Customer Interviews for your company blog — Analysis Made easier

You’ve done the interviews – enlightening weren’t they? It’s now time to put all that information which in your head upon paper, and pull all of it together into a complete picture.

This article follows on from your previous document which provided tips on how to conduct the selection interviews themselves. Below we give you some likely techniques to employ whilst studying your selection interviews, helping mould your benefits into some thing tangible.

Contact form your studies into a lien

After selection interviews you’ll find that curious about lots of interesting thoughts and ideas moving around your head, but perhaps in not any clear framework. The results will be better to understand and convey in front of large audiences if they are bought into a very clear narration.

The best way to do this to get this done is to set everything down on paper and next sift through the results to generate a final specific story.

Sticky notes & a white board

2. Put all the concepts, options and studies you found in each interview onto post-it notes (each point should be on its own note).
* Stay away from long paragraphs as you should be able to quickly scan this and know what it identifies, each sticky should just contain approximately 10 words.
* Feel free to use brief quotes or perhaps simple summaries if they will sum up the finding well.
* Place in a number or an interviewee name to the corner to help you keep track wherever each post-it came from.
2. If you evaluated people coming from differing organizations (for case new and returning customers) patterns will probably be easier to location if you place a symbol on each of your post-it (or used coloration co-ordinated post-its) to show which group they belonged to.

After the selection interviews you’ll understand the common themes that show up through the selection interviews, so head out the post-its around and group all of them accordingly.

Spend some time with this kind of, you may find the original groupings transform over time. This is often called a great ‘affinity diagram’. An advantage of using post-its is that you’ll the whole of your outcomes at once, instead of seeing a little part on the screen any kind of time one time. Observing the ‘big picture’ will help you visualise the proceedings more easily than attempting this kind of visualisation in your mind alone. An additional is that post-its give you the overall flexibility to make additional changes to the diagram if and when needed.

If you are able to, do that on a bright white board. This has 2 advantages:

* You may draw jewelry around the organizations, and add annotations where needed.
* The post-its will probably stick and stay where you need all of them (rather than deciding to fall for the floor at the most inopportune times).

Essentially you’re building a visual manifestation (almost a mind map) of the final result. Once it’s visualized, you will find it’ll produce a lot more feeling.

Don’t forget for what reason you were conducting the interviews

The first document emphasized the need to have a specific goal once conducting the interviews:

“The aims of interviews are to discover:

5. Users’ needs and goals.
* Just how users finished tasks on your site (or would carry out if features was available).
* What users think the site presents them (and what more they really want/need). ”

This might act as a helpful framework to make use of your findings, and should be remembered even though conducting the analysis. Although keep in mind that the advantage of interviews is definitely their overall flexibility so if you come to feel placing an alternate focus on the results makes clear your results, you can do therefore.

Bounce your ideas off somebody else

Stand in front side of your post-its and talk your findings through with someone (or several people). Encourage problems. You will not be capable to answer every question, but you will find exactly where gaps inside your explanations happen to be. Talking throughout your findings can even help additionally clarify your thoughts, and you’ll comprehend where the gaps are in your overall picture.

You may also get bouncing suggestions off people that didn’t sign up for the interviews useful. Experiencing the benefits with somebody with a numerous perspective from your can make ideas do not have considered usually.

Take your time

There is a first couple of several hours will be stuffed with a madness of producing and collection post-its, you must then rest on the consequence. You will find your subconscious will continue on implementing the problems, and you could well find you get up with further ideas, or perhaps when having a soak in a bath, or perhaps on the walk home… There always exists further bits to add, and changes to be created to your affinity diagram.

Expanding your findings from interviews is like making a photograph by hand. It takes some if you hurry through the process then the result is not as it should be. Invest some time over the each stage, you will have been given an outstanding amount info to process during the selection interviews, so ensure everything relevant gets down and a clear total message has the ability to develop.


Once if you’re done it really leaves the ‘simple’ matter of:

* Making whatever improvements are needs to your site
2. Producing personas
* Figuring out problems with your overall site
2. Directing fresh design ideas

another one with the thousands of problems interviews can feed incredibly useful details into . But these “small” challenges might be possible knowing your hard work are going to pay off come go live.

As stated in the previous document “interviews are a good way to find in-depth information about your users”, just remember that more attempt is needed than expected to get those great results.

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