まず、二次資料による調査からインタビューの計画を始めます。二次資料とは、データベース検索、出版された書籍やレポート、インターネット検索、業界誌などで簡単にアクセスできる公的なデータです。二次調査を行うと、フォーカスグループやアンケート調査、経験から得た信頼性の高いインサイトが得られる専門家へのインタビューなど、一次調査からしか得られないテーマを素早く特定することができます。
上記は、「インテリジェンスフレームワーク」の例です。行動を取るために必要な知識の種類を、インタビューの質問に抽出することができます。
プロジェクトをマクロレベルで捉え、必要なものを左側の「インテリジェンステーマ」に分解し、右側の列で具体的な質問に変換します。このような問いを抽出するための方法論は、ポーターの5フォース分析やSWOT分析（強み、弱み、機会、脅威）などの典型的なものを含め、数多く存在します。
ガイドを完成させる際には、二次調査によってすでに答えが得られている質問は削除し、残った質問は、単純な「はい/いいえ」のどちらかで回答を得ないように、自由形式にすることをお勧めします。できるだけ多くのインサイトとディスカッションを促すことが大切です。
質問を組み立てるときは、中立的で偏りがないようにします。インタビューの目的は、専門家から客観的な意見を収集することであり、あなたが考えている仮説やビジネスアイデアが正しいものであり、追求する価値があることを説得することではありません。
質問内容は、第三者の秘密保持契約や証券取引法に抵触しないことが重要です。どんな内容でも専門家に聞いて構いませんが、専門家が法的に情報を漏らしてはいけない領域に不用意に踏み込まないようにしましょう。
大手事業会社の従業員と市況の話はできても、その事業部門の現在の業績について話すことはできません。業績に関する情報は、セキュリティ規制や雇用契約などによって保護されています。目安としては、業界の一般的な傾向、ベストプラクティスに関する専門家の見解、業界における代表的な事例などを尋ね、専門家の会社での対応について具体的に質問することは避けましょう。
インタビュープランやインタビューガイドの作成など、事前の綿密なプランニングにより、専門家へのインデプスインタビューは、賢明な意思決定とビジネスの前進に必要なインサイトを与えてくれるでしょう。
『有識者インタビューマスターガイド』（全12ページ）では、事前準備から当日のインタビューの進め方まで、インタビューで適切なインサイトを獲得するための方法をさらに詳しくご紹介しています。
1～2営業日以内に、担当者よりご連絡させていただきます。
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.
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