CONCEPTING5 MIN READ
Interview Without Leading the Witness
Choose interview lines that uncover behavior and jobs without leading the participant.
Jordan J Canceled customer 1 Open 2 Probe 3 Clarify You have one interview with a canceled customer and a tempting prototype idea. Leading questions will make weak evidence sound positive. Story before solution Use empathize mode to uncover behavior and JTBD forces before pitching anything. The best interview question helps the participant replay a real moment. Start Jordan says: I do not know how helpful I can be. We just decided not to renew. How do you open? Artifacts
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