Meaningful Conversations
Having a good interview really means having a great conversation. A great conversation where you’re empowering the person to speak freely about the pains they have, and the experiences they’re recounting. People like to tell stories about themselves, so encourage them to do so, and you’ll find vital information will come naturally.
Recording the Conversation
Recording is one of the best ways to build a good rapport with the person. It may seem counterintuitive, but it allows you to focus on the conversation instead of taking notes. Pausing a conversation to take notes is one of the worst things you can do, as it cements the conversation as a formal interview, and people begin to question what they said that caused you to take note. This can introduce bias, as the person only feels they gave the right answer if you take notes after their statement.
You don’t want to forget anything from the conversation, and that’s where recording comes in. It allows you to fully engage in the conversation and review it later. Audio recording works, but video recording is best, as it includes body language and facial cues. Watching later to take note of those physical cues can be extremely insightful.
What if people don’t want to be recorded? Yes, this can happen. There are 3 things to be aware of when it comes to a recording request:
If you don’t make a big deal about it, it won’t feel like a big deal.
Just say something to the effect of “Do you mind if I record this so that I don’t have to take notes? I’ll just be using the video to transcribe notes later, and we’ll delete it after we’re done”.
This positions the recording as a memory aid, rather than something that will be circulated and stored by a team indefinitely.
If they ask questions about the use of the video, give them more information.
Have something prepared that you can speak to about the use of content, and how you handle it.
Typically we have a policy of deleting videos after 6 months, but as long as you have a message thought through (and stick with it) people feel reassured.
Respect their decision.
If they refuse, either have someone else available for note taking, or try and capture the most important points they bring up.
Use short-hand, even if that means you’ll be the only one who can comprehend your raw notes. Leverage bold, caps and colour to call out especially important pieces for easier reference during your review.
Leveraging your Discussion Guide
It is a guide, not a script. A good structure is critical to valuable results, but the reaction of the person trumps everything you think you should ask. When someone goes on a tangent about a topic or detail – let them talk! More often than not, you’ll find the best information in those moments. It may be something you’ve never heard or even considered, and suddenly you’ve got a whole new path to explore for your product.
On the other hand, if you stop them to get “back on the rails” of the guide, they’ll feel like their story wasn’t important to you, and may avoid going on tangents in the rest of the conversation. The intent of these discussions is to understand the perception of the pain points and aspirations.
Give a little, get a lot
Remember that if only one person is talking the entire time, it will feel like an interview. Interject brief anecdotes or commiserations that are relevant and legitimate. Repeat back statements for confirmation, and ultimately, make the person feel that you’re paying attention.
As a general rule, aim for the person to be talking about 90% of the time. If they’re particularly quiet or refusing to elaborate, don’t hesitate to add in some icebreakers of your own. You don’t want to be talking the entire time, but yes/no answers won’t help you to build or validate your product in detail, and are a waste of everyone’s time.
Pull at threads
Did they just mention something interesting? Something you’ve never heard of, or don’t understand? Ask them to explain it to help you understand. Generally, people enjoy explaining something they know well, especially if they don’t feel they’re being judged on every point for accuracy. These threads can be as simple as a word you don’t recognize, or the use of a word you know outside of its typical context. If you pull at the thread, you’ll find that there’s a new story to follow.
Each of these stories may expand your knowledge of their aspirations or goals, the industry itself, or the suitability of the product for this person as a user.
Blend in
Once you start to learn the lingo from early research (or your first conversations), start to leverage it in the discussions. It will allow you to ask more detailed and technical questions, even if you don’t know much about the inner workings. Don’t worry about making a mistake – plead ignorance since it’s not your background, and ask for clarification. Misspeaking is just a way to get even more information and become more knowledgeable the next time.
The goal is not to misrepresent yourself as an expert – remember, we’re trying to get people to feel comfortable and share their knowledge with us. But, speaking their language can lead someone to feel at ease explaining things in detail, rather than giving you a surface-level explanation.
In summary
Treat it like a conversation, contribute when needed to keep things moving.
Don’t treat your guide as a survey. Don’t stop listening to write things down.
You talk 10% of the time, they talk 90% of the time.
Allow for tangents, this is where engagement and interesting details are found.
Leverage the words they use in conversation.
Ask questions for clarification to both further your understanding and show that they have more knowledge than you.
