Interviewing Users
About this book
Portigal's book on the craft of the interview itself. Covers preparation and recruiting, building rapport, the structure of a good interview guide, and the specific techniques of silence, follow up and asking for stories. Substantial material on reading the room, handling the unexpected, working with a partner, and the synthesis that turns transcripts into insight. Useful alongside The Mom Test, which covers what to ask rather than how to ask it.
Description via Product Digest.
Topics
Related concepts
- Buyer personas and user personasTwo separate archetypes for two separate jobs. Buyer personas describe who decides to purchase, user personas describe who has to live with the result.
- Segmenting customers and usersCustomers buy, users use, and they are often different people. Segmentation is how a product owner decides whose need wins when two needs conflict.
- Win and loss analysisInterviews with people who recently evaluated the product, whether they bought or not, to find out what they compared, what decided them and what they were actually trying to solve.