Como você projeta e conduz pesquisas e entrevistas eficazes?

Designing a survey is like a psychological process where you need to be in the survey respondent's shoes and think it through. If you need genuine answers, you need to make sure each and every question need to be open-ended. Here are the two new methods I suggest than usual interviews and forms. 1. Use inventory tools to ensure there are unbiased surveys and responses. 2. Life script is an impactful method which helps if we are trying to identify influential factors of an individual's life.

Clarify research goals: - Purpose: Determine why you're conducting the survey or interview and what insights you seek. - Target Audience: Identify the specific group or demographic you want to gather information from. - Key Metrics: Define the metrics or data points you aim to collect to achieve your research objectives.

The fundamental truth from product development ist: The User is expert of the problem space. You are expert of the solution space. Keep that in mind when interviewing users. You cannot ask them what kind of solution they want or prefer or otherwise you end up with Henry Fords "faster horses" kind of answers. Choose what you want to know wisely and make sure that it's something the customer (or whoever you're interviewing) can actually have an answer to.

In this step, the main trap is your solution. Instead of focusing on pain point and customer then finding the solution for that pain, you may focus on your solution and try to find or create a pain for your solution. Be careful about it and in each moment ask yourself is it my idea or is it my audience need.

Select the appropriate research method: - Surveys: Surveys are used to collect quantitative data from a larger audience. - Interviews: Conduct interviews for in-depth qualitative insights from individual participants. - Mixed Methods: Consider combining surveys and interviews for a comprehensive understanding.

I would disagree with the use of surveys. Surveys, while popular, fall short in capturing the depth required for understanding user experiences in customer empathy and discovery phases. Their inherent limitations stem from pre-defined questions, risking the overlook of unexpressed needs or insights that direct interactions or observations can uncover. Moreover, responses may vary based on the respondent's mood or context, leading to skewed data. For authentic user-centered design, deeper, empathetic methods like in-depth interviews or ethnographic research outperform surveys by offering rich, qualitative insights essential for genuine user connection and innovation. In essence, direct engagement with customers is key (get out the building).

For example , you can use Google Forms or another tool that will allow you to collect data and prepare something more detailed and specific.

In my experience what works best is that you tailor your survey to match the demographics of your intended users, asking specific questions about their preferences and excitement levels regarding your product features. Utilize free survey tools available online, like SurveyMonkey, to create and distribute your surveys effortlessly. Engage your network by posing questions casually and encouraging them to share with their connections. Focus on crafting thought-provoking questions that spark curiosity and prompt genuine responses. SurveyMonkey offers advanced features like AI-based market research and access to a vast global audience, making it a standout choice for comprehensive validation of your business idea.

Be an Active Listener: Focus on what the interviewee is saying without interrupting. Follow up on their responses with probing questions to gain deeper insights and clarify their points.

Create effective questions: - Clear and Concise: Ensure questions are easy to understand and answer for respondents. - Open-Ended and Closed-Ended: Include a mix of open-ended questions for detailed responses and closed-ended questions for structured data. - Relevance: Focus on questions that directly align with your research objectives to gather actionable insights.

When strategizing for brands, I make sure to delve into 3 important aspects. Here are some of the related questions that might help you! 1. Brand Perception: - What comes to your mind when you think of [X]? - How would you describe [X] to a friend? - What do you like most about [X]? 2. Customer Experience: - On a scale of 1 to 10, how satisfied are you with [product/service]? - What improvements would you suggest for [product/service]? - Have you encountered any challenges while using [product/service]? 3. Market Research: - What factors influence your purchasing decisions in this industry? - How often do you conduct research before making a purchase decision? - Which brands do you see as competitors to [X]?

Craft well-structured questions that align with your objectives. Ensure clarity and avoid leading or biased language. Use a mix of closed-ended (quantitative) and open-ended (qualitative) questions for a comprehensive understanding.

Be very clear in what you are asking. People might not have time to try and deeply understand what you are saying so it needs to be clear what you are asking people. You might have spent an hour designing the interview and questions but that person only has about ten minutes for you. You need to be able to make things sweet and simple for both sides.

Crafting effective questions is pivotal for unbiased and insightful data collection. In surveys, employ clear language, steer clear of leading queries, utilize appropriate scales, and limit questions to prevent respondent fatigue. In interviews, opt for open-ended and neutral questions, maintain a logical structure, prepare follow-up inquiries, and refrain from influencing responses. Thoughtful question design ensures the accuracy and relevance of the data gathered, facilitating a comprehensive understanding of customer needs, preferences, and pain points. This meticulous approach enhances the quality and reliability of research outcomes.

Execute the research process: - Recruit Participants: Identify and recruit the target audience or participants for your survey or interviews. - Communication: Communicate the purpose and instructions to participants to ensure accurate responses. - Data Collection: Collect responses systematically and ensure data accuracy and integrity.

Implement your survey or interview process. Clearly communicate the purpose to participants and ensure their anonymity if needed. Standardize the process to maintain consistency in data collection.

