An expert interview is when the interviewee is an expert in his or her area of study. This type of interview can be one-on-one, or held by a large group. It can be formal or informal and held over the telephone, by email, or in person.
From a marketing perspective, an expert interview is an exploratory research technique used to gather specific information, known as primary data, in order to solve a particular problem.
Introduction
Conducting an expert interview can help you find more specific information about a particular area of study. By determining who the experts are, preparing yourself and the interviewee, and following a set of instructional guidelines, your interview will be more effective and return greater results.
Who is an expert?
As a researcher, it is crucial that you determine who, in the area you are researching, is an expert. You can determine an expert by identifying certain characteristics, such as credibility and credentials. A person may have credibility, but not have credentials, so it is important to understand the difference between the two. Credibility is whether or not the things a person says or writes are believable (or credible), and credentials are tangible evidences that make a person believe (the proof), such as degrees and diplomas.
Note: An expert should have an extensive amount of knowledge, experience, and ability in his or her particular area of study.
Let's use an example. If I was a researcher trying to figure out a marketing plan for a particular hair salon, I would probably conclude that the expert I should interview to gain information may not be the owner of that particular hair salon, but rather a marketing expert in the hair salon industry. The owner of the hair salon will most likely know important information about his or her particular business, but an expert marketer in the hair salon industry will know a lot about hair salons in general. This is due the nature of the marketing expert's work; to study many salons in the industry. That breadth of experience, across many types of hair salons, lends credibility (because the expert has seen what works and what doesn't, for example) and allow him or her to analyze and draw conclusions from their experiences.
Once you have firgured who the experts are, you can then prepare for the interview.
Prepare
Before you begin the actual interview, a few preparations need to be made...
- DEFINE YOUR PURPOSE. Determine what the main purpose of your interview is.
- MAKE A LIST OF QUESTIONS. Write down a list of questions that will help you gain information specifically related to your purpose. From this list, select three or four of the most important questions and discuss them with the interviewee ahead of time. You should allow the interviewee a sufficient amount of time to prepare him or herself with answers to your questions. This will result in a more efficient and a more effective interview. (for example questions, see bottom of article)
- DRESS APPROPRIATELY. Business attire is strongly suggested, unless you are confident otherwise (ie. you personally know the interviewee). Wearing business attire shows professionalism.
- ORGANIZE YOUR MATERIALS. Have a note pad, binder, tape-recorder, or laptop ready to bring to the interview. Make sure you have the necessities: extra pens with high ink levels, a sufficient amount of paper, and charged batteries (for battery operated defices). Organize your papers and files so they can be easily accessed and have a few business cards handy to give to the interviewee or other persons at the time of the interview.
- DOUBLE CHECK. Go over everything, from defining your purpose to organizing your materials. See that everything is in order. Check the time and location of the interview and familiarize yourself with directions.
Interview Guidelines
Below is a set of guidelines that will help you conduct an effective expert interview:
BE PROFESSIONAL...
- BE EARLY. This can be your best friend if the unexpected occurs, whether it be a flat tire, a late bus, a missing pen, or the need for a deep breath.
- BE POLITE. Introduce yourself to the interviewee by stating your name and the reason you are there. Give a strong, firm handshake; this demonstrates confidence and professionalism.
- BE CLEAR. Make sure that the questions you ask are clear and concise. Be straight to the point in the most simple manner possible. Use detail when necessary.
- BE THANKFUL. Thank the interviewee for taking the time to meet with you. You may even want to send a "thank you" note or card afterwards to show your sincere appreciation.
Example Questions
Here are some example questions you might ask a marketing expert in the hair salon industry to obtain information about hair salons in your area (city/district/community):
- What are the demographics in my area?
- Who are the most common customers in a hair salon; target market? (gender/age)
- What are the most popular purchased hair products in my area? (shampoos/hair pastes/etc)
- When do most people go to the hair salon? (day/time of day)
- How much does the average person spend on a hair cut (female vs. male)? hair colouring?
- What kind of programs could I implement to keep my customers; retention? (ie. loyalty programs)
- How can I best keep track of my customers?
- What are the most effective ways of advertising my hair salon in my area? the cheapest? most efficient?
- What are the most effective types of events I could hold or participate in that would get my hair salon's name out to the public? get the public to remember my salon?
Good Luck!
References
Free Management Library. General Guidelines for Conducting Interviews. Retrieved on 2008-05-17.
Our Little Secret. Salon & Spa Business Consulting. Retrieved on 2008-05-17.
Salon Spa Solutions. Spa Consulting & Salon Software. Retrieved on 2008-05-17.
University of Florida. Conducting an In-depth Interview. Retrieved on 2008-05-17.
Wikipedia. Credential. Retrieved on 2008-05-16.
Wikipedia. Credibility. Retrieved on 2008-05-16.
Wikipedia. Expert. Retrieved on 2008-05-16.
Wikipedia. Exploratory research. Retrieved on 2008-05-16.
Wikipedia. Interview. Retrieved on 2008-05-17.
Wikipedia. Marketing. Retrieved on 2008-05-19.
Wikipedia. Raw data. Retrieved on 2008-05-16.
Wikipedia. Qualitative marketing research. Retrieved on 2008-05-17.
