Page 142 -

ChaPter 4 • InformatIon GatherInG: InteraCtIve methods 109

Figure 4.7
Pyramid The pyramid structure for
structures interviewing goes from specific to
start with a general questions.
specific question … specifically is
What
the problem you
are experiencing
with your firewall?

Have you considered other methods
to improve the security of
corporate data?

What do you think would make
security more effective here?

In general, how do you feel about the security of
data versus the importance of Internet access?

… and end
with a
general
one.

The interviewer begins with easy, closed questions that provide a warm-up to the interview
process. In the middle of the interview, the interviewee is asked for opinions on broad topics
that obviously have no “right” answer. The interviewer then narrows the questions again to get
specific questions answered, thus providing closure for both the interviewee and the interviewer.
The diamond structure combines the strengths of the other two approaches but has the disadvan-
tage of taking longer than either other structure.
The end of the interview is a natural place to ask one key question: “Is there anything we
haven’t touched on that you feel is important for me to know?” Considered a formula ques-
tion by the interviewee most of the time, the response will often be “No.” You are interested

Figure 4.8
What are your reactions to the new The funnel structure for
Web-based procurement system?
interviewing begins with broad
questions and then funnels to
What departments are involved in implementing it?
specific questions.
Funnel structures What items will be available for
begin with a purchase on the Web site?
general question …

Is there any essential
item that has been
excluded from
the site?

… and end with
a specific one.