How to Ask the Right Questions to Get the Best Information

I don’t know about you, but I love interviewing people. I enjoy learning more about them, their accomplishments, and their knowledge.

As writers, we know that conducting interviews is vital for case studies and other content.

And we want to get it right the first time to cut down on the number of follow ups.

Without crucial information, some content is almost impossible to write well. Sure, you can do research and try to pull quotes from already published sources, but having fresh material is better.

It may seem that an interview is no big deal—you’ll ask a question and get an answer.

But as you’ll see, to find the best information, there’s more to it than that.

I remember my first deposition.

The preparation was intense.

Even though I had taken my fair share of depositions as an attorney, this was the first time I was being deposed.

I reviewed my file, noting it was thin and sparse. Did I document everything: phone calls, meetings, new facts gathered?

The company’s attorneys held practice sessions.

“We know you know this, Joanne, but we’re going to review everything with you as if you’ve never been in a deposition before. They’ll start with the basics for the record. Then they’ll move to the details,” Phil said.

I nodded.

“Remember to only answer the question they ask. No more. And if you don’t know the answer or don’t remember, say so.”

“They’ll try to say what they want to hear,” Dave said. “Don’t rush to answer. You can take your time.”

“That’s always awkward,” I said. “It’s easier sitting in your seat than the hot seat.”

“Very true,” Phil said. “I’ve never been deposed, and I’m guessing it’s a little uncomfortable.”

“Listen to the entire question and don’t anticipate what they’re asking,” Dave said. “We see clients do this all the time. They think they know where the question is going and formulate an answer without really hearing what the other side wants to know.”

“You can ask them to clarify the question if you don’t understand,” Phil said. “Sometimes they’re intentionally vague.”

We went through questions we anticipated the other side would ask.

I was ready.

I arrived early on deposition day and waited while they finished with my colleague.

When I entered the room, we exchanged pleasantries and began.

They didn’t ask the questions we expected. In fact, my response to almost every question was, “I have no knowledge.”

The reason was that they were asking me about information contained in my colleague’s file, which I didn’t look at. But they got frustrated.

“Ms. Hirase-Stacey, do you know anything?” opposing counsel asked.

“I know plenty. Just not about what you’re asking.”

I’ve dealt with numerous interviews where I’ve received useless data, technical jargon, or non-answers.

Just know that not every conversation will go well.

To improve my chances of success, there are three techniques I use when conducting an interview.

Build Rapport

Do your best to put the person at ease. One way is by finding a similarity and sharing stories.

For example, have you worked in the same industry, do you share a love of pets or children, do you both run or do yoga?

Another way is by asking them about themselves and being genuinely interested in what they say. People tend to be chatty when they have a listening ear.

Just remember that you need to be mindful of time, so you must get to the purpose of the interview. But creating a friendly environment will help the person trust you more and be less resistant.

Know When to Use Closed-Ended and Open-Ended Questions

A closed-ended question can be answered in a few words. It may be a yes/no or a choice among options, but the answer is factual.

For example, “What is your name?”, “How old are you?”, “Are you married?”, “Which do you like better, sunrise or sunset?” are closed-ended questions.

An open-ended question allows a person to expound on an idea, give a broader perspective, and provide detail.

For example, “What did you see?”, “What happened?”, “Can you explain?”, “Can you give an example?” are open-ended questions.

Closed-ended are best to get and/or verify facts, get an exact answer, and get a quick response.

Open-ended are best for insight, feedback, and knowledge.

Think of it this way—when you ask closed-ended questions, you are driving the discussion. When you ask open-ended questions, you are allowing the other person to take control.

Don’t Follow a Script

This doesn’t mean you shouldn’t prepare a list of questions.

What it means is that you can go off-script based on the answers you receive.

If the person reveals useful information you didn’t know, dig deeper. If you don’t understand, ask clarifying questions. If you need to know “why” then simply say, “Why?”

It’s often in those moments that you obtain what you’re looking for.

Again, be mindful of the time and make sure your most important questions are answered within the time allotted.

If the interview went well, you may be able to schedule a follow-up meeting or send the remaining questions by email.

As an aside, because opposing counsel was so irritated by my lack of knowledge, I was subpoenaed to testify. When I again made the point that I had no knowledge because they were asking questions about a file that wasn’t mine, the judge dismissed me.

Had they asked the right questions, they might have gotten more information.

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If you need someone who can interview people and write great content, message me on LinkedIn or email me at [email protected].

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Joanne Hirase-Stacey is a Compliance Communications Specialist who writes copy and content for companies who sell compliance products and services. She is a former General Counsel, Chief Compliance Officer, and Risk Manager who has navigated the vast world of regulatory compliance and has lived to write (and tell) about it. Visit her website at www.jhstacey.com to learn more.