effective interviewing of subject matter experts

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© 2009 Solari Communication. All rights reserved. Effective Interviewing of Subject Matter Experts Making the information connection Rich Maggiani Solari Communication © 2008 Solari Communication. All rights reserved.

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Planning, organizing, and writing techniques for preparing to interview subject matter experts (SMEs), followed by techniques to actually conduct the interview with a focus on listening, told through a bit of a story line.

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Page 1: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

Effective Interviewing ofSubject Matter Experts

Making the information connection

Rich MaggianiSolari Communication © 2008 Solari Communication.

All rights reserved.

Page 2: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

So…

Be sociable

Take an interest in the personyou are interviewing

Interviewing is research asa social act

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Page 3: Effective Interviewing of Subject Matter Experts

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Two Types of Research

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Page 4: Effective Interviewing of Subject Matter Experts

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Adds to your knowledge

Can be valuable in its own right

At one point, recovery dependedupon discovery

Recovery

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Page 5: Effective Interviewing of Subject Matter Experts

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Sheds new light on a topic

Adds to the knowledge base

Much more valuable andsignificant

Discovery

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Page 6: Effective Interviewing of Subject Matter Experts

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Control the amount and accuracyand completeness of theinformation you receive

Control content, pace, and tone

Keep a positive attitude

Create a positive climate

Control the Dynamics ofthe Interview

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Page 7: Effective Interviewing of Subject Matter Experts

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No two interviews are

ever exactly alike

since participants make

unique contributions

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Page 8: Effective Interviewing of Subject Matter Experts

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Prepare and plan

Establish a comfortable exchange

Let the SME talk

Actively listen

Guide the flow and content

The Trail Ahead

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Page 9: Effective Interviewing of Subject Matter Experts

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Our Characters

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Page 10: Effective Interviewing of Subject Matter Experts

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Our Interviewer:Ann

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Page 11: Effective Interviewing of Subject Matter Experts

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Our SME:Karl

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Page 12: Effective Interviewing of Subject Matter Experts

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Establishes a Foundation

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Page 13: Effective Interviewing of Subject Matter Experts

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Understands the SME’s stature

Gets management support

Obtains the SME’s support

Establishes a Foundation

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Page 14: Effective Interviewing of Subject Matter Experts

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Establishes the importance of the project

Outlines a process for the project

Sets a timeline

Explains specific goals and objectives

Holds a Kick-off Meeting

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Page 15: Effective Interviewing of Subject Matter Experts

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Plans the Interview

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Page 16: Effective Interviewing of Subject Matter Experts

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Does her homework

Designs questions

Writes questions

Orders them

Creates a schedule

Plans the Interview

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Page 17: Effective Interviewing of Subject Matter Experts

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Reads existing related materials:

Technical

Promotional

Informational

Researches related materials

Does Her Homework

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Page 18: Effective Interviewing of Subject Matter Experts

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Elicit facts, anecdotes, and opinionsthat add a meaningful dimension

Uncover facts she must know

Are closed-end with brief, specificanswers

Avoid potential vague ramblings

Avoid sensitive information

Designs Questions that…

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Page 19: Effective Interviewing of Subject Matter Experts

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Who is the intended audience?

What must they know?

When would they use the software?

Where do they enter information?

Why run this process?

How does this feature work?

Writes Open-ended Questions

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Page 20: Effective Interviewing of Subject Matter Experts

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Only for relevant, factual,specific information

For related informationOne thought per question

Writes Questions That Ask…

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Page 21: Effective Interviewing of Subject Matter Experts

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Sequences her questions logically

Allows them to build on previousquestions and answers

Orders Her Questions

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Page 22: Effective Interviewing of Subject Matter Experts

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An amount that can be absorbed anddiscussed in a period of time

One meeting with a time limit, or aseries of meetings

States a specific purpose: knows whatshe wants to walk away with?

Tells Karl ahead of time

Schedules the Interview

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Page 23: Effective Interviewing of Subject Matter Experts

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Keeps a Record

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Page 24: Effective Interviewing of Subject Matter Experts

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Takes ample notesDoesn’t let them distract though

Or records the interviewAsks for permissionTests her recording device

Keeps a Record

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Page 25: Effective Interviewing of Subject Matter Experts

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Establishes aComfortable Exchange

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Page 26: Effective Interviewing of Subject Matter Experts

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Gets to know Karl beforehand

Drops by his office; checks it out

Looks for clues about his life

Introduces herself in person

A Comfortable Exchange

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Page 27: Effective Interviewing of Subject Matter Experts

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Connects; put him at ease

Begins with small talk, about him

Then some easy-to-answer warm-ups

Gives ample prompts andencouragement

A Comfortable Exchange

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Page 28: Effective Interviewing of Subject Matter Experts

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Is respectful, but not deferential

Bad attitude? Considers rescheduling

Superiority complex? Ignores it

Smiles politely, curses silently toherself, and continues

Perhaps it’s because he doesn’t know!

A Comfortable Exchange

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Page 29: Effective Interviewing of Subject Matter Experts

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Lets Karl Talk

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Page 30: Effective Interviewing of Subject Matter Experts

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Asks general questions:“How do you feel about the software?”

Asks closed-end questions:“How long have you worked on thisproject?”

Asks pointed open-end questions:“How do users most benefit?”

Lets Karl Talk

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Page 31: Effective Interviewing of Subject Matter Experts

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And Most Importantly,

She Listens!

