How to Run a Productive Generative Research Interview Running an interview is not difficult. But running a productive interview that uncovers genuine insights to inform your product is a different challenge. This article introduces a proven approach to help you maximise the value of your interviews, drawing on methods from the Jobs-to-be-Done (JTBD) framework.

If you are looking to improve your approach for running #ux customer interviews then check out this article from our very own @rory.zeroblockers.com

blog.zeroblockers.com/p/how-to-run-a-productiv...

Want to up your #ux research game? Check out @rory.zeroblockers.com post about the questions to ask to uncover how people really behave, why they behave that way, and how to double check what they're saying is true.

Why Can't We Just Ask What People Want? Product development would be so much easier if we could just ask customers what they want and then deliver that for them. In fact, a lot of companies do just this. The only problem is that what people ask for is rarely what they actually need.

Why Can't We Just Ask People What They Want?

If only product discovery was that easy. We dive into the brain science behind why people can't predict their actions (and why we shouldn't take what they ask for at face value)

blog.zeroblockers.com/p/why-can-t-we-just-ask-...