How to Ask Questions

3 basic types of questions:

Open Questions — “How would you describe me?” — This allows for a wide range of answers, and works well when you want all the feedback you can get.

Leading Questions — “What are my sexiest features?” — This narrows the answers to a certain type. My example assumes that I have some sexy qualities, which might not be true! Be careful: this type of question also excludes answers you might want to know!

Closed/Direct Questions — “Which is sexier, my elbows or my knees?” — This type of question offers a choice. Yes or no. This or that. But remember: if the options are stupid, the results will be stupid.

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Some examples of subjective research:

Interviews — Get somebody and ask them a set of questions, one-by-one.

Observation — Give people tasks or instructions and watch them use your design, without help. Afterward, you can ask them questions.

Focus Groups — Get a bunch of people in a room together and ask them to discuss your questions.Note: Confident people often persuade others in the group, and a few random people are an unreliable example of anything, which is why I would rather set myself on fire than do a focus group in real life.

Surveys — A form, which people answer on paper or online. These can genuinely feel anonymous, which is useful.

Card-Sorting — Each person gets a set of ideas or categories (on cards or post-its), which they sort into groups that make sense. After many people have done this it gives you an idea of how your menu should look. ProTip: don’t use your colleagues for this. Use normal users.

Google — It’s amazing how many useful opinions you can find online, for free, right now.

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Important:

Ask the same questions, the same way, to everyone.

Avoid interpreting questions or suggesting answers.

People might lie to avoid embarrassment or if it seems like you prefer a particular answer.

Take notes or record the interview. Do not rely on your memory, ever.

Don’t eat yellow snow.