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The Lost Art of Asking Questions
Els Aerts
@els_aerts
•Photo by Daniel Jensen on Unsplash
Source: www.xkcd.com
“You can’t just ask people
what you want to know.
(Sorry.)”
Erika Hall
Co-founder of Mule Design Studio
Author of ‘Just En...
Research question
How well does our website answer
prospective customers’ questions?
Research question
≠
Survey/Interview question
Research question
How well does our website answer
prospective customers’ questions?
Survey question
What’s holding you back from completing
your purchase today?
Interview question
Talk me through your most recent
shopping experience on our website.
Surveys and Interviews
Not user testing?
Surveys?
Surveys suck.
Surveys suck.
Most surveys suck.
@els_aerts
Surveys can be
good user research.
@els_aerts
Don’t think quantity.
Think quality.
@els_aerts
Guidelines & tips
Ask the right people
Ask the right people
Photo by Omar Lopez Unsplash
Ask the right questions
Ask the right questions
Photo by Zach Lucero on Unsplash
Don’t ask about
the future
Photo by Wyron A Unsplash
Photo by Ben White on Unsplash
Don’t ask about the too distant past
Photo by Ben White on Unsplash
Don’t ask leading questions
Photo by Dineslav Roydev on Unsplash
How good would you say Learn Inbound was?
o Very good
o Good
o Neither good nor bad
o Bad
o Very bad
How good or bad would you say
Learn Inbound was?
o Very good
o Good
o Neither good nor bad
o Bad
o Very bad
How would you rate Learn Inbound?
o Very good
o Good
o Neither good nor bad
o Bad
o Very bad
How hard was it to reach your goal? It was easy to reach my goal.
Source: https://www.thomasvandenberg.nl/cro/het-jaar-201...
How hard was it to reach your goal? It was easy to reach my goal.
Source: https://www.thomasvandenberg.nl/cro/het-jaar-201...
Photo by Ben White on Unsplash
Don’t ask loaded questions
How do you rate world class organiser Mark Scully?
(5 = Very good 4 = Good 3 = Average 2 = Poor 1 = Very poor)
o 5 o 4 o 3...
How do you rate world class organiser Mark Scully?
(5 = Very good 4 = Good 3 = Average 2 = Poor 1 = Very poor)
o 5 o 4 o 3...
Which word do you think describes
Business Insider best?
o Surprising
o Useful
o Fun
o Reliable
Practice good question hygieneGood question hygiene
Photo by Hal Gatewood on Unsplash
What’s important
when doing web surveys?
Get your time & place right
Photo by Aron Visuals on Unsplash
Pop-up survey decision chart
Pop-up survey decision chart
Why? When? Where?
Pop-up survey decision chart
Why? When? Where?
Top tasks Upon entry Middle
Wait! Before you go, we
have 1 question for you.
What is the most
important reason you
didn't make an
appointment today?
Pop-up survey decision chart
Why? When? Where?
Top tasks Upon entry Middle
Reasons for leaving Upon exit Slide-in
Middle
Pop-up survey decision chart
Why? When? Where?
Top tasks Upon entry Middle
Reasons for leaving Upon exit Slide-in
Middle
A...
IT DEPENDS!
Confirmation or
thank you page surveys:
in-page
Open questions
or
Closed questions?
Photo by Jan Tinneberg on Unsplash
Did you find what you were looking for today?
o Yes
o No
Did you find what you were looking for today?
o Yes
o No
What didn’t you find?
Don’t set and forget
Be nice
Keep your own tone of voice
Photo by Maaria Lohiya on Unsplash
What’s important
when doing interviews?
“Lesson #1: Nothing can replace
talking directly to your users”
Rand Fishkin, Founder of SparkToro and Moz
@randfish
Don’t call it an interview.
Call it a chat.
Your interview scenario is a
coat hanger, not a crutch.
Photo by Trung Thanh on Unsplash
Listen.
What are you
trying to find out?
Photo by Evan Dennis on Unsplash
Thank you very much!
@els_aerts
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
Els Aerts - The Lost Art of Asking Questions
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Els Aerts - The Lost Art of Asking Questions

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Els Aerts - The Lost Art of Asking Questions

