{"id":30799,"date":"2019-10-31T21:37:29","date_gmt":"2019-10-31T18:37:29","guid":{"rendered":"https:\/\/prohoster.info\/blog\/5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej\/"},"modified":"2019-10-31T21:37:29","modified_gmt":"2019-10-31T18:37:29","slug":"5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej","status":"publish","type":"post","link":"https:\/\/prohoster.info\/et\/blog\/novosti-interneta\/5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej","title":{"rendered":"5 p\u00f5hieeskirja probleemintervjuude l\u00e4biviimiseks tarbijate vajaduste v\u00e4ljaselgitamiseks","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Selles artiklis r\u00e4\u00e4gin ma k\u00f5ige olulisematest p\u00f5him\u00f5tetest t\u00f5e v\u00e4ljaselgitamisel olukordades, kus vestluspartner ei ole t\u00e4iesti aus. Enamasti petavad teid mitte pahatahtlikult, vaid paljuski teiste p\u00f5hjuste t\u00f5ttu. N\u00e4iteks isiklike eksituste, kehva m\u00e4lu v\u00f5i selleks, et teid mitte kurvastada. Sageli kipume oma ideede puhul iseendale valetama. Probleemintervjuude meetod v\u00f5imaldab tuvastada fakte k\u00f5rge usaldusv\u00e4\u00e4rsusega.
\n<\/a><\/noindex>
\nEnamik ettev\u00f5tteid sureb, sest pakuvad toodet, mida tarbijad ei vaja. See on tuntud \u00fctlus Eric Riest, Lean Startup meetodi autori.
\nKuidas mitte langeda oma projekti t\u00f5kestusse? Lahendus on ammu teada - enne toote loomist tuleb uurida potentsiaalsete tarbijate vajadusi probleemide intervjuude meetodi abil. \u00dcksikasjalik juhend probleemide intervjuude l\u00e4biviimiseks on Rub Fizpatriku raamat \u201eK\u00fcsi emalt: Kuidas suhelda klientidega ja kinnitada oma \u00e4riplaani \u00f5igust, kui k\u00f5ik \u00fcmberringi valetavad?\u201d. Selles raamatus on vaid 150 lehek\u00fclge, venekeelsena ilmus see 2015. aastal, kuid sellegipoolest ei oska enamik idufirmasid endiselt probleemide intervjuusid l\u00e4bi viia. <\/p>\n

Minust<\/h3>\n

\nMinu nimi on Igor Sheludko.
\nMa olen ettev\u00f5tja tarkvara arendamise ja m\u00fc\u00fcgi alal alates 2000. aastast. Mul on k\u00f5rgharidus tehnikas. Oma t\u00f6\u00f6d alustasin programmeerijana, juhtisin ka v\u00e4ikeseid meeskondi, t\u00f6\u00f6tasin nii tootearenduse kui ka tellimusliku arenduse kallal.
\nOlen juba 3 aastat teinud koost\u00f6\u00f6d L\u00f5una IT-parki (Rostov-na-Donu) kui iduettev\u00f5tete treener. Selle aja jooksul on minu hoolduses olnud \u00fcle 20 projekti, samas kui Akseleratori kaudu on kokku l\u00e4binud enam kui 200 projekti.<\/p>\n

Mis on \"probleemilised intervjuud\"? <\/h3>\n

\nSee on lihtsalt vestlus, mille k\u00e4igus esitate \u00f5igeid k\u00fcsimusi. Sellise vestluse k\u00e4igus on oluline v\u00e4lja selgitada k\u00f5neleja varasem kogemus meid huvitavate probleemide osas. \u00c4\u00e4rmiselt soovitatav on fikseerida k\u00fcsimused ja vastused. Ideaalis tuleks vestlust salvestada diktofonile, et hiljem saaks kontrollida vastuste \u00f5iget t\u00f5lgendust.<\/p>\n

Reegel nr 1 \u2013 Vestluse l\u00e4biviimiseks on meil vajalik vestluse plaan.<\/h3>\n

