This guide is written for researchers with integrity intending to conduct industrial interviews. There are alternative means to get information, but they’re not worth sacrificing your integrity.
Personally I don’t think that tape-recording interviews is necessary, but if the interview is a long one it’s a good idea so that you’re not wholly reliant on your notes/memory. Make sure you get permission from the respondent first though.
The purpose of cold calling is to establish who has the required information. Document your journey so that it’s easier to find the right person at the next company that you contact.
- Establish common ground (i.e. explain who you’ve been introduced by)
- Explain who else you’re contacting and who else is participating
- Emphasise any confidentiality agreements (and provide in writing)
- If the interview is semi-structured explain that the questions aren’t designed for self-completion and required dialogue
Sell the interview
- It won’t take long
- The final results will be of interest
- Explain how this information helps their business needs
- Know your subject matter as much as possible
- Know your questionnaire thoroughly
- Ask follow up questions to clarify any points that aren’t clear
- Ask bold questions
- Triangulate responses against available data
- Complete questionnaire and save it
- Keep all promises and engage in any follow up work
- Leave door open for follow up questions (e.g. “would we be able to contact you again…”
Tips for getting useful answers
- “It is my understanding that…”
- “What range would you estimate…?”
- “Other interviewees have suggested that…”
Finally, follow up. Make sure you say thank you. Make sure you send a copy of the final report. Keep the relationship open. Keep your promises.