Tips to handle silence in interviews
Editor’s note: Maxwell Wang is founder of qualitative marketing research firm RESEARCHISM, China.
Ensuring a seamless flow of conversation is a fundamental skill for moderators. During interviews, many novice moderators may perceive it as a disaster, or at the very least a significant issue, when responses to simple and casual questions are met with silence.
In this article, we want to express that silence should not always be viewed negativity. Moderators can either tackle it by digging out the reason behind it or make full use of it as a weapon. Below are some tips to handle these situations.
Question why awkward silences happen and think about how to deal with them
Firstly, we need to ask ourselves why silence occurs. In fact, it's rare for respondents to not understand the questions. Silence may happen for a variety of reasons including:
- Respondents might have never considered the moderator’s questions in daily life, leaving them speechless, thinking about how to respond. For example, when the moderator directly asks, "What's your upcoming three-year plan?"
- Questions are too broad. For instance, "How has your consumption behavior changed post-COVID-19?"
- Questions are too abstract. Like, "Imagine yourself stepping into the world of this brand..." can be overwhelming and may leave respondents unsure of where to begin.
- Other factors: Sensitive topics, nervousness or an uncomfortable atmosphere can also contribute to silence.
Three tips to handle silence
- Set the context for questions, immersing respondents into the scenario. For example, by saying "COVID-19 significantly impacted daily life. Some have reduced consumption, while others increased it. How about you? How does your shopping and travel differ post-COVID-19?"
- Provide examples to inspire respondents. For instance, the moderator can say "Some aspire to further their studies, others seek side hustles and some prioritize financial security. What about you? What are your plans for the next few years?"
- Rephrase questions differently. For example, there are various projective techniques to let respondents talk about their perceived brand imagery.
The value of silence and how it is used intentionally
"Between stimulus and response, there is a space. In that space, is our power to choose our response." – The Gift of Silence | Nick Seaver | TED x Beacon Street
What I want to point out is that silence or dead air sometimes holds special value in interviews, even as a deliberate moderation technique. Silence can foster deeper reflections and insights during interviews. Experienced moderators may deliberately create pauses to encourage respondents elaborating on their thoughts without feeling pressured. By allowing space for contemplation, it guides conversations to profound levels of engagement.
Imagine yourself chatting with a friend, you wouldn’t find it awkward to find yourselves sitting in silence. Instead, it shows a state of contemplation and is a sign that the conversation has reached a deeper level.
Below is another example from a past interview:
Respondent: The experience at the Mercedes-Benz store was quite good.
Moderator: (Silent, or a slight “Hmm,” indicating interest for more information.)
Respondent: By saying that, I mean the salesperson didn't immediately hard sell car models to me... (He would elaborate on his own).
As you can see, the moderator does not need to directly ask why; instead, respondents will elaborate themselves. In fact, frequent probing often creates a sense of intrusiveness and oppression, while silence can slow down the rhythm and allow for deeper thinking.
Good silence is the result of conscious choice made by both parties
Sometimes silence is not an awkward pause or a lack of understanding, but rather a moment of shared reflection and contemplation. By embracing silence as a tool for reflection, the moderator can enhance the richness of interview discussions and unlock deeper insights, and there is no need for moderators to afraid of it.