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The Art of Interviewing
The Art of Interviewing Tuning In to Audiences, Visitors and Donors
Wallace Cultural Participation Initiative
May 17, 2011
Alan Brown
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The Art of Interviewing
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The Art of Interviewing
Session Outline
1:00 Welcome and introductions 1:10 Demonstration interview and debriefing 1:40 Uses of interviewing 2:10 The mechanics of interviewing 2:40 Interviewing exercises
- Choose one of three exercises
3:30 Report-outs 4:00 Wrap up
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The Art of Interviewing
Demonstration Interview and Debriefing (1:10)
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The Art of Interviewing
Uses of Interviewing (1:40)
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The Art of Interviewing
Five Uses of Interviewing
• Assess your organization’s competitive position in the marketplace in relation to other providers (brand assessment)
• Learn from external stakeholders what value the organization currently provides to the community, or might provide (public value audit)
• Get specific feedback on artistic work in development, or program concepts
• Gather input on proposed facility improvements, way-finding or amenities
• Test messages, images and marketing packages for the next season
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Clear objectives are essential
• Articulate your research questions as clearly as possible - What are some examples of good research questions?
• Don’t ask questions you don’t want the answers to • Discuss what you will do differently based on what
you learn (i.e., what’s at stake) • If nothing is at stake, don’t waste your time
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The Art of Interviewing
The Mechanics of Participatory Interviewing (2:10)
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Participatory Interviewing
• Work in teams of two people - up to 10 teams work concurrently
• You are the researchers - Use your own experience and perspective to filter the data and
figure out what’s important
• Most of the data lives in your head for a short while, then it’s gone - That’s why its important to synthesize immediately afterwards
• Do not assume that the people you interview are representative of all patrons or donors
• Look for patterns of responses and “grounded theories” (i.e., informed assertions)
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The Art of Interviewing
Participatory Interviewing Exercise: Day 1 Agenda (Friday)
2:00 p.m. Orientation 3:30 p.m. Practice interview 4:30 p.m. Break 5:00 p.m. 1st interview (60 minutes) 6:00 p.m. Debrief with your partner 6:15 p.m. Break (dinner provided) 7:00 p.m. 2nd interview (60 minutes) 8:00 p.m. Debrief with your partner 8:15 p.m. Break for the night
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The Art of Interviewing
Participatory Interviewing Exercise: Day 2 Agenda (Saturday)
9:00 a.m. Reconvene (light breakfast provided) 9:30 a.m. 3rd interview (60 minutes) 10:30 a.m. Debrief with your partner 11:00 a.m. 4th interview (60 minutes) 12:00 p.m. Debrief with your partner 12:15 p.m. Lunch provided 12:30 p.m. Synthesis session 2:30 p.m. Wrap-Up
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The Art of Interviewing
Role: Interviewer
• Interviewers lead the conversation - Team members switch roles after each interview
• Decide how long to spend on each question - Probe, or move on?
• Help respondent out of tight spots - e.g., “here’s how I would answer that”
• Always know what’s your next question - Manage digressions tactfully
• Keep a sense of direction and flow
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The Art of Interviewing
Role: Recorder
• Recorders are “power listeners” - Your notes are the surviving record of the conversation
• Capture the important ideas that emerge from the interview - Capture key verbatims if you can, using quotation marks
• Synthesize as you go - Inject your own observations in your notes - What is this person really saying?
• The recorder is given an option to ask a follow-up question at the end of the interview
• Recorders lead the debriefing afterwards
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The Art of Interviewing
Getting into the Interview
• Review the protocol in advance • Learn as much as you can about who you’ll be
interviewing • The interview begins when you greet the respondent • Make sure the respondent is comfortable • Introduce yourself • Ask the respondent to introduce himself/herself –
always a good ice breaker • Map out the conversation • Launch into the discussion guide
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The Art of Interviewing
During the interview: be encouraging
• Early validation and respect - “That’s so interesting” or “An excellent point…”
• Show empathy - “I can relate to that…”
• Leave the respondent feeling good about the interview - “Thanks so much for your time. This has been tremendously
helpful.”
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The Art of Interviewing
During the interview: Listen for opportunities to probe
• Follow up anything that piques your curiosity • Don’t let first answers be final answers
- “What do you mean when you say…” - “Could you tell me a bit more about why feel that way?”
• This is not a linear process; refer back to earlier answers either to corroborate or refute… - “Earlier you said this….is that the same as what you are talking
about now?”
• Don’t get caught up in the order of questions
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The Art of Interviewing
Three Exercises: Take your pick (2:40)
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Exercise #1: Donor motivations
• Interview someone about a recent gift they made to an arts organization (other than their own)
• Protocol #1 in your handout explores: - Personal passions - Core values - Giving behavior and motivations - Gift decision process - Interest in specific giving programs
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The Art of Interviewing
Exercise #2: Engagement activities
• Interview someone about their tastes in [theatre/music/dance/visual art] and their preferences for different types of engagement activities
• Protocol #2 in your handout explores: - What you hope to get out of a live experience - Interest in preparatory activities - Feelings about interpretive assistance at events - Preferences for engaging afterwards
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The Art of Interviewing
Exercise #3: Program impact
• Interview someone about the impact of a recent arts experience they had (good or bad)
• Protocol #3 in your handout explores: - Motivations for attending, and expectations - Captivation - Intellectual stimulation - Emotional resonance - Aesthetic growth - Social bonding - Overall satisfaction
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Interviewing Exercise: - find a partner (someone you don’t know - choose initial roles - conduct a short interview (15 min) - flip roles and start again (15 min)
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The Art of Interviewing
Report Out:
Was your experience different than what you expected?
Did you learn anything about interviewing?
Do you have any ideas for how you might use interviewing in the future?
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The Art of Interviewing