Build rapport, set the tone and be present...

 

• Body Language – mirror their style, is it casual or formal.

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• Facial expression – Use as few words as possible but communicate with your face, you want them to feel that you are sincerely interested in them.

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• Minimize presence – It is never about you, listen but take care not to input your opinions or knowledge into the dialogue.

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Humans are often unintentionally inconsistent in what they say, do, think and feel. While listening and observing, tune into the things that don’t match up, things said or not said and then ask. This is where rich stories, latent needs and insights live. This is where trust is so critical, so you can ask the tough, naive or even uncomfortable questions so you can learn things you wouldn’t of otherwise. Ask with non-judgemental curiosity, neutrally describe the inconsistency you notice, for example “I heard you say ‘X’ and I noticed you do ‘Y’, can you tell me more about that?”

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Interviews take practice, building rapport is crucial, how you show up in the moment will really inform how the interview will go, if you focus on the connection with the person you are interviewing, it can’t go wrong.

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Take time to build rapport and set the tone

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We know there’s a pull to dive immediately into the juicy questions at the core of your challenge, but it’s important to first build trust and get to know the individual you’re interviewing. Consider kicking it off with a fun question to break the ice and set the tone… this should feel like a casual chat, not a formal interview.
 

If it inches back towards formality, be sure to re-set the tone again – reminding them there’s no right or wrong, and that you’re just looking to hear their opinion and perspective.

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Invite stories – and pay attention to their answer

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My favourite opener for any interview question? “Tell me about (fill in the blank).” It’s easy to remember, approachable, and open-ended in a way that enables the respondent to take the conversation wherever he or she likes. But don’t stop with your question! Now it’s time to listen: the details your interviewee chooses to include, the way in which they tell the story, the vocabulary they use and even their body language will all give you rich information and point at the underlying values and needs (far more than when you ask them to generalize).

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Be open to surprises

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Having goals for what you want to learn about is a great way to guide your interview, but don’t let your pre-planned script prevent you from digging deeper into the unexpected things that surface (finding out things you didn’t know or didn’t expect is exactly why you are there!). Be ready to go with the flow.

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Synthesize to learn about your problem

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A lot of learners focus on their personal reflections after interviews, which is a good starting point. The next step is to really focus on what you’ve learned as it directly pertains to the problem you’re working on. Being surprised is great! That’s step one. Step two is tying it back to your challenge.

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Trust your instincts

Finally, for all of us – and especially if you’re new to design thinking – a reminder: participating in the design thinking process requires us to explore, ask questions, and come with an open heart and mind. It’s about flexing our muscles and in being open to the world around us – and for something like this, there often isn’t one ‘right’ answer.