For commercial enterprises today, there is no second-page success. That is, if you want your business to succeed, it must rise above your competitors on search engines, in reviews and in its appeal to potential clients. The internet forces every company to research and refine its products. Every business desiring to compete and grow engages a design team to gauge the effectiveness of its promotional content. One essential design team tool is the research interview. To accomplish their goals, the questions interviewers ask must be flawless. Below are some consensus questions designers often use.
Establishing Your Research Format
Before your design team gets around to asking pertinent questions, a good deal of forethought is required. The team must have worked through the entire process, beginning with establishing its intended goals and integrating all aspects of the process to achieve those aims. Fortunately, it is not necessary to “reinvent the wheel” when it comes to establishing a research protocol. Outstanding services are available that can be adapted for virtually any commercial enterprise. From outlines of the entire process, through interview questions, to analysis and implementation of data, expert help is available.
Questioning Interviewees
While your individual commercial needs will be unique, there are some universal concerns that can be addressed that invariably yield significant insights. Here are some user research interview questions to ask:
- When dealing with a specific product, you might ask: what are your first thoughts when you look at this product? Follow-up questions may include: How do you think this product should be used? What would you gain from using this product? Do you notice any negatives that would dissuade you from using this product?
- When dealing with a particular topic, you might ask: How do you relate to this topic? Follow-ups might include: What are the positives and negatives about this topic? What would make a positive change for you in regard to this topic? What products or tools have you used in relation to this topic?
- When determining important specifics about the person you are interviewing, you might ask: How does this product/topic enter into your lifestyle? To what extent do you engage with this product/topic regularly? How is this product/topic important to your everyday life, if it is?
- When engaging the interviewee about preference responses to the product/topic, you might ask: What is particularly appealing to you about this product/topic? What is least appealing to you about this product/topic?
Approaching the Interview Process
User research interviews have been in use for decades, even before the internet came along and made them essential. Many different industries have boasted of spectacular ROIs through the incorporation of such interviews. The results have been so positive that is it difficult at times to remember research interviews are not scientific tests but preference questionnaires. In order to get the best result, therefore, your priority should be to ask questions in an open-ended fashion to avoid creating any bias in the interviewee.
The user research interview can be an invaluable process for the success of the design team. In order to accomplish your goals, your interviewers should strive for objectivity and candor.
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