Build Rapport: At the start of the interview, take a couple of minutes for small talk and to make the participant comfortable. Explain the purpose of the interview (in simple terms) and reassure them that there are no right or wrong answers – you just want their honest perspective. When people feel at ease and respected, they open up more. For example, you might say, “Thank you for taking the time. We’re doing this to improve [Product/Service], and your candid feedback is extremely valuable. Please feel free to speak openly – positive or negative, it all helps us learn.”

Use Active Listening: Give the interviewee your full attention. Show that you’re listening through verbal and non-verbal cues – nodding, saying “mm-hmm” or “I see,” and paraphrasing their points to confirm understanding​

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. Avoid interrupting. When they finish a thought, you can echo it: “So you’re saying that the setup process was confusing, right?” This not only clarifies their point but also makes them feel heard, often encouraging them to elaborate further.

Probe for Depth: Often, initial answers skim the surface. Politely ask follow-up questions to get more detail: “Could you tell me more about that?” or “What was the reason for that?” or “How did that make you feel?” If a participant gives a short or vague answer, try the classic prompts like, “Can you give an example?” or “Why do you think that is?” These probing questions can unearth deeper insights and stories that you wouldn’t get from a basic Q&A.

Stay Neutral and Open: It’s critical to remain neutral, especially for sensitive topics. Don’t react with surprise or disapproval to any answer – maintain a friendly poker face. If an interviewee says something you didn’t expect or that you personally disagree with, remember your role as a researcher is to gather their truth, not to correct them. Also, avoid injecting your opinions or leading the witness. For example, instead of “I think this feature is great, what about you?” simply ask “How do you find this feature?” Neutrality encourages honest and uninhibited responses.

Be Flexible with the Guide: While you have a structured guide, be willing to go out of order or explore new topics if the conversation takes an interesting turn. If an interviewee brings up something unexpected but relevant, follow that path (at least for a bit) – it could be a goldmine of insight you hadn’t considered. You can gently steer back to the main questions afterward. The guide is there to support you, but the interviewee’s flow is more important.

Manage Group Dynamics (for Focus Groups): If you’re running a focus group, ensure everyone’s voice is heard. Some participants may be shy while others more outspoken. As a moderator, direct questions to quieter members (“Alex, what’s your take on this?”) and respectfully limit those who dominate (“Those are great points, Daniel. Let’s hear from others too”). Also, watch for any consensus pressure – sometimes people start agreeing with the majority. Encourage dissenting opinions by explicitly asking, “Does anyone have a different experience or view?”

Take Notes (or Record): Ideally, record the session (with permission) so you don’t have to write down every word – this frees you to pay full attention. Still, jot down key points or impressions in real time if you can do so without breaking the conversation flow. Note any powerful quotes or unexpected comments, as well as non-verbal cues (e.g., “when talking about price, he looked uneasy”). These notes are helpful when analyzing later.

Watch the Time: Be mindful of your planned interview length. If you’re nearing the end and still have important questions left, you may need to gently cut short a verbose response or skip a less critical question. It’s a balancing act – you want rich insight, but you also want to respect the participant’s time and cover your key topics. If time runs out and there are pressing questions unasked, you can consider a quick follow-up via email or ask if they have a few extra minutes (if the vibe is good).

Thank and Close Gracefully: As you approach the end, give a warning: “Just a few more questions,” so they know it’s winding down. Finish by asking if they have anything to add that you didn’t ask about – this often surfaces insights you might have missed. Thank them sincerely for their time and input. If you promised any incentive (payment, gift card, etc.), remind them how they’ll receive it. Ensure they leave the interview feeling that their contribution was important and appreciated.