Yasna.ai is built by a team of researchers, each with 15+ years of experience. This makes us uniquely positioned to act as consultants and provide you with best research practices. In this section we offer 10 tips for mastering the interview guide for conversational research.
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If you would like to fast-forward through this part of your project, we got you covered: there are pre-built interview guide templates for a range of market research tasks. They are available on the platform and for review in this chapter of the handbook.
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Ask yourself: how will the collected data help solve these tasks?
| Business task example | Relevant guide questions |
|---|---|
| You’re planning to create an app for biking, and you want to understand the demand for this app | 1. What was the last time you travelled by bike? |
You want to know everything about your audience, we get it! But don't just ask out of curiosity, think about how the data will help you make decisions. Remember that users lose enthusiasm after 15 minutes of discussion.
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Example
Your research objective is to find out more about people who experience pain after exercise. Ask how often they have pain after exercise, what kind of pain it is, and how intense it is. Don't ask how often they exercise, which gym they go to and for how long.
Your research objective is to find out what people think about a new design for cat food packaging. Ask about their emotions when they see the design, or how they would behave if they saw this design on store shelves. Don't ask how often and how much their cat eats, or what it's name is.
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Conversational research works best with small focused tasks. If you have a lengthy guide with 10 or more questions, it may be best to split it into several guides. People answer better when the questions are short and to-the-point :)