The follow-up question.
“Good journalism is a simple matter but difficult to achieve, namely trying to obtain the best attainable version of the truth. The best way of doing that is being a good listener.” Carl Bernstein.
Think back to the most recent user interview you conducted. Consider your first question, and the moment when your participant began to answer it. What were you doing in that moment? Odds are you were thinking about one thing: what am I going to say next. It’s alright, you’re not alone — people tend to consider their next statement or pre-prepared question well before their interviewee is done speaking. However, this is something researchers must learn to avoid, because the real magic of a user interview is all about the follow-up question.
Steve Portigal notes that there’s a “tipping point” in a user interview, when the exchange shifts from a question-answer, back and forth interview, to a narrative. However, I would argue that there are countless tipping points in every interview, fleeting moments of opportunity when a researcher can tap into a wealth of additional information that’s lying just beneath the surface of the pre-prepared questions.
To be fair, Steve dedicates a significant chunk of a chapter to describe how to “get to even more of an answer”. Why is this necessary? Well, because that “interview script” or “field guide” you prepared? At best they are rough, unrealistic guesses regarding the information you need, and the answers you shall receive. They are inherently full of assumptions, which the actual interview will surely shatter. How do you get to the underlying truths you’re interested in discovering?
For starters, do not underestimate the importance of building rapport with your interviewee. There is an inherent awkwardness to these situations, a discomfort that researchers sometimes fail to emphasize with after conducting countless interviews. Fact is, interviews are not typical social encounters for most people… If participants seem uneasy, anxious, or uncomfortable, they will not truly listen to your questions, and they will certainly not share meaningful insights from their experiences using your product or service. To set the stage for a successful interview, begin with some small talk and get to know the participant a little. Acknowledge and own the potential awkwardness of the situation, and be attentive and friendly from the first moment you meet. Once both sides are comfortable, the stage is set for the follow-up questions that can transform a useful interview, to a deeply insightful one.
There are countless techniques for follow-up questions, but I’ll highlight three simple yet highly effective techniques:
- Ask again. Yep, you heard me correctly — ask your participant the original question again, but with a twist. People often leave details out of their original responses. They don’t necessarily take the time to reflect on your question, or perhaps they want to please you by answering promptly and without hesitation. Simply asking the same question another way can uncover an additional layer of information that is much closer tied to the user’s attitudes and behaviors related to your product.
- Ask about variation. Users will often answer questions only considering a very particular context. However, context matters and users may change their response, for example if asked about how they felt in the past, how their behaviors have changed over time, what motivated a change in their behavior etc. Follow-up questions about variation can uncover how circumstances influence your users’ experiences.
- Ask about rationale. Whenever a user interacts with your product, the experience probably elicits countless feelings or thoughts that motivate and guide the user’s journey. Trigger their memories to uncover the rationale behind their decisions. Why was something important to your participant? What motivated their response? What was significant about this moment in the interaction? Why is this moment so memorable?
But beyond anything else, listen to your users. Listen to understand, to learn, just for the sake of enjoyment. Listen because without actively listening to your users, you’ll never know which follow-up questions to ask.
If you only remember three things, focus on the following:
- As you begin an interview, remember that establishing rapport is crucial to set you up for success.
- When participants begin to share their narratives, take the time to reflect on those fleeting moments of opportunity where a follow-up question could generate a new avenue for discussion.
- Remember that the unsaid is even more important that what is said. Always probe further, and consider a person’s entire response, verbal and nonverbal. Use the three techniques mentioned previously or whatever works for you to get the insights you need!
