{"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\/ro\/blog\/news\/5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej","title":{"rendered":"5 reguli esen\u021biale pentru realizarea interviurilor problematice \u00een identificarea nevoilor consumatorilor","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

\u00cen acest articol, vorbesc despre cele mai fundamentale principii de a dezv\u0103lui adev\u0103rul \u00een condi\u021bii \u00een care interlocutorul nu este \u00eenclinat s\u0103 fie complet onest. Cel mai adesea, e\u0219ti min\u021bit nu dintr-o r\u0103utate con\u0219tient\u0103, ci dintr-o mul\u021bime de alte motive. De exemplu, din cauza unor concep\u021bii gre\u0219ite personale, a unei memorii slabe sau pentru a nu te sup\u0103ra. Adesea, atunci c\u00e2nd vine vorba de ideile noastre, suntem predispu\u0219i la auto\u00een\u0219elare. Metodologia interviurilor problematice permite identificarea faptelor cu un grad ridicat de credibilitate.
\n<\/a><\/noindex>
\nMajoritatea cov\u00e2r\u0219itoare a afacerilor dau faliment pentru c\u0103 ofer\u0103 un produs de care consumatorii nu au nevoie. Aceasta este o afirma\u021bie cunoscut\u0103 a lui Eric Ries, autorul metodologiei Lean Startup.
\nCum s\u0103 nu cazi \u00een aceast\u0103 capcan\u0103 cu proiectul t\u0103u? Solu\u021bia este cunoscut\u0103 de mult \u2013 \u00eenainte de a crea un produs, trebuie s\u0103 cercetezi nevoile consumatorilor poten\u021biali prin metodologia interviurilor problematice. Un ghid cuprinz\u0103tor despre cum s\u0103 realizezi interviuri problematice este con\u021binut \u00een cartea lui Rob Fitzpatrick \u00ab\u00centreab\u0103-\u021bi mama: Cum s\u0103 comunici cu clien\u021bii \u0219i s\u0103 \u00ee\u021bi confirmi corectitudinea ideii de afaceri, \u00een timp ce to\u021bi mint?\u00bb Aceast\u0103 carte are doar 150 de pagini, a fost publicat\u0103 \u00een limba rom\u00e2n\u0103 \u00een 2015, dar cu toate acestea, majoritatea startup-urilor \u00eenc\u0103 nu \u0219tiu cum s\u0103 realizeze interviuri problematice. <\/p>\n

Despre mine<\/h3>\n

\nNumele meu este Igor \u0218eludko.
\nSunt antreprenor \u00een domeniul dezvolt\u0103rii \u0219i v\u00e2nz\u0103rilor de software din anul 2000. Am o educa\u021bie tehnic\u0103 superioar\u0103. Mi-am \u00eenceput activitatea ca programator, conduc\u00e2nd de asemenea echipe mici \u0219i ocup\u00e2ndu-m\u0103 at\u00e2t de dezvoltarea de produse, c\u00e2t \u0219i de dezvoltarea pe comand\u0103.
\nDeja de 3 ani colaborez cu Acceleratorul Parcului IT Sudic (ora\u0219ul Rostov-pe-Don) \u00een calitate de mentor pentru proiectele startup. \u00cen acest timp, prin grijile mele ca mentor individual, au trecut mai mult de 20 de proiecte, iar prin Accelerator au trecut \u00een total mai mult de 200 de proiecte.<\/p>\n

Ce sunt \u00abinterviurile problematice\u00bb? <\/h3>\n

\nEste doar o conversa\u021bie \u00een care pui \u00eentreb\u0103rile corecte. \u00cen timpul unei astfel de conversa\u021bii, este important s\u0103 descoperi experien\u021ba anterioar\u0103 a interlocutorului \u00een ceea ce prive\u0219te problemele care ne intereseaz\u0103. Este extrem de recomandat s\u0103 notezi \u00eentreb\u0103rile \u0219i r\u0103spunsurile interlocutorului. Ideal ar fi s\u0103 \u00eenregistrezi conversa\u021bia, pentru a putea verifica mai t\u00e2rziu corectitudinea interpret\u0103rii r\u0103spunsurilor.<\/p>\n

Regula nr. 1 \u2013 Pentru a conduce o conversa\u021bie, avem nevoie de un plan de discu\u021bie.<\/h3>\n

