There should be a specific objective or target goal for every interview. This goal should be aligned with the research team leaders and focused on the needs of the study. Specificity of goals helps determine the best questions to ask.

Ohio State University, Columbus

Augustana College (IL)

There are several components to consider ensuring a successful interview:

- Setting a Goal
- Building Rapport
- Question Preparation 

Pre-Interview Preparation

https://www.nngroup.com/articles/user-interviews/

User Interviews: How, When, and Why to Conduct Them

Setting a Goal

A face to face interview (whether in-person or virtual) can be intimidating for users. They can be hesitant to disclose fully and truthfully if they feel uncomfortable. Here are several techniques the interviewer can utilize to quickly build a reputation and trust with an user:
- Be explicit with the purpose of the interview and how the data collected will be used
- Offer acknowledgement cues (head nodding, eye contact, saying “I see”) to ensure the user that they are being listened to 
- Let the user finish thoughts and do not rush the pace, or interrupt 
Withhold personal judgements or assumptions and express empathy for the user. You should be trying to elicit their viewpoints, not change them


Building Rapport

Interviews have a likelihood of going in unexpected ways, it is helpful to have a topic or list of questions to refer back to when the interview needs to steer back to the original objective. Include everything you would like to know from the user and keep questions open and dialog-provoking for maximum effectiveness. Avoid questions that can be answered by a simple yes or no by framing them in a way that encourages the user to expand on questions by using phrases that include When, Where, Why, What, Who and How.

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