Interviewing and research tips

Dina has a bunch of great tips for people wanting to be better at user research/interviewing.

# reading between the lines — dont just go with what they ‘say’ – look for non-verbal cues that really tell you what they ‘feel’. Also, try and understand the rationale behind what they say – laddering down to end values is something that always helps. It doesn’t pay just to know that a Toyota Corolla = Amitabh Bachchan – we need to understand why the analogy is made
# agility – you’ve got to be so quick in your mind – pick up cues from what respondents say – and take them forward. Listen well and react quickly – you should never feel when you listen too your tapes – oh how I wish I had probed this a little more.


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