Interview Analysis
Interview Analysis
Embedded Files
What did our interviews tell us?
What did our interviews tell us?
There are many ways to understand customers and what their needs are.
We have completed a series of interviews, but now we need to scale up our customer understanding using surveys.
To create a good survey questionnaire, we need to identify the main ideas coming from our interviews.
Interviews
Interviews
- provide an opportunity to discuss experiences people have had
- can ask follow up and unscripted questions
- respondents can speak about anything
- relies on the interviewer to draw conclusions and themes
Surveys
Surveys
- a more restricted process, with limited scope of answers
- typically closed questions
- quicker and easier to complete
- provides data in a format that can be more easily analysed
We can use surveys to validate what we discover in our interviews.
Analysing the Interviews
Analysing the Interviews
Step 1
Just like in the video above, you will need to read the notes from each interview carefully, and draw out the "nuggets" of information that you think are most significant. You should do this for each interview separately.
A "nugget" is an insight gained from the interview - the critical things that have impacted on the overall experience, either positive or negative.
What do the interviewees see as important in the process? Where were they frustrated?
You should be able to identify at least one insight, which you then add to your analysis board.
You can visit this page for instructions about how to setup your interview analysis board, using an online collaboration whiteboard tool called Miro. Step 2
Once you have added all your "nuggets" to the analysis board, you need to move them around so that similar and related items are grouped together.
This process will let you see the issues and ideas that are most commonly raised in the interviews - so you can see where the main problems might be.
You should end up with two or three bigger clumps of "nuggets" - and these areas become the focus of your survey questions.
Teacher NotesWhat to do with interview results:https://customerdevlabs.com/2013/09/10/customer-development-notes-finished-post-its/Report abuse