When looking for people to talk to for a qualitative interview, consider your goal. If you want to expand a product line, interview existing customers about their needs. If you’re researching marketing, ask new customers how they found your business. Match interview subjects with the goal of the interview.

When you’re creating an interview guide, it’s a good idea to:

• Plan structured interviews with open ended questions.

• Avoid leading questions.

• Create interview questions that are clear and easy to understand.

• Make research questions focused but flexible.

• Design questions that align with data collection and data analysis goals.

Preparation improves interview effectiveness. Tips to prepare include:

• Create an interview guide. The guide should include questions, question intent and answer-based paths to take.

• Choose a setting where the subject feels comfortable.

• Build rapport with interview participants.

• Have a reliable way to record the interview.