In Solidarity with International Women’s Day · 2018. 8. 27. · Michael Barry, Needfinding, Stanford University Anatomy of an Interview: Build Rapport . time Wrap-Up Kickoff Intro

In Solidarity with International Women’s Day:

What difference did a woman make in your life today?

- One idea per Post-It -

Images by: @GoKateShoot

REIMAGINING GLOBAL PUBLIC HEALTH

March 8, 2017

Part 2: Need Gathering and Interviewing

Reprise: Framing and reframing

2

Concrete

Abstract

Observe and Notice

Frame and ReFrame

Imagine and Design

Experiment to Learn

Analysis (Why?)

Synthesis (How?)

Innovation Cycle

See the water

3

See the Water

A little exercise

Observation

Write a one-paragraph description of this photograph

Try to describe what you see in such a way that your readers will be able to visualize without having the picture before them

Observation

Read your descriptions to one another

As you listen, notice in what details your descriptions are similar or different

How can your differences be explained? How can we know what is correct and what is not?

How do you see the water?

1.  Get out of your water.

2.  Look more closely at the water and all that goes on in it.

3.  Talk to other creatures that live in the water.

4.  Perturb the water.

5.  Chase down the old fish and ask him what he meant.

If I ask you to build me a bridge….

Goals/Outcomes

Desired Outcomes

Observation and interviewing

to see the water

4

Getting to WHY Ethnographic research starts with basic questions Then moves beyond the whats To understand the whys From actions to feelings People make sense Designing for use and usability addresses “what”. Innovation comes from understanding “why”

Ethnographic interviews are different…

An extended open-ended conversation exploring needs, emotions, and aspirations The interviewee does 90% of the talking The interview is more than data gathering. You must be ready to hear something new and be changed by it.

time

Wrap-Up

Kickoff Intro

Build Rapport

Reflection Grand Tour

Introduction

Rising Action

Climax Denouement

Michael Barry, Needfinding, Stanford University

Anatomy of an Interview

time

Wrap-Up

Kickoff Intro

Build Rapport


Establish an interview partnership


Anatomy of an Interview: Introduction

The informant may be confused as to exactly what is happening

Be direct — “Why don’t we sit down here?”, put them at ease

Find a good place for the interview — if possible arrange comfortable seating, adequate lighting, and a low noise - traffic location

Describe your purpose: “We’re going to explore how decisions get made in the Emergency Room.”

Outline the interview: “We’re going to spend the day with you. We’ll be watching how the organization works, and later ask you and your staff some questions”

Let them know that their knowledge is important: "I've never been a waiter. It looks pretty hard to keep all your customers happy. Can you help me understand how you do it”.


Anatomy of an Interview: Introduction

time

Wrap-Up

Kickoff Intro

Build Rapport


Shift the focus to them by having them introduce themselves and their lives


Anatomy of an Interview: Kickoff

At the end of your introduction, make a clear transition over to them:

“So maybe the best place to start is to have you introduce yourselves and tell us a bit about the band…”

Clarify with lots of follow-up questions. This section helps to get the respondent talking and feeling at ease.


Anatomy of an Interview: Kickoff

time

Wrap-Up

Kickoff Intro

Build Rapport


Most of your time will be spent making a connection


Anatomy of an Interview: Build Rapport

Informants may be defensive initially, providing only short answers “Oh you know...normal stuff. Just like everyone else. No big deal”. Be patient. Continue asking descriptive questions to build their confidence and trust. Reassure the informant that they are doing okay — “I don’t know...is this the kind of thing you want to know?” Tell them “Absolutely, exactly what we need”.


Anatomy of an Interview: Build Rapport

time

Wrap-Up

Kickoff Intro

Build Rapport


Explore the details of their world both physical and mental Look for critical issues and disconnects


Anatomy of an Interview: Grand Tour

This may be a walk around a bedroom, factory, or mobile phone. There is incredible detail in the Grand Tour, including things you would never think to ask “Tell me about the picture in your battery door”. Ask your informant to act out interactions or open up hidden areas.


Anatomy of an Interview: Grand Tour

Interview Questions (1 of 3)

28

•  Sequence — “Walk me through a typical day… then what do you do next?”

•  Specific Examples — “Let's take yesterday for example, where did you get your lunch?”

•  Peer Comparison — “Do your colleagues share your lunch habits?”

•  Other Viewpoint Comparison — “What would other moms think about that?”

