{"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\/sk\/blog\/news\/5-osnovnyh-pravil-provedeniya-problemnyh-intervyu-dlya-vyyavleniya-potrebnostej-potrebitelej","title":{"rendered":"5 z\u00e1kladn\u00fdch pravidiel vedenia probl\u00e9mov\u00fdch rozhovorov na identifik\u00e1ciu potrieb spotrebite\u013eov","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

V tomto \u010dl\u00e1nku sa zaober\u00e1m z\u00e1kladn\u00fdmi princ\u00edpmi zis\u0165ovania pravdy v podmienkach, ke\u010f sa rozhovorca nechce \u00faplne prizna\u0165. Naj\u010dastej\u0161ie v\u00e1s klam\u00fa nie z zl\u00e9ho \u00famyslu, ale z mnoh\u00fdch in\u00fdch d\u00f4vodov. Napr\u00edklad kv\u00f4li osobn\u00fdm klamom, zlej pam\u00e4ti alebo aby v\u00e1s nenahnevali. \u010casto, ke\u010f ide o na\u0161e n\u00e1pady, sme n\u00e1chyln\u00ed k seba\u00fateche. Metodika probl\u00e9mov\u00fdch interview umo\u017e\u0148uje identifikova\u0165 fakty s vysokou mierou spo\u013eahlivosti.
\n<\/a><\/noindex>
\nPreva\u017en\u00e1 v\u00e4\u010d\u0161ina podnikate\u013eov zanik\u00e1, preto\u017ee pon\u00fakaj\u00fa produkt, ktor\u00fd nie je potrebn\u00fd spotrebite\u013eom. Toto je zn\u00e1me tvrdenie Erica Risa, autora metodiky Lean Startup.
\nAko sa vyhn\u00fa\u0165 tejto pasci vo svojom projekte? Rie\u0161enie je zn\u00e1me u\u017e d\u00e1vno \u2013 pred vytvoren\u00edm produktu je potrebn\u00e9 presk\u00fama\u0165 potreby potenci\u00e1lnych spotrebite\u013eov pomocou metodiky probl\u00e9mov\u00fdch interview. Vy\u010derp\u00e1vaj\u00faci sprievodca veden\u00edm probl\u00e9mov\u00fdch interview je obsiahnut\u00fd v knihe Roba Fitzpatrika \"Op\u00fdtaj sa mamy: Ako komunikova\u0165 so z\u00e1kazn\u00edkmi a potvrdi\u0165 pravos\u0165 svojej podnikate\u013eskej my\u0161lienky, ak v\u0161etci okolo klam\u00fa?\" V tejto knihe je len 150 str\u00e1n, v sloven\u010dine bola vydan\u00e1 v roku 2015, av\u0161ak mnoho startupov dodnes nevie vies\u0165 probl\u00e9mov\u00e9 interview. <\/p>\n

O mne<\/h3>\n

\nVol\u00e1m sa Igor \u0160eludko.
\nSom podnikate\u013e v oblasti v\u00fdvoja a predaja softv\u00e9ru od roku 2000. M\u00e1m vysoko\u0161kolsk\u00e9 technick\u00e9 vzdelanie. Svoju kari\u00e9ru som za\u010dal ako program\u00e1tor, tie\u017e som viedol mal\u00e9 t\u00edmy a zaoberal som sa ako produktov\u00fdm, tak aj zak\u00e1zkov\u00fdm v\u00fdvojom.
\nU\u017e 3 roky spolupracujem s Akceler\u00e1torom Ju\u017en\u00e9ho IT parku (g. Rostov na Donu) ako tracker startupov\u00fdch projektov. Po\u010das tejto doby pre\u0161lo cez moje starostliv\u00e9 ruky individu\u00e1lneho trackera viac ako 20 projektov a cez Akceler\u00e1tor pre\u0161lo spolu viac ako 200 projektov.<\/p>\n

\u010co s\u00fa to \"probl\u00e9mov\u00e9 interview\"? <\/h3>\n

\nTo je len rozhovor, po\u010das ktor\u00e9ho kladiete spr\u00e1vne ot\u00e1zky. Po\u010das tak\u00e9hoto rozhovoru je d\u00f4le\u017eit\u00e9 zisti\u0165 faktick\u00fa minulos\u0165 rozhovorcu t\u00fdkaj\u00facu sa probl\u00e9mov, ktor\u00e9 n\u00e1s zauj\u00edmaj\u00fa. Je ve\u013emi \u017eiaduce zaznamen\u00e1va\u0165 ot\u00e1zky a odpovede rozhovorcu. Ide\u00e1lne je nahr\u00e1va\u0165 rozhovor na diktaf\u00f3n, aby ste sa nesk\u00f4r mohli uisti\u0165 o spr\u00e1vnej interpret\u00e1cii odpoved\u00ed.<\/p>\n

