GOV.UKUser researcherbasic training

Listening to people

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As a user researcherI want to help my teamlearn about users so we can make a better service

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Helping users to tell their story

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Be human

Start gently, start friendlyTalking about themselvesMatch their pace

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Be clear

Simple questionsBackground first

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Be flexible

Don’t just plough onGuided by objectivesFollow the participant’s leadFollow your nose

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Guided conversation

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Starter questions

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Open

Tell me a bit about yourself/your bizHow do you/did you …?What do you think about …?

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Neutral

How do these compare …?What different ways do you …?

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Follow up questions

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Focus in

In what way …?Can you tell me more about …?You said … why/when/who …?

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Nudging

Confusing?Every time?Bananas?

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The more you talk the less they talk

Don’t rush to next questionA bit of silence is OKEncourage them to talk, to show you

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Active listening

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Receive and appreciate

Lean and lookNod and smileEncouraging noises

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Listening exercise

1. Groups of three

2. A, B, and C

3. Not telling

10 minutes

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Summarise and ask

Paraphrase what they saidUse their languageConfirm that you understoodThen ask follow up questions

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Supportingnot switching

Shows that you're listeningThat you're interestedThat you understandKeep on topic

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Suspending judgement

Their frame of referenceTheir point of viewTheir experience, aspirations, etc.

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Plan a 10 minute interview

1. Pick a subject you want to learn more about

2. List some topics you want to cover

5 minutes

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Stories and examples

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Critical incidents

Particularly difficultWorked particularly wellStronger memoriesMore useful detail

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Concrete, specific

What was the last time …?How did you …?

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DoingThinkingFeeling

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Doing

What they actually doHow they do itWhat they useWho with, when, where

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Thinking

What they knowHow they thinkReasons, choiceAspirations (?)

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Feeling

What it was likeHow that affects behaviourHow that affects motivation

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Things to avoid

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Speculation

Imagine if …, what would you do …?Has … ever happened to you? What did you do?

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Intention

What will you do when …?Next year … What do you think about that?

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Not too many whys

RepetitiveInterrogationAccusationAfter a mistakeOr sensitive admission

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Rephrase or soften

What makes X important?Can you say more about why X is important to you?

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Asking for emotions

How did you feel when …?Do you enjoy …?

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Recognise emotions

You said … frustrating. In what way?You said … amazing. What made it amazing?Show you appreciate their emotional statements, without leading them

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Unprompted is best

Query effect

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Watch for vague answers

I guess I …Yeah, maybe I …Usually it's …

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Refine your interview plan

1. Revise topics

2. Starter and follow up questions

5 minutes

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Taking notes

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Not a transcript

Aim for a telegram/tweet styleFrustrated by X because no YNote times for quotes/clips

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It’s hard

Listening, writing, thinking!Get better with practice

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Do an interview

1. A interviews B,C takes notes

2. Review

10 minutes

2 minutes

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Digging in

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Five whys

Root cause analysisen.wikipedia.org/wiki/5_Whys

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Means end chain

Product or services attributesTo consequences of useTo aspirations and values

rockresearch.com/understanding-consumer-decision-making-with-means-end-research/

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Jobs to be done

Quarter inch holewww.christenseninstitute.org/key-concepts/jobs-to-be-done/