【後日日本語追加します】顧客リサーチに役立つDo's & Don'ts

How To Ask A Question by Tomer Sharon
https://www.youtube.com/watch?v=8tiuWYs5Z-A

What is customer research all about?

Gathering information through direct dialect.
Customer research is about understanding the phenomenon.

What to keep in mind

■ Rationalization
When asked about the certain situation that happened in the past, they tend to change reality a bit to be perceived as a smart, good people.
"I am not that kind of person."
Not because you are a bad person. You want to rationalize. You want to be perceived as a good person.

■ Look for the story
Ask about stories. Ask about things that happened. Ask about behaviors.

■ Ask to observe behavior
If you are asking how they read/check their emails, ask them to show you how they do that.

■ Ask about perceptions
What is the different between X and Y?

■ Follow-up questions
These will give you a lot of insights.
Why do you roll your eyes when you say that?
What do you mean?
Why do you call your phone "my third arm"?

Don'ts

■ Don't ask people about the future
<3 questions product developers tend to ask the interviewees>
- Would you use the product?
- Would you pay for it?
- How much will you pay for it?
-> People have no idea. These are very bad questions because they ask people to predict the future.

■ Don't lead the witness
Don't insert your opinion into the question you are asking and biasing your interviewees into understanding and giving you anwers that you want.

■ Don't bias

■ Don't intimidate

■ Don't explain the question, shut up and see what happens.
When you ask a question, sometimes there is silence from the other side. Maybe the person is thinking. Wait a few seconds and see what happens.

■ Don't ask for feedback
Product developers describe the product or show the product and ask for feedback.
If you have the product, ask people to use it.
Even if you have the mock of it, ask people to use it.
Use a pencil and use it.

Exercise: Leading or not?

1. Would you rather use the current version or this new improved one?
-> the word "improved" is a way for you to insert your opinion and biasing people into the answer you are looking for.

2. How does this compare to the way Netflix works now?
-> now you are biasing people with their opinion about Netflix.

3. What did you think about that?
-> you are forcing people to think about something that they might not have thought about if you didn't ask.

4. Would you click here to submit (login)?
-> it's exactly as saying "click here to login." This is an extremely biased question.

5. What's wrong with this?
-> you are expecting people to cooperate and say that it's wrong.

3 resources for learning more about how to ask questions

・Interviewing Users by Steve Portigal
・Get Better Data from User Studies: 16 Interview Tips by Michael Margolis
・What People Are Really Doing by IIT Institute of Design