new business module

72
BUSINESS SKILLS
Session 2: Increasing the chances of
obtaining good information
To be able to draw up an accurate business plan, entrepreneurs
need good-quality information. This session presents a few
recommendations that can help increase the chances of
obtaining good-quality information from a market assessment
(see Hand-out 27).
Prepare your interviews
You should prepare your questions and the order in which you
plan to ask them. Ideally, the questions will lead to a natural
discussion with the interviewee. A well-prepared interview
allows your interviewees to speak freely and puts them at ease.
You should keep interviews as short as possible but set aside
as much time for them as necessary.
To check whether your questions are comprehensible and
the interviews lead to a natural discussion, you can test them
on friends or family members before using them on your
interviewees.
Use open-ended non-leading questions
Avoid questions that can be answered by a simple “yes” or “no”.
If you want to get detailed information, let the interviewees
talk about subjects of interest to them. Be a good listener and
show an interest in what the interviewees are telling you. Avoid
questions that simply invite them to confirm what they have
just stated. You do not want the interviewees to confirm your
opinion; you want to learn their opinion.
Address your interviewees in an appropriate manner
What is appropriate depends on several things, such as local
customs, your relationship with the interviewee (e.g. someone
you know or a stranger) and the social status of the interviewee.
It is important to adapt your interview style to the
interviewee. You must always be polite and friendly.