{"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\/news\/5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej","title":{"rendered":"5 p\u00f5hireeglit probleemsete intervjuude l\u00e4biviimiseks tarbijate vajaduste v\u00e4ljaselgitamiseks","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Selles artiklis r\u00e4\u00e4gin ma k\u00f5ige olulisematest t\u00f5e v\u00e4ljaselgitamise p\u00f5him\u00f5tetest olukordades, kus kaasvestleja ei ole t\u00e4ielikult aus. Enamasti petetakse teid mitte halva tahega, vaid paljusid muid p\u00f5hjuseid. N\u00e4iteks isiklike eksituste, kehva m\u00e4lu v\u00f5i et mitte teid kurvastada. Sageli, kui r\u00e4\u00e4gitakse meie ideedest, kaldume iseend petma. Probleemide intervjuu meetod v\u00f5imaldab tuvastada fakte k\u00f5rge usaldusv\u00e4\u00e4rsusega.
\n<\/a><\/noindex>
\nEnamik ettev\u00f5tteid sureb, kuna nad pakuvad toodet, mida tarbijad ei vaja. See on tuntud Eric Riese, Lean Startup meetodi autori, \u00fctlus.
\nKuidas oma projektiga sellesse l\u00f5ksu mitte sattuda? Lahendus on ammu teada \u2013 enne toote loomist tuleb uurida potentsiaalsete tarbijate vajadusi probleemide intervjuu meetodi abil. Probleemide intervjuude l\u00e4biviimise p\u00f5hjalik juhend on Rob Fitzpatricki raamat \u201eK\u00fcsi emalt: Kuidas suhelda klientidega ja kinnitada oma \u00e4riideed, kui k\u00f5ik \u00fcmberringi valetavad?\u201c. Selles raamatus on vaid 150 lehek\u00fclge, venekeelsena ilmus see 2015. aastal, kuid siiski ei oska enamus idufirmasid ikka veel probleemide intervjuusid l\u00e4bi viia. <\/p>\n

Kohal<\/h3>\n

\nMinu nimi on Igor \u0160eludjko.
\nOlen olnud tarkvaraarenduse ja -m\u00fc\u00fcgi ettev\u00f5tja alates 2000. aastast. Mul on k\u00f5rgharidus tehnika alal. Oma karj\u00e4\u00e4ri alustasin programmeerijana, juhtisin ka v\u00e4ikeseid meeskondi ja tegelesin nii toote- kui ka tellimusarendusega.
\nOlen juba kolm aastat teinud koost\u00f6\u00f6d L\u00f5una IT-pargi kiirendiga (Doni-Rostov) startup-projectide j\u00e4lgijana. Selle aja jooksul on minu hoolika j\u00e4lgimise all olnud rohkem kui 20 projekti, ja kiirendi kaudu on kokku l\u00e4binud \u00fcle 200 projekti.<\/p>\n

Mis on \u201eprobleemide intervjuud\u201c? <\/h3>\n

\nSee on vaid vestlus, mille k\u00e4igus esitate \u00f5igeid k\u00fcsimusi. Sellise vestluse k\u00e4igus on oluline v\u00e4lja selgitada kaasvestleja varasem kogemus meid huvitavate probleemide osas. Eriti soovitatav on fikseerida k\u00fcsimused ja kaasvestleja vastused. Ideaalselt, salvestada vestlus diktofoniga, et hiljem saaks veenduda vastuste \u00f5iges t\u00f5lgendamises.<\/p>\n

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

\nVestluse plaan p\u00f5hineb teie h\u00fcpoteesidel tarbijate vajaduste kohta.
\nHea plaan on h\u00fcpoteeside kaart, millest ma olen selles artiklis kirjutanud habr.com\/et\/post\/446436<\/a><\/noindex>.
\nP\u00e4rast viisakat tervitust tasub r\u00e4\u00e4kida \u00fcldiselt sellest, millest soovite r\u00e4\u00e4kida, t\u00e4psemalt - kuulata. Teie \u00fclesanne on teha nii, et r\u00e4\u00e4giks vestluspartner, ja teie kuulete. Oluline on kohe v\u00e4lja selgitada vestluspartneri suhtumine teid huvitavatesse probleemidesse. Ideaalis on see soovitatav juba kohtumise ja vestluse aja m\u00e4\u00e4ramisel v\u00e4lja selgitada. Kui aga vestlus toimub ootamatult, siis tehke kohe selgeks, millest jutt k\u00e4ib. <\/p>\n

