I do a lot of persona interviews. I interview clients and people on behalf of clients. I conduct interviews with customers, buyers and internal teams. Name any job title in the technology industry and I’ve probably interviewed someone in that position.
Our team uses these interviews as a basis for getting an outside-in look at what individuals are actually thinking about a product or service—how they buy or use a product, what gets their attention, what their vetting process looks like. The insights that emerge from these discussions are often priceless.
When I realized that I had surpassed 100 hours of 15- to 20-minute interviews, it dawned on me: Surely I have uncovered a few things about the interview process that will benefit others. So, I compiled a list of things I’ve learned.