"Is the person you are interviewing just doing her job, or does she feel like a pioneer? Does the office look like that of a corporation that is really earning $27 billion a year? Ambiance is the subjective description of all the clues and hunches that color an author’s view point. It, too, can best be noticed during an in-person interview. Instead of picking up unconscious “feelings”, you can’t substantiate, go into each interview consciously prepared to jot down clues to ambience. Your writing will have more structure and more depth."