\nVestluse plaan p\u00f5hineb teie h\u00fcpoteesidel tarbijate vajaduste kohta.
\nHea plaaniv\u00f5imalus on h\u00fcpoteeside kaart, millest ma kirjutasin selles artiklis. habr.com\/ru\/post\/446436<\/a><\/noindex>.
\n\u041f\u043e\u0441\u043b\u0435 \u0432\u0435\u0436\u043b\u0438\u0432\u043e\u0433\u043e \u043f\u0440\u0438\u0432\u0435\u0442\u0441\u0442\u0432\u0438\u044f \u0441\u043e\u0431\u0435\u0441\u0435\u0434\u043d\u0438\u043a\u0430 \u0441\u0442\u043e\u0438\u0442 \u0440\u0430\u0441\u0441\u043a\u0430\u0437\u0430\u0442\u044c \u0432 \u043e\u0431\u0449\u0438\u0445 \u0447\u0435\u0440\u0442\u0430\u0445, \u043e \u0447\u0435\u043c \u0432\u044b \u0445\u043e\u0442\u0438\u0442\u0435 \u043f\u043e\u0433\u043e\u0432\u043e\u0440\u0438\u0442\u044c, \u0430 \u0442\u043e\u0447\u043d\u0435\u0435 \u2013 \u043f\u043e\u0441\u043b\u0443\u0448\u0430\u0442\u044c. \u0412\u0430\u0448\u0430 \u0437\u0430\u0434\u0430\u0447\u0430 \u0441\u0434\u0435\u043b\u0430\u0442\u044c \u0442\u0430\u043a, \u0447\u0442\u043e\u0431\u044b \u0433\u043e\u0432\u043e\u0440\u0438\u043b \u0441\u043e\u0431\u0435\u0441\u0435\u0434\u043d\u0438\u043a, \u0430 \u0432\u044b \u0441\u043b\u0443\u0448\u0430\u043b\u0438. \u0412\u0430\u0436\u043d\u043e \u0441\u0440\u0430\u0437\u0443 \u0436\u0435 \u0432\u044b\u044f\u0441\u043d\u0438\u0442\u044c \u043e\u0442\u043d\u043e\u0448\u0435\u043d\u0438\u0435 \u0441\u043e\u0431\u0435\u0441\u0435\u0434\u043d\u0438\u043a\u0430 \u043a \u0438\u043d\u0442\u0435\u0440\u0435\u0441\u0443\u044e\u0449\u0438\u043c \u0432\u0430\u0441 \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0430\u043c. \u0412 \u0438\u0434\u0435\u0430\u043b\u0435 \u044d\u0442\u043e \u0441\u0442\u043e\u0438\u0442 \u0432\u044b\u044f\u0441\u043d\u0438\u0442\u044c \u0435\u0449\u0435 \u043f\u0440\u0438 \u043d\u0430\u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0438 \u0432\u0441\u0442\u0440\u0435\u0447\u0438 \u0438 \u0432\u0440\u0435\u043c\u0435\u043d\u0438 \u0431\u0435\u0441\u0435\u0434\u044b. \u0415\u0441\u043b\u0438 \u0436\u0435 \u0431\u0435\u0441\u0435\u0434\u0430 \u043f\u0440\u043e\u0438\u0437\u043e\u0448\u043b\u0430 \u0432\u043d\u0435\u0437\u0430\u043f\u043d\u043e, \u0442\u043e \u0441\u0440\u0430\u0437\u0443 \u043e\u0431\u043e\u0437\u043d\u0430\u0447\u044c\u0442\u0435, \u043e \u0447\u0435\u043c \u043f\u043e\u0439\u0434\u0435\u0442 \u0440\u0435\u0447\u044c. <\/p>\n

\u0414\u043b\u044f \u0432\u044b\u044f\u0441\u043d\u0435\u043d\u0438\u044f \u043e\u0442\u043d\u043e\u0448\u0435\u043d\u0438\u044f \u0441\u043e\u0431\u0435\u0441\u0435\u0434\u043d\u0438\u043a\u0430 \u043a \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0435 \u043c\u043e\u0436\u043d\u043e \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u044c \u0432\u043e\u043f\u0440\u043e\u0441\u044b \u0442\u0438\u043f\u0430:
\n\u0421\u043b\u0443\u0447\u0430\u043b\u043e\u0441\u044c \u043b\u0438 \u0432\u0430\u043c \u2026?
\n\u041f\u043e\u043f\u0430\u0434\u0430\u043b\u0438 \u043b\u0438 \u0432\u044b \u0432 \u0441\u0438\u0442\u0443\u0430\u0446\u0438\u044e \u2026?
\n\u041a\u0430\u043a \u0447\u0430\u0441\u0442\u043e \u0441 \u0432\u0430\u043c\u0438 \u043f\u0440\u043e\u0438\u0441\u0445\u043e\u0434\u0438\u0442 \u2026?
\n\u041a\u043e\u0433\u0434\u0430 \u0432\u044b \u043f\u043e\u0441\u043b\u0435\u0434\u043d\u0438\u0439 \u0440\u0430\u0437 \u043e\u043a\u0430\u0437\u044b\u0432\u0430\u043b\u0438\u0441\u044c \u0432 \u0441\u0438\u0442\u0443\u0430\u0446\u0438\u0438 \u2026?
\n\u0412\u0430\u0441 \u0431\u0435\u0441\u043f\u043e\u043a\u043e\u0438\u0442 \u2026?
\n\u041a\u0430\u043a \u043d\u0430 \u0432\u0430\u0448\u0443 \u0436\u0438\u0437\u043d\u044c \u0432\u043b\u0438\u044f\u0435\u0442 \u2026? \n<\/p><\/blockquote>\n