\nPlanul discu\u021biei se bazeaz\u0103 pe ipotezele dumneavoastr\u0103 privind nevoile consumatorilor.
\nO variant\u0103 bun\u0103 de plan este o hart\u0103 a ipotezelor, despre care am scris \u00een acest articol habr.com\/ro\/post\/446436<\/a><\/noindex>.
\nDup\u0103 o salutare politic\u0103, ar trebui s\u0103 explica\u021bi \u00een linii mari despre ce dori\u021bi s\u0103 discuta\u021bi, mai precis \u2013 s\u0103 asculta\u021bi. Sarcina dumneavoastr\u0103 este s\u0103 face\u021bi ca interlocutorul s\u0103 vorbeasc\u0103, iar dumneavoastr\u0103 s\u0103 asculta\u021bi. Este important s\u0103 determina\u021bi imediat atitudinea interlocutorului fa\u021b\u0103 de problemele care v\u0103 intereseaz\u0103. \u00cen ideal, asta ar trebui s\u0103 fie clarificat\u0103 deja \u00een momentul stabilirii \u00eent\u00e2lnirii \u0219i a timpului discu\u021biei. Dac\u0103 discu\u021bia a avut loc pe nea\u0219teptate, atunci ar trebui s\u0103 preciza\u021bi imediat despre ce va fi vorba. <\/p>\n

Pentru a clarifica atitudinea interlocutorului fa\u021b\u0103 de problem\u0103, pute\u021bi folosi \u00eentreb\u0103ri de tipul:
\nVi s-a \u00eent\u00e2mplat vreodat\u0103 \u2026?
\nA\u021bi fost vreodat\u0103 \u00eentr-o situa\u021bie \u2026?
\nC\u00e2t de des vi se \u00eent\u00e2mpl\u0103 \u2026?
\nC\u00e2nd a\u021bi fost ultima dat\u0103 \u00eentr-o situa\u021bie \u2026?
\nV\u0103 \u00eengrijoreaz\u0103 \u2026?
\nCum v\u0103 influen\u021beaz\u0103 \u2026 via\u021ba? \n<\/p><\/blockquote>\n

\nEste foarte posibil ca interlocutorul dumneavoastr\u0103 s\u0103 nu aib\u0103 deloc nimic relevant de spus \u0219i s\u0103 aib\u0103 tenta\u021bia de a discuta despre subiectul dat \u00een mod abstract, f\u0103r\u0103 a se baza pe experien\u021ba personal\u0103. Este important s\u0103 \u00eenv\u0103\u021ba\u021bi s\u0103 distinge\u021bi astfel de situa\u021bii \u0219i s\u0103 nu percepe\u021bi ce se spune ca fiind fapte. Un interlocutor care nu are experien\u021b\u0103 practic\u0103 poate fi util ca un punte de leg\u0103tur\u0103 cu alte persoane. \u00centreba\u021bi-l s\u0103 v\u0103 prezinte cunoscu\u021bii s\u0103i care au experien\u021b\u0103 practic\u0103 pe subiectul care v\u0103 intereseaz\u0103.
\nHarta ipotezelor ca plan de discu\u021bie este mult mai comod\u0103 dec\u00e2t o list\u0103 de \u00eentreb\u0103ri, un script de discu\u021bie sau orice alt plan liniar, deoarece interlocutorul, r\u0103spunz\u00e2nd la \u00eentrebarea dumneavoastr\u0103, poate merge complet pe un alt drum fa\u021b\u0103 de ceea ce a\u021bi anticipat. Dac\u0103 interlocutorul \u00eencepe s\u0103 vorbeasc\u0103 despre ceea ce ave\u021bi ca ipoteze, legate de alte probleme, atunci ve\u021bi putea s\u0103 marca\u021bi rapid leg\u0103tura informa\u021biei cu ipotezele actuale \u0219i s\u0103 continua\u021bi s\u0103 dezgropa\u021bi \u00eentreb\u0103rile ridicate. Apoi, c\u00e2nd aceast\u0103 direc\u021bie va fi epuizat\u0103, ve\u021bi putea reveni la problemele ini\u021biale.<\/p>\n

Regula nr. 2 \u2013 Nu v\u0103 permite\u021bi s\u0103 vorbi\u021bi, l\u0103sa\u021bi interlocutorul s\u0103 se exprime. <\/h3>\n

