Have a great interview - what I know, in 90 seconds

Over the past few months I’ve been up to my elbows in a Discovery project which has involved lots of research into peoples’ experience.

We’ve needed to understand everything about how they work, the systems they use, their nuances, feelings and frustrations, to enable us to build a rich picture of a complex landscape. 

Interviews have always been a core tool to understand lived experience, uncover hidden stories and build a true sense of authenticity. Whether for research purposes, case studies, change programmes, leadership communications - interviews are golden. 

But, not all interviews are created equal. Here are three big principles that I follow that help to consistently make interviews work brilliantly. 

1) Know what you need to know
This sounds obvious, but make sure you’re clear about the information you must get. Facts, context, perspectives. Having this front of mind to guide your initial conversation will get you off to a good start. 

2) Leave space for what they want you to know
Some of the best material comes out of unexpected tangents. A good interview feels like a conversation, not a Q&A sheet read aloud. Let people share what matters to them, then reflect it back to confirm you’ve heard it. Use lots of open questions and think about helpful follow up questions that will drill down into the subject and make space for richer responses. 

3) Ask the “stupid” question
Often, you’ll be speaking to an expert in something that you aren’t. And that is absolutely fine. Don’t shy away from what you might think are basic questions. In fact, asking for clarity often reveals better insight and helps you make sense of what might otherwise be jargon or assumption. Curious, simple questions are some of the most powerful.

Practical reminders for every comms pro

• Block extra time: even if you don’t need it - the worst thing is feeling rushed when you’re trying to build a relationship and capture insight.

• Tech never behaves: test your tools, and bring backups (including cables - never trust that your laptop is fully charged! Trust me.).

• Set expectations upfront: explaining why you’re talking and what you’ll use the content for helps interviewees open up. Tick all the housekeeping boxes you need to upfront so people aren’t taken by surprise.

Interviews are a great opportunity to build trust, understand someone else's world and find unexpected stories. I love getting the opportunity to be a part of them - they can be truly fascinating.