How to Find Respondents: 5 Effective Interviewing Techniques

Table of Contents:

• Common Mistakes New Product Managers Make
• Adding Specific Details to Communication
• Effective Segmentation and Personal Messaging Strategies
• The Importance of Gratitude in Communication
• Who Else Can Be Involved in the Discussion
• Conclusion and Recommendations

Hello! My name is Maxim Smirnov, and I recently started as a Product Manager at AskUsers. If you're just starting out in this profession, you're probably familiar with the basic principles of user research and the Custdev methodology. However, applying these concepts in practice can be quite challenging. It's important to understand that successfully implementing user research requires deep analytics and the ability to adapt to the needs of the target audience.

Common Mistakes New Product Managers Make

Early in my career in product management, I encountered a lot of unfinished tasks in Kanban that had been initiated before I joined. This created difficulties in setting priorities and choosing a direction for work. To move forward effectively, I needed to gather all the necessary information about the current state of the projects and the team's needs.

Despite my lack of experience in this area, I completed a course on product thinking, which covered interviewing techniques. I realized that this skill is critical for setting priorities and accelerating processes. Using the right interviewing techniques allows for a deeper understanding of user needs and the formation of effective strategies for achieving results.

I developed an action strategy that includes several key steps. The main focus is a thorough analysis of the current situation, which allows for the identification of strengths and weaknesses. Next comes the formation of clear goals that will help focus efforts on achieving specific results. An important step is the development of an action plan that includes specific steps and deadlines for their implementation. Monitoring and evaluating results is also essential, allowing for the necessary adjustments to the strategy. This approach ensures maximum efficiency and helps achieve the set goals.

• Formation of hypotheses.
• Inviting respondents to interviews.
• Conducting conversations.
• Structuring the collected data.
• Delegating tasks to the development team.

At first glance, the task seems quite simple. I started by composing letters to key clients, which were formatted as follows:

Good afternoon, dear colleagues! We appreciate your choice and thank you for using our product. Your trust inspires us to continuously improve the quality and functionality. We strive to provide only the best solutions to meet your needs and expectations.

The AskUsers team strives to make your experience using the service as convenient and effective as possible. We value your feedback and are ready to take your suggestions into account to improve our product. Your opinion matters to us and helps us develop.

We are planning a significant update that will change both the visual and functional aspects of our product. To take into account your suggestions and important details, we invite you to participate in a 15-30 minute interview. The interview will be conducted via Skype or any other format convenient for you. Your opinion is very important to us, and we strive to make the update as useful as possible and meet your expectations.

Please provide your contact information and suggest a convenient time and date for communication.

What results do you think were achieved? Considering that our product is actively used in their companies, we can assume that it brings significant benefits and improvements.

The correct answer is "None." This statement emphasizes the lack of a correct answer to the question or situation asked. It is important to understand that sometimes in life there is no single right solution, and "none" may be the most accurate option. This approach helps avoid misinterpretations and conclusions.

The lack of response has become a significant obstacle on the path from theory to practice. I realized that finding a respondent for an interview is more challenging than I initially expected.

Organizing high-quality communication with an expert is a challenge. Simple calls asking about using our service can be perceived as intrusive. In a situation where telemarketing creates a negative perception of such contacts, it is important to find more effective ways of interaction. We need to use approaches that build trust and ensure comfortable communication, while avoiding the feeling of invading personal space.

Adding Specific Details to Communication

While testing various customer engagement strategies, I came to the conclusion that it was necessary to offer free access to our service. This will allow users to familiarize themselves with the functionality and benefits of our product. After the testing period, I plan to collect feedback from users to improve the service. An example of my approach includes the following steps:

Hello! My name is Maxim, and I represent AskUsers, a research company. You recently participated in our trial testing. Please share your impressions? Have you found our service useful? Your feedback will help us improve the quality of our services.

Your opinion of our product is very important to us. As a researcher, you understand that user feedback plays a key role in improving the quality and development of the product. Feedback helps us identify strengths and weaknesses, as well as adapt functionality to user needs. We value your time and are ready to take all comments into account to create an even better product.

Thank you for the opportunity to conduct a short interview by phone or Skype. I value your time and would be grateful if you could set aside 20-30 minutes for this. As a token of my gratitude, I offer bonuses in our service and promise to respect your time.

I propose to meet on March 27th at 3:00 PM. If this time is not convenient for you, please suggest another time that is convenient for you.

