Getting to “Yes!” when Guerilla Testing
Avoiding the “No!” and getting to “Yes!”.
If you ever walked down one of the main shopping streets in Oslo (or any large town for that matter), you’ve most likely been approached by some kind of sales representative. I personally have lost count of how many times I avoided eye contact when passing a stand where someone tries to sell a subscription for some kind of codfish oil pills or a telephone subscription. And not to mention that I already have the word “No” ready, just in case looking away doesn’t discourage the sales representative.
From experience I know that people tend to do exactly the same when I’m trying to Guerilla test! So frustrating! But also so understandable. Asking strangers on the street if they have a couple of minutes often ends with a “No” long before I get to explain why I want to talk to them.
Change of perspective
Lately, I’ve found inspiration in Dale Carnegie’s book “How to Win Friends & Influence People”. Luckily for me, several of the principles in his book are easily applicable when it comes to Guerilla testing.
Before even starting the test, reflect on how you would have liked to be approached if you were the participant of the test.
“Try honestly to see things from the other person’s point of view.” — Dale Carnegie
I’ve had much more success by starting with something like: “Can I buy you a cup of coffee?” or “Would you like a free coffee for a couple of minutes of your time”. Simply by starting the dialogue based what the participant would like, instead of what I would like, makes a huge difference!
When I then have the other person saying yes, I ask if they are interested in testing a solution I’m designing while we wait for the coffee being made.
Socratic method
“Get the other person saying “Yes, yes” at the outset. Keep your opponent, if possible, to say “No”. A “No” response, according to Professor Overstreet, is a most handicap to overcome. When you have said “No”, all your pride of personality demands that you demand consistent with yourself.” — Dale Carnegie
Like Socrates, you start by asking a question that the opponent would have to agree. And who wouldn’t like a free cup of coffee?
Just get out there
Even though you now have a nifty little trick to get people to say yes, stopping people on the street can still feel challenging. Remember that people usually loves being involved.
“We like to be consulted on our wishes, our wants, our thoughts.” — Dale Carnegie
So just get out there and start testing!