\nCea mai frecvent\u0103 gre\u0219eal\u0103 a intervievatorilor \u00eencep\u0103tori este s\u0103 alunece \u00eentr-un dialog sau chiar \u00eentr-un monolog, povestind cu entuziasm despre produsul lor. Este categoric interzis s\u0103 proceda\u021bi astfel. Odat\u0103 ce intervievatul \u00een\u021belege c\u0103 a\u021bi inventat sau dezvoltat ceva, el \u00eenceteaz\u0103 s\u0103 vorbeasc\u0103 sincer \u0219i \u00eencepe fie s\u0103 v\u0103 laude, fie s\u0103 argumenteze cu dumneavoastr\u0103. Interviul se transform\u0103 \u00eentr-o discu\u021bie despre produs, care de obicei nu exist\u0103 \u00eenc\u0103, \u0219i \u00eencepe\u021bi s\u0103 face\u021bi schimb de fantezii \u0219i halucina\u021bii. Dac\u0103 a\u0219a ceva s-a \u00eent\u00e2mplat \u00een timpul interviului, atunci acesta trebuie considerat ned\u043e\u0441\u0442\u043e\u0432\u0435\u0440\u043d\u044b\u043c.<\/p>\n

Regula nr. 3 \u2013 Pune\u021bi mai multe \u00eentreb\u0103ri deschise<\/h3>\n

\nR\u0103spunsurile \"da\", \"nu\", \"uneori\" \u0219i altele de acest gen ofer\u0103 foarte pu\u021bine informa\u021bii. Pentru a ob\u021bine mai multe informa\u021bii, pune\u021bi \u00eentreb\u0103ri deschise \u2013 \u00eentreb\u0103ri la care intervievatul va trebui s\u0103 ofere un r\u0103spuns detaliat.<\/p>\n

Exemple de \u00eentreb\u0103ri detaliate:
\n\u00ce\u021bi po\u021bi aminti un caz \u00een care te-ai aflat \u00eentr-o situa\u021bie ...?
\nPoveste\u0219te mai \u00een detaliu cum ... a fost ultima dat\u0103?
\nPo\u021bi s\u0103 ne spui cum ai ac\u021bionat atunci?
\nPoveste\u0219te mai \u00een detaliu cum ai rezolvat aceast\u0103 problem\u0103?
\nFaci mereu a\u0219a?
\n\u00cen alte cazuri asem\u0103n\u0103toare, cum ai procedat?
\nCum rezolv\u0103 aceast\u0103 problem\u0103 acum?
\nCe dificult\u0103\u021bi \u00ee\u021bi creeaz\u0103 aceast\u0103 solu\u021bie?
\nCe te nemul\u021bume\u0219te la solu\u021bia actual\u0103?
\nDe ce ai procedat astfel?
\nCe alte op\u021biuni ai luat \u00een considerare?\n<\/p><\/blockquote>\n

\nDesigur, \u00eentreb\u0103rile trebuie adaptate \u00een func\u021bie de desf\u0103\u0219urarea discu\u021biei. Dac\u0103 intervievatul \u021bi-a spus c\u0103 solu\u021bia aleas\u0103 de el era singura disponibil\u0103 la momentul respectiv, nu ar trebui s\u0103 \u00eentrebi ce alte op\u021biuni a mai considerat. Din acest motiv, un script de conversa\u021bie este mai pu\u021bin convenabil dec\u00e2t o hart\u0103 a ipotezelor, totu\u0219i, f\u0103r\u0103 antrenament, s-ar putea s\u0103 nu reu\u0219e\u0219ti imediat s\u0103 construie\u0219ti \u00eentreb\u0103ri pe parcursul conversa\u021biei. A\u0219adar, exerseaz\u0103 cu prietenii \u0219i cu co-fondatorii t\u0103i.<\/p>\n

Regula nr. 4 \u2013 Pune\u021bi \u00eentreb\u0103ri c\u00e2t mai specifice posibil \u0219i c\u0103uta\u021bi valoarea solu\u021biilor problemelor clien\u021bilor<\/h3>\n