Pravidlo \u010d. 1 \u2013 Na vedenie rozhovoru potrebujeme pl\u00e1n rozhovoru<\/h3>\n

\nDiskusia je zalo\u017een\u00e1 na va\u0161ich hypot\u00e9zach o potreb\u00e1ch spotrebite\u013eov.
\nDobr\u00fd pl\u00e1n je mapa hypot\u00e9z, o ktorej som p\u00edsal v tomto \u010dl\u00e1nku habr.com\/ru\/post\/446436<\/a><\/noindex>.
\nPo zdvorilom osloven\u00ed je dobr\u00e9 stru\u010dne poveda\u0165, o \u010dom chcete hovori\u0165, konkr\u00e9tne \u2013 po\u010d\u00fava\u0165. Va\u0161ou \u00falohou je zabezpe\u010di\u0165, aby hovoril v\u00e1\u0161 partner, a vy ste po\u010d\u00favali. Je d\u00f4le\u017eit\u00e9 hne\u010f zisti\u0165 n\u00e1zor partnera na t\u00e9my, ktor\u00e9 v\u00e1s zauj\u00edmaj\u00fa. V ide\u00e1lnom pr\u00edpade by to malo by\u0165 vyjasnen\u00e9 e\u0161te pri dohadovan\u00ed stretnutia a \u010dasu diskusie. Ak sa diskusia uskuto\u010dnila ne\u010dakane, okam\u017eite nazna\u010dte, o \u010dom bude re\u010d. <\/p>\n

Na zistenie n\u00e1zoru partnera na probl\u00e9m m\u00f4\u017eete pou\u017ei\u0165 ot\u00e1zky ako:
\nStalo sa v\u00e1m niekedy \u2026?
\nDostali ste sa niekedy do situ\u00e1cie \u2026?
\nAko \u010dasto sa v\u00e1m to st\u00e1va \u2026?
\nKedy ste naposledy za\u017eili situ\u00e1ciu \u2026?
\nZnepokojuje v\u00e1s \u2026?
\nAko ovplyv\u0148uje \u2026 v\u00e1\u0161 \u017eivot? \n<\/p><\/blockquote>\n

\nJe celkom mo\u017en\u00e9, \u017ee v\u00e1\u0161 partner nebude ma\u0165 \u010do poveda\u0165 k veci a bude ma\u0165 poku\u0161enie hovori\u0165 na t\u00e9mu abstraktne, nie na z\u00e1klade osobn\u00fdch sk\u00fasenost\u00ed. Je dobr\u00e9 nau\u010di\u0165 sa rozli\u0161ova\u0165 tak\u00e9to situ\u00e1cie a neprija\u0165 to, \u010do sa hovor\u00ed, ako fakty. Partner, ktor\u00fd nem\u00e1 praktick\u00e9 sk\u00fasenosti, m\u00f4\u017ee by\u0165 pre v\u00e1s u\u017eito\u010dn\u00fd ako spojka s in\u00fdmi \u013eu\u010fmi. Po\u017eiadate ho, aby v\u00e1s zozn\u00e1mil so svojimi zn\u00e1mymi, ktor\u00ed maj\u00fa praktick\u00e9 sk\u00fasenosti v t\u00e9me, ktor\u00e1 v\u00e1s zauj\u00edma.
\nMapa hypot\u00e9z ako pl\u00e1n diskusie je ove\u013ea pohodlnej\u0161ia ne\u017e zoznam ot\u00e1zok, skript diskusie alebo ak\u00fdko\u013evek in\u00fd line\u00e1rny pl\u00e1n, preto\u017ee partner m\u00f4\u017ee pri odpovedan\u00ed na va\u0161u ot\u00e1zku \u00faplne odbo\u010di\u0165 od toho, kam ste o\u010dak\u00e1vali. Ak partner za\u010dne hovori\u0165 o hypot\u00e9zach, ktor\u00e9 m\u00e1te v s\u00favislosti s in\u00fdmi probl\u00e9mami, m\u00f4\u017eete r\u00fdchlo zaznamena\u0165 s\u00favislos\u0165 inform\u00e1ci\u00ed s aktu\u00e1lnymi hypot\u00e9zami a pokra\u010dova\u0165 v sk\u00faman\u00ed zmienen\u00fdch ot\u00e1zok. N\u00e1sledne, ke\u010f bude toto smerovanie vy\u010derpan\u00e9, m\u00f4\u017eete sa vr\u00e1ti\u0165 k p\u00f4vodnej problematike.<\/p>\n

Pravidlo \u010d. 2 \u2013 Nedovo\u013ete si hovori\u0165, nechajte partnera vyjadri\u0165 sa. <\/h3>\n

