Article

How Many Interviews Are Enough? An Experiment with Data Saturation and Variability

Greg Guest, Arwen Bunce, Laura Johnson · Field Methods (Sage) Paid Advanced

This is the academic study behind the qualitative research idea of saturation, the point past which new interviews stop adding new themes. The researchers found most core themes emerged within the first twelve interviews of a homogeneous group. It gives your fifteen to thirty number a research backbone if you want to defend the approach to a skeptical cofounder or investor.

• Core themes typically emerged within the first twelve interviews of a similar population, in this sixty-interview study.
• Saturation happens faster the more homogeneous your interview group is.
• The data here is qualitative and academic, treat it as a supporting reference, not a strict rule for startups.