User research upon a new product

November 17, 2008 at 8:55 pm

I've been doing a lot of research on a new product of late and one of the crucial phases is gaining that initial user insight. However, with a new product you can't rely on usability tests or observe users by shadowing them in their natural environment because the product doesn't exist yet. So, one of the most important things you can do is talk to people - either by phone or face to face - and use that feedback to model personas. This isn't always as easy at it would seem; especially if the market your after is quite narrow. To that end, I've found the following tips useful in confirming that all important interview.

Explain who you are and what you're doing

It sounds simple enough, but it's sometimes all too easy to be so absorbed in your work that you fail to explain exactly who you are and what you are trying to achieve with your research. People need to understand why you want information from them; adding a little context to a request can also help with rapport, which in turn, can encourage a little curiosity on their part too.

Make them feel valuable

Don't be afraid to use a little psychology on people when asking for help. Humans are naturally cautious when strangers ask for their help, so it's sometimes useful to emphasise how crucial they are to your research and that by taking part in your study they will have a direct influence on the direction of your new product. Massage their ego a little bit; I've found people to be far more receptive if you indulge in a little social foreplay, so to speak.

Incentivise with a fat juicy carrot

Time is precious to all of us, right? People should be suitably compensated for their expertise, thoughts and time. However, some people are more useful than others; I've found it useful to have a reward structure in place before you even contact anyone, such as: 15 minutes gets free T-Shirt, 30 minutes gets a goodie box, 60 minutes gets a £100 Amazon voucher etc. Having a structured incentive scheme in place also has the added benefit of making it fair to everybody.

State how much time you will require

This is a crucial one. People are busy. You will increase your chances of getting their time by setting the expectations, up front, of exactly how much of their time you will take up. If you approach a person and simply ask them for a chat in a weeks time they will be quite resistant in making time for it. However, if you ask them for a chat that will take no longer than 30 minutes, on a given day, they are far more likely to cross check their calendar and work it around their busy day.

Explain upfront the format of the interview

A lot of people are naturally apprehensive and sometimes a little fearful of the unknown. Most people will not have participated in a research interview before, so naturally people can be nervous. However, these fears can be simply put to bed by simply outlining the structure of the interview before it happens.

Be polite and punctual

Pretty obvious really, but hugely important. Remember, the very early interactions you have with a prospective customer are a direct extension of the product you are trying to create. Being polite and punctual simply means being professional and showing the interviewee you mean business.

Conclusion

It can sometimes be a very frustrating process trying to get people to spend time talking with you about a new product; especially if the product doesn't exist yet. However, by employing these types of tips, and by displaying a little bit of perseverance, you shouldn't have any problem in acquiring that all important user centered insight.

Filed under:

Research,

User experience

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