Interviewing humans

What to do when an interview subject talks like a robot

Interviews are the best way to quickly collect information for any kind of writing.

As a freelance journalist I interview two or three people every day.

I like writing interviews because other people's words are livelier and more interesting than long passages of descriptive prose.

Most interviews go well. The best interviewees know their stuff and express their ideas clearly. And they sound human. That is, they talk like real people and use everyday language.

Some interview subjects are anything but human. They sound like bloodless automatons.

Some people hide behind jargon and officialese because they feel safe that way or because they, wrongly, think it makes them sound smarter. They may be nervous or not confident using their own words.

Another explanation is media training. Some interviewees learn or prepare 'canned' statements designed to stay "on message". In some cases there is a communications professional standing in the wings.

They sound like they are reading from a prepared document. Sometimes they are.

I've three techniques for helping interviewees to sound human:

1. Let them get the canned statements off their chest first. Take notes – this could be all you get. Then ask them questions which get them to say the same things again. They'll be far more likely to speak like humans second-time around. If this doesn't work, I've found even Daleks run out of resistance when you go back for a third try.
2. Play dumb, get them to explain jargon. Some interviewers fear this because they worry it makes them look stupid. Don't worry; you can look smart when your copy appears explaining difficult ideas in understandable English to the rest of humanity. If it really bothers you, say something like: "I understand what it means, but my readers aren't familiar with the term".
3. Put them at ease. This may sound like a black hat strategy, it isn't. Often interview subjects are tense before the interview. Once they think they have delivered the key message in their corporate language they often relax. When this happens chat about their words, go over points casually– but keep your eyes and ears open. If you use a microphone leave it running.
   Once the show is over, interview subjects drop back into human form. I've had interviews where the best words came travelling down in the lift or even while unlocking my car to drive home.