A good interview rarely relies on off-the-cuff remarks. Its quality depends on the interviewee and on how precisely the questions are formulated. A single well-chosen question can help explore a topic, elicit a vivid quote and reveal details that cannot be found in open sources. A weak question, on the other hand, derails the conversation and leaves you with nothing but a collection of generalities.
Preparing for an interview requires an understanding of the conversation’s purpose. It is important to know exactly what needs to be clarified, which gaps need to be filled, and which insights will be useful to the reader. Then the conversation becomes not a formality, but a working tool. A strong interview begins not with the quantity of questions, but with their quality.
Why a pre-prepared list doesn’t always work
Many novice interviewers try to come up with as many questions as possible before the meeting. At first glance, this seems like a sound strategy: if everything is written down, nothing will be forgotten. In practice, however, a long list often gets in the way. The interviewee responds spontaneously, bringing up new topics, whilst the interviewer continues to mechanically tick off the list.
When the conversation turns into reading from a list, the natural flow disappears. Instead of a dialogue, it becomes a questionnaire. The interviewee senses the formality and gives formulaic answers. As a result, the material loses its depth.
It is far more useful to prepare a few broad thematic sections. This provides structure whilst leaving room for the conversation to develop. The interview remains controlled without becoming a rigid script. This approach is particularly effective when the topic is complex or it is impossible to predict in advance which details will prove most important.
How to phrase questions to encourage someone to elaborate on a topic
A powerful question does not usually limit the other person to a simple ‘yes’ or ‘no’, but invites them to explain, recall, describe or evaluate. Such phrasing provides material for the text.
For example, instead of asking “Was it difficult?”, it is more useful to ask: “What difficulties did you encounter?” Instead of “Are you satisfied with the result?”, it works better to ask: “What do you think of the result and why?”
It is important to avoid overloaded constructions. If there are three subtopics in a single sentence, the person may become confused or choose to focus on just one part. The simpler the question sounds, the more precise the answer.
Another useful practice is to ask for specifics. General assessments are rarely remembered, whereas examples paint a vivid picture. If the interviewee says the process was difficult, it is worth clarifying exactly how this manifested itself. Then, instead of an abstraction, a real story emerges.
Why the first question is particularly important
The start of a conversation sets the tone for the entire discussion. If the start is awkward, the person responds curtly and takes a long time to get into the swing of things. If the first question is chosen well, the interview quickly becomes meaningful.
It is best to start with a question that helps the person open up. Phrases about the significance of the topic work well: why it is important, how it all began, what prompted them to work on the issue. Such remarks set off a whole story.
There is also a practical reason to pay attention to the start. The interview may be cut short: the schedule has changed, urgent matters have arisen, or technical difficulties have occurred. If the most important questions are left ‘for later’, the information you need may never be shared. It is best to raise key topics in the first part of the conversation, whilst attention is at its highest.
How not to lose track of the conversation
An interview is like a casual chat, but it always has a purpose. If you don’t keep the topic of the piece in mind, the conversation can easily veer off into irrelevant details. Before the meeting, it’s useful to define the central objective for yourself. What should the reader take away from the article? What is the main question that needs to be clarified? This internal guide helps you decide where to delve deeper and what to leave out.
If the interviewee strays off topic, there’s no need to cut them off abruptly. You can gently steer the conversation back on track: clarify the link to the topic, ask the next question from the main set, or ask them to explain something directly relevant to the piece. This skill is particularly important in long interviews. The longer the conversation goes on, the greater the risk of gathering a lot of information that cannot be used later. A clear focus saves both conversation time and the time spent on further work with the text.
Why follow-up questions are important
The real value of an interview often lies not in the first answer, but in what follows. A person might express an interesting idea, but in a condensed form. In such situations, follow-up questions are helpful.
Phrases such as “Tell me more”, “Can you give an example?”, “What do you mean?” open up a second level of conversation. This is where details, emotions, motivations and unexpected twists emerge. It is from such follow-ups that powerful quotes are born.
Follow-up questions also help to check your understanding. If the topic is complex, it is useful to paraphrase what you have heard in your own words and ask whether you have understood the point correctly. This reduces the risk of errors in the final piece.
It is important to listen not only to the words, but also to the tone of voice. Sometimes the interviewee casually mentions the most interesting part of the topic. If you pick up on such a moment and develop it, the interview becomes much richer.
How to turn an interview into compelling content
A successful conversation is only half the battle. After the interview, it is important to distil the essentials: key ideas, striking examples, and precise phrasing. Not every remark deserves a place in the text.
You need to ask yourself: what is truly new here? What helps to understand the topic more deeply? Which words sound convincing and vivid? It is precisely these elements that form the basis of the article. The more precise the questions were, the easier this stage is. A well-structured interview provides ready-made material with logic, facts and vivid details.
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