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Chapter 7. Interview Participants

Many people have written[46] about how to conduct a non-leading interview. The skill is required of so many disciplines: ethnography, market research, management. You need to think hard while listening to the interviewee, recognizing when the conversation is nonproductive, and then nudging it back on track. You need good social skills, so you can make the interviewee feel comfortable speaking to you. You need to be aware when you hit sensitive ground in the conversation. Above all, you need to be able to get the information you need out of the discussion.

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