Vestluspartneri suhtumise selgitamiseks probleemile v\u00f5ite kasutada j\u00e4rgmiseks k\u00fcsimusi:
\nKas teile on juhtunud ...?
\nKas olete sattunud olukorda ...?
\nKui sageli teiega juhtub ...?
\nMillal viimati sattusite olukorda ...?
\nKas teid muretseb ...?
\nKuidas m\u00f5jutab teie elu ...? \n<\/p><\/blockquote>\n

\nOn t\u00e4iesti v\u00f5imalik, et teie vestluspartneril ei ole asjatundlikult midagi \u00f6elda ja tal on kiusatus r\u00e4\u00e4kida antud teemal abstraktselt, mitte isikliku kogemuse p\u00f5hjal. Tasub \u00f5ppida selliseid olukordi \u00e4ra tundma ja mitte pidama \u00f6eldut faktideks. Vestluspartner, kellel ei ole sellel teemal faktip\u00f5hist kogemust, v\u00f5ib olla teile kasulik seose loomise kaudu teiste inimestega. Paluge tal tutvustada teid oma tuttavatega, kellel on faktip\u00f5hine kogemus teie huvitaval teemal.
\nH\u00fcpoteeside kaart vestlusplaanina on palju mugavam kui k\u00fcsimuste nimekiri, vestlusskript v\u00f5i m\u00f5ni muu lineaarne plaan, kuna vestluspartner v\u00f5ib teie k\u00fcsimusele vastates liikuda t\u00e4iesti teises suunas, kui te ootasite. Kui vestluspartner hakkab r\u00e4\u00e4kima teie h\u00fcpoteeside seostest teiste probleemidega, saate kiiresti m\u00e4rkida seose teabe ja aktuaalsete h\u00fcpoteeside vahel ning j\u00e4tkata k\u00e4sitletud k\u00fcsimuste kaevamist. Hiljem, kui see suund on ammendatud, saate naasta algse probleemi juurde.<\/p>\n

Reegel nr 2 - \u00c4ra lase end r\u00e4\u00e4kida, lase vestluspartneril r\u00e4\u00e4kida <\/h3>\n

\nAlgne intervjuujate suurim viga on j\u00f5uda dialooge v\u00f5i isegi monolooge, innukalt r\u00e4\u00e4kides oma tootest. Selliselt toimida on rangelt keelatud. Kui kaasvestleja m\u00f5istab, et olete midagi v\u00e4lja m\u00f5elnud v\u00f5i arendanud, l\u00f5petab ta siira r\u00e4\u00e4kimise ja hakkab kas teid kiitma v\u00f5i teiega vaidlema. Intervjuu muutub toote aruteluks, mis tavaliselt ei ole veel olemas, ja hakkate vahetama fantaasiaid ja illusioone. Kui teiega on intervjuu ajal midagi sellist juhtunud, tuleb seda intervjuud pidada ebausaldusv\u00e4\u00e4rseks.<\/p>\n

Reegel nr 3 \u2013 K\u00fcsige rohkem avatud k\u00fcsimusi<\/h3>\n

\nJah-, ei- v\u00f5i m\u00f5nikord-vastused annavad v\u00e4ga v\u00e4he teavet. Rohkem teabe saamiseks k\u00fcsige avatud k\u00fcsimusi, millele kaasvestleja peab andma p\u00f5hjaliku vastuse.<\/p>\n

Avatud k\u00fcsimuste n\u00e4idised:
\nKas teil on meeles juhtum, kui sattusite olukorda ...?
\nR\u00e4\u00e4kige l\u00e4hemalt, kuidas ... viimati oli?
\nKas saate r\u00e4\u00e4kida, kuidas te siis k\u00e4itusite?
\nR\u00e4\u00e4kige l\u00e4hemalt, kuidas te selle probleemi lahendasite?
\nKas te alati nii k\u00e4itute?
\nKuidas te tegutsesite teistes sarnastes olukordades?
\nKuidas te lahendate selle probleemi praegu?
\nMillised raskused tekitab see lahendus?
\nMis teid praeguses lahenduses ei rahulda?
\nMiks te toimisite just nii?
\nMilliseid teisi v\u00f5imalusi te kaalusite?\n<\/p><\/blockquote>\n

\nMuidugi on k\u00fcsimusi m\u00f5ttekas kohandada vestluse k\u00e4iguga. Kui kaasvestleja \u00fctleb, et sel hetkel oli tema valitud lahendus ainus, ei ole m\u00f5tet k\u00fcsida, milliseid variante ta veel kaalunud oli. Just seet\u00f5ttu on vestluse skript v\u00e4hem mugav kui h\u00fcpoteeside kaart, kuid ilma harjutamata ei pruugi teil kohe \u00f5nnestuda k\u00fcsimusi vestluse k\u00e4igus koostada. Seega harjutage oma s\u00f5prade ja kaasasutajatega.<\/p>\n

