The power of effective Interviews: Uncovering the truths behind Operational performance
Conducting effective interviews during an operational diagnostic is a critical skill that can unearth valuable insights and drive successful Operation Transformations. In this article, we will explore the principles for successful interviews, how to create the right environment for disclosure, techniques to surface underlying mindsets, and the importance of notetaking and synthesis to maximise the value of interviews.
Principles for Successful Interviews
Clarify the objective and scope: Each interview should have a clear objective based on the interviewee's role, the specific part of the business being analysed, and the prevailing business issues. Defining the purpose upfront ensures focused and relevant conversations.
Tailor questions to the client's situation: Design interview questions to test hypotheses and uncover issues unique to the client's circumstances. Consider the client's culture, including language, values, and norms, to create questions that resonate and elicit meaningful responses.
Focus on a limited number of topics: To achieve depth, not breadth, in interviews, concentrate on 3–4 hypothesis-driven topics and a select number of questions. This approach allows for in-depth exploration within the allocated time.
Allow the interview to flow organically: Instead of rigidly adhering to a predetermined set of questions, encourage a dialogue around the chosen topics. Follow the leads provided by the interviewee, as these can often lead to unexpected insights.
Provide reflection time: Interviews should create an atmosphere that encourages interviewees to reflect on critical organisational issues. Periods of silence allow for clear thinking. Skilled interviewers know when to allow reflection time and when to move on to the next question.
Creating the Right Environment for Disclosure
To foster open and honest dialogue during interviews, it is essential to establish a conducive environment. Consider the following elements:
Listening: Give the interviewee the space to develop the topic and control the content. Act as a facilitator rather than imposing your own ideas or judgments.
Acceptance: Show esteem for the interviewee as an individual. Avoid passing judgment on certain aspects of behavior, and instead, maintain an unbiased stance throughout the interview.
Empathy: Be sensitive to the interviewee's feelings and personal interpretation. Display understanding and create a safe space for open communication.
Authenticity: Be yourself as the interviewer. Avoid assuming an artificial role and strive to build trust through genuine interactions.
Conducting a Successful Interview
A successful interview hinges on key factors that contribute to a productive exchange. These factors include trust and rapport, honest dialogue, mutual respect, a reflective atmosphere, and a focus on insight and discovery. By cultivating these elements, you can establish a solid foundation for meaningful conversations.
To kickstart the interview, begin with non-threatening questions to ease into the conversation. Start by exploring the interviewee's personal history, including their tenure with the company, previous positions held, and educational background. This establishes a baseline understanding of their journey within the organisation.
Next, delve into the company's culture. Pose questions about how the interviewee perceives the culture, what it takes to be successful within it, and how it impacts their work. Encourage specific examples that highlight cultural nuances, enabling a deeper understanding of the organisation's dynamics.
To uncover insights and gain a comprehensive view of the company's performance, employ hypothesis-driven questions. These questions probe the interviewee's perspective on various topics.
Here are a few generic probes to consider:
Define the topic: Ask interviewees to explain their understanding of a particular topic within the operational context.
Personal significance: Explore how the topic personally affects the interviewee and their role within the company.
Importance to the organisation: Assess the interviewee's perception of the topic's significance to the overall performance of the company.
Main drivers and barriers: Uncover the primary factors driving or hindering the achievement of the topic within the organization.
To dig deeper into the interviewee's perspectives and uncover underlying mindsets, utilise various techniques. These techniques include finding barriers, probing deeper with "Why?" questions, posing hypothetical scenarios, encouraging storytelling, role-playing, using provocative statements, and soliciting real examples. These approaches help reveal deeper insights and provide a richer understanding of the organization's mindset.
Effective Notetaking and Transcription
To maximise the value of interviews, follow these rules for notetaking and transcription:
Make your own notes: Even if someone else is present as a note-taker, maintain your own record. This ensures reliability and minimises information loss during transcription.
Transcribe immediately: Delaying the transcription process diminishes the quality and accuracy of the transcript. Aim to transcribe interviews as soon as possible after they occur.
Collect real quotes: Instead of relying solely on summaries, capture direct quotes. Quotes provide authentic and reliable information for analysis and interpretation.
Avoid jumping to interpretation: Resist the temptation to skip the transcription and collation stages and jump straight into the interpretation. Follow the complete process to prevent arbitrary pursuit of personal theories.
Maintain confidentiality: Interview notes are personal and confidential. At the beginning of each interview, assure the interviewee of confidentiality to foster trust and openness.
To make the most of the interview data, synthesise the information in a systematic manner. Consider organising the data into categories such as key messages emerging from interviews, implied mindsets and behaviours, issues/opportunities, and quotable quotes. This structured approach aids in identifying patterns, trends, and areas requiring further exploration.
In summary, conducting effective interviews during operational deep dives is essential for consultants seeking to transform their company's operations. By adhering to the principles outlined in this article, creating a conducive environment, employing hypothesis-driven questions, utilising mindset-revealing techniques, practising effective note-taking, and synthesizing interview data, executives can gain valuable insights, identify opportunities for improvement, and drive successful operational transformations. Mastering the art of interviews empowers consultants to make informed decisions that further support the analytical grunt that takes place during the diagnostic process.