1 00:00:00,477 --> 00:00:05,190 We will now go through a quick straight forward process to help you recruit 2 00:00:05,190 --> 00:00:10,299 the right people for your user interviews, I call these people participants. 3 00:00:10,299 --> 00:00:14,290 Participants help you validate and invalidate your assumptions. 4 00:00:14,290 --> 00:00:17,115 They give you data that helps you build products and 5 00:00:17,115 --> 00:00:19,090 services that are human centered. 6 00:00:19,090 --> 00:00:22,781 You may be tempted to turn to friends and family for feedback. 7 00:00:22,781 --> 00:00:26,456 Friends and family are always happy to give you feedback, 8 00:00:26,456 --> 00:00:29,685 the problem is that friends and family are biased. 9 00:00:29,685 --> 00:00:33,918 They're your friends and your family, how can they hurt your feelings? 10 00:00:33,918 --> 00:00:35,919 Of course your idea is great. 11 00:00:35,919 --> 00:00:37,585 Sure they'll use it. 12 00:00:37,585 --> 00:00:41,014 No doubt they'll pay for it, and a lot too. 13 00:00:41,014 --> 00:00:45,521 It is critical that you identify and recruit the right people for 14 00:00:45,521 --> 00:00:47,115 a customer research. 15 00:00:47,115 --> 00:00:48,988 Who are these right people? 16 00:00:48,988 --> 00:00:53,404 These are the people who you currently envision as the target audience. 17 00:00:53,404 --> 00:00:55,723 For example, if you live in Europe and 18 00:00:55,723 --> 00:01:00,001 you're target audience is in North America, you're not collecting 19 00:01:00,001 --> 00:01:04,221 good data if you go to the nearest supermarket and interview people. 20 00:01:04,221 --> 00:01:08,957 Recruiting the right participants will ensure you collect the right data, 21 00:01:08,957 --> 00:01:12,879 that you learn the best lessons, and that you truly validate or 22 00:01:12,879 --> 00:01:14,880 invalidate your assumptions. 23 00:01:14,880 --> 00:01:17,966 First, the target audience must be determined so 24 00:01:17,966 --> 00:01:21,062 you know who you are looking for in participants. 25 00:01:21,062 --> 00:01:24,027 We need to determine their participant criteria. 26 00:01:24,027 --> 00:01:25,256 Go to attributes for 27 00:01:25,256 --> 00:01:29,532 participant criteria are ones that represent your target audience. 28 00:01:29,532 --> 00:01:32,853 If you're not sure who your target audience is, 29 00:01:32,853 --> 00:01:36,093 that's perfectly fine, make an assumption. 30 00:01:36,093 --> 00:01:40,457 During your user research activities with those participants, 31 00:01:40,457 --> 00:01:45,072 you'll figure out if your assumption is validated or invalidated. 32 00:01:45,072 --> 00:01:49,514 Here's a sample list of participate criteria for an imaginary app for 33 00:01:49,514 --> 00:01:51,026 learning how to dance. 34 00:01:51,026 --> 00:01:54,392 Reside in the US, they have a smartphone, 35 00:01:54,392 --> 00:01:58,706 they wanna learn how to dance, and they use Facebook. 36 00:01:58,706 --> 00:02:02,502 Give it a try, think of a clothing store for adults. 37 00:02:02,502 --> 00:02:07,356 How might we improve the in-store experience of shopping with technology? 38 00:02:07,356 --> 00:02:11,367 The store would like to know if a certain idea they have is something their 39 00:02:11,367 --> 00:02:12,760 customers would value. 40 00:02:12,760 --> 00:02:18,897 In other words, they want an answer to the question, do people need these products? 41 00:02:18,897 --> 00:02:20,795 Now let's form an assumption. 42 00:02:20,795 --> 00:02:24,353 An assumption is something that is accepted as true or 43 00:02:24,353 --> 00:02:28,315 you believe to be true, even though you don't have proof. 44 00:02:28,315 --> 00:02:32,248 Here is their idea expresses an assumption. 45 00:02:32,248 --> 00:02:37,000 We believe that parents who visit the store with their kids need a device that 46 00:02:37,000 --> 00:02:41,914 makes their clothing shopping experience faster and more fun for their kids. 47 00:02:41,914 --> 00:02:45,916 List a minimum of five attributes for your target audience. 48 00:02:45,916 --> 00:02:48,515 Don't limit yourself to just five attributes. 49 00:02:48,515 --> 00:02:53,348 If you have 10 or 20, that's perfectly fine as a starting point. 50 00:02:53,348 --> 00:02:58,212 If you have a timer, set it for five minutes to list five attributes of people 51 00:02:58,212 --> 00:03:02,247 who might be the target audience for the clothing stores idea. 52 00:03:02,247 --> 00:03:06,776 Who do you wish to recruit for your upcoming user research activity? 53 00:03:06,776 --> 00:03:09,960 Ready, go ahead, create your list. 54 00:03:09,960 --> 00:03:13,950 I'll see you in the next video to discuss creating questions from these criteria.