Copywriters spend a lot of time interviewing people - the client, the client's customers (for case studies) and industry gurus (for articles). Understanding the different types of questions can be an invaluable aid to interviews.
Understanding the power of Open and Closed questions
What's the difference?
Closed questions are those that elicit a simple Yes/No answer. Open questions are those that cannot be answered with a simple Yes/No.
The use of OPEN questions marks out an experienced interviewer.
Closed Questions are those that prompt a straight Yes or No answer. They have some use....
How, under the pressure of an interview, can you easily ensure that your questions are Open Questions?
Easy - they usually begin with Why? and How?
"Why did you change your supplier?", "How did your Widget change your life?"
There are two other ways of using questions - the directive question (used to test sincerity or to redirect the conversation) and the reflective question (useful in getting the interviewee to expand further on what they have said). But they are a subject for a future blog.
Understanding the power of Open and Closed questions
What's the difference?
Closed questions are those that elicit a simple Yes/No answer. Open questions are those that cannot be answered with a simple Yes/No.
The use of OPEN questions marks out an experienced interviewer.
- They invite a descriptive, a fuller response. For example, using a closed question: "Did you have good weather on holidays?" might invoke a simple "Yes." That could mean anything from snow to sun to wind, depending on the type of holiday. The Open Question ''What sort of weather did you have on holiday?'' might have elicited the response ''Fantastic! We had the best snow ever for skiing.''
- They will reveal opinions and feelings.
- They get people to evaluate their views/feelings/opinions
- They encourage conversation (helping us achieve a good listen/talk ratio). Listen to professional TV interviewers and they will make considerable use of Open Questions early on in the interview.
- They gain time - time to think.
Closed Questions are those that prompt a straight Yes or No answer. They have some use....
- For testing understanding (asking yes/no questions) "So, you are happy to be quoted, provided you have editorial sign-off and control before publication?"
- For setting up a desired positive or negative frame of mind (asking successive questions with obvious answers either yes or no ). With a case study, you might ask "Are you happy with your current supplier?"
- They are very much to the point, so they are used when an interviewee is being evasive (listen to experienced TV interviewers confronting politicians).
How, under the pressure of an interview, can you easily ensure that your questions are Open Questions?
Easy - they usually begin with Why? and How?
"Why did you change your supplier?", "How did your Widget change your life?"
There are two other ways of using questions - the directive question (used to test sincerity or to redirect the conversation) and the reflective question (useful in getting the interviewee to expand further on what they have said). But they are a subject for a future blog.