This Is How We Do It: The Art Of Interviewing
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If you had just a few hours to get to know someone how would you do it?
What makes them unique; what makes them tick; what would they want from life? What conversations would help you explore the experiences that have shaped their identity, values and actions? What could you do to understand their needs: the ones that they know about; and the ones they haven’t discovered yet? These are just some of the questions the team at Sense Worldwide ask themselves before every deep-dive interview. |
We call them deep-dives as we immerse ourselves in people’s worlds:
- We hang out with them for hours at a time where they live, work, shop or socialise.
- We meet their friends, family and muses.
- We observe them and ask tonnes of questions that help us get close to them and help them open up.
- We get excited by seeing what people actually do, rather than what they think they do.
Our goal? To gain insights into their needs and behaviours that can help transform products, services and businesses. Over the years we’ve road-tested many techniques and tools so that in just a few hours with someone we can glean useful rich insight. I worked with the team at Sense Worldwide to harness their collective knowledge to design this Art of Interviewing Slideshare. This will lead you through how to plan, conduct and capture a deep-dive interview.
Michael Parkinson says, “interviewing is hard work”. Armed with an inquisitive and focused mind and these introductory tips and techniques it will be a lot easier.
Image source: Tacita Dean. I love how she captures nature in a powerful and evocative way. Her annotations on her artworks bring a sense of her into her artworks.