Unbiased Customer Interviews: What insight can we trust?
Every person in your company that comes in contact with your customers and users is a potential valuable source of customer insight, or they could be misinforming your business and design 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 that can impact customer interviews and touches on techniques to mitigate and avoid them. 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 to increase the value of the customer insights you bring back.
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