This article introduces a novel framework for developing qualitative research instruments, specifically designed for conducting semi-structured interviews. It addresses the pressing need for researchers to gather in-depth insights into online repurchase intentions for agricultural products on Indonesian e-commerce platforms. By emphasizing the balance between a structured interview guide and the researcher’s interpretative insights, the study aims to enhance the robustness of qualitative findings. The innovative aspect of this research lies in its adaptation of Joungtrakul’s approach, which is grounded in Patton’s six question types: behaviors/experiences, opinions/values, feelings/emotions, knowledge, sensory, and background. This framework not only aids in crafting a comprehensive interview guide but also enhances the quality of data collected. Additionally, the article highlights the importance of the researcher’s self-preparation, focusing on understanding participants’ professional backgrounds and ethical considerations, thus ensuring a respectful and informed interviewing process. This contribution is particularly valuable for qualitative researchers aiming to develop effective interview strategies, as it provides practical guidance that can be applied across various disciplines.