How to Interview a Subject Matter Industry Expert

In the fast-paced world of business and research, gathering insights from subject matter experts is crucial. But how do you approach these interviews to get the most value? Let's dive in and explore the best ways to conduct these insightful conversations.

What is an Expert Interview?

Expert interviews are a powerful qualitative research method designed to gather in-depth insights and knowledge from individuals with specialised expertise and authority in their field.

Experts often possess unique, firsthand knowledge not readily available in the public domain. Researchers can gain a deeper understanding of a specific topic or company by interviewing these individuals.​

Benefits of Subject Matter Expert Interviews in Qualitative Research

Expert interviews offer several key benefits:

• Time and Resource Efficiency: By directly gathering targeted information, you can significantly reduce the time spent on extensive data searches.
  
• Flexibility and Responsiveness: They are flexible in responding to market changes or emerging opportunities, making them particularly suitable for financial institutions and corporate firms.
  
• Dynamic Interaction: These interviews facilitate real-time clarification and synthesis of ideas, allowing for a dynamic exchange of information.
  
• In-Depth Insights: They allow you to access complex topics and nuanced perspectives, enhancing the credibility of your research.
  
• Tailored and Relevant Information: The insights obtained are tailored specifically to your research objectives, ensuring they are highly relevant.
  

How to Conduct a Subject Matter Expert Interview

Planning is critical for interview success and involves creating two key documents: an interview plan and a guide.

The Expert Interview Plan
Here are the steps involved when creating an expert interview plan.

Define Research Goals
​Start by determining the decisions or actions your research will inform. Outline the required intelligence and analysis, and identify the raw data and insights you need. Clearly defining the research goals helps stay focused and ensures that the interview process is aligned with the desired outcomes.
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Secondary Research
​Utilise public domain data, such as database searches and published reports, to gather background information. This helps identify topics that need primary sources, like focus groups, surveys, or SME interviews. 

Identifying Experts
Use keywords to describe the backgrounds of the experts you need. Target professionals in specific fields that are relevant to your subject. For example, if you’re a chemical manufacturer that is interesting in developing lubricants for commercial aircrafts, you might consider OEM project managers, airline maintenance managers, lubricant formulators, and base oil suppliers. 

Creating An Expert Interview Guide

When creating the interview guide, the primary goal is to create a structured yet flexible framework that facilitates a comprehensive exploration of the subject matter. 

Here are some key elements and strategies to consider when crafting an effective interview guide:​​

• Identify Key Decision Points: Determine the critical decisions that your research aims to support. These include strategic directions, market entry points, product development pathways, or operational improvements. 
• Develop Targeted Questions: Formulate questions that align with your research goals. Avoid vague or overly broad questions; aim for specificity that guides the expert toward providing actionable insights.
• Categorise Your Questions: Organise your questions into categories or themes based on the intelligence framework. This framework might include Market Dynamics, Competitive Landscape, Technological Advancements, Regulatory Environment, and Consumer Preferences. 
• Ensure a Natural Flow: Structure the questions so they flow logically from one topic to the next. Start with broader questions to set the context and then narrow to more specific areas. This helps build a comprehensive understanding and allows the expert to provide detailed responses.
  
• Incorporate Open-Ended Questions: Design questions that encourage detailed responses and discussions. Open-ended questions allow experts to share their knowledge freely and provide richer, more nuanced insights.

Conclusion

Remember, thoughtful planning leads to insightful interviews. 
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A well-crafted interview plan and guide ensure you'll gather valuable insights from subject matter experts, enabling informed decision-making and business progress.​