Main takeaways: - How to structure questions to get helpful answers - When and what channels to use to deliver your questions - How to use questions to build trust with stakeholders - General tips for product/user research interviews internally and externally Screen reader support enabled.

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How to Ask the Right Questions by
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10. Sarah Morgan
TONIGHT’S SPEAKER

11. You can find me at www.evertrue.com
and
https://www.linkedin.com/in/sarahgmorgan/
hello!

12. Why is the art of asking questions so
important?
“Judge a man by his questions rather than by his answers.” – Voltaire
?

13. Sounds easy, why am I here?

14. We all ask bad questions, and accept
responses as a result - Garbage in, garbage
out
?

15. We are naturally bad listeners
!

16. Do your homework
❖ Come prepared
❖ Don’t waste time
❖ Be respectful

17. Use the Right Channels
❖ Qualitative vs. Quantitative
❖ In person vs. remote
❖ Survey vs Live
❖ facial expressions/body language vs. text
only

18. Get to know each other
❖ Introduce yourself (briefly)
❖ Set the stage
❖ Keep the focus on them
❖ Figure out what makes them tick

19. Confirm the perceived problem
❖ Is there even a problem to be solved?
❖ Ask it back “What I’m hearing you say is…”
❖ Don’t suggest or accept solutions

20. Formulate powerful questions
❖ Think like a journalist
❖ Use open ended questions
❖ Relinquish control of the conversations

21. Open ended vs close ended questions
Open ended Questions
⬚ What could make your work life
easier?
⬚ What is your biggest daily
challenge?
⬚ Where would you like to see our
product grow in the future?
Closed Ended Questions
⬚ Would your work life be easier if we
had a data import?
⬚ Is your biggest daily challenge data
entry?
⬚ Would you use feature X, Y, Z if we
built it?

22. Get comfortable with the
sound of silence
❖ Let the interviewee accept your invitation to
answer your question
❖ Give them time to think
❖ Let them fill the void, not you

23. Peel that onion
❖ Don’t be afraid to keep digging
❖ Don’t settle for the first answer
❖ Ask for explanations and additional detail

24. Don’t settle
❖ Recognize bad answers and non answers
❖ Reframe the question if needed
❖ Drive the question until you are satisfied
❖ Recognize an emotional response and be
sensitive to your users’ feelings

25. Listening is Hard
❖ Don’t be a control freak
❖ Don’t steer the answer
❖ Quiet your mind and your own responses
❖ Control your emotional response
❖ Record your interview if possible (or bring a
friend)

26. Reflect
❖ Take time as soon as possible to reflect
on the interview
❖ Write down your thoughts and findings
❖ Adjust your script or list of questions
accordingly

27. Wash, Rinse, Repeat
❖ Take advantage of opportunities to interview people
❖ They aren’t all going to be winners
❖ Hone your technique
❖ Get comfortable

28. Any questions?
You can find me at: sarah@evertrue.com
Thanks!

29. Additional resources
⬚ The 5 Whys
⬚ The Lean Product Playbook, Dan Olsen
⬚ The Psychology Behind the Perfect Customer Interview, Elizabeth
Wellington, HelpScout

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