Dr. Ari Zelmanow’s Post

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The Discovery Detective | I teach product teams how to find the evidence they need to ship better products faster | Built profitable products at Twitter, Twilio, Indeed, Panasonic, and more | NNg Instructor

If you’re going to ask leading questions in interviews, just throw away the entire project right now 🗑️ Because the findings you’ll get from it will be trash—useless at best, misleading at worst. And to be fair, it’s not easy! Teasing out more information without leading your interview subject is a very narrow tightrope to walk. Here’s a few techniques I learned in my years as a police detective, dealing with some of the most difficult people you can imagine: 𝗡𝗼𝗻-𝗔𝗰𝗰𝘂𝘀𝗮𝘁𝗼𝗿𝘆 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 Get more information without making the interviewee defensive. "Can you help me understand why you prefer this product over others?" 𝗦𝗲𝗾𝘂𝗲𝗻𝘁𝗶𝗮𝗹 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 Establish a clear timeline of events. "Can you walk me through the steps you took when using our product?" 𝗣𝗿𝗼𝗯𝗶𝗻𝗴 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 Get deeper into specific aspects of the interviewee's initial responses. "What specific features do you find most useful?” What are your favorite types of interview questions? ===== 👋 I'm Ari... a criminal investigator turned customer investigator 🤝 I help Product and Marketing teams 10x the value of their research ✉️ DM me to see how we can work together

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Brian Miller

Experience Research, Consumer Insights & New Product Innovation

3mo

"What about this prototype excites you the most? Are you ready to switch right now?" 🤯

Maya Ninova, PhD

Social scientist | Research | Behavioural science

3mo

"Do you like the colours? and "Would you like to have x,y,z (providing the feature they have in mind"... When advised to change these questions, you hear: "But we want to know if they want it and if they like these colours." Just kill me please ... and in addition, if I dare to advise to consider using another method to learn about preferences, let's say, you see, I am making the research too complicated ... Leading questions are problematic, but not knowing what do you want to learn is a bigger problem ... everything starts with defining those research goals ...

Thomas Carpenter

Manager, UX & Human Factors at Medtronic

3mo

I like when the PM forcefully interrupts customer feedback with “You’re still going to buy it though, right? Right?!?”

Laura Baker

Global Design Director @ Fearless™

3mo

"When do you see yourself using this product" is always a killer one 😬

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