The document provides tips for conducting deep dive interviews to obtain key information. It recommends talking like the subject, sequencing questions from general to specific, asking about specific examples, peer comparisons, projections, quantities, changes over time, and clarifying responses. The document advises against asking survey-style questions that are leading, presumptive, insulting, biased, or useless. Interviewers should obtain detailed information by skillfully questioning subjects.

1. Deep Dive Interviewing Secrets: Making Sure You Don't Leave Key Information Behind UIE Virtual Seminar: Steve Portigal January 28, 2010

2. Talk like your subject talks! Interviewing Tactic 1

3. Question Types Sequence — “Walk me through a typical day…”, “…Then what do you do next?” Specific Examples — “What did you make for dinner last night?” Peer Comparison — “Do the other cashiers do it that way?” Projection — “What do you think it’ll be like in 5 years?” Quantity — “How many of your customers fall into that category?” Changes Over Time — “How are things different than they were a year ago?” Suggestive Opinion — “Some people have really negative feelings about cell phones while others don't at all. What are your feelings about them?” Clarification — “…and when you say 'her' you mean Julie, right?”

4. How (Not) To Ask Surveys are great practice for writing questions that are not Leading Presumptive Insulting Biased Useless

5. Deep Dive Interviewing Secrets Making Sure You Don't Leave Key Information Behind Steve Portigal UIE Virtual Seminar January 28, 2010