\nOn t\u00e4iesti v\u00f5imalik, et teie vestluspartneril ei ole sellel teemal midagi asjalikku \u00f6elda ning ta tunneb kiusatust r\u00e4\u00e4kida sellest abstraktselt, mitte isikliku kogemuse p\u00f5hjal. Tuleb \u00f5ppida eristama selliseid olukordi ja mitte pidama \u00f6eldut faktideks. Vestluspartner, kellel puudub reaalne kogemus, v\u00f5ib teile olla kasulik \u00fchendusl\u00fcli teistega. Paluge tal tutvustada teid oma tuttavatega, kellel on tegelik kogemus huvipakkuvas teemas.
\nH\u00fcpoteeside kaart vestluse plaanina on palju mugavam kui k\u00fcsimuste loetelu, vestluse stsenaarium v\u00f5i m\u00f5ni muu lineaarsus plaan, kuna vestluspartner v\u00f5ib vastates teie k\u00fcsimusele liikuda sootuks teisele suunale, kui te ootasite. Kui vestluspartner hakkab r\u00e4\u00e4kima sellest, mis teil on h\u00fcpoteesid, mis on seotud teiste probleemidega, saate kiiresti m\u00e4rkida teabe seose aktuaalsete h\u00fcpoteesidega ja j\u00e4tkata puudutatud k\u00fcsimuste kaevamist. Hiljem, kui see suund on ammendatud, saate naasta algse probleemistiku juurde.<\/p>\n

Reegel nr 2 \u2013 \u00e4rge laske end r\u00e4\u00e4kida, laske vestluspartneril end v\u00e4lja r\u00e4\u00e4kida. <\/h3>\n

\nTavaliselt esinev viga algajate intervjueerijate seas on laskuda dialooge v\u00f5i isegi monolooge, innustunult r\u00e4\u00e4kides oma tootest. Nii toimida on kategooriliselt vale. Nii pea, kui intervjueeritav m\u00f5istab, et olete midagi v\u00e4lja m\u00f5elnud v\u00f5i arendanud, l\u00f5petab ta ausalt r\u00e4\u00e4kimise ja hakkab kas teid kiitma v\u00f5i teiega vaidlema. Intervjuu muutub toote aruteluks, mis tavaliselt ei eksisteeri, ja hakkate vahetama fantaasiaid ja hallutsinatsioone. Kui see juhtub intervjuu k\u00e4igus, tuleb seda intervjuud pidada ebausaldusv\u00e4\u00e4rseks.<\/p>\n

Reegel nr 3 \u2013 Esitage rohkem avatud k\u00fcsimusi<\/h3>\n

\nJah, ei, m\u00f5nikord ja sarnased vastused annavad v\u00e4ga v\u00e4he teavet. Rohke teabe saamiseks esitage avatud k\u00fcsimusi \u2013 k\u00fcsimusi, millele intervjueeritav peab andma p\u00f5hjaliku vastuse.<\/p>\n

N\u00e4ited p\u00f5hjalikest k\u00fcsimustest:
\nKas saate meenutada olukorda, kus te viibisite \u2026?
\nR\u00e4\u00e4kige l\u00e4hemalt, kuidas \u2026 oli viimasel korral?
\nKas saate r\u00e4\u00e4kida, kuidas te tookord k\u00e4itusite?
\nR\u00e4\u00e4kige l\u00e4hemalt, kuidas te selle probleemiga toime tulite?
\nKas te alati niimoodi k\u00e4itute?
\nKuidas te olete sarnastes olukordades k\u00e4itunud?
\nKuidas te praegu seda probleemi lahendate?
\nMillised raskused teil selle lahenduse rakendamisel esinevad?
\nMis teid praeguses lahenduses ei rahulda?
\nMiks te valisite just selle variandi?
\nMilliseid muid v\u00f5imalusi olete kaalunud?\n<\/p><\/blockquote>\n

\nMuidugi tuleb k\u00fcsimusi kohandada vestluse k\u00e4igus. Kui vestluspartner \u00fctles, et tema valitud lahendus oli ainus, ei pea k\u00fcsima, milliseid teisi variante ta arvas. Seet\u00f5ttu on vestluskripti kasutamine v\u00e4hem mugav kui h\u00fcpoteeside kaardi meetod, kuid ilma harjutamata ei pruugi teil kohe \u00f5nnestuda k\u00fcsimusi loodud vestluse k\u00e4igus. Seet\u00f5ttu harjutage s\u00f5prade ja kaasasutajatega.<\/p>\n

