Database Reference
In-Depth Information
mised, it is precisely the skill required to conduct the interviews throughout this design
process. I know this might seem like I'm stating the obvious, but I just can't overstate how
important a skill this truly is.
The Interview Process
You use both open-ended and closed questions throughout an interview, alternating
between each type as the interview progresses. Open-ended questions are more general in
natureandenableyoutofocusonspecificsubjects,whereasclosedquestionsaremorespe-
cific and allow you to focus on particular details of a certain subject. For instance, start the
interview with a few open-ended questions to establish some general subjects for discus-
sion and then select a subject and ask more specific (closed) questions relating to that sub-
ject. You could begin by asking one of the interview participants an open-ended question
such as this:
“How would you define the work that you do on a daily basis?”
Most participants will use three or more sentences to answer this type of question. It's per-
fectly acceptable for a participant to provide you with a long, descriptive response because
you can work with this type of response more easily than you can with one that is terse. To
illustrate this point, assume the participant responds to your question in this manner:
“As an account representative, I'm responsible for ten clients.
Each of my clients makes an appointment to come into the show-
roomtoviewthemerchandisewehavetoofferforthecurrentsea-
son.Partofmyjobistoansweranyquestionstheyhaveaboutour
merchandise andmakerecommendations regardingthemostpop-
ular items. Once they make a decision on the merchandise they'd
liketopurchase,Iwriteupasalesorderfortheclient. ThenIgive
the sales order to my assistant, who promptly fills the order and
sends it to the client.”
This is a very good response. The participant not only answered your question, but also
provided you with the opportunity to begin asking follow-up questions. His response also
suggests several subjects that you can discuss later in the interview.
