WEBVTT 00:00:00.000 --> 00:00:04.000 00:00:04.000 --> 00:00:06.000 TOMER SHARON: こんにちは。私はTOMER SHARONといいます。 00:00:06.000 --> 00:00:09.000 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、 00:00:09.000 --> 00:00:12.000 『Lean User Research』の著者です。 00:00:12.000 --> 00:00:15.000 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 00:00:15.000 --> 00:00:18.000 より良い質問をし、より良い回答を得る 00:00:18.000 --> 00:00:20.000 お手伝いをするためにここにいます。 00:00:20.000 --> 00:00:24.000 "Converse like a talk show host, think like a writer, 00:00:24.000 --> 00:00:27.000 understand subtext like a psychiatrist, 00:00:27.000 --> 00:00:30.000 and have an ear like a musician." 00:00:30.000 --> 00:00:33.000 This beautiful thing was said about interviewing people. 00:00:33.000 --> 00:00:35.000 An interview is gathering information 00:00:35.000 --> 00:00:38.000 through direct dialogue. 00:00:38.000 --> 00:00:40.000 Before you start an interview, though, 00:00:40.000 --> 00:00:42.000 ask yourself why before you get into the 00:00:42.000 --> 00:00:45.000 how to phrase the questions. 00:00:45.000 --> 00:00:47.000 Think about the reason you're there. 00:00:47.000 --> 00:00:50.000 What is it that you're trying to learn? 00:00:50.000 --> 00:00:53.000 A key aspect of interviewing people 00:00:53.000 --> 00:00:55.000 is getting familiar with the phenomenon 00:00:55.000 --> 00:00:58.000 that is called rationalization. 00:00:58.000 --> 00:01:00.000 Rationalization is when people, when 00:01:00.000 --> 00:01:04.000 asked about a certain situation that happened in the past, 00:01:04.000 --> 00:01:06.000 they tend to change reality a little bit 00:01:06.000 --> 00:01:09.000 to be perceived as good people, to be 00:01:09.000 --> 00:01:10.000 perceived as smart people. 00:01:10.000 --> 00:01:14.000 The example I have for this is if I have ask you, 00:01:14.000 --> 00:01:18.000 would you throw a banana peel on the floor if nobody's looking? 00:01:18.000 --> 00:01:21.000 You would probably say no, I don't do that. 00:01:21.000 --> 00:01:23.000 I'm not that kind of a person. 00:01:23.000 --> 00:01:26.000 But given the opportunity that no one is looking, 00:01:26.000 --> 00:01:29.000 two weeks from now, you might do that. 00:01:29.000 --> 00:01:31.000 And it's not because you're a bad person. 00:01:31.000 --> 00:01:34.000 It's not because you don't believe in what you say 00:01:34.000 --> 00:01:36.000 or you're trying to lie to me. 00:01:36.000 --> 00:01:37.000 You rationalize. 00:01:37.000 --> 00:01:40.000 You want to be perceived as a good person, 00:01:40.000 --> 00:01:42.000 as a helpful person. 00:01:42.000 --> 00:01:46.000 When you interview people, when you ask people questions, 00:01:46.000 --> 00:01:48.000 look for the story. 00:01:48.000 --> 00:01:50.000 This is the most important thing in an interview. 00:01:50.000 --> 00:01:53.000 Ask about stories, about things that happen. 00:01:53.000 --> 00:01:55.000 Ask about behavior. 00:01:55.000 --> 00:01:58.000 For example, so in that situation, 00:01:58.000 --> 00:02:01.000 you keep quiet and see what people say. 00:02:01.000 --> 00:02:05.000 Better yet, if possible, ask to observe behavior. 00:02:05.000 --> 00:02:07.000 If you're asking how they read email, 00:02:07.000 --> 00:02:10.000 how they check their email, ask them to show you that. 00:02:10.000 --> 00:02:12.000 Show me how you do that. 00:02:12.000 --> 00:02:13.000 Ask about perceptions. 