Unbiased customer interviews v022 for slideshare kall consulting
by Darren Kall, user experience consultant at Kall Consulting, Security UX on Sep 20, 2011
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Every person in your company that comes in contact with your customers is a potential valuable source of customer insight, or they could be misinforming your business decisions with biased information without knowing it. As user experience thinking becomes part of corporate culture, everyone is getting on the “talk with the customer” bandwagon and they need to be aware of the pitfalls, biases, and risks to information gathering.
In this talk Darren covers some of the common biases and effects that can impact customer interviews and touches on techniques to mitigate and avoid them from the Kall Consulting workshop on Customer Interviews. You don’t need to be a trained interviewer to reduce the biases in your customer contact. Benefits include simple techniques you can start using today. You can not be bias-free but you can manage the biases to increase the value of the customer insights you bring back.
Audience: Any employee who has customer contact; marketing, sales, customer support, executives, designers, customer researchers, user researchers, etc.
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