Interviewing Users: How to Uncover Compelling Insights by Steve Portigal

Author:Steve Portigal
Language: eng
Format: epub, mobi
Publisher: Rosenfeld Media, LLC
Published: 2013-06-14T16:00:00+00:00

NOTE ADAPTING AT THE OUTSET

Once, in interviews with high-powered fast-talking finance professionals, I found myself getting through about half of these first few sentences before they verbally brushed past me and launched into their complaints about our client’s product (something we were all well aware of and not at all focused on for these interviews). Because of the difficulty of access to these customers (who were basically doing the interview as a favor), they didn’t seem to have well-managed expectations about our goals. Eventually, I just turned this part of the interview over to them, kicking off by asking, “Well, before we start, why do you think we’re here?” Inevitably, they politely raged about their current frustrations until I could interrupt with “Actually, we know that’s important, but that’s not what we’re hoping to talk about today.” It was not an orthodox way of starting the conversation, but given the type of people I was meeting and the context of their frustration, it was an effective adaptation.

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