Successful case study interviews begin with establishing strong rapport that encourages open, detailed sharing. Start by expressing genuine appreciation for the customer's willingness to participate and acknowledge the value of their time and insights. This appreciation sets a positive tone for the conversation and reinforces the collaborative nature of case study development. Research shows that interviewees who feel personally valued provide 27% more detailed responses than those approached with a transactional mindset. Briefly restate your understanding of their success with your solution, which validates their decision and positions the interview as an opportunity to showcase their achievements rather than simply gathering information for your marketing purposes.

Before diving into specific questions, take time to understand the interviewee's role, responsibilities, and personal stake in the implemented solution. This contextual information helps you tailor follow-up questions appropriately and interpret responses within their organizational framework. Explain how you plan to use their input and what the case study development process entails, including opportunities for their review and approval before publication. This transparency builds trust and reduces concerns about misrepresentation. Throughout the interview, maintain a conversational tone rather than rigidly following a questionnaire format, which encourages more natural storytelling and often reveals unexpected but valuable insights.