© 2009 Solari Communication. All rights reserved.
Effective Interviewing ofSubject Matter Experts
Making the information connection
Rich MaggianiSolari Communication © 2008 Solari Communication.
All rights reserved.
© 2009 Solari Communication. All rights reserved.
So…
Be sociable
Take an interest in the personyou are interviewing
Interviewing is research asa social act
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© 2009 Solari Communication. All rights reserved.
Two Types of Research
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© 2009 Solari Communication. All rights reserved.
Adds to your knowledge
Can be valuable in its own right
At one point, recovery dependedupon discovery
Recovery
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© 2009 Solari Communication. All rights reserved.
Sheds new light on a topic
Adds to the knowledge base
Much more valuable andsignificant
Discovery
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© 2009 Solari Communication. All rights reserved.
Control the amount and accuracyand completeness of theinformation you receive
Control content, pace, and tone
Keep a positive attitude
Create a positive climate
Control the Dynamics ofthe Interview
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© 2009 Solari Communication. All rights reserved.
No two interviews are
ever exactly alike
since participants make
unique contributions
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© 2009 Solari Communication. All rights reserved.
Prepare and plan
Establish a comfortable exchange
Let the SME talk
Actively listen
Guide the flow and content
The Trail Ahead
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© 2009 Solari Communication. All rights reserved.
Our Characters
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© 2009 Solari Communication. All rights reserved.
Our Interviewer:Ann
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Our SME:Karl
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Establishes a Foundation
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© 2009 Solari Communication. All rights reserved.
Understands the SME’s stature
Gets management support
Obtains the SME’s support
Establishes a Foundation
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Establishes the importance of the project
Outlines a process for the project
Sets a timeline
Explains specific goals and objectives
Holds a Kick-off Meeting
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Plans the Interview
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Does her homework
Designs questions
Writes questions
Orders them
Creates a schedule
Plans the Interview
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© 2009 Solari Communication. All rights reserved.
Reads existing related materials:
Technical
Promotional
Informational
Researches related materials
Does Her Homework
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© 2009 Solari Communication. All rights reserved.
Elicit facts, anecdotes, and opinionsthat add a meaningful dimension
Uncover facts she must know
Are closed-end with brief, specificanswers
Avoid potential vague ramblings
Avoid sensitive information
Designs Questions that…
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© 2009 Solari Communication. All rights reserved.
Who is the intended audience?
What must they know?
When would they use the software?
Where do they enter information?
Why run this process?
How does this feature work?
Writes Open-ended Questions
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© 2009 Solari Communication. All rights reserved.
Only for relevant, factual,specific information
For related informationOne thought per question
Writes Questions That Ask…
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© 2009 Solari Communication. All rights reserved.
Sequences her questions logically
Allows them to build on previousquestions and answers
Orders Her Questions
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© 2009 Solari Communication. All rights reserved.
An amount that can be absorbed anddiscussed in a period of time
One meeting with a time limit, or aseries of meetings
States a specific purpose: knows whatshe wants to walk away with?
Tells Karl ahead of time
Schedules the Interview
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© 2009 Solari Communication. All rights reserved.
Keeps a Record
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© 2009 Solari Communication. All rights reserved.
Takes ample notesDoesn’t let them distract though
Or records the interviewAsks for permissionTests her recording device
Keeps a Record
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© 2009 Solari Communication. All rights reserved.
Establishes aComfortable Exchange
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© 2009 Solari Communication. All rights reserved.
Gets to know Karl beforehand
Drops by his office; checks it out
Looks for clues about his life
Introduces herself in person
A Comfortable Exchange
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© 2009 Solari Communication. All rights reserved.
Connects; put him at ease
Begins with small talk, about him
Then some easy-to-answer warm-ups
Gives ample prompts andencouragement
A Comfortable Exchange
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© 2009 Solari Communication. All rights reserved.
Is respectful, but not deferential
Bad attitude? Considers rescheduling
Superiority complex? Ignores it
Smiles politely, curses silently toherself, and continues
Perhaps it’s because he doesn’t know!
A Comfortable Exchange
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© 2009 Solari Communication. All rights reserved.
Lets Karl Talk
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Asks general questions:“How do you feel about the software?”
Asks closed-end questions:“How long have you worked on thisproject?”
Asks pointed open-end questions:“How do users most benefit?”
Lets Karl Talk
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© 2009 Solari Communication. All rights reserved.
And Most Importantly,
She Listens!
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Is vital
Is difficult
Is active (not passive)
Requires mental effort
Because up to 90% of a messageis nonverbal!
Ann Knows Listening
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© 2009 Solari Communication. All rights reserved.
