An interview is a technique used to understand the experiences of others (customers, employees, etc.). It takes the form of a conversation between the interviewer and the interviewee.

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Continuous Improvement Toolkit
Interviews
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An Interview:
 A technique used to understand the experiences of others
(customers, employees, etc.).
 Takes the form of a conversation between the interviewer and
the interviewee.
 Often conducted in an informal and natural way:
• Where the respondent can freely express his/her
opinion in his/her own words.
- Interviews
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When to Use:
 To learn about the product or service from the customer’s
perspective.
 In project management and improvement initiatives to learn
what is important or confusing (to the customer for example).
 In journalism and media reporting.
 When screening candidates for employment.
 When measuring the employee satisfaction level:
• During organizational transformation.
• On employee exit.
- Interviews

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 Can be undertaken through different media:
• Face-to-face.
• Telephone.
• Email.
• Online meetings.
- Interviews

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 Data capturing methods:
• Forms and questionnaires.
• Note taking.
• Audiotapes and computer audio programs.
- Interviews

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Types:
 Open interviews allow a degree of freedom and adaptability in
getting the information.
 Structured interviews are performed by
using a well-designed questionnaire.
• Forces the respondent to choose answers
from among the same set of alternatives.
• More focused questions can be asked and
data can be more easily analyzed and
compared.
• More expensive.
- Interviews

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How to Conduct an Interview:
 Start by clearly define the purpose of the interview.
 Identify the target respondents for the interview.
 Prepare a list of questions prior the interview.
 Decide the type of interview you will use.
 Decide the data capturing method.
 Contact the respondents before the
interview.
 Do a pilot interview to refine the
questions and the interview process.
- Interviews

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How to Conduct an Interview:
 Conduct the interview at the scheduled time and date.
 Let the questions structure the conversation, but adapt to the
discussion as needed.
 Take notes or record the interview.
 Listen, don’t interrupt, make the participant feel comfortable
and be respectful of boundaries.
 Before completing, ask for additional input or comments.
 Take time to document important ideas and findings soon after
completing the interview.
 Process and analyze the data.
- Interviews

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Further Information:
 Establish a rapport with the interviewee in order for him to be
open and talk freely.
 You may clarify questions or ask follow-up questions on the
spot to further probe for meaningful data.
 A test prior the interview will assure better data and avoid
wasting time and money.
 Sometimes, interviews are used to validate data collected
previously by other survey methods.
- Interviews