Consumer Interviews for your company web site — Analysis Simplified


You’ve conducted the selection interviews – informative weren’t they? It’s now time to put all those things information that may be in your head down on paper, and pull everything together right into a complete picture.

This article ensues on from our previous article which provided tips on how to execute the interviews themselves. Here we give you some possible techniques to employ whilst studying your interviews, helping mildew your results into some thing tangible.

Variety your studies into a narration

After selection interviews you’ll find that you may have lots of interesting thoughts and ideas bouncing around your head, but more than likely in not any clear composition. The effects will be better to understand and convey in front of large audiences if they are bought into a clear narration.

The easiest method to do this to achieve this is to put everything upon paper and after that sift through the results to create a final single story.

Post-it notes & a light board

2. Put all the concepts, concepts and studies you seen in each interview onto post-it notes (each point need to be on its own note).
* Try to avoid long paragraphs as you’ve got to be able to quickly scan this and know very well what it refers to, each post-it should only contain approximately 10 key phrases.
* Please use brief quotes or perhaps simple summaries if they sum up the finding well.
* Give a number or perhaps an interviewee name for the corner to help you keep track exactly where each sticky came from.
2. If you interviewed people right from differing groupings (for model new and returning customers) patterns will be easier to place if you put a symbol to each post-it (or used colorations co-ordinated post-its) to show which usually group they belonged to.

After the selection interviews you’ll know the common themes that appear through the selection interviews, so head out the post-its around and group all of them accordingly.

Invest some time with this kind of, you may find the first groupings transformation over time. This is often called an ‘affinity diagram’. An advantage of using post-its is that you’ll the entirety of your effects at once, rather than seeing a small part on a screen at any one time. Experiencing the ‘big picture’ will let you visualise what is going on more easily than attempting this visualisation in your mind alone. Another advantage is that post-its give you the versatility to make further changes to the diagram if and when needed.

In case you are able to, accomplish this on a bright white board. This has 2 positive aspects:

* You can actually draw wedding rings around the groups, and add réflexion where necessary.
* The post-its usually tend to stick and stay where you need these people (rather than deciding to fall to the floor at most inopportune times).

Essentially you’re creating a visual rendering (almost a mind map) of the end result. Once it can visualized, you’ll find it’ll make a lot more perception.

Don’t forget so why you had been conducting the interviews

The first document emphasized the need to have a clear goal when ever conducting the interviews:

“The aims of interviews should be discover:

5. Users’ needs and goals.
* Just how users complete tasks with your site (or would perform if features was available).
* What users think the site presents them (and what more they will really want/need). ”

This could act as a handy framework to utilize your results, and should become remembered whilst conducting the analysis. Although keep in mind that beauty of interviews can be their versatility so if you truly feel placing a different focus on the results makes clear your findings, you can do and so.

Bounce your ideas off somebody else

Stand in entrance of your post-its and speak your findings through with someone (or several people). Encourage concerns. You will not be capable to answer every single question, but you will find just where gaps inside your explanations are. Talking throughout your findings will also help additional clarify your ideas, and you’ll find out where the gaps are within your overall photo.

You may also find bouncing recommendations off folks that didn’t show up at the selection interviews useful. Experiencing the results with somebody with a unique perspective from your own can create ideas you might not have considered otherwise.

Take your time

There is a first couple of hours will be filled up with a madness of publishing and collection post-its, you should then sleep on the end result. You will find your subconscious will keep on implementing the problems, and you could well get you arise with further ideas, or when getting a soak in a bath, or on the walk home… There always exists further bits to add, and changes to be created to your cast diagram.

Developing your findings from interviews is like developing a photograph by hand. It takes as well as if you speed through the procedure then the effect is less it should be. Take some time over the each stage, you should have been given a phenomenal amount of information to method during the interviews, so ensure almost everything relevant gets down and a clear overall message will be able to develop.


Once you aren’t done it really leaves the ‘simple’ matter of:

* Making whatever improvements are needs to your site
* Producing gentes
* Checking out problems with your existing site
2. Directing new design ideas

another one within the thousands of concerns interviews can feed amazingly useful data into . But these “small” challenges might be made easier knowing the hard work will pay off arrive go live.

As mentioned in the previous document “interviews are a great way to find specific information about your users”, just remember that more effort and hard work is needed than expected to take out those great results.