  1. 1. The Lost Art of Asking Questions Els Aerts @els_aerts •Photo by Daniel Jensen on Unsplash
  2. 2. Source: www.xkcd.com
  3. 3. “You can’t just ask people what you want to know. (Sorry.)” Erika Hall Co-founder of Mule Design Studio Author of ‘Just Enough Research’ and ‘Conversational Design’
  4. 4. Research question How well does our website answer prospective customers’ questions?
  5. 5. Research question ≠ Survey/Interview question
  6. 6. Research question How well does our website answer prospective customers’ questions?
  7. 7. Survey question What’s holding you back from completing your purchase today?
  8. 8. Interview question Talk me through your most recent shopping experience on our website.
  9. 9. Surveys and Interviews
  10. 10. Not user testing?
  11. 11. Surveys?
  12. 12. Surveys suck.
  13. 13. Surveys suck.
  14. 14. Most surveys suck. @els_aerts
  15. 15. Surveys can be good user research. @els_aerts
  16. 16. Don’t think quantity. Think quality. @els_aerts
  17. 17. Guidelines & tips
  18. 18. Ask the right people Ask the right people Photo by Omar Lopez Unsplash
  19. 19. Ask the right questions Ask the right questions Photo by Zach Lucero on Unsplash
  20. 20. Don’t ask about the future Photo by Wyron A Unsplash
  21. 21. Photo by Ben White on Unsplash Don’t ask about the too distant past
  22. 22. Photo by Ben White on Unsplash Don’t ask leading questions Photo by Dineslav Roydev on Unsplash
  23. 23. How good would you say Learn Inbound was? o Very good o Good o Neither good nor bad o Bad o Very bad
  24. 24. How good or bad would you say Learn Inbound was? o Very good o Good o Neither good nor bad o Bad o Very bad
  25. 25. How would you rate Learn Inbound? o Very good o Good o Neither good nor bad o Bad o Very bad
  26. 26. How hard was it to reach your goal? It was easy to reach my goal. Source: https://www.thomasvandenberg.nl/cro/het-jaar-2018-als-croer-bij-centraal-beheer Thomas van den Berg - @Thomas_vd_berg
  27. 27. How hard was it to reach your goal? It was easy to reach my goal. Source: https://www.thomasvandenberg.nl/cro/het-jaar-2018-als-croer-bij-centraal-beheer Thomas van den Berg - @Thomas_vd_berg
  28. 28. Photo by Ben White on Unsplash Don’t ask loaded questions
  29. 29. How do you rate world class organiser Mark Scully? (5 = Very good 4 = Good 3 = Average 2 = Poor 1 = Very poor) o 5 o 4 o 3 o 2 o 1
  30. 30. How do you rate world class organiser Mark Scully? (5 = Very good 4 = Good 3 = Average 2 = Poor 1 = Very poor) o 5 o 4 o 3 o 2 o 1
  31. 31. Which word do you think describes Business Insider best? o Surprising o Useful o Fun o Reliable
  32. 32. Practice good question hygieneGood question hygiene Photo by Hal Gatewood on Unsplash
  33. 33. What’s important when doing web surveys?
  34. 34. Get your time & place right Photo by Aron Visuals on Unsplash
  35. 35. Pop-up survey decision chart
  36. 36. Pop-up survey decision chart Why? When? Where?
  37. 37. Pop-up survey decision chart Why? When? Where? Top tasks Upon entry Middle
  38. 38. Wait! Before you go, we have 1 question for you. What is the most important reason you didn't make an appointment today?
  39. 39. Pop-up survey decision chart Why? When? Where? Top tasks Upon entry Middle Reasons for leaving Upon exit Slide-in Middle
  40. 40. Pop-up survey decision chart Why? When? Where? Top tasks Upon entry Middle Reasons for leaving Upon exit Slide-in Middle Another question Slide-in
  41. 41. IT DEPENDS!
  42. 42. Confirmation or thank you page surveys: in-page
  43. 43. Open questions or Closed questions? Photo by Jan Tinneberg on Unsplash
  44. 44. Did you find what you were looking for today? o Yes o No
  45. 45. Did you find what you were looking for today? o Yes o No What didn’t you find?
  46. 46. Don’t set and forget
  47. 47. Be nice
  48. 48. Keep your own tone of voice Photo by Maaria Lohiya on Unsplash
  49. 49. What’s important when doing interviews?
  50. 50. “Lesson #1: Nothing can replace talking directly to your users” Rand Fishkin, Founder of SparkToro and Moz @randfish
  51. 51. Don’t call it an interview. Call it a chat.
  52. 52. Your interview scenario is a coat hanger, not a crutch.
  53. 53. Photo by Trung Thanh on Unsplash Listen.
  54. 54. What are you trying to find out? Photo by Evan Dennis on Unsplash
  55. 55. Thank you very much! @els_aerts

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