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If you validate the problem and then immediately try to validate your solution, you will be introducing a bias in the answer of your interviewee. It is best to validate the problem in a series of interviews. Then you can do the same with the solution.

Talking to 1 or 3 people can make you formulate fast conclusions. Not because 2 or 3 people think something is going to be the same for everyone. It is best to interview a minimum of 10 people to understand various points of view and not fall into the fallacy of hasty generalization. If you interview many people you will begin to identify trends. In the same way you will notice that there are certain discrepancies. Finally, you will be able to draw better conclusions that will greatly enrich your perception of the facts.

Group interviews can be beneficial. They allow us to understand the social dynamics between the actors involved in the problem or in the solution. They can also facilitate creative thinking. However, it must also be considered that the social pressure exerted by the group can make some participants say things that they do not really feel or reserve others that they did want to say. So the advice is to complement both formats.

Sometimes users are not going to want to answer and not because they are not interested but because you are interviewing them at the wrong time. Let’s imagine you want to interview the users of a pharmacy. It has occurred to you that the best time to approach them is when they are at the premises, pulling out a number and waiting for them to be answered. Most likely, they won’t pay much attention to you here. And it is that logically they will be more concerned not to lose their number in the attention than to chat with a stranger. It is best to talk to people when they are idle. Thus they will not be in a hurry and will be able to expand with the necessary calm.

This mistake is made by many entrepreneurs who are eager to sell their product or service. It also happens to those who are too in love with his idea. If the interviewee shows the slightest discrepancy or disapproval then they immediately jump to defend their product tooth and nail. Interviewing is not about that. There will be time to pitch and sell, now we are trying to learn. In interviews our main job is to listen. The user is the protagonist and the more you let him speak the more you will learn.

Generally the truth is more hidden than it seems. People often ignore the engines that drive them to adopt certain behaviors until someone asks them. That is why it is important to ask why as often as possible. If you apply this simple but powerful principle, your interviews will be much more effective and your insights more revealing.

The body is more sincere than words. That is why we must be careful with the body language of our interviewees. Sometimes a person can say something and her body denote the opposite. It is always important to consider the dislike, disinterest, enthusiasm or conviction that a person reflects with their non-verbal language when referring to a problem or a solution. This is the strongest evidence that your idea is on the right track or wrong.

I believe in the power of design to create value for people, companies and for society. linkedin.com/in/karla-vargas-ux

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