Reegel nr 4 \u2013 K\u00fcsige v\u00f5imalikult konkreetseid k\u00fcsimusi ja otsige tarbijate probleemide lahendamisel v\u00e4\u00e4rtust.<\/h3>\n

\nP\u00fc\u00fcdke \u201ekaevata\u201c vestleja kogemustest v\u00e4lja \u00fcksikasju ja fakte, selgitades v\u00e4lja konkreetsed numbrid, nimetused, kuup\u00e4evad, ajaperioodid, korduste arv, kohad, teabeallikad jne, kuna just need faktid annavad meile teavet probleemide teadlikkuse taseme hindamiseks.
\nKui inimene n\u00f5ustub, et tal on \u00fclekaalu probleem, ning \u00fctleb, et ta tegeleb sportimisega aeg-ajalt, on v\u00e4ga oluline selgitada, kui tihti ta sporti teeb ja milliste aladega tegeleb. Kui ta vastab, et ujub basseinides, on oluline v\u00e4lja selgitada, kui sageli ta basseini k\u00fclastab, millist basseini ta valis, millal ta sporti teeb, kui palju ta \u00fchel korral ujub, kui palju aega selleks kulub, kas ta s\u00f6\u00f6b p\u00e4rast treeningut ja kuidas ta \u00fcle\u00fcldiselt toitub. See on oluline, sest just nende konkreetsete faktide taga peitub t\u00f5de.
\nVale arusaam vestluspartnerist viib mittevajalike funktsioonide lisamiseni toodetesse v\u00f5i isegi t\u00e4iesti tarbetutesse toodetesse. Piisavalt hoolikalt mitte kontrollitud h\u00fcpoteesid v\u00f5ivad tuua kaasa olulised kulud hilisemates etappides.
\nVestluspartneri kogemuse konkreetsete asjaolude v\u00e4ljaselgitamine aitab tuvastada mitte ainult probleemide olemasolu ja nende teadvustamise, vaid ka nende probleemide lahendamise v\u00e4\u00e4rtuse.
\nV\u00e4\u00e4rtus v\u00f5ib seisneda majanduslikus kasus v\u00f5i s\u00e4\u00e4stus, samuti riskide v\u00e4hendamises nii rahaliste kui ka reputatsiooniliste riskide osas. <\/p>\n

K\u00fcsimused, mis aitavad v\u00e4lja selgitada v\u00e4\u00e4rtuse:
\nMiks on selle probleemi lahendamine teie jaoks nii oluline?
\nMilliseid tulemusi olete varem saavutanud, lahendades sarnaseid probleeme?
\nMis juhtus, kui te seda probleemi ei lahendanud?
\nMillistele raskustele see viis?
\nMillistele kuludele see viis?
\nMida te selles olukorras kaotasite?
\nKui palju aega v\u00f5i raha kulutasite selle probleemi lahendamiseks?\n<\/p><\/blockquote>\n

\n\u00dcks probleemide intervjuude k\u00f5ige olulisemaid tulemusi on tuvastatud, selgitatud tarbijate probleemide lahenduste v\u00e4\u00e4rtus, v\u00e4ljendatuna rahas v\u00f5i ajas, mis s\u00e4\u00e4stetakse v\u00f5i teenitakse probleemi lahendamisel.
\nKui saame teada, kui palju keskmiselt tarbija teenib v\u00f5i s\u00e4\u00e4stab probleemi lahendamisel, saame sellest l\u00e4htuda hinnastamisel oma lahenduse puhul.<\/p>\n

Reegel nr 5 \u2013 k\u00fcsige ainult mineviku kogemuste kohta ja v\u00e4ltige arvamusi, abstraktseid m\u00f5tteid ja arutlusi tuleviku \u00fcle.<\/p><\/blockquote>\n

\nSee on teine k\u00f5ige levinum algajate intervjuude vead \u2013 lasta vestluspartneril abstraktselt arutleda \u2013 mida ta teeks, kui satuks huvitavasse olukorda.
\nNeedless to say, these reflections do not provide any direct benefit, as our interlocutor may behave quite differently in such a situation.
\nNumerous experiments indicate that in conditions of danger, stress, need, or societal pressure, people behave entirely differently than when nothing threatens them.<\/p>\n

These are the fundamental rules that, if followed, will enable you to start practicing problematic interviews.
\nI highly recommend reading Rob Fitzpatrick's book \"Ask for Feedback: How to Talk to Customers and Validate Your Business Idea When Everyone Else is Lying\" \u2014 it's concise (about 150 pages) and easy to read.
\n
Allikas: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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