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How to Use This Book

Frequently Asked Questions

Foreword

Introduction

CHAPTER 1

The Importance of Interviewing in Design

User Insight in the Design Process

When to Use Interviewing

To Interview Well, One Must Study

The Impact of Interviewing

Summary

CHAPTER 2

A Framework for Interviewing

Check Your Worldview at the Door

The Brain Dump

Make the Interview About the Interview

Embrace How Other People See the World

Go Where the People Are

Be Ready to Ask Questions for Which You Think You Know the Answer

Nip Distractions in the Bud

Building Rapport

Be Selective About Social Graces

Be Selective When Talking About Yourself

Work Toward the Tipping Point

Acknowledge That the Interview Is...Something Unusual

Listening

Listen by Asking Questions

Be Aware of Your Body Language

Summary

CHAPTER 3

Getting Ready to Conduct Your Interviews

Establishing Your Objectives

Finding Participants (aka Recruiting)

Creating the Field Guide

Introduction and Participant Background

The Main Body

Projection/Dream Questions

Wrap Up

Shot List

Scheduling Interviews

Travel

Participant Releases and Non-Disclosure Agreements

Incentives

Summary

CHAPTER 4

More Than Just Asking Questions

Showing and Telling

Bring the Tools

Mapping

Reactions to Concepts

Concept Formats

Reactions to Other Stuff

Homework

Summary

CHAPTER 5

Key Stages of the Interview

But Wait! Before You Head Out: Roles for the Field Team

A Guide to Participating in Fieldwork

Everyone Stays Engaged

Once You Get On-Site

Crossing the Threshold

Restating Objectives

Kick-Off Question

Accept the Awkwardness

The Tipping Point

Reflection and Projection

The Soft Close

Summary

CHAPTER 6

How to Ask Questions

Silence Defeats Awkwardness

Managing the Flow

Version 1

Version 2

Getting to Even More of the Answer

A Palette of Question Types

Managing the Ebb and Flow of the Interview

Embracing Your Participant’s Worldview

Use Their Language

Assume Your Participant Makes Sense

Don’t Make Your Questions Pass/Fail

Don’t Presume They Accept Your Worldview

Don’t Enter Lecture Mode

If You Have to Fix Something, Wait Until the End

Summary

CHAPTER 7

Documenting the Interview

Taking Notes

Typing vs. Writing Your Notes

The Notetaker’s Voice

Audio Recording the Interview

Video Recording the Interview

Photographing the Interview

Sketching the Interview

Debriefing After the Interview

Taking Field Notes

Sharing Field Highlights

Summary

CHAPTER 8

Optimizing the Interview

Troubleshooting Common Interview Problems

When the Participant Is Reticent

When the Participant Isn’t the Right Kind of User

When the Participant Won’t Stop Talking

When You Feel Uncomfortable or Unsafe

Interview Variations and Special Cases

When Your Interview Isn’t Face-to-Face

When Your Interview Is in a Market Research Facility

When Your Interview Is Very Short

The Differences in Interviewing Professionals vs. Consumers

Interviewing Multiple Participants

Using Different Interviewing Techniques at Different Points in the Development Process

Improving as an Interviewer

Practice

Reflect

Critique

And More

Summary

CHAPTER 9

Making an Impact with Your Research

Analyzing and Synthesizing Your Interview Data

Create a Topline Report

Deeply Processing Your Data

Research as a Leadership Activity

Championing the Use of Research in Your Organization

Maximizing Research Impact

Summary

Index

Acknowledgments

About the Author