On the Usabilla blog, I answered reader’s questions about Interviewing Users. The best questions won a free copy of the book. Check out the questions, answers and winners .

Tags: contest, interviewing users, usabilla, winners

The interview I did for Ethnography Matters is now available in Spanish.

Steve Portigal es el fundador de Portigal Consulting, una firma que ayuda a los clientes descubrir y actuar sobre nuevas ideas acerca de sí mismos y de sus clientes. A lo largo de su carrera, ha entrevistado a cientos de personas, incluyendo familias que toman el desayuno, el personal de mantenimiento del hotel, arquitectos, músicos de rock, los entusiastas de la domótica, comerciantes swaps de incumplimiento crediticio, y los radiólogos. Su trabajo ha informado del desarrollo de los dispositivos móviles, sistemas de información médicos, equipo de música, envases de vino, los servicios financieros, intranets corporativas, sistemas de videoconferencia, y accesorios para iPod. Tiene su blog en portigal.com/blog y tweets @steveportigal.

Ethnography Matters: En primer lugar felicidades Steve. Estamos muy emocionados de tener una copia de tu libro. Antes de profundizar en las cuestiones concretas, queremos saber lo que te motivó a escribir este libro?

Steve Portigal: Thanks! He querido escribir un libro desde que era un niño pequeño. Sin embargo no me imaginaba que sería la no-ficción! Un montón de gente en la experiencia del usuario y el mundo del diseño han sentido la necesidad de un buen libro sobre esto y mi nombre apareció como el autor que necesitaban ver algo al respecto. Yo había estado hablando con Rosenfeld Media mientras escribía algo, pero parecía un compromiso de enormes proporciones. Pero cuando los compañeros están pidiendo esto, resulta muy convincente!

Thanks to Luis Lopez Toledo for doing this!

Tags: ethnography matters, interview, interviewing users, spanish, translation

Earlier this year I gave a talk entitled Skill Building for Design Innovators. One of the “muscles” I encouraged people to develop was embracing pop culture. This led to a fascinating discussion when one person dissented and others jumped in with their own perspective. And of course, Justin Bieber was our placeholder example of pop culture. So I was gratified to see this article in the New York Times: Justin Bieber and Today’s Youth.

One reason Mr. Bieber has captivated our attention, beyond his talent and charisma, is that, alongside Mark Zuckerberg, he is the paragon of the millennial celebrity. Born in 1994, he has hardly known a world without broadband Internet, smartphones, social media and digital imagery (and, yes, public apologies by celebrities through those same conduits). He has exploited — and been exploited by — these tools to great effect, currently ruling the Twitter roost with more than 36 million followers. That’s a lot of people for anyone, let alone a teenager, to have direct access to with a thoughtless swipe of his iPhone.

And because Mr. Bieber is so ambitious and enterprising, he can also be considered an emblem of the overscheduled, future-oriented Generation Y striver. Instead of regimented piano lessons, soccer practice and SAT classes, the entertainer has committed himself to the steady, if largely self-directed, cultivation of singing, dancing and interview skills since he was 12.
…
Thus, the gleeful reaction by some to Mr. Bieber’s misbehavior may connect to two directives imposed upon children today: the need to overprepare for the demanding and perilous world of work, and the loss of innocence that preparation entails.

When we laugh at his “meltdown” — one that many of us would have suffered much sooner in our teenage years had the global press hounded us, had we put in 16-hour workdays, had millions of dollars rested on our shoulders — we are doing more than merely relishing the downfall of a formerly squeaky-clean (Tiger Woods) moral crusader (Eliot Spitzer) who has a few irksome personality traits (Anthony Weiner). We are channeling our cultural anxiety over the ways we have corrupted and effaced childhood.

Tags: celebrity, culture, justin bieber, millenial, pop culture

Interviewing Users is now available. Get your copy here!







Excerpting from a great post…The Art of Observation and How to Master the Crucial Difference Between Observation and Intuition [Brain Pickings] – Highlights from a 1957 book by Cambridge University professor W. I. B. Beveridge come from the era of the scientific method but are broadly applicable to creative, innovative, design-thinking approaches to problem solving.

