30
@susanamercer Going Deep Uncovering Hidden Insights Through User Interviews Susan Mercer Experience Research Director Mad*Pow

Webvisions talk 2015 09252015 final

Embed Size (px)

Citation preview

Page 1: Webvisions talk 2015 09252015 final

@susanamercer

Going DeepUncovering Hidden Insights Through User Interviews

Susan MercerExperience Research Director

Mad*Pow

Page 2: Webvisions talk 2015 09252015 final

@susanamercer

Don’t play the notes on

the page…

play the music.

Page 3: Webvisions talk 2015 09252015 final

@susanamercer

Don’t read the notes on the page… have

a conversation.“”

Page 4: Webvisions talk 2015 09252015 final

@susanamercer

Consider the participant’s perspective.

Why does she want to

talk with me?

Do I know enough? Will

I sound stupid?

What will she think

about me?

Page 5: Webvisions talk 2015 09252015 final

@susanamercer

Social Desirability Bias

60% of people lied an average of 3

times in a 10 minute conversation

with someone they just met.

* Feldman, R.S., Forrest, J.A., and Happ, B. R. (2002) Basic and Applied Social Psychology, 24(2), 163-

170.

Page 6: Webvisions talk 2015 09252015 final

@susanamercer

Page 7: Webvisions talk 2015 09252015 final

@susanamercer

Page 8: Webvisions talk 2015 09252015 final

@susanamercer

Page 9: Webvisions talk 2015 09252015 final

@susanamercer

Getting to the Honest Truth

• Set the stage

• Be your curious self

• Listen and accept

• Ask questions in unique ways

Page 10: Webvisions talk 2015 09252015 final

@susanamercer

Set the Stage

• Be transparent

• Give them permission to be honest

• Ask for their help

Page 11: Webvisions talk 2015 09252015 final

@susanamercer

Be Your Curious Self

•Be genuinely curious

•Be human

Page 12: Webvisions talk 2015 09252015 final

@susanamercer

Listen and Accept

“People speak in paragraphs”

– Steve Portigal

Page 13: Webvisions talk 2015 09252015 final

@susanamercer

Ask Questions in Unique Ways

•Don’t put the participant on the defensive

•Use indirect questioning to get to tough

questions

• Not “Why didn’t you…”

• “What kept you from…”

Page 14: Webvisions talk 2015 09252015 final

@susanamercer

Recognition vs. Recall

•Our brains store information in

networks

•Use techniques to make it easy

for people to recall topics

Page 15: Webvisions talk 2015 09252015 final

@susanamercer

Methods to Try

•Open-Ended Exploration•Sentence Completion•Collaging•Laddering •Triading

Page 16: Webvisions talk 2015 09252015 final

@susanamercer

Open-Ended Exploration

•Start Broad

•Learn what they think is important

Page 17: Webvisions talk 2015 09252015 final

@susanamercer

Sentence Completion

•Focused, yet open-ended

•Good topic starter

•Clues to dive deeper

Page 18: Webvisions talk 2015 09252015 final

@susanamercer

Sentence Completion

• If I used this all day, I would…

•Using this app, makes me feel…

•Compared to other websites, this site is…

Page 19: Webvisions talk 2015 09252015 final

@susanamercer

Collaging

•Provide images & supplies

•Set focus topic

•Give them 15-20 mins

•Triggers recognition

Page 20: Webvisions talk 2015 09252015 final

@susanamercer

Story Telling About Pictures

•Have them tell their story

•Great way to uncover topics important

to them

•Use when you don’t know what

questions to ask

Page 21: Webvisions talk 2015 09252015 final

@susanamercer

The Power of the Story

Page 22: Webvisions talk 2015 09252015 final

@susanamercer

Triading

•Compare 3 things

•Uncover important

dimensions

•Tell the story

•Repeat

Page 23: Webvisions talk 2015 09252015 final

@susanamercer

Triading Example

•How are two of these different from the third?

Page 24: Webvisions talk 2015 09252015 final

@susanamercer

Triading Follow-Up

•Tell the story behind the differences

•Which is more important to them?

•A and B share a characteristic

•C is the only one that has a characteristic

Page 25: Webvisions talk 2015 09252015 final

@susanamercer

Laddering

• Iterative questions

•Laddering gets to values that people can’t

articulate well Why?

Why?

Why?

Why?

Page 26: Webvisions talk 2015 09252015 final

@susanamercer

Laddering Example

• What is the most important feature on this pizza ordering app?

• Why are deals and coupons important to you?

• What is it about saving money that is important to you?

• Why is it important to save for their college funds?

• Deals and Coupons

• Because I like to save money, and not have my wife yell at me

• We are trying to save as much as we can for the kids’ college funds

• Education is expensive, but important. I want my kids to have better jobs than I do

Interviewer Participant

Page 27: Webvisions talk 2015 09252015 final

@susanamercer

Page 28: Webvisions talk 2015 09252015 final

@susanamercer

Summary of MethodsWhat is important to participants

Uses Recall to access memories

Use Recognition to access memories

Assists articulation

Open Ended Exploration X X

Sentence Completion X X X

Collaging X X XTriading X XLaddering X X X

Page 29: Webvisions talk 2015 09252015 final

@susanamercer

Summary

•Encourage participants to be honest

•Build trust – be yourself

•Use soft questions for tough topics

•Be creative with techniques

Page 30: Webvisions talk 2015 09252015 final

@susanamercer

Have Fun!

Thank You

Susan Mercer

Experience Research Director

Mad*Pow

[email protected]