Imagine: you've been developing a new feature for months, you've spent the company's resources, and after launching it, you don't use it. Or you create a product that you think is brilliant, but for some reason does not "enter" the audience. Is it familiar?

At such times, it's logical to ask users.: what's wrong? But how do you get an honest and detailed answer, and not the usual "everything is fine"?

In-depth interviews are a way to get to the bottom of things. Understand not only what people think, but also why they make the kind of decisions that will help you make more informed decisions in business and product development.

Three important points that should not be missed before talking to users:

1. Set a specific goal.

, "Get an opinion about the product"

"Find out what makes customers switch between different food delivery services"  

2. Ask open-ended questions.

"Do you buy groceries online?"

"Please describe your usual grocery shopping trip"

3. Identify the target audience

Let's say that you are developing an online food delivery service and are looking for a suitable audience:

Among those who often eat in cafes and restaurants

among freelancers and remote workers, office workers who often make collective orders

These basic principles are just the tip of the iceberg. In-depth interview skills also include active listening techniques, recognizing contradictions in words and behavior, ways to analyze the data obtained and transform it into product insights that really influence business decisions.

Do you want to learn these skills in practice? Start with a free introductory lesson — we'll talk about the basics of UX research and show you how in-depth interviews help you gain real insights from users.

And if you want to dive deeper, an intensive in—depth interview course from peoplefirst, an ecosystem of professional user experience solutions, will start on September 9th. We develop a culture of research in companies and help teams integrate research into their work processes in order to create products that truly solve user problems.

You will learn how to properly conduct in-depth interviews with users and understand what your customers want through personal conversations.

Who will benefit from these courses?:

For product managers who want to validate their decisions through communication with customers 

For product designers who want to learn how to test their design solutions on users

Startups that want to validate business ideas with real users and understand the problems of potential customers

To current researchers who want to improve or refresh their knowledge   To all those who want to move into a new field or learn skills from a related profession

Format: online

Duration: 4 weeks

What will you get for a month of training: , Practice with a mentor — we will support and direct , The most useful materials on research methods , Official certificate and business cases in the portfolio

The mentors and speakers of the course are practicing specialists from top product teams of leading IT companies in Kazakhstan.

Your company can pay for the training with corporate discounts of up to 20% for the teams. A program for friends is also available — gather 4 friends and get access for the 5th participant for free.

Details and recording: peoplefirst.kz

Telegram: @peoplefirstkz