This Is How We Do It: The Art Of Interviewing


If you had just a few hours to get to know someone how would you do it? How would you find out what makes them unique, what makes them tick and what 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 we ask ourselves before every deep-dive interview. We call them deep-dives as we immerse ourselves 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.

We’ve harnessed the collective knowledge of our team to design this Art of Interviewing Slideshare. In it we 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.

We’d love to hear from you if you have any feedback.

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