Thanks, Lilac. It’s hard to write a “do” article since it can take years to be good at writing questions and interviewing. An article isn’t enough!

If I had to list a few dos quickly… :)

• Start with research goals. What do we want to learn and why?
• Write questions around that.
• Use critical thinking and check if your questions are likely to get answers that meet the goals. Remember that you are trying to set up Product to make decisions, and CX/UX to design.
• Ask short and open questions (versus longer questions, double barrel questions, leading questions, etc.).
• Always ask “How could this be improved?”
• Observe over ask! Watching people do something always gives us more information than asking about how they did it.

My Monday shows on the Delta CX YouTube channel (in the Think Out Loud playlist) sometimes have me fake planning research. You won’t see the questions, but you’ll see the goals. We also did some fake research (with questions) in the Micro Lessons playlist.