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TOMER SHARON: こんにちは。私はTOMER SHARONといいます。

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Google検索のユーザーエクスペリエンスリサーチャーであり、

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『Lean User Research』の著者です。

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私は、あなたが顧客やユーザー、そして潜在的な顧客に対して

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より良い質問をし、より良い回答を得る

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お手伝いをするためにここにいます。

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"Converse like a talk show host, think like a writer,

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understand subtext like a psychiatrist,

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and have an ear like a musician."

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This beautiful thing was said about interviewing people.

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An interview is gathering information

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through direct dialogue.

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Before you start an interview, though,

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ask yourself why before you get into the

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how to phrase the questions.

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Think about the reason you're there.

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What is it that you're trying to learn?

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A key aspect of interviewing people

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is getting familiar with the phenomenon

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that is called rationalization.

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Rationalization is when people, when

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asked about a certain situation that happened in the past,

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they tend to change reality a little bit

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to be perceived as good people, to be

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perceived as smart people.

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The example I have for this is if I have ask you,

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would you throw a banana peel on the floor if nobody's looking?

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You would probably say no, I don't do that.

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I'm not that kind of a person.

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But given the opportunity that no one is looking,

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two weeks from now, you might do that.

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And it's not because you're a bad person.

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It's not because you don't believe in what you say

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or you're trying to lie to me.

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You rationalize.

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You want to be perceived as a good person,

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as a helpful person.

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When you interview people, when you ask people questions,

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look for the story.

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This is the most important thing in an interview.

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Ask about stories, about things that happen.

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Ask about behavior.

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For example, so in that situation,

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you keep quiet and see what people say.

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Better yet, if possible, ask to observe behavior.

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If you're asking how they read email,

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how they check their email, ask them to show you that.

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Show me how you do that.

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Ask about perceptions.

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Not because you're interested in them,

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but because they will help you, again,

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to pull out these stories.

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For example, what is the difference between X and Y?

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Not a very interesting question, but it

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might cause them to remember something

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about something interesting that happened.

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The most important thing in an interview

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is something that doesn't look like the most important thing--

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follow-up questions.

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These will tell you, give you, a lot of insight

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into what really happened.

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Why do you roll your eyes when you say that?

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What do you mean?

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Why do you call your phone "my third arm"?

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These are extremely helpful in understanding behavior.

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A few don'ts.

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Don't ask people about the future.

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Three questions product developers tend

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to ask their interviewees are, would you use the product?

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Would you pay for it?

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And how much you'd pay for it.

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These are all very, very bad questions.

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Why?

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Because they ask people to predict the future.

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The problem is, people have no idea.

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The even bigger problem is that they

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think they do have an idea, and they answer.

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Another don't is about leading the witness.

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Don't insert your opinion into the questions you're asking,

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and then biasing your interviewees

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into understanding what you're looking for

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and then give you the answers that you want, maybe.

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Don't intimidate.

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If you stand over the shoulder of someone who's sitting

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and then ask them a question, that

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is an intimidating body language.

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Don't do that.

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That will affect how they answer your question.

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Don't explain the question.

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Shut up and see what happens.

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When you ask a question, sometimes there's

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silence from the other side.

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Maybe the person is thinking.

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Maybe the person is trying to remember something.

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Maybe they don't understand the question.

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Keep quiet.

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Your intuition would be to explain the question.

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Don't do that.

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Just wait a few seconds and see what happens.

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People will fill in the gap.

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And finally, don't ask for feedback.

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This is another very popular thing