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Interviews are a versatile method for gathering targeted information, opinions, or experiences. They can be conducted with experts, randomly selected individuals, or defined target groups. Depending on the context and purpose, formats may vary – for instance, formal expert interviews, informal street surveys, or written questionnaires via email or chat. Key factors in conducting a successful interview include thorough preparation, a clear structure, and strong communication skills.

Preparation

• Define the aim of the interview and the main research question.
• Create a clear interview guide with open-ended questions that align with the objective.
• Ensure that all technical equipment (camera, microphone, lighting) is ready for use.
• Choose a suitable location that fits the topic and target group. A quiet room is ideal for expert interviews, while public spaces are more appropriate for street surveys.
• Inform interviewees about the procedure and the purpose of the interview.

Execution

1. Before starting, it is important to decide whether the interview will be fully or semi-standardised, fully or partially structured, or entirely unstructured. In most cases, a semi-structured interview based on a guiding framework is recommended.
2. What kind of dynamic and level of depth should the interview have? For example, there are formal expert interviews as well as highly dynamic and spontaneous street interviews.
3. The person (or people) being interviewed should be presented in a visually appealing way, with a suitable framing that reflects the intended message.
4. Lighting: For expert interviews, it is advisable to choose a calm and well-lit setting. Avoid backlighting situations (e.g. darken windows if necessary).
5. Sound: Clear audio is crucial. Poorly recorded sound is difficult to correct during post-production. Therefore, it is important to test the quality of the microphones beforehand.
6. For written interviews (e.g. via WhatsApp), chat conversations can be visually integrated into the film.
7. It is advisable to start with simple, open-ended questions to ease into the conversation and build trust.
8. Ask the prepared questions from the guide, and adapt them spontaneously if new, relevant topics arise.
9. At the end, summarise the key points, thank the interviewee(s), and explain the next steps.

Hints from experience

• Adopting a mindset of genuine interest is beneficial. Prepared questions can provide structure, and an interview guide is a helpful tool.
• Conducting interviews as a team – for example, by dividing responsibilities between technical support and facilitation – offers clear advantages.
• Tips on how to connect external microphones to smartphones: https://www.youtube.com/watch?v=cWIPsnNscfk

References

Video technology basics by Anita Holdener, Lucerne University of Applied Sciences and Arts