Effective interviewing begins with preparation. Write down your goal for the interview. Create questions that answer who, what, where, when, why, and how surrounding the topic you wish to explore. When thinking about types of questions, consider the following.
Certain questions yield a succinct answer and are good for clarifying a point but not for expanding on a thought, “Do you attribute your selling success to sales call quantity or sales call quality?”
You’re leading your interviewee into a corner. If you open it up and ask the question differently, the response can be very different: “What do you attribute your selling success to?” The person being interviewed is now free to elaborate and be authentic, even funny, giving you a better story to work with.
Transcribe each interview word-for-word. This is essential in determining which parts of the interview you will use. It is also easier to move the interview segments around in print first. Often the responses are edited to make them sound more succinct or to account for the completion of an earlier thought.