Thinks ten times faster
Hears noise, but must tune it out
Curbs overwhelming emotions
Doesn’t fidget
Is patient
Knows Her Barriers to Listening
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Outside distractions: email, cellphones, intercom
Interruptions
Shortage of time; hurrying
Knows His Barriers to Listening
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© 2009 Solari Communication. All rights reserved.
So she listens with her:
Ears
Mind
Eyes
Heart
Understand How HerBehavior Is Perceived
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© 2009 Solari Communication. All rights reserved.
Has an alert bodywith an open posture
Uses expressive gestures
Makes welcoming facial expressions
Maintains eye contact
Keeps a comfortable distance
She Listens with Her Ears
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© 2009 Solari Communication. All rights reserved.
Maintains an alert mindand an open mind
Empathizes
Is objective
Thinks analytically
She Listens with Her Mind
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© 2009 Solari Communication. All rights reserved.
By observing Karl’s:Body posture
Movements
Eyes
Facial expressions
‘Presence’
She Listens with Her Eyes
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© 2009 Solari Communication. All rights reserved.
Analyzes feelings
Notices loudness of speech
Notices pace
Hears the tone
Feels the emotions
She Listens with Her Heart
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© 2009 Solari Communication. All rights reserved.
Ann:“Tell me what you thinkabout this new feature?”
Karl:“Yeah, that was a great idea!”
“Yeah, that was a great idea…”
She Listens How WordsAre Said
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© 2009 Solari Communication. All rights reserved.
Anticipates what’s coming
Interrupts
Finishes sentences
Criticizes or argues
Is biased
Stereotypes
When Listening, Ann Never…
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© 2009 Solari Communication. All rights reserved.
SHUT UP!
No really, she stops talking
She Knows the Key to EffectiveListening Is To
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She Learns to Tolerate Silence…
while waiting for the SME to respond.
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© 2009 Solari Communication. All rights reserved.
Deeper thoughts
More consideration
Juicier facts
“I shouldn’t probably be telling youthis, but …”
Ann Finds She Elicits…
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© 2009 Solari Communication. All rights reserved.
Guides the Flow and Content
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Structures the interview: bell curve
Keeps to planned questions
Rephrases for complete understanding
Derails the tangents:“Um, excuse me Karl. That’s aninteresting story; we still have muchto cover…”
Guides the Flow and Content
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© 2009 Solari Communication. All rights reserved.
Doesn’t impose your view:Not: “So, method A is best then?”Rather: “So, which method is best?”
Challenges assumptions
Clarifies
Probes skillfully
Guides the Flow and Content
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© 2009 Solari Communication. All rights reserved.
When Interviewing via Email
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© 2009 Solari Communication. All rights reserved.
Writes: pointed questions: no repartee
Short, formal, to the point
Arranges logically and thoughtfully
Makes sure they solicit the informationyou want
When Interviewing via Email
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© 2009 Solari Communication. All rights reserved.
Is careful, cohesive, coherent so asnot taken the wrong way
Takes time to think out a response
To-the-point responses, no ramblings
Know Interviewing via Email
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© 2009 Solari Communication. All rights reserved.
Writes specific subject lines
Knows responses can take awhile
Requests a receipt to ensure arrival
Reminds politely when late
Saves emails for future reference
When Interviewing via Email
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© 2009 Solari Communication. All rights reserved.
Tone of voice
Facial expressions
Body language
Eye movement
Remembers: she can always call
She Knows What’s Missingvia Email
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Ends When Finished
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© 2009 Solari Communication. All rights reserved.
Summarizes what she has learned
Assigns action items
Enables follow-up, clarifying questions
“Is there anything else I need to know?”
“Well then, thanks so much for yourtime.”
Ends When Finished
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© 2009 Solari Communication. All rights reserved.
The Summit
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© 2009 Solari Communication. All rights reserved.
Prepared and planned
Established a comfortableexchange
Let the SME talk
Actively listenedGuided the flow and content
You’ve Reached the Summit
© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
“Everyone has a role in the world,and who is to say which role is moreworthy or admirable than any other.Since every person I’ve interviewedhas lead a life unique to them, theyhave something to say about theworld that I couldn’t get fromanyone else.”
–Sebastian Junger, Welcome Stranger
© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
Contact me at…
Rich MaggianiCommunication Consultant
Solari Communication137 Lost Nation, Suite 14Essex, Vermont 05452
802.879.9330
www.solari.net
© 2008. All rights reserved.
© 2009 Solari Communication. All rights reserved.
Blossoming Flowers
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© 2009 Solari Communication. All rights reserved.
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