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Metaphor is an important concept for clean language interviewers. This chapter describes what metaphor is and overviews the experimental research showing the potential for metaphor to influence interviewees. It expands on the brief introduction to metaphor in Chapter 1 and describes the role clean language can play by enabling interviewees' metaphors to be elicited, explored and modelled without the influence of the interviewer's metaphors. It justifies the value of a heightened awareness of the ubiquity and variety of metaphors and their involvement in the different phases of qualitative research; and builds an argument for how a clean language interviewing approach to metaphor can enrich the research process.

In this book the terms ‘clean language’ and ‘clean language interviewing’ are written using lower case, according to the convention of the American Psychological Association (sixth edition). ‘Clean language interviewing’ is sometimes abbreviated to CLI.