Reegel nr 4 \u2013 K\u00fcsige nii spetsiifilisi k\u00fcsimusi kui v\u00f5imalik ja otsige tarbijate probleemide lahendamise v\u00e4\u00e4rtust<\/h3>\n

\nP\u00fc\u00fcdke kaevuda kaasvestleja kogemustesse ja v\u00e4lja selgitada konkreetsed numbrid, nimetused, kuup\u00e4evad, ajad, kordade arv, kohad, allikad jms, kuna just need faktid annavad meile teavet probleemide teadlikkuse hindamiseks.
\nKui inimene n\u00f5ustub, et tal on \u00fclekaalu probleem ja \u00fctleb, et ta harrastab sporti aeg-ajalt, on v\u00e4ga oluline v\u00e4lja selgitada, kui tihti ta seda teeb ja milliseid spordialasid ta harrastab. Kui ta vastab, et ta ujub basseinis, siis on oluline teada saada, kui tihti ta k\u00fclastab basseini, millise basseini valis, millal ta treenib, kui palju ta korraga ujuda j\u00f5uab, kui kaua tal selleks aega kulub, kas ta s\u00f6\u00f6b p\u00e4rast treeningut ja kuidas ta \u00fcldiselt toitub. See on oluline, sest just nendes konkreetsetes faktides peitub t\u00f5de.
\nVale arusaamine vestluskaaslasest viib tarbetute funktsioonide ja isegi mitte kellelegi vajalike toodeteni. Piisavalt hoolikalt mitte kontrollitud h\u00fcpoteesid toovad kaasa m\u00e4rkimisv\u00e4\u00e4rseid kulutusi j\u00e4rgmistes etapides.
\nVestluskaaslase kogemuste konkreetsete asjaolude selgitamine aitab v\u00e4lja selgitada mitte ainult probleemide olemasolu ja nende teadvustamise, vaid ka nende probleemide lahendamise v\u00e4\u00e4rtust.
\nV\u00e4\u00e4rtus v\u00f5ib seisneda majanduslikus kasus v\u00f5i kokkuhoiukohas, samuti riskide v\u00e4hendamises, nii finantsiliste kui ka mainealaste. <\/p>\n

K\u00fcsimused, mis aitavad v\u00e4lja selgitada v\u00e4\u00e4rtust:
\nMiks on selle probleemi lahendamine teie jaoks nii oluline?
\nMilliseid tulemusi olete varasemalt saavutanud, kui olete sarnaseid probleeme lahendanud?
\nMis juhtus, kui te seda probleemi ei lahendanud?
\nMillistele raskustele see viis?
\nMillistele kulutustele see viis?
\nMida te sel olukorral kaotasite?
\nKui palju aega v\u00f5i raha kulutasite selle probleemi lahendamisele?\n<\/p><\/blockquote>\n

\n\u00dcks probleemintervjuude k\u00f5ige olulisemaid tulemusi on leitud ja v\u00e4ljaselgitatud tarbijate probleemide lahendamise v\u00e4\u00e4rtus, v\u00e4ljendatuna rahas v\u00f5i ajas, mida s\u00e4\u00e4stetakse v\u00f5i teenitakse probleemi lahendamisel.
\nKui me saame teada, kui palju tarbija keskmiselt teenib v\u00f5i s\u00e4\u00e4stab probleemi lahendamisel, saame selle alusel oma lahenduse hinna m\u00e4\u00e4rata.<\/p>\n

Reegel nr 5 \u2013 K\u00fcsige ainult m\u00f6\u00f6dunud kogemuste kohta ja v\u00e4ltige arvamusi, abstraktseid m\u00f5tteid ja arutlusi tuleviku \u00fcle.<\/p><\/blockquote>\n

\nSee on teine k\u00f5ige levinum viga algajate intervjueerijate seas \u2013 lasta vestluskaaslasel arutleda abstraktselt \u2013 mida ta teeks, kui ta satuks meid huvitavasse olukorda.
\nNeedless to say, these reflections provide no direct benefit, as in such a situation our interlocutor may behave completely differently.
\nNumerous experiments indicate that in conditions of danger, stress, need, or societal pressure, people behave quite differently than when there is no threat.<\/p>\n

These are the fundamental rules whose adherence will allow you to start practicing conducting problem interviews.
\nI highly recommend reading Rob Fitzpatrick's book \"Ask What Mom: How to Talk to Customers and Validate Your Business Idea When Everyone Else Is Lying?\" \u2013 it's short (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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