Expert Interviews 3: Setting a Roadmap

This lesson will show you a few ways to ask questions in order.

Introduction

When you want to efficiently use the time you have to interview someone, do you start with general questions, or would you rather use specific questions? 

There's technically no right answer to this. For example, I tend to still start with a general questions, then go more specific, because I like to draw out answers from my interviewees. Others might prefer to have a list of questions prepared, and start with those, then dive deeper.

Warm Up

Choose a topic based on your teacher's professional background. Ask them one general question and three more specific follow-up questions. 

For now, correct any obvious mistakes, but there's no need to teach specific strategies. You can do that in the Language section.

If your student merely nods after you answer their questions, teach them ways to respond by showing more interest through their words. 

  • Thanks.
  • Great.  
  • Perfect. 
  • Interesting. 
  • Makes sense. 
  • Good insight.
  • This is useful.
Language

A. Roadmap 

Interviews often go smoother if you both know what to expect. Start by explaining the topics you want to discuss. 

  • I’d like to start with A. Then we’ll get to B, and then C. 
  • First, let’s talk about A. After that, we can discuss B, and then C.
  • To begin, I’d like you to tell me about A. Then B, and then C.
  • So, let’s begin with A.
  • So, let’s get started. 

B. Open Questions 

When introducing a topic, good questions are typically open and neutral. Open questions cannot be answered by a yes or a no, and are not biased. 

Which questions would you improve? Why do they need improvement? And how would you improve them?

  1. Do you think adapting AI solutions is the best way to move forward?
  2. What do you think about the profitability of this industry? 
  3. Would you say that AI is the future of the industry?
  4. I’ve heard that AI is the future of the industry. Is that right? 

C. Closed Questions 

Closed questions can be answered by a quick yes or no. It's helpful when you want to confirm an idea or a fact you already know. 

Use "I" statements to be polite. 

  1. Am I correct in understanding that […]? 
  2. It seems to me that […]. Is that right?
  3. I recently heard […], is that correct?
  4. I believe […]. Is that right?

A. Roadmap

Note that each sentence will require a noun phrase or a noun.

Possible Examples: 

  1. I’d like to start with the general industry outlook. Then we’ll get to the possible profitability of the industry, and then ways to move forward. 
  2. First, let’s talk about the general industry outlook. After that, we can discuss the possible profitability of the industry, and then ways to move forward.
  3. To begin, I’d like you to tell me about the general industry outlook. Then the possible profitability of the industry, and then ways to move forward.
  4. So, let’s begin with the general industry outlook.
  5. So, let’s get started. 

B. Open Questions 

Which questions would you improve, and how would you improve them?

  1. Do you think adapting AI solutions is the best way to move forward?

    • This is a leading question. It leads the answer in a certain direction.

    • Better: "Could you tell me about the possibilities of adapting AI solutions?"

  2. What do you think about the profitability of this industry? 
    • Good. 
  3. Would you say that AI is the future of the industry?
    • Again, a leading question. 
    • Better: "What solutions could be the future of the industry?"
  4. I’ve heard that AI is the future of the industry. Is that right?
    • Good, depending on what you want to do. 

C. Closed Questions 

Possible Examples

  1. Am I correct in understanding that bioplastics are the most sustainable packaging solution? 
  2. It seems to me that bioplastics are the future of the industry. Is that right?
  3. I recently heard that bioplastics are the future of the industry, is that correct?
  4. I believe this industry is well-set to be profitable in the future. Is that right?
Practice

KFC

  • 1200 locations in Japan
  • Sales have amounted to 110.69 billion Japanese yen in 2024. There was a 10% increase in revenue from the previous year. 

Initial research shows:

  • KFC has a strong brand image 
  • Cultural differences, legal and regulatory barriers, unfamiliar business practices, and customer preferences were the initial challenges they faced when entering the Japanese market 
  • Current competitors include McDonalds and karaage (Japanese fried chicken) stores, but also convenience stores (Family Mart, Lawson, Seven Eleven) that have introduced fried chicken and Christmas menus. 

Taking the above facts into consideration, come up with a roadmap for your interview, one open-ended question, and three closed questions for your expert in fast food retail.