Ultimately, Beveridge argues that the art of observation depends on developing the capacity for pattern-recognition, which in turn relies on a broad pool of networked knowledge that allows you to spot the piece that doesn’t fit: “In carrying out any observation you look deliberately for each characteristic you know may be there, for any unusual feature, and especially for any suggestive associations or relationships among the things you see, or between them and what you know. … Most of the relationships observed are due to chance and have no significance, but occasionally one will lead to a fruitful idea.”

Tags: data, inference, interpretation, observation, pattern matching, sense making, synthesis, users

After a weekend of working in the yard I’m stiff and creaky on Monday, each keystroke of this update requiring a supreme effort (well, maybe I exaggerate just a bit).

• Last week’s webcast about Interviewing Users was a huge success. Good comments from the large audience during and afterwards on several platforms. The recording (available at that link) should be available very soon (Update: it’s here!)
• If you’ll be in New York on June 19, you are invited to the NYC book launch party. The San Francisco party on June 3 is full-up (we’re taking waitlist names, so if you can no longer come, please let me know!)
• I’m thinking ahead about a couple of new workshops I’ve been asked to develop. Exploring new ground is energizing and intimidating at the same time.
• Ten years gone: From May 2003 – AFLAC duck heads to Japan, Atari is back, Oreo Ban.
• What we’re consuming: Amatriciana pizza, Eddie Cochran as the origin for a Bowie riff, Bowie’s in space, zillions of free movies online

Tags: portigal, this week

Interviewing Users is now available. Get your copy here!

At SXSW this year we saw Harry Dean Stanton: Partly Fiction, a moody and elliptical portrait of the actor. Despite the filmmaker being a long-time friend of his, Stanton is evasive and mercurial, seeming more earnest when performing music for the camera than in answering questions about his parents or his relationships with women. On more than one occasion, the subject doesn’t respond and just stares off or at the camera or the interviewer. And the interviewer stays quiet for a surprisingly long time.

There was a Q&A after the screening, so I asked the filmmaker about what she thought about the power of silence (for in addition using silence in the interview, they also chose to leave those silences in the final film). She told us “I just wanted to see what would happen, and to see the boundaries of being uncomfortable.”

I found this fascinating; in Interviewing Users I describe a scene from Werner Herzog’s Grizzly Man where the director uses silence to gives space for an astonishing and revelatory moment to occur. In this case, “nothing” happened. Of course, as the director reminded me, the “nothing” that happened with Harry Dean Stanton was still something; it revealed a lot about the subject and changed our own experience in hearing his story.

It’s further illustration of the power of silence, even when it doesn’t pay off in the obvious manner and bring something out, it’s still bringing something else out!

Tags: biography, harry dean stanton, interviewing users, silence, werner herzog

Interviewing Users is now available. Get your copy here!

In Chapter 1, I argue that in addition to gaining valuable information through interviewing, the process also builds empathy which in turn increases our overall capacity for empathy.

Marc Maron (describing his journey with the WTF podcast), in this Rolling Stone interview, says the same thing in his own way.

But once I started talking to people, I evolved a capacity I never had before, which was to be an empathetic listener. I still step on people a lot, and I interrupt them with my own bullshit. But I was a better person. I was humbled.

Also0 see yesterday’s Maron example here.

Tags: empathy, interviewing, marc maron

Interviewing Users is now available. Get your copy here!

About a year ago, Marc Maron (comedian, host of the WTF podcast, and an example in Interviewing Users) was on Chris Hardwick’s Nerdist Podcast. They got into a discussion of interviewing, touching on listening-builds-empathy, the pressure on the interviewer to keep talking and choosing to interrupt.

MM: It’s one-on-one, we’re in a garage, it’s cozy, and I’m pretty much a too-much-information kinda guy and I’ve learned how to listen. I don’t know when that happened. I’m happy it happened but …when I was a kid I grew up with a bipolar father so there’s some part of me that’s wired to emotionally connect with very charismatic volatile people and throughout most of my childhood I would always be attracted to crazy homeless people that walked around where I used to work at this restaurant. I always wanted to hear their stories. I always liked people that were funny and large personalities because I’d been sort of diminished by my father’s brutality in terms of his emotions. And I just find for a long time there I was bitter, and I was “Aw fuck, everyone was out to get to me” and defensive and I’d gotten very cynical and now because of the podcast I’m very empathetic. When I listen, there are times when I’m about to cry, or where I’m so engaged in the story that I’m just happy when …wow I’m into this.