00:02:13.000 --> 00:02:15.000 Not because you're interested in them, 00:02:15.000 --> 00:02:17.000 but because they will help you, again, 00:02:17.000 --> 00:02:19.000 to pull out these stories. 00:02:19.000 --> 00:02:22.000 For example, what is the difference between X and Y? 00:02:22.000 --> 00:02:25.000 Not a very interesting question, but it 00:02:25.000 --> 00:02:27.000 might cause them to remember something 00:02:27.000 --> 00:02:30.000 about something interesting that happened. 00:02:30.000 --> 00:02:32.000 The most important thing in an interview 00:02:32.000 --> 00:02:36.000 is something that doesn't look like the most important thing-- 00:02:36.000 --> 00:02:37.000 follow-up questions. 00:02:37.000 --> 00:02:40.000 These will tell you, give you, a lot of insight 00:02:40.000 --> 00:02:42.000 into what really happened. 00:02:42.000 --> 00:02:45.000 Why do you roll your eyes when you say that? 00:02:45.000 --> 00:02:47.000 What do you mean? 00:02:47.000 --> 00:02:49.000 Why do you call your phone "my third arm"? 00:02:49.000 --> 00:02:54.000 These are extremely helpful in understanding behavior. 00:02:54.000 --> 00:02:56.000 A few don'ts. 00:02:56.000 --> 00:02:59.000 Don't ask people about the future. 00:02:59.000 --> 00:03:02.000 Three questions product developers tend 00:03:02.000 --> 00:03:07.000 to ask their interviewees are, would you use the product? 00:03:07.000 --> 00:03:09.000 Would you pay for it? 00:03:09.000 --> 00:03:10.000 And how much you'd pay for it. 00:03:10.000 --> 00:03:13.000 These are all very, very bad questions. 00:03:13.000 --> 00:03:14.000 Why? 00:03:14.000 --> 00:03:17.000 Because they ask people to predict the future. 00:03:17.000 --> 00:03:20.000 The problem is, people have no idea. 00:03:20.000 --> 00:03:22.000 The even bigger problem is that they 00:03:22.000 --> 00:03:25.000 think they do have an idea, and they answer. 00:03:25.000 --> 00:03:29.000 Another don't is about leading the witness. 00:03:29.000 --> 00:03:33.000 Don't insert your opinion into the questions you're asking, 00:03:33.000 --> 00:03:36.000 and then biasing your interviewees 00:03:36.000 --> 00:03:39.000 into understanding what you're looking for 00:03:39.000 --> 00:03:42.000 and then give you the answers that you want, maybe. 00:03:42.000 --> 00:03:43.000 Don't intimidate. 00:03:43.000 --> 00:03:47.000 If you stand over the shoulder of someone who's sitting 00:03:47.000 --> 00:03:49.000 and then ask them a question, that 00:03:49.000 --> 00:03:51.000 is an intimidating body language. 00:03:51.000 --> 00:03:52.000 Don't do that. 00:03:52.000 --> 00:03:56.000 That will affect how they answer your question. 00:03:56.000 --> 00:03:58.000 Don't explain the question. 00:03:58.000 --> 00:04:00.000 Shut up and see what happens. 00:04:00.000 --> 00:04:03.000 When you ask a question, sometimes there's 00:04:03.000 --> 00:04:06.000 silence from the other side. 00:04:06.000 --> 00:04:08.000 Maybe the person is thinking. 00:04:08.000 --> 00:04:10.000 Maybe the person is trying to remember something. 00:04:10.000 --> 00:04:13.000 Maybe they don't understand the question. 00:04:13.000 --> 00:04:14.000 Keep quiet. 00:04:14.000 --> 00:04:17.000 Your intuition would be to explain the question. 00:04:17.000 --> 00:04:18.000 Don't do that. 00:04:18.000 --> 00:04:21.000 Just wait a few seconds and see what happens. 00:04:21.000 --> 00:04:24.000 People will fill in the gap. 00:04:24.000 --> 00:04:27.000 And finally, don't ask for feedback. 00:04:27.000 --> 00:04:29.000 This is another very popular thing