Hi colleagues! We periodically conduct customer interviews (via phone / Skype / Viber etc). In order not to miss anything, we save the voice recording. After completion, it is required to deliver key moments from the interview to the rest of the team. At the same time, extra time is spent to analyze the recording to identify and record these very moments.
How do you build this process (interview and transfer of information to colleagues)? Do you have a similar problem? How do you solve it?
Although not probably normal per se, we created user panels to review competing products only. Although comments were recorded we also had staffers take down comments in an excel sheet. We then used software to count the number of times features/functions were mentioned by the panel, both good and bad. These features/functions were then listed in the order of intensity, which was assumed to be how often it was brought up. We then used that to score our product against the competition. This let us see which "good" features and which "bad" features were present, at a qualitative level. We also used the top 3 "good" features to construct a positioning map to see if we were sufficiently differentiated to create "space" around the brand. This was early in the process, at MVP stage, but it gave a sense of needed design changes. Some of which were quite drastic...
Transcribing interview recordings is time-consuming (no way around that), but definitely worth it. I usually follow these steps:
- Conduct interview and record
- Immediately after interview, capture any key moments on a spreadsheet
- Share with team via Slack or feature card
- Transcribe recorded interview (there are services you can use, but it can get pricey)
- Add any new insights discovered from the recording into the spreadsheet (from step 2)
- Share the complete spreadsheet that highlights all insights to the team again
- You can share either by adding the spreadsheet link to a feature card or share it via email
I hope that helps.