Effective Interviewing of Subject Matter Experts

Effective Interviewing of
Subject Matter Experts

Making the information connection

Rich Maggiani
Solari Communication © 2008 Solari Communication.
© 2009 Solari Communication. All rights reserved.
All rights reserved.

Interviewing is research as
a social act
So…
Be sociable
Take an interest in the person
you are interviewing


Two Types of Research


Recovery

Adds to your knowledge
Can be valuable in its own right
At one point, recovery depended
upon discovery


Discovery

Sheds new light on a topic
Adds to the knowledge base
Much more valuable and
significant


Control the Dynamics of
the Interview
Control the amount and accuracy
and completeness of the
information you receive
Control content, pace, and tone
Keep a positive attitude
Create a positive climate


No two interviews are
ever exactly alike
since participants make
unique contributions


The Trail Ahead

Prepare and plan
Establish a comfortable exchange
Let the SME talk
Actively listen
Guide the flow and content


Our Characters


Our Interviewer:
Ann


Our SME:
Karl


Establishes a Foundation


Establishes a Foundation

Understands the SME’s stature
Gets management support
Obtains the SME’s support


Holds a Kick-oﬀ Meeting

Establishes the importance of the project
Outlines a process for the project
Sets a timeline
Explains specific goals and objectives


Plans the Interview


Plans the Interview

Does her homework
Designs questions
Writes questions
Orders them
Creates a schedule


Does Her Homework

Reads existing related materials:
Technical
Promotional
Informational
Researches related materials


Designs Questions that…

Elicit facts, anecdotes, and opinions
that add a meaningful dimension
Uncover facts she must know
Are closed-end with brief, specific
answers
Avoid potential vague ramblings
Avoid sensitive information


Writes Open-ended Questions

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 Questions That Ask…

Only for relevant, factual,
specific information
For related information
One thought per question


Orders Her Questions

Sequences her questions logically
Allows them to build on previous
questions and answers


Schedules the Interview

An amount that can be absorbed and
discussed in a period of time
One meeting with a time limit, or a
series of meetings
States a specific purpose: knows what
she wants to walk away with?
Tells Karl ahead of time


Keeps a Record


Keeps a Record

Takes ample notes
Doesn’t let them distract though

Or records the interview
Asks for permission
Tests her recording device


Establishes a
Comfortable Exchange


A Comfortable Exchange

Gets to know Karl beforehand
Drops by his office; checks it out
Looks for clues about his life
Introduces herself in person



Connects; put him at ease
Begins with small talk, about him
Then some easy-to-answer warm-ups
Gives ample prompts and
encouragement



Is respectful, but not deferential
Bad attitude? Considers rescheduling
Superiority complex? Ignores it
Smiles politely, curses silently to
herself, and continues
Perhaps it’s because he doesn’t know!


Lets Karl Talk


Lets Karl Talk

Asks general questions:
“How do you feel about the software?”
Asks closed-end questions:
“How long have you worked on this
project?”
Asks pointed open-end questions:
“How do users most benefit?”


And Most Importantly,

She Listens!


Ann Knows Listening

Is vital
Is difficult
Is active (not passive)
Requires mental effort
Because up to 90% of a message
is nonverbal!


Knows Her Barriers to Listening

Thinks ten times faster
Hears noise, but must tune it out
Curbs overwhelming emotions
Doesn’t fidget
Is patient


Knows His Barriers to Listening

Outside distractions: email, cell
phones, intercom
Interruptions
Shortage of time; hurrying


Understand How Her
Behavior Is Perceived
So she listens with her:
Ears
Mind
Eyes
Heart


She Listens with Her Ears

Has an alert body
with an open posture
Uses expressive gestures
Makes welcoming facial expressions
Maintains eye contact
Keeps a comfortable distance


She Listens with Her Mind

Maintains an alert mind
and an open mind
Empathizes
Is objective
Thinks analytically


She Listens with Her Eyes

By observing Karl’s:
Body posture
Movements
Eyes
Facial expressions
‘Presence’


She Listens with Her Heart

Analyzes feelings
Notices loudness of speech
Notices pace
Hears the tone
Feels the emotions


She Listens How Words
Are Said
Ann:
“Tell me what you think
about this new feature?”
Karl:
“Yeah, that was a great idea!”

“Yeah, that was a great idea…”


When Listening, Ann Never…

Anticipates what’s coming
Interrupts
Finishes sentences
Criticizes or argues
Is biased
Stereotypes


She Knows the Key to Eﬀective
Listening Is To

SHUT UP!

No really, she stops talking


She Learns to Tolerate Silence…

while waiting for the SME to respond.


Ann Finds She Elicits…

Deeper thoughts
More consideration
Juicier facts
“I shouldn’t probably be telling you
this, but …”


Guides the Flow and Content



Structures the interview: bell curve
Keeps to planned questions
Rephrases for complete understanding
Derails the tangents:
“Um, excuse me Karl. That’s an
interesting story; we still have much
to cover…”



Doesn’t impose your view:
Not: “So, method A is best then?”
Rather: “So, which method is best?”
Challenges assumptions
Clarifies
Probes skillfully


When Interviewing via Email



Writes: pointed questions: no repartee
Short, formal, to the point
Arranges logically and thoughtfully
Makes sure they solicit the information
you want


Know Interviewing via Email

Is careful, cohesive, coherent so as
not taken the wrong way
Takes time to think out a response
To-the-point responses, no ramblings



Writes specific subject lines
Knows responses can take awhile
Requests a receipt to ensure arrival
Reminds politely when late
Saves emails for future reference


She Knows What’s Missing
via Email
Tone of voice
Facial expressions
Body language
Eye movement
Remembers: she can always call


Ends When Finished


Ends When Finished

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 your
time.”


The Summit


You’ve Reached the Summit

Prepared and planned
Established a comfortable
exchange
Let the SME talk
Actively listened
Guided the flow and content


“Everyone has a role in the world,
and who is to say which role is more
worthy or admirable than any other.
Since every person I’ve interviewed
has lead a life unique to them, they
have something to say about the
world that I couldn’t get from
anyone else.”
–Sebastian Junger, Welcome Stranger


Contact me at…

Rich Maggiani
Communication Consultant
Solari Communication
137 Lost Nation, Suite 14
Essex, Vermont 05452
802.879.9330
rich.maggiani@solari.net
www.solari.net

© 2008. All rights reserved.


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