\n\u00cencerca\u021bi s\u0103 \"s\u0103pa\u021bi\" detalii \u0219i fapte din experien\u021ba intervievatului, afl\u00e2nd cifre specifice, denumiri, date, perioade, num\u0103r de repet\u0103ri, locuri, surse de informa\u021bie etc., deoarece aceste fapte ne ofer\u0103 informa\u021bii pentru a evalua gradul de con\u0219tientizare al problemelor.
\nDac\u0103 o persoan\u0103 este de acord cu tine c\u0103 are o problem\u0103 de exces de greutate \u0219i spune c\u0103 face sport din c\u00e2nd \u00een c\u00e2nd, este foarte important s\u0103 afli c\u00e2t de des se antreneaz\u0103 \u0219i ce tipuri de sport practic\u0103. Dac\u0103 el r\u0103spunde c\u0103 \u00eenoat\u0103 \u00een piscin\u0103, este esen\u021bial s\u0103 descoperi c\u00e2t de des viziteaz\u0103 piscina, care este piscina, cum a ales-o, la ce or\u0103 se antreneaz\u0103, c\u00e2t \u00eenoat\u0103 deodat\u0103, c\u00e2t timp \u00eei ia, dac\u0103 m\u0103n\u00e2nc\u0103 dup\u0103 antrenament \u0219i, \u00een general, cum se hr\u0103ne\u0219te. Aceste detalii sunt importante, deoarece \u00een aceste fapte specifice se afl\u0103 adev\u0103rul.
\nUn interlocutor \u00een\u021beles gre\u0219it duce la func\u021bii inutile \u00een produse \u0219i chiar la produse care nu sunt de interes pentru nimeni. Ipotezele insuficient verificate genereaz\u0103 cheltuieli semnificative \u00een etapele ulterioare.
\nStabilirea circumstan\u021belor specifice ale experien\u021bei interlocutorului ajut\u0103 nu doar la identificarea existen\u021bei problemelor \u0219i a con\u0219tientiz\u0103rii acestora, ci \u0219i la evaluarea valorii solu\u021bion\u0103rii acestor probleme.
\nValoarea poate consta \u00een beneficii economice sau economisire, reducerea riscurilor, at\u00e2t financiare, c\u00e2t \u0219i reputa\u021bionale. <\/p>\n

\u00centreb\u0103ri care ajut\u0103 la determinarea valorii:
\nDe ce este at\u00e2t de important pentru tine s\u0103 rezolvi aceast\u0103 problem\u0103?
\nCe rezultate ai ob\u021binut anterior, rezolv\u00e2nd probleme similare?
\nCe s-a \u00eent\u00e2mplat c\u00e2nd nu ai rezolvat aceast\u0103 problem\u0103?
\nCe dificult\u0103\u021bi a generat aceasta?
\nCe cheltuieli au rezultat din aceasta?
\nCe ai pierdut \u00een acea situa\u021bie?
\nC\u00e2t timp sau bani ai cheltuit pentru a rezolva aceast\u0103 problem\u0103?\n<\/p><\/blockquote>\n

\nUnul dintre cele mai importante rezultate ale interviurilor pe teme problematice este valoarea descoperit\u0103 a solu\u021biei la problemele consumatorilor, exprimat\u0103 \u00een bani sau timp economisit sau c\u00e2\u0219tigat \u00een urma solu\u021bion\u0103rii problemei.
\nDac\u0103 afl\u0103m c\u00e2t c\u00e2\u0219tig\u0103 sau economise\u0219te \u00een medie consumatorul rezolv\u00e2nd problema, putem folosi aceasta ca baz\u0103 pentru stabilirea pre\u021bului solu\u021biei noastre.<\/p>\n

Regula nr. 5 \u2013 \u00centreab\u0103 doar despre experien\u021ba trecut\u0103 \u0219i evit\u0103 opiniile, ra\u021bion\u0103rile abstracte \u0219i reflec\u021biile despre viitor.<\/p><\/blockquote>\n

\nAceasta este a doua cea mai frecvent\u0103 gre\u0219eal\u0103 a intervievatorilor \u00eencep\u0103tori \u2013 a permite interlocutorului s\u0103 ra\u021bioneze abstract \u2013 ce ar face dac\u0103 s-ar afla \u00een situa\u021bia care ne intereseaz\u0103.
\nAceste considera\u021bii nu au nicio valoare direct\u0103, deoarece \u00een astfel de situa\u021bii, interlocutorul nostru poate ac\u021biona complet diferit.
\nNumeroase experimente arat\u0103 c\u0103, \u00een condi\u021bii de pericol, stres, necesitate sau presiune din partea societ\u0103\u021bii, oamenii reac\u021bioneaz\u0103 cu totul diferit dec\u00e2t atunci c\u00e2nd nu se confrunt\u0103 cu nicio amenin\u021bare.<\/p>\n

Acestea sunt cele mai fundamentale reguli, respectarea c\u0103rora v\u0103 va permite s\u0103 \u00eencepe\u021bi s\u0103 practica\u021bi conducerea interviurilor problematice.
\nV\u0103 recomand cu insisten\u021b\u0103 s\u0103 citi\u021bi cartea lui Rob Fitzpatrick \u201e\u00centreab\u0103-\u021bi mama: Cum s\u0103 comunici cu clien\u021bii \u0219i s\u0103 \u00ee\u021bi validezi ideea de afaceri, c\u00e2nd to\u021bi mint?\u201d \u2013 este scurt\u0103 (aproape 150 de pagini) \u0219i u\u0219or de citit.
\n
Sursa: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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