On a big project like Fresh Market, there can be a lot of noise generated by the data collected. That's where the power of User Interviews shines through.
Yes, User Interviews produce high-quality information, but it also late enough in the research cycle that it can help identify legitimate trends. While there are things that you'll hear for the first time during an interview, they'll be ample information repeat occurring. It is in those moments that I believe the information is identifying the essential nuggets for you.
That's a big reason I suggest working with an assistant. Let them record the words spoken so that you can focus on listening and driving the conversation forward.
Every series of interviews I've conducted has produced at least one 'ah-ha' moment that forces the team to adjust the direction of the project.
May you be so lucky in your info hunting endeavor.
Resources for review
Please use the following items to guide your exercise attempt:
| Article | Source/Author |
|---|---|
| Three sides to every interview | New Pragmatic |
| Interviewing Humans | Erika Hall |
| User Interviews: How, When, and Why to Conduct Them | Kara Pernice |
Exercise
Length: Around four actual hours to complete (scheduling longer to complete).
As illustrated in associated resources, quality user interviews require a bit of effort, but done well, they produce an abundance of high-quality information to power your project.
To complete this exercise, you should do at least the following:
- Construct an outline of questions to guide your interview.
- Set up an account for a remote conferencing tool.
- Set up Calendly for scheduling.
- Contact at least five participants from your research panel (previously constructed from the surveys exercise.).
- Conduct at least three user interviews.
- Record the session or recruit an assistant to help with note-taking.
- Thank each participant with a follow-up email.
As mentioned in the prior exercise, you're on a tight deadline. You must set a deadline for these interviews to be conducted no more than 48 hours after you send your initial request.
Also, if you're interested in recruiting an assistant, it is often helpful to offer to be an assistant for another student. This helps you also see how someone else performs the task, and you can provide pointers to one another.
Once complete, update your Program Journal with links to any assets produced in this exercise. Post your Journal in the #Feedback-Loop channel for review.
///
Up next Fresh Market: Affinity Mapping