•  ProjecLon — “What do you think would happen if…”


29

•  Naïve Outsider PerspecLve — “I’m not from Boston, tell me about this Dunkin’ Donuts thing.”

•  QuanLty — “How many of your relaLves fall into that category?”

•  Changes Over Time — “How are things different than they were a year ago?”

•  Tasks and organizaLonal structures — “Can you draw me a diagram of your daily interacLons within school?”

•  ReflecLng Back — “So, what I hear you saying is….. is that right?”


30

•  SuggesLve Opinion — “Some people have very negaLve feelings about checking email during class, while others don't at all. What are your feelings about it?”

•  NaLve Language — “Why do you call your office ‘the command post’?”

•  ClarificaLon — “…and when you say ‘lunch is lunch,’ what do you mean exactly?”

•  ExhausLve List — “What are all the places you like to eat lunch in average week?”

•  Point to Their ReacLon — “Why do you roll your eyes when you say that?”

time

Wrap-Up

Kickoff Intro

Build Rapport


Take a break and review what you have learned, then encourage personal insights and discussions of why


Anatomy of an Interview: Reflection

After you have spent a good deal of time with the informant, he or she may be more able to offer up personal insights, describe their plans, dreams, passions, etc. It’s okay here to offer theories about the informant for their evaluation or to ask the informant to generate their own theories


Anatomy of an Interview: Reflection

time

Wrap-Up

Kickoff Intro

Build Rapport


Amazing things happen when the interview is over


Anatomy of an Interview: Wrap-up

At the end of the allotted time, thank them and tell them how helpful they have been. Ask them for any final thoughts, or if they have any questions for you. The notion that the interview is over often jars loose a lot of comments, thoughts, and insights. Keep the camera/tape recorder rolling.


Anatomy of an Interview: Wrap-up

Suppose you were to conduct an interview on

access to healthcare. What questions might you ask?

Please form groups of THREE and identify yourselves as persons A, B and C

Health Care Access Interview:

Ask – Learn about your partner’s health care access experiences. Get specific. Answer – Only what is comfortable Watch – Capture key insights and stories; observe the interview process

A B C

Round 1

Round 2

Round 3

Ask

Ask

Ask

Answer

Answer

Answer

Watch

Watch

Watch

Health Care Access Interview

Debrief Interview Techniques

§  What worked? •  What didn’t work?

Capture the “story in”

5

Concrete

Abstract

Analysis Synthesis

Tell a new story

Figure out the story

Customer-focused Design Develops New Customer Stories

A glucose monitoring story: Oh, I always take it with me. Once on a date I put the stuff inside a silver cigarette case and stuck it in my back pocket. I went to a concert and at some point someone stole it. They must have liked the case! I even asked the performers to make an announcement, that I needed that stuff, but nobody returned anything. I ended up going to the emergency room at 3 am to get a new pack.

Generating Insights:

§  Share the stories you heard when you were “asking”, one minute per story.

§  As you listen to the other 4-5 stories from your teammates seek patterns and connections among stories

§  What common themes did you hear?

§  What insights do you have about health care access?

What can you do with “stories in”? Tell them….

Test them…

Translate them into “how might we?” questions:

– How can we…? (e.g., how can we make it easier to close the centrifuge?)

– How might we…? (e.g., how might we deliver this product through a direct sales channel?)

– In what ways might…? (e.g., in what ways might we provide more access points for our customers?)

– What might be all the …? (e.g., what might be all the ways we can increase perceived value to the customer?)

Maternal Health Care Access

6

“Pay attention to how [people] might like to interact with [you or solutions you are offering], and a remarkable change takes place. You can do more than simply satisfy their immediate needs. You might actually make [them] feel like heroes.” Maxim isn’t a sales person he’s a specialist!

https://vimeo.com/91008610 0 – 3:30

Births to Women Receiving Late or No Prenatal Care (2014) Source: National KIDS COUNT

How does this data tell a different story than what you heard today?

Feedback

Please take five minutes to help us improve by filling out this short survey: http://bit.ly/rx-survey Contact: → Rachel Dzombak: [email protected] → Robbie Snyder: [email protected]

What else can I do? ●  Attend our next workshop on April 12th ●  Visit reimaginingx.com for more resources

Documents

In Solidarity with International Women’s Day · 2018. 8. 27. · Michael Barry, Needfinding, Stanford University Anatomy of an Interview: Build Rapport . time Wrap-Up Kickoff Intro