5 Tactics for Successful Research Interviews
Interviewing someone sounds pretty basic: you have questions, they have answers. Ah, but people are not machines, and getting the information you need is not always so straightforward. As a former journalist turned content marketing writer who has interviewed hundreds of people over the years—from celebrities to business executives—I’ve picked up a few techniques to help make the process more comfortable and productive. Because whether you’re writing a newspaper article or a corporate blog post, unique details make all the difference.
1. Prepare, but don’t stick to a rigid script.
Of course you’re going to do research on your interview subject and what you want to ask them about, but you don’t want to be so rigid that you miss out on unexpected insights. Be open to and follow up on lines of thought that emerge. Sometimes this seems “inefficient,” but human communication doesn’t always align with ideas about productivity (and that’s a good thing).
2. Match your interviewee’s energy and tone.
In a good informational interview, the interviewer and subject develop trust. One way to get off on the right foot is to mirror your interviewee’s demeanor. If someone is more soft-spoken, too much exuberant energy focused on them is likely to throw them off. Conversely, if your subject is energetic and enthusiastic, they’ll respond more positively if you are too. The key is to gradually develop camaraderie to help them feel more comfortable and open up.
3. Give your subject space to answer.
Don’t jump in with the next question the minute they stop speaking. Sometimes the most interesting nuggets come after a lull.
4. If you’re not getting the answers you need, ask the same question in a different way.
One thing I’ve noticed, especially in journalism, is that interviewees often give answers they think you want to hear, which tend to be pretty run-of-the-mill. (If I had a dollar for every time I asked a faculty chair what was unique about their academic program or school and got something like, "Well, we really care about the students . . .") You want to hear their own original thoughts in their unique voice. In addition to developing that trust mentioned above, restating the question can help jog them into really thinking about the topic rather than giving you a rote answer. This is also a good technique if you’re required to submit questions ahead of time.
5. At the end of the interview, ask if there’s anything else they think you need to know or that you haven’t asked.
This is another opportunity to uncover new details or an angle you hadn’t considered. Remind them that they can always email or call you later if they think of something after the interview.
Interviewing is a skill just like any other. Even if you are shy or not a “people person,” you can conduct interviews effectively—it just takes practice. I’m an introvert and am usually nervous before interviewing someone, but these techniques always help guide and ground me.
These tactics can also be applied to job interviews, networking conversations, and other situations in which you want to learn from another person. Try them the next time you have to talk to someone to about their knowledge and expertise and see the difference.