1) Be prepared ahead of time with written interview questions. Send them to the interviewee in advance.

2) Listen far more than you talk when interviewing.

3) Give the interviewee your full attention and ask probing (yet gentle) follow-up questions.

4) Record and transcribe the interview so you don’t need to furiously take notes.

5) Use quotes liberally throughout the case study – they’re more compelling than plain prose.

6) Look for the “so what” behind the interviewee’s statements. Why is something important to them? Why did X challenge them? What’s the key point?

7) Write it like a story and make the customer a hero.

8) End it with a bang: include the customer’s most positive quotes at the end.

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