ENT 3003 Lecture 3: ENT3003- Cupcake 3 Information (Module 3)
SchoolUniversity of Florida
Course CodeENT 3003
ProfessorChristopher Garrett Pryor
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Module 3 (Jan. 28)
Doing Customer Interviews:
• Conducting Interviews
o What kind of feedback do we need?
o What information helps us measure unmet need the most?
o Bad information looks like:
• Structuring Interviews
o 1) Warm-up
▪ Get the person to relax and listen.
o 2) “Grand Tour” Questions
▪ Get them to tell you stories about their experiences.
o 3) Floating Prompts
▪ Tell me more about…
▪ What do you mean by that…
▪ How are you dealing with this problem now?
▪ Facial expressions
o 4) Get at “What you know you don’t know.”
▪ What about…
▪ What if…
o 5) Get at “What you don’t know you don’t know.”
▪ What if it’s not for…
• Other Interviewing Tips
o This is not a sales pitch.
o Control enthusiasm: be even-handed.
o Don’t write leading questions.
▪ Ask “What do you feel about the food on campus?,” not “Doesn’t’ the
food on campus suck?”
o Don’t ask close-ended questions.
o Face-to-face is ideal, telephone is second best.
o How many: research suggest 15-30 interviews.
o Recording interviews?
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