Objective:

Interview is one of the very useful technique in qualitative research.  The goal of qualitative research is to uncover the “quality” of insights we extract from interviewees.  We then use these insights to create hypothesis to build quantitative (e.g. survey) questions and justify the hypothesis in numbers.

The objective of this assignment is learn how to construct effective interview questions that solicit information that is “need to know”, rather than “nice to know.”

1. The most important questioning technique you want to use for qualitative research is to ask “How”, “What”, “When”, “Why” questions.

   Example of correct question: How important is the country of origin important in
   purchasing tea? Why?
   Example of incorrect question:   Is country of origin important in purchasing tea?

If the responses you get are “yes/no”, then follow up with “why do you think so.”

Example of correct question:       If you were presented with high quality premium oolong
tea, what do you think makes it premium?
Example of incorrect question:    Are you interested in high quality premium oolong tea?
(and stopping there without probing)

1. The questions you will ask need to be actionable.

Example of correct question:        This tea can only be harvested in limited quantity at the
highest mountain in Taiwan. The high altitude makes it
naturally insect-free, unlike many other teas that claims to
be organic. (Most government permits the labeling of
organic as long it is 80% organic.

                                                      Will $50 price tag reasonable for such a product?
Example of incorrect question:     How much do you want to pay for this product?