Interviewing Users: How to Uncover Compelling Insights

Interviewing is easy, right? Anyone can do it... but few do it well enough to unlock the benefits and insights that interviewing users and customers can yield.In this new and updated edition of the acclaimed classic Interviewing Users, Steve Portigal quickly and effectively dispels the myth that interviewing is trivial. He shows how research studies and logistics can be used to determine concrete goals for a business and takes the reader on a detailed journey into the specifics of interviewing techniques, best practices, fieldwork, documentation, and how to make sense of uncovered data. Then Steve takes the process even further-showing the methods and details behind asking questions-from the words themselves to the interviewer's actions and how they influence an interview. There is even a chapter on making sure that information gleaned from the research study is used by the business in such a way to make it impactful and worthwhile. Oh, and for good measure he throws in information about Research Operations.Everyone will get something from this book. But beyond the requisite information, it's simply a good read.