Start with an answerable warm-up
Ask “What part of the work do you look after?” rather than demanding a biography. Then ask “What does that involve on an ordinary day?” These establish vocabulary and responsibilities. You may not use either answer in the film, but they help the interviewer identify where the person has first-hand knowledge.
Explain whether questions will be heard in the edit. If they will be removed, ask for answers that contain their own context. “Three days” is hard to use alone; “The inspection usually takes three days” is clearer, provided that statement is accurate.
For the person who does the work
- Talk me through what happens after a new job arrives.
- Which part needs the most judgement?
- What do you check before handing it to the next person?
- What is an early sign that something needs attention?
- Can you describe a recent problem and what you did next?
- What would surprise a customer about the work they do not see?
- What does a good handover contain?
- What have you changed after learning from a difficult job?
Follow a general answer with “What did that look like in practice?” or “Can you show us the step you mean?” The second question can also generate a useful B-roll sequence. Avoid asking someone to demonstrate a restricted or unsafe action for the camera.
For a founder or senior leader
- What problem made you decide this business or service was needed?
- Which early assumption turned out to be wrong?
- Describe a decision where you chose quality, speed or cost differently from the obvious option.
- What has changed for customers since you started?
- What do you want the next stage of the business to make possible?
- What is the most important limitation a buyer should understand?
If an answer becomes a list of values, request a decision that demonstrates one of them. “We put customers first” becomes more useful when the contributor explains a real choice, its cost and its outcome. Do not invent the example for them.
For a technical specialist
- What does this system do, in language a new colleague would understand?
- Which term do people most often misunderstand?
- What comes into the process, and what leaves it?
- What has to happen before this stage can begin?
- How do you know the result is acceptable?
- Which claim can we demonstrate on camera, and which needs a diagram or verified figure?
Ask the specialist to distinguish a measurement, an estimate and an ambition. Write down unfamiliar names and units. An editor should not have to decide whether the speaker meant power, energy, capacity or output from a muffled recording.
For a recruitment or team film
- What did you need help with when you first joined?
- Who did you learn from, and what did they show you?
- What does a demanding day actually involve?
- What skill have you developed here?
- What should someone know before applying for your role?
- Describe a moment when another team made your job easier.
These questions leave room for credible detail, including challenge. A film where every job is effortless can tell a candidate less than one honest explanation of how support works.
Five follow-ups to keep beside the camera
- Can you give one example?
- What happened immediately before that?
- What did you do next?
- How do you know it made a difference?
- What would you want someone unfamiliar with the subject to understand?
Ask one at a time. A question containing four separate requests usually produces an answer to only the last one. Leave thinking space and avoid talking over the end of an answer with enthusiastic agreement.
Turn a vague answer into a usable sequence
Initial answer: “Our quality is excellent.”
Follow-up: “What do you inspect before delivery?”
Next follow-up: “What happens if it fails that check?”
Those prompts can produce a process explanation and a consequence. The film can then show the inspection and the corrective action. The example here is an interview method, not a claim about any particular client’s quality system.
Choose questions by the edit you need
For a 90-second service film, plan one answer about the customer problem, one about the process, one example and one next step. Do not ask all 31 questions and expect the edit to find a purpose afterwards.
For further preparation, read how to support employees on camera. If interviewing customers, use our testimonial production guide. Share your audience and intended message and we can shape a question route for the production.