I think that is just my own curiosity, the way I’m wired but I’m very happy that’s happened. I like to listen to people.

CH: It’s something that I certainly I wish I did more sometimes, I’m always like…NO DEAD SPACE, NO DEAD SPACE – always gotta keep talking

MM: I think that’s natural, I do that..Some people criticize for me on my podcast that I occasionally interrupt too much, it’s because they’re not used to listening to interviews the ways I do. A lot of times I interrupt because I get nervous if people are doing some – if someone is a public personality, they’ve got their story, you know, and I can sorta tell when like I’m not the first one to have heard this story, sometimes – it’s happened with Anthrony Bourdain specifically because I wanted to connect with him, but he speaks in public a lot and I listened to part of his interview on Joe Rogan, one because I wanted to see what kind of person he was in conversation and I knew there was a couple of points that he clearly hit regularly so when I heard him start those I was “Yeah, but what about…” I tried to get around them only because I wanted to see if I could get…I ended up getting something different, it was good, it was good. But I’m sorta aware of that stuff. You?

CH: I try to be aware of it, but I also try to keep the conversation going and a lot of times if I’m talking with someone and this is why I don’t do phone interviews because I need to see people, I can tell they are close to finishing a thought and I just don’t want any of those moments where like…if you listen to this podcast you will never hear a [pause} “So….”

Alicia Dornadic (@adorndesign) is a design researcher in the San Francisco Bay Area.

Going to someone’s home for the first time to interview them, especially in an unfamiliar culture and language, can be awkward. Showing up with two researchers, a cameraman and a couple clients in tow – all of whom are over-caffeinated and in need of a bathroom break – can make for a circus act. These were three-hour long interviews, too. So, despite our best efforts to arrange feeding and peeing times before getting to the person’s home, we usually all had to pee at some point during the interview. But our translator was the absolute queen of tinkling. The first day I was understanding. “Maybe she’s sick or nervous,” I thought. She would take two to four breaks during each interview, which left the rest of us smiling and pointing at things dumbly, trying to make conversation in her absence. By the end of the week, my patience was shot. I was ready to strap some adult diapers on her. I would glower at her every time she asked for water, tea, or a soda. “Really?” I thought, my eyes on fire, “Should you really be having that?” I’m not proud of this. But I couldn’t help being annoyed.

Finally, karma came to bite me on the ass. It was at the end of a long interview at the end of a long day, and I broke down and asked if I could use the restroom. Our host pointed to it, and I stumbled inside, missing the 2-inch step down into it. There wasn’t a lot of light in the bathroom, and it was cluttered. I couldn’t find a switch. But no matter. I go. I reach for the toilet paper, and BOOM! CRASH! I take down the entire metal toilet paper rack off the wall, and it crashes onto the tiled floor. It was too dark to see how to fix it, so I had to come out and explain what I had done and apologize. Not only that, but my explanation and apology had to be translated! Translated and explained to two researchers, a cameraman, a couple of clients and our participant. It ended up not being a big deal, but I was embarrassed. And I felt guilty for all my negative thoughts towards our translator. As much as I was annoyed at our tinkler friend, at least she didn’t break anything.

Tags: Alicia Dornadic, bathroom, fieldwork, language, mishap, toilet, translation, war stories

I was interviewed by Denise Lee Yohn – we chatted about interviewing, insights, innovation, iPods and probably some other words that start with the letter i.

Listen at the link or through the widget below.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

To download the audio Right-Click and Save As… (Windows) or Ctrl-Click (Mac).

Tags: denise lee yohn, innovation, interview

In Lessons from the Front Line, Susan Dray reflects on the impact the War Stories have on her as a researcher.

These war stories are at times inspiring, at times comical, but always interesting. As I have followed them, I have increasingly been figuring out ways I might be able to use them with teams, clients and students. For example, I might share a selection of them of them to give a new team some sense of what to expect when we go into the field together. In addition, when I teach at the Technological University of Panama next year as a visiting Fulbright scholar, I plan to use these stories to help give students a better idea of the variety and nuance of ethnographic work. War Stories are rich not just in data but also in terms of technique, and they have made me think about my own experiences in the field.