Executing research demands a meticulous approach to ensure credibility. In surveys, employ random, representative samples, utilize reliable platforms, conduct pre-launch testing, and monitor response metrics. In interviews, adhere to participant criteria, schedule and confirm appointments, choose appropriate formats and settings, and document conversations for accurate analysis. Ethical and professional research practices enhance data quality, providing actionable insights for startups to align their offerings with customer needs and preferences. This methodical process is integral to informed decision-making and product development.

If you are recording any video feedback, then make sure to always ask for feedback. And confirm any appointments from your customers. Make sure the people who are not showing up for the first time are given notice of when the second round of interviews can be done.

- Distribute your survey or schedule interviews with your target audience. - Ensure you have a representative sample to get accurate and generalizable results. - Follow up with participants if necessary to encourage responses and clarify any ambiguities.

Extract insights from collected data: - Data Cleaning: Remove any inconsistencies or errors in the collected data. - Quantitative Analysis: Analyze quantitative data using statistical methods and tools. - Qualitative Analysis: Review qualitative responses for themes, patterns, and critical insights. Frameworks like the SCQA (Situation, Complication, Question, Answer) framework for interview design or the Likert scale for survey questions can enhance the effectiveness of your research design and analysis.

Once data is collected, employ appropriate analysis techniques. For surveys, this might involve statistical tools, while interviews may require thematic coding. Identify patterns and trends to draw meaningful conclusions.

Analyzing data is pivotal in extracting actionable insights. In surveys, employ descriptive stats for summarization and inferential stats for hypothesis testing. Interviews necessitate thematic and content analysis, involving coding, categorization, and pattern identification. Triangulating data from diverse sources enhances validity and reliability. This meticulous process transforms raw data into valuable insights, guiding startups in refining strategies, improving products, and aligning with customer expectations. It's the bridge between raw information and strategic decisions, fostering informed and effective actions.

- Compile and organize the responses in a structured format. - Use statistical tools and software to identify trends, patterns, and insights. - Compare the data against your objectives to draw meaningful conclusions.

Analysis isn’t about counting responses—it’s about finding meaning. One underrated move: look for the why behind the patterns. If five people said the same thing, ask what belief or experience they might share. Go beyond the surface. Highlight contradictions—they often reveal hidden truths. And don’t ignore the outliers. Sometimes, the single odd answer holds the insight no one else dared to say. Data doesn’t speak on its own. It needs someone willing to listen between the lines.

The last step of presenting the findings from research surveys and interviews is a responsible step. It should be concise, comprehensive towards decision-making. It should be aesthetically pleasing in form of graphs, charts as applicable for the parameters. But more than this, it should avoid any distortions, biases or subjective interpretations from the presenters. It must capture facts and metrics revealing pros and cons pertaining to different decisions. The integrity of original purpose and questionnaires must be maintained.

Visual Aids: Utilize charts and graphs to present survey and interview data effectively. A retail start-up used visually appealing infographics to showcase customer feedback, making it easier for stakeholders to understand. Key Insights: Highlight key findings and implications from the research to guide decision-making. Actionable Recommendations: Provide actionable recommendations based on research findings. Acknowledge Limitations: Recognize the limitations of the research to maintain credibility. A healthcare start-up transparently addressed survey response biases in their presentation, showcasing a commitment to data integrity. Areas for Improvement: Suggest areas for further exploration or improvement to drive continuous growth.

Create a compelling report or presentation summarizing your findings. Clearly articulate key insights, supported by data. Use visuals like charts and graphs for surveys, and quote excerpts for interviews to make the information more digestible.

Presenting research results effectively to stakeholders and clients involves using visual aids like charts and graphs to convey data clearly. Emphasize key insights, implications, and actionable recommendations. Transparency is vital; acknowledge research limitations and challenges, promoting an open dialogue. Suggest avenues for further exploration or improvement, fostering continuous learning. A compelling presentation not only communicates findings but also engages stakeholders, facilitating informed decision-making and constructive discussions.

- Create a clear and engaging report or presentation to share your findings. - Use visuals like charts, graphs, and infographics to highlight key insights. - Provide actionable recommendations based on your analysis, linking back to your original objectives.

To design and conduct effective surveys and interviews, start by defining clear objectives. Keep questions simple, focused, and relevant to avoid confusion. For surveys, use multiple-choice and scaled questions for easy analysis. Online tools can help distribute and collect responses efficiently. In interviews, create a comfortable environment and use open-ended questions to encourage detailed answers. For example, asking "How has our service impacted your daily tasks?" provides more insight than a yes/no question. Follow up on interesting points to get deeper insights. I believe, it's important to always test your survey or interview guide with a small group first to refine it.

One more thing to think about is following up after the survey. Connect with participants after the survey or interview to thank them and get any extra insights if needed. What I like to do is share the survey results with them. This gives them a reason to answer honestly and helps them feel involved in the process.

Use BPM techniques like '5 whys' to get to the bottom of customers' needs and pains, remember, they don't lie on the surface and what people claim isn't usually the real reasoning behind their words and actions. We're all wired this way, so it's important to apply techniques for unpacking the real drivers and triggers of your target audience.

Book a follow up if you did not have enough time with the user to get the data or insights you need or you have follow up questions based on the data analysis. Provide incentives for additional time you may ask from their schedule.