1 00:00:00,165 --> 00:00:04,675 [MUSIC] 2 00:00:04,675 --> 00:00:09,299 Interviewing users or potential users, is one of the most useful techniques for 3 00:00:09,299 --> 00:00:12,690 gaining insights about people and their needs. 4 00:00:12,690 --> 00:00:17,710 An interview is a method for gathering information, through direct dialogue. 5 00:00:17,710 --> 00:00:22,780 Through this dialogue, product teams can capture feelings, desires, struggles, 6 00:00:22,780 --> 00:00:26,540 delights, and opinions of their audience and potential audience. 7 00:00:28,380 --> 00:00:33,190 The primary benefits of interviewing users are, direct contact. 8 00:00:33,190 --> 00:00:37,800 Interviewers interact with interviewees, in person without using any tool, 9 00:00:37,800 --> 00:00:41,690 service, or product to bypass direct communication. 10 00:00:41,690 --> 00:00:44,120 Communicating directly with interviewees, 11 00:00:44,120 --> 00:00:47,970 significantly reduces chances of misinterpreting collected data. 12 00:00:49,200 --> 00:00:51,280 Challenges perceptions. 13 00:00:51,280 --> 00:00:56,030 Interviewing people, rather than making assumptions about them is powerful. 14 00:00:56,030 --> 00:01:01,010 It creates an unimaginable impact, on product stakeholders, and changes their 15 00:01:01,010 --> 00:01:06,020 beliefs, assumptions and perceptions about what people need, and what motivates them. 16 00:01:07,180 --> 00:01:08,970 Deepens empathy. 17 00:01:08,970 --> 00:01:11,450 Interviewing creates understanding and 18 00:01:11,450 --> 00:01:16,140 human relatedness, in levels that cannot be achieved in any other way. 19 00:01:16,140 --> 00:01:18,000 It helps individuals, teams, and 20 00:01:18,000 --> 00:01:21,450 organizations add a human aspect to what they do. 21 00:01:22,870 --> 00:01:24,750 Builds credibility. 22 00:01:24,750 --> 00:01:29,330 Data collected in interviews, supports quantitative data gathered in other ways, 23 00:01:29,330 --> 00:01:31,150 such as analytics. 24 00:01:31,150 --> 00:01:34,970 It helps explain it, helps you understand its logic, and 25 00:01:34,970 --> 00:01:38,710 provides a solid basis for coming to the right conclusions. 26 00:01:38,710 --> 00:01:43,480 That said, interviewing people carries one great caveat. 27 00:01:43,480 --> 00:01:46,810 That caveat is called rationalization. 28 00:01:46,810 --> 00:01:51,440 Rationalization is a psychological phenomenon, in which we humans, 29 00:01:51,440 --> 00:01:54,410 change the reality we tell others about. 30 00:01:54,410 --> 00:01:56,530 We do that not because we are liars, or 31 00:01:56,530 --> 00:02:00,040 have any bad intentions, the other way around. 32 00:02:00,040 --> 00:02:03,580 We humans want to be perceived as good, friendly, and 33 00:02:03,580 --> 00:02:06,690 helpful, we want to be loved. 34 00:02:06,690 --> 00:02:11,480 Therefore when an interviewer is asking us about something that happened to us, 35 00:02:11,480 --> 00:02:16,060 we will change reality a little bit, sometimes a lot more than a little bit. 36 00:02:16,060 --> 00:02:20,570 Exactly because of that, we want to help, we want the person who 37 00:02:20,570 --> 00:02:25,900 asked us to feel good about the data we provide him or her with, so we lie. 38 00:02:25,900 --> 00:02:30,670 This doesn't happen to some of us, or to people with certain personality traits, or 39 00:02:30,670 --> 00:02:33,380 from different social classes, this is human nature. 40 00:02:34,940 --> 00:02:36,460 The bad news is that, 41 00:02:36,460 --> 00:02:41,410 as an interviewer, you can never tell when rationalization is happening. 42 00:02:41,410 --> 00:02:44,380 There's no way to tell if someone is telling you stories about 43 00:02:44,380 --> 00:02:47,600 things that kind of happened, or never happened. 44 00:02:47,600 --> 00:02:48,710 Later on, 45 00:02:48,710 --> 00:02:53,820 I'll teach you one technique that can help you prevent rationalization but remember, 46 00:02:53,820 --> 00:02:57,590 you'll never be able to identify it, when it happens right in front of your eyes.