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Introduction to Interviewing Users
2:58 with Tomer SharonInterviewing users or potential users is one of the most useful techniques to gain insights about people and their needs.
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[MUSIC]
0:00
Interviewing users or potential users, is
one of the most useful techniques for
0:04
gaining insights about people and their
needs.
0:09
An interview is a method for gathering
information, through direct dialogue.
0:12
Through this dialogue, product teams can
capture feelings, desires, struggles,
0:17
delights, and opinions of their audience
and potential audience.
0:22
The primary benefits of interviewing users
are, direct contact.
0:28
Interviewers interact with interviewees,
in person without using any tool,
0:33
service, or product to bypass direct
communication.
0:37
Communicating directly with interviewees,
0:41
significantly reduces chances of
misinterpreting collected data.
0:44
Challenges perceptions.
0:49
Interviewing people, rather than making
assumptions about them is powerful.
0:51
It creates an unimaginable impact, on
product stakeholders, and changes their
0:56
beliefs, assumptions and perceptions about
what people need, and what motivates them.
1:01
Deepens empathy.
1:07
Interviewing creates understanding and
1:08
human relatedness, in levels that cannot
be achieved in any other way.
1:11
It helps individuals, teams, and
1:16
organizations add a human aspect to what
they do.
1:18
Builds credibility.
1:22
Data collected in interviews, supports
quantitative data gathered in other ways,
1:24
such as analytics.
1:29
It helps explain it, helps you understand
its logic, and
1:31
provides a solid basis for coming to the
right conclusions.
1:34
That said, interviewing people carries one
great caveat.
1:38
That caveat is called rationalization.
1:43
Rationalization is a psychological
phenomenon, in which we humans,
1:46
change the reality we tell others about.
1:51
We do that not because we are liars, or
1:54
have any bad intentions, the other way
around.
1:56
We humans want to be perceived as good,
friendly, and
2:00
helpful, we want to be loved.
2:03
Therefore when an interviewer is asking us
about something that happened to us,
2:06
we will change reality a little bit,
sometimes a lot more than a little bit.
2:11
Exactly because of that, we want to help,
we want the person who
2:16
asked us to feel good about the data we
provide him or her with, so we lie.
2:20
This doesn't happen to some of us, or to
people with certain personality traits, or
2:25
from different social classes, this is
human nature.
2:30
The bad news is that,
2:34
as an interviewer, you can never tell when
rationalization is happening.
2:36
There's no way to tell if someone is
telling you stories about
2:41
things that kind of happened, or never
happened.
2:44
Later on,
2:47
I'll teach you one technique that can help
you prevent rationalization but remember,
2:48
you'll never be able to identify it, when
it happens right in front of your eyes.
2:53
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