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Page 32: Effective Interviewing of Subject Matter Experts

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Is vital

Is difficult

Is active (not passive)

Requires mental effort

Because up to 90% of a messageis nonverbal!

Ann Knows Listening

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Page 33: Effective Interviewing of Subject Matter Experts

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Thinks ten times faster

Hears noise, but must tune it out

Curbs overwhelming emotions

Doesn’t fidget

Is patient

Knows Her Barriers to Listening

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Page 34: Effective Interviewing of Subject Matter Experts

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Outside distractions: email, cellphones, intercom

Interruptions

Shortage of time; hurrying

Knows His Barriers to Listening

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Page 35: Effective Interviewing of Subject Matter Experts

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So she listens with her:

Ears

Mind

Eyes

Heart

Understand How HerBehavior Is Perceived

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Page 36: Effective Interviewing of Subject Matter Experts

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Has an alert bodywith an open posture

Uses expressive gestures

Makes welcoming facial expressions

Maintains eye contact

Keeps a comfortable distance

She Listens with Her Ears

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Page 37: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

Maintains an alert mindand an open mind

Empathizes

Is objective

Thinks analytically

She Listens with Her Mind

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Page 38: Effective Interviewing of Subject Matter Experts

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By observing Karl’s:Body posture

Movements

Eyes

Facial expressions

‘Presence’

She Listens with Her Eyes

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Page 39: Effective Interviewing of Subject Matter Experts

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Analyzes feelings

Notices loudness of speech

Notices pace

Hears the tone

Feels the emotions

She Listens with Her Heart

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Page 40: Effective Interviewing of Subject Matter Experts

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Ann:“Tell me what you thinkabout this new feature?”

Karl:“Yeah, that was a great idea!”

“Yeah, that was a great idea…”

She Listens How WordsAre Said

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Page 41: Effective Interviewing of Subject Matter Experts

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Anticipates what’s coming

Interrupts

Finishes sentences

Criticizes or argues

Is biased

Stereotypes

When Listening, Ann Never…

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Page 42: Effective Interviewing of Subject Matter Experts

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SHUT UP!

No really, she stops talking

She Knows the Key to EffectiveListening Is To

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Page 43: Effective Interviewing of Subject Matter Experts

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She Learns to Tolerate Silence…

while waiting for the SME to respond.

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Page 44: Effective Interviewing of Subject Matter Experts

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Deeper thoughts

More consideration

Juicier facts

“I shouldn’t probably be telling youthis, but …”

Ann Finds She Elicits…

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Page 45: Effective Interviewing of Subject Matter Experts

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Guides the Flow and Content

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Page 46: Effective Interviewing of Subject Matter Experts

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Structures the interview: bell curve

Keeps to planned questions

Rephrases for complete understanding

Derails the tangents:“Um, excuse me Karl. That’s aninteresting story; we still have muchto cover…”

Guides the Flow and Content

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Page 47: Effective Interviewing of Subject Matter Experts

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Doesn’t impose your view:Not: “So, method A is best then?”Rather: “So, which method is best?”

Challenges assumptions

Clarifies

Probes skillfully

Guides the Flow and Content

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Page 48: Effective Interviewing of Subject Matter Experts

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When Interviewing via Email

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Page 49: Effective Interviewing of Subject Matter Experts

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Writes: pointed questions: no repartee

Short, formal, to the point

Arranges logically and thoughtfully

Makes sure they solicit the informationyou want

When Interviewing via Email

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Page 50: Effective Interviewing of Subject Matter Experts

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Is careful, cohesive, coherent so asnot taken the wrong way

Takes time to think out a response

To-the-point responses, no ramblings

Know Interviewing via Email

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Page 51: Effective Interviewing of Subject Matter Experts

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Writes specific subject lines

Knows responses can take awhile

Requests a receipt to ensure arrival

Reminds politely when late

Saves emails for future reference

When Interviewing via Email

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Page 52: Effective Interviewing of Subject Matter Experts

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Tone of voice

Facial expressions

Body language

Eye movement

Remembers: she can always call

She Knows What’s Missingvia Email

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Page 53: Effective Interviewing of Subject Matter Experts

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Ends When Finished

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Page 54: Effective Interviewing of Subject Matter Experts

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Summarizes what she has learned

Assigns action items

Enables follow-up, clarifying questions

“Is there anything else I need to know?”

“Well then, thanks so much for yourtime.”

Ends When Finished

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Page 55: Effective Interviewing of Subject Matter Experts

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The Summit

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Page 56: Effective Interviewing of Subject Matter Experts

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Prepared and planned

Established a comfortableexchange

Let the SME talk

Actively listenedGuided the flow and content

You’ve Reached the Summit

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Page 57: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

“Everyone has a role in the world,and who is to say which role is moreworthy or admirable than any other.Since every person I’ve interviewedhas lead a life unique to them, theyhave something to say about theworld that I couldn’t get fromanyone else.”

–Sebastian Junger, Welcome Stranger

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Page 58: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

Contact me at…

Rich MaggianiCommunication Consultant

Solari Communication137 Lost Nation, Suite 14Essex, Vermont 05452

802.879.9330

[email protected]

www.solari.net

© 2008. All rights reserved.

Page 59: Effective Interviewing of Subject Matter Experts

© 2009 Solari Communication. All rights reserved.

Blossoming Flowers

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© 2009 Solari Communication. All rights reserved.