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[MUSIC]

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Interviewing users or potential users,
is one of the most useful techniques for

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gaining insights about people and
their needs.

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An interview is a method for gathering
information through direct dialogue.

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Through this dialogue, product teams
can capture feelings, desires,

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struggles, the likes and opinions of
their audience and potential audience.

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The primary benefit of interviewing
users is direct contact.

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Interviewers interact with interviewees
in person without using any tool,

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service or
product to bypass direct communication.

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Communicating directly with interviewees,

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significantly reduces the chance
of misinterpreting collected data.

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However, if you simply can't find
participants in your area that meet

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the criteria for your research, the second
best thing to do is video interviews.

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Video calls open up a whole
world of people to interview.

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While it lacks some body language cues,
you'll still be able to

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build up a rapport,
as well as get a sense of their demeanor.

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Interviewing people, rather than making
assumptions about them, is powerful.

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It creates an unimaginable
impact on product stakeholders.

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And changes their beliefs, assumptions and

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perceptions about what people need and
what motivates them.

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Interviewing creates understanding,
empathy and human relatedness.

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It helps individuals,

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teams and organizations add
a human aspect to what they do.

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It also builds credibility,

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as it supports quantitative data gathered
in other ways, such as analytics.

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It helps explain it,
it helps you understand its logic and

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provides a solid basis for
coming to the right conclusions.

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With that said, interviewing
people carries one great caveat,

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that caveat is called rationalization.

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Rationalization is a psychological
phenomenon in which we humans,

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change the reality we tell others about.

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We don't this intentionally,
we humans want to be perceived as good,

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friendly and helpful, we wanna be loved.

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Therefore, when an interviewer asks
us about something that happened,

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we will change the story a little bit.

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Sometimes, a lot more than a little bit.

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We want the interviewer to feel good
about the data we provide them with, so

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we rationalize.

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This is human nature,
the bad news is that as an interviewer,

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you can never tell when
rationalization is happening.

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Later on, I'll teach you one technique
that can help you prevent rationalization.

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But remember,

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you'll never be able to identify it when
it happens right in front of your eyes.

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Now let's dive into the most important
part of this research method,

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the questions.