Establish a basis for dialog
Prepare interview structure
Finally the time has come! The heart of our discovery process lies before us: after all the intensive preparatory work carried out by our team, it’s now time to dive into the perspective of the key actors – both those impacted and those responsible.
Examine assumptions
We completed the exploration phase by gathering knowledge and defining our assumptions about the problem. In order to deepen this knowledge and challenge our assumptions, we will now develop an Interview Guide that allows us to engage in open dialog with those who are particularly linked to the effects and causes of the problem under consideration.
There are many qualitative methods for reaching out to people – interviews, focus groups, participant observation and video analysis, for example. In the steps that follow, we will focus on interviews and on-site observations: this is an approach that involves personal encounter, which generates added value for everyone involved. If we prepare the interview structure in advance, it’s easier to evaluate the interviews from a qualitative point of view.
Listen and observe
Every good dialog has a dramaturgy that builds the trust required to share experience and possibly even engage in unconscious communication. For this reason, the Interview Guide is based on a small number of open questions. The questions contain points of reference such as difficulties, behavior and attitudes that are to be discussed with all interview partners. These questions seek to find out about personal stories relating to relevant experiences.
Incorporate the physical setting
By engaging in dialog, we are able to empathize as far as possible with the perspective of our opposite number. But this works even more effectively if we go to the place where the problem actually occurs – whether at the workplace, at a street crossing or in a public building. When we experience the problem in the day-to-day context of our key actors, we may notice other things we hadn’t previously considered. So in our Interview Basics, we don’t just note down what is said but also what we observe about the setting as a whole. This sharpens our perception and helps depict the situation holistically based on key points.
Interview Guide
Method
Interview Guide
What is it and what purpose does it serve?
Unlike a quantitative survey, the planned interview does not follow a rigid sequence of questions. The use of open-ended and in-depth questions forms the basis for our semi-structured interview. The Interview Guide can and should be adapted according to the situation. This gives us the flexibility to let our inter- view partner talk freely and allows us to ask specific questions about interesting aspects.
Added value
In addition to the predefined topic areas, the guide leaves enough room to accommodate new points that arise during the interview. In this way, we can remain open to discovering new things while still keeping our focus on what it is we want to find out. We get better at this the more interviews we conduct.
Interview Guide
Work sheet
Procedure
Transfer template to a larger piece of paper.
Have the outcomes of the Situation Report, Assumptions Triangle and Knowledge Atlas at hand. Transfer relevant aspects to the structure level and adapt if necessary.
Using bullet points and examples along the arc, develop simple open- ended questions that allow for unique and surprising answers.
General questions address ideas and points of view on the subject.
Experiential questions focus on positive, negative, and surprising experiences.
Follow-up questions enable us to pursue a specific experiential question in greater detail and find out more about particular aspects or contradictions. Alternate between experiential questions and follow-up questions.
The interview is concluded with wish questions. The wish scenarios described often provide input regarding additional goals.
Come to a conclusion and request a personal summary of the most important aspects.
- Write down questions from each category for your venture.
Note: Different interview guides can be created for impacted and responsible key actors. It may also be worthwhile adapting the guide within the group of actors.
Interview Basics
Method
Interview Basics
What is it and what purpose does it serve?
In order to skillfully conduct interviews with key actors, a dress rehearsal should be held using the Interview Guide. This trial run aims to simulate the interview situation with a key actor. This is how we know if we’re asking the right questions and if our approach is working within the given setting.
Added value
We can experience the situation for ourselves before the interview takes place. The rehearsal hones our perception and allows adjustments to be made to the Interview Guide. Once we’ve been through the interview situation ourselves, we’re ready to engage with the actual person we’re going to meet.
Interview Basics
Work sheet
Procedure
- Form a test group with three people. Allocate roles. Two persons form a tandem to lead the discussion as the questioner and the record-keeper. Another takes on the role of the potential key actor.
The questioner uses the Interview Guide and interview tips in the template. In contrast to a work discussion in which two experts exchange views on a topic, the questioner acts rather like a reporter. Make use of the interview tips. Show genuine interest so as to help the other person articulate their perspective.
Record-keeper uses Transcript Template to note down key points, if possible in quotations, and records impressions of the physical setting on a separate sheet.
Potential key actor answers the questions asked to the best of their ability.
Find a setting that is as close to the real thing as possible. Take in the physical situation and the setting with all senses. Note down key impressions.
Carry out a test run. Afterwards, use the Interview Documentation method to carry out an initial analysis.
Reflect on the test as a team: How did it feel? Was there a pleasant interview atmosphere? Did the questions and the procedure work? Adapt Interview Guide and scheduled times as needed.