I gave this talk at Confab London in March 2013, and again at the New York City Content Strategy Meetup in April 2013.
We can pore over detailed web analytics, review demographic charts, and devise colourful personas to guide our work, but until we’ve actually spoken to our customers—preferably face-to-face—we won’t truly understand their needs.
Interviewing customers requires a balance of empathy and objectivity. We need to learn how to ask the right questions, interpret the answers, and consequently create more effective content.
Clipping is a handy way to collect important slides you want to go back to later.