How to interview for research
For every research, we need to uncover customer needs and frustrations to determine better features for implement a product. So I have some advice for you below.
What NOT To Do
- Don’t come into a customer interview feeling you have the answers. If your idea doesn’t adjust at least some based on these conversations, you’re not listening.
- Don’t expect customers to have the answer. They’ll know their frustrations and needs, but not necessarily how to solve it.
- Do not sell! This is the time to learn, so do NOT mention your specific ideas for how to solve the problem.
- Do not include friends and family in your interviews – you will not get as realistic perspective on the problems.
What To Do
- Focus on the need, not the solution!
- Beware of confirmation bias — you are NOT there to validate what you think, you are there to uncover a need.
- Do it in person, one at a time — this will allow you to pick up on cues from gestures and facial expressions.
- Ask open-ended questions — this makes it a conversation and allows you to get to more depth of the need you may not have thought about before.
- Get subjects to tell a story.
- Listen much more than you talk!
- Follow your nose and drill down (Why? Why?…).
- Understand their priorities..