Thanks to Susan for such a thoughtful and heartfelt piece, and to Core77 for publishing it!

Tags: core77, susan dray, war stories

Howdy Monday and Monday-accessories:

• You can find two interviews about Interviewing Users now online. A readable interview at Ethnography Matters and a listenable interview with Denise Lee Yohn.
• Grant McCracken posted his awesome foreword to Interviewing Users.
• Coming up in a few weeks is the Interviewing Users launch party, June 3 in San Francisco. Stay tuned for info on the New York party.
• This Wednesday is my free webcast about Interviewing Users. O’Reilly will be recording it if you can’t make it.
• I just received another great War Story and will posting it in the next couple of days. Meanwhile, check out Susan Dray’s thought-provoking take on these stories.
• I’m talking to prospective clients in the Middle East and in the Midwest. Verbal, if not geographic, symmetry.
• Ten years gone: From May 2003 – FreshMeat: The Houses of the Wholly, Weight Loss Through Brain Washing.
• What we’re consuming: Bob’s Burgers, I Don’t Want Your Fucking App, Iron Man 3, Kutschy Rye.

Tags: portigal, this week

Interviewing Users is now available. Get your copy here!

In Chapter 2, I talk about how body language (see good and bad examples here and here) not only signals that you are listening to your interviewee, it also signals you to listen better. I based on this on some writing by Malcolm Gladwell (in Blink, but originally in The Naked Face) about how our physical self can induce changes in our emotional selves.

Now there’s more research to back up that claim. From this WSJ article

Researchers are finding that wearing a smile brings certain benefits, like slowing down the heart and reducing stress. This may even happen when people aren’t aware they are forming a smile. The work follows research that established that the act of smiling can make you feel happier. Frowning also may have a health effect: Preventing people from frowning, such as with the use of Botox, can help alleviate depression.

“You can influence mental health by what you do with your face, whether you smile more or frown less,” says Eric Finzi, a dermatologic surgeon and co-author of the study on frowning.

Bonus: the article includes this compelling image, explaining “Holding the sticks in the mouth activates the same muscles we use for smiling.”

Tags: body, body language, emotional, interviewing users, listening, physical, smile

Here’s an interview with me at Ethnography Matters. We talked about the book, the writing process and other aspects of how interviewing users is playing out in the corporate world.

EM: How much heterogeneity is there between companies / clients? Are there any broad typological characterizations of companies and their attitude towards user research? Does this inform different ways of delivering research results, different ways of “talking to” these companies?

SP: There are no doubt dozens of frameworks (see for example, Jess McMullin’s Design Maturity Model on page 142) for characterizing the organization. But let me throw out a new one: in the Passover Haggadah there is the example of the four sons. One wise, one wicked, one simple and one who does not know how to ask a question. The wise son asks to have all of the history, insight and other findings explained to him. We’re encouraged to explain everything to him. The wicked son separates himself from the issue by asking why it’s important to you. We’re told to tell him why it’s important to us (and not persuade him that it should be important to him). The simple son doesn’t even focus in on the issue and just asks “What is this?” so we’re to give him the headline. We’re told to approach the son who doesn’t even know how to ask a question and take the initiative to explain things to him. And one scholar writes about a fifth son who isn’t even in the room and it’s up to us to seek him out and give him the lowdown.

Sure, it may be a bit forced but it’s not hard to see those sons as archetypes of individuals, departments or entire workplace cultures. Whatever your framework is, you obviously need to understand the specifics of who you are dealing with and have a range of approaches for responding. All of this stuff with people (be they clients or research subjects) is messy and I’m not so comfortable with pre-emptive categorization and its resultant tactical choices.

Thanks to Tricia Wang and Jenna Burrell and everyone else at Ethnography Matters for a great discussion.

Tags: clients, ethnography matters, four sons, interviewing users, model, passover, segmentation

Grant McCracken has posted his fantastic foreword to Interviewing Users.

This is a wonderful book. Steve can teach us how to improve our ability to penetrate other worlds and examine our assumptions. Ethnography has suffered terribly in the last few years. Lots of people claim to know it, but in fact the art and science of the method have been badly damaged by charlatans and snake oil salesmen. Let’s seize this book as an opportunity to start again. Let Steve Portigal be our inspired guide.

Tags: foreword, Grant McCracken, interviewing users