5–7 open-ended questions. For example: “What changes have you noticed since joining the program?” or “What’s one barrier that almost kept you from participating?”
Use solution-focused techniques. Instead of asking “What didn’t work?”, try “If this program worked even better for you, what would that look like?” This shifts the conversation toward constructive solutions.
Create a safe environment. Whether in person or virtual, ensure the space feels private and respectful so participants feel comfortable sharing.
2. Quick Conversations in the Moment
Not every organization has capacity for long interviews. That’s where everyday opportunities—like tabling at a community event, or chatting briefly with parents at school pick-up—become powerful tools for nonprofit program evaluation.
Tips for making the most of these moments:
Stick to 1–2 focused questions. For example:
“What’s been the most helpful part of this program for you so far?”
“What’s one thing you’d like us to do differently?”
Capture notes immediately. Use a simple Google Form for staff or volunteers to quickly jot down responses. These don’t need to be verbatim—just enough detail to capture the essence of the feedback.
Have a plan for analysis. Decide ahead of time how you’ll use this input. Will it inform weekly staff meetings, an annual retreat, or your board’s next strategy session?
Case Scenarios
A school posts staff outside the cafeteria to ask students about new wellness initiatives (like stretch zones and walking tracks). The conversations are short, but when documented, they reveal which spaces are being used and how students feel about them.
A nonprofit sets up a table during after-school pick-up, asking parents a quick two-question survey about how they prefer to be engaged. The responses guide future parent engagement strategies.
Both scenarios show how simple, intentional approaches to everyday conversations can provide a steady stream of usable, qualitative data.
Bringing It All Together
Effective program evaluation methods don’t rely solely on surveys or reports. They balance quantitative data with the stories and experiences of the people most affected by the program. By integrating formal interviews and capturing insights from everyday conversations, you can create a more complete picture of your impact.
So, the next time you’re at a community event or waiting in the hallway with a participant, remember: that brief exchange might hold the key insight your evaluation has been missing.