This message includes specific details, such as the date and time. If you have experience in direct sales, you understand the importance of specifying a precise date and time for a successful meeting. Don't expect the exact date and time to be confirmed, but there is a chance you will be offered an alternative. Correctly formulating these details increases the chances of a positive outcome.

Despite attempts to attract users through free testing, the response was insufficient to scale this method. According to a 2023 study, only 15% of users respond to free testing offers. This fact highlights the need to find more effective audience engagement strategies. It is important to consider alternative approaches that can increase user interest and engagement.

Effective Segmentation and Personal Messaging Strategies

While working on the project, I began to explore various formats of interaction in topic-specific communities. One interesting experiment was posting a message in a chat for participants of a product thinking course. This allowed me to understand how effective communication and the exchange of ideas can contribute to the development of skills and knowledge in this area. Such chats become an important tool for creating a community where participants can share experiences, ask questions, and receive feedback, which ultimately improves the quality of learning and interaction.

Hello! I'm looking for product managers for interviews who have encountered usability testing and in-depth interviews. I'd be happy to discuss the difficulties and challenges you face in this area. If you're interested in chatting, please leave a comment or leave a like. I'll contact you to discuss further.

Since publishing, I conducted four interviews, which significantly refined the main ideas of my post. These conversations proved useful in preparing for its distribution in broader topic-specific Facebook groups.

I'm looking for product managers in the B2C sector for interviews. If you regularly encounter usability testing and in-depth interviews, please let me know by leaving a like. I'll contact you to discuss.

The changes concern the clarification of the target segment. Initially, managers working in the B2B sector responded, but not all of them had experience solving specific problems, which did not meet my expectations. Now I'm targeting a more focused audience that has the necessary knowledge and experience to accomplish the tasks at hand. This will allow me to more effectively achieve my goals and improve the quality of interactions.

I started sending private messages to Facebook users who were expressing interest in UX testing platforms. In one of the communities, I came across a request for help choosing the right platform.

I wrote: "Hello! I noticed a request in the group about finding a UX testing platform. I work as a product manager at AskUsers, a service that offers user testing services. Do you have 20-30 minutes available for an interview?" In exchange, I'll tell you about our solution, which might be useful to you.

Although it felt more like a sale than an invitation to an interview, this approach turned out to be very effective.

Sending private messages may not seem like the most effective method for networking, but many professionals actively use Facebook for this purpose. It's important to remember that the right approach to communication can significantly increase the chances of successful interaction. Using Facebook as a networking platform is worth considering, as it allows you to expand your network and make useful contacts in your industry.

The Importance of Gratitude in Communication

Offering a bonus for their time can significantly increase interest in your invitation. This creates a positive perception and encourages participants to interact more actively. This approach not only increases engagement but also helps build long-term relationships with your visitors. Bonuses can range from discounts on future events to exclusive content, making your offer more appealing.

In-depth interviews are recommended to be conducted in the format of a personal meeting or video call. This approach ensures higher-quality interactions and a deeper understanding of participant responses. It is important to keep in mind that asking respondents to complete a questionnaire may negatively impact conversion rates, as it requires additional effort from respondents. Using in-person meetings or video calls promotes a more open and detailed exchange of information, which in turn increases the value of the data obtained.

Who else can be involved in the discussion?

• Start by communicating with incoming clients. Try to process leads yourself, if possible in your company. It also makes sense to talk to the sales department to find out their approaches to product sales. Do they have sales standards? If not, encourage sales managers to record the reasons why clients decide to buy or refuse.
• Don't forget to talk to dissatisfied clients. In such conversations, it is important to find out what expectations they had from the product and why they did not match reality.
• Contact the support team. Find out what questions and problems customers most frequently have; this will help you improve your product and service.
• Attend relevant conferences. This is a great opportunity to network with experts in your field. You can mention your work on a publication and try to arrange an interview.
• A seemingly easy but careful approach is to collaborate with recruiting agencies to find the right respondents for your research. However, there are many subtleties to consider in this process.

Conclusion and Recommendations

• Thematic communities provide the greatest efficiency in finding respondents.
• Experiment with different wording of interview invitations.
• Clarify details in the description of the target audience for the interview.
• Develop an attractive bonus for participants, be it a gift from partners or a special offer from your product.

Qualitative decisions based on reliable data outperform intuitive approaches. Don't take rejections too seriously; it is important to remember that you are aiming for a high standard of your work. The success of your product is largely determined by the quality of the information collected. Research and analyze data to make informed decisions that lead to improved results and customer satisfaction.