We all have purposeful conversations where the goal is to learn or align on some desired action. These may be with team members, clients, business partners, stakeholders, or customers. Having led varied research interviews and other conversations over the course of my career, I’ve learned these ten techniques that can help you make the most of each important discussion.
1. Have a plan
Review your goals before starting a conversation and be clear on what you want to learn or accomplish. Write a guide or agenda with the topics and questions you plan to cover. Plan the amount of time you expect to take and how it should be allocated.
2. Less is more
Ask questions in a more open way and let people answer, rather than asking specific questions.
- Don’t ask a leading question where the answer is presumed at the start (Would you say that…?)
- Don’t ask questions that only require a one word answer.
- It is ok to clarify when needed. (What I think I heard you say is…? Is that correct or am I missing something about what you were saying?)
3. Strive for answers, not decisions
Don’t ask a question that requires people to make a decision and answer the question. (What was the best? What was your favorite? Give me one word.) Instead, ask a question with options. (What was one of the best? What was one of your favorites? Please share with me a few words.) This takes the pressure off having to make too many decisions at once (thinking about all the possible answers, selecting the top one, and then explaining their reasoning). By removing this pressure, they are still likely to give you the most important answer.
4. Silence is golden
Allow for quiet space after asking a question to let people think and respond. If they are uncomfortable with the silence, they will say something indicating they have an answer or want to move on.
5. Don’t ask people to analyze themselves
Allow people to share the details of their stories and experiences, rather than asking about the deep motivations that led to their actions. People often have a tough time analyzing themselves and why they do things. They can’t always answer your questions directly. Let them share the details and you can consider the implications later.
6. Don’t ask “Why?”
“Why?” can put people on the defensive. Instead, ask other questions that are more open and not potentially judgmental.
- How did you feel when that happened?
- What led up to that?
- What happened after that?
- What conversations did you have about that?
- What were some of the reasons you made that choice?
7. Provide positive (or at least neutral) encouragement
Allow people to share their ideas and perspective without judgement. In a research or professional setting, the goal is to hear their side of the story and understand their views. By remaining open-minded and encouraging, you can gain a deeper understanding of their beliefs and experiences. This attitude will give you more opportunities to learn and help you not jump to conclusions based on any pre-conceived notions.
8. Speak their language
Use language that is relevant to your audience and makes them comfortable.
- When talking to a general audience, do not use overly professional or specialized words.
- Note the words that people use, and then use these if they are correct and you are comfortable saying them. Importantly, do not simply mimic people or use cultural words that are not authentic to you.
9. Manage the time
Ensure you understand which parts of the conversation are most important to cover before you start. Stay aware of the time and make sure you cover all the key topics by the end. You may need to skip some areas to keep on track. Only in rare cases should you go over the agreed-upon time for the meeting or interview.
10. Don’t wait to capture big ideas
Right after the conversation, write up key notes, your big thoughts and ideas, and next steps. For more formal conversations or research interviews you may want to prepare a notes template in advance with the key areas you want to track.
We hope these tips help you to gain more inspiration and understanding from your conversations. If you have other suggestions, we would love to hear from you!
Hemispheres helps people understand their customers as well-rounded individuals. It’s an approach we call Research for Humans. Let’s continue the conversation…reach out at hello@hemispheresinsights.com
David Bauer, a founding partner of Hemispheres, is a market research leader who uncovers actionable insights to drive business success. David is an active moderator and facilitator and has personally conducted qualitative research across North American and Europe as well as in Colombia, Brazil, Argentina, Japan, China, and Australia. To keep up to date on the latest developments in research and marketing, he is a member of Marketing Communications Executives International, the Puget Sound Research Forum, and an Advance Member of the Qualitative Research Consultants Association.