\nNaj\u010dastej\u0161ou chybou za\u010d\u00ednaj\u00facich interview\u00e9rov je, \u017ee sa sk\u013aznu do rozhovoru alebo dokonca monol\u00f3gu, zanietene rozpr\u00e1vaj\u00fac o svojom produkte. Takto sa spr\u00e1va\u0165 je kategoricky zak\u00e1zan\u00e9. Akon\u00e1hle \u00fa\u010dastn\u00edk rozhovoru pochop\u00ed, \u017ee ste nie\u010do vymysleli alebo vyvinuli, prestane \u00faprimne rozpr\u00e1va\u0165 a za\u010dne v\u00e1s bu\u010f chv\u00e1li\u0165, alebo s vami disputova\u0165. Rozhovor sa premen\u00ed na diskusiu o produkte, ktor\u00fd zvy\u010dajne e\u0161te neexistuje a za\u010dnete si vymie\u0148a\u0165 fant\u00e1zie a halucin\u00e1cie. Ak sa v\u00e1m to po\u010das rozhovoru stalo, mali by ste tento rozhovor pova\u017eova\u0165 za nepresn\u00fd.<\/p>\n

Pravidlo \u010d. 3 \u2013 Kl\u00e1dte viac otvoren\u00fdch ot\u00e1zok<\/h3>\n

\nOdpovede ako \"\u00e1no\", \"nie\", \"niekedy\" a podobn\u00e9 poskytuj\u00fa ve\u013emi m\u00e1lo inform\u00e1ci\u00ed. Ak chcete z\u00edska\u0165 viac inform\u00e1ci\u00ed, kladte otvoren\u00e9 ot\u00e1zky \u2013 tak\u00e9, na ktor\u00e9 mus\u00ed \u00fa\u010dastn\u00edk rozhovoru poskytn\u00fa\u0165 podrobn\u00fa odpove\u010f.<\/p>\n

Pr\u00edklady podrobn\u00fdch ot\u00e1zok:
\nPam\u00e4t\u00e1te si na situ\u00e1ciu, ke\u010f ste sa ocitli v \u2026?
\nPovedzte mi viac o tom, ako \u2026 bolo naposledy?
\nM\u00f4\u017eete porozpr\u00e1va\u0165, ako ste sa vtedy zachovali?
\nPovedzte mi viac o tom, ako ste rie\u0161ili tento probl\u00e9m?
\nRob\u00edte to v\u017edy takto?
\nAko ste konali v podobn\u00fdch pr\u00edpadoch?
\nAko tento probl\u00e9m rie\u0161ite teraz?
\nAk\u00e9 \u0165a\u017ekosti v\u00e1m sp\u00f4sobuje toto rie\u0161enie?
\n\u010co v\u00e1s na s\u00fa\u010dasnom rie\u0161en\u00ed neuspokojuje?
\nPre\u010do ste to takto vyrie\u0161ili?
\nAk\u00e9 \u010fal\u0161ie mo\u017enosti ste zva\u017eovali?\n<\/p><\/blockquote>\n

\nSamozrejme, ot\u00e1zky je potrebn\u00e9 prisp\u00f4sobi\u0165 toku rozhovoru. Ak \u00fa\u010dastn\u00edk rozhovoru povedal, \u017ee pre neho bolo v tom \u010dase vybran\u00e9 rie\u0161enie jedin\u00e9, nemali by ste sa p\u00fdta\u0165, ak\u00e9 mo\u017enosti e\u0161te zva\u017eoval. Pr\u00e1ve preto je scen\u00e1r rozhovoru menej pohodln\u00fd ne\u017e mapa hypot\u00e9z, ale bez tr\u00e9ningu sa v\u00e1m hne\u010f nemus\u00ed podari\u0165 kon\u0161truova\u0165 ot\u00e1zky po\u010das rozhovoru. Preto sa tr\u00e9ning na priate\u013eoch a spoluzakladate\u013eoch ur\u010dite vyplat\u00ed.<\/p>\n

Pravidlo \u010d. 4 \u2013 Kl\u00e1dte \u010do najkonkr\u00e9tnej\u0161ie ot\u00e1zky a h\u013eadajte hodnotu rie\u0161enia probl\u00e9mov z\u00e1kazn\u00edkov<\/h3>\n

\nSna\u017ete sa \"vyp\u00e1tra\u0165\" podrobnosti a fakty z experimentov \u00fa\u010dastn\u00edka rozhovoru, zis\u0165ujete konkr\u00e9tne \u010d\u00edsla, n\u00e1zvy, d\u00e1tumy, obdobia, po\u010det opakovan\u00ed, miesta, zdroje inform\u00e1ci\u00ed a podobne, preto\u017ee pr\u00e1ve tieto fakty n\u00e1m poskytuj\u00fa inform\u00e1cie na zhodnotenie \u00farovne uvedomenia si probl\u00e9mov.
\nAk osoba s vami s\u00fahlas\u00ed, \u017ee m\u00e1 probl\u00e9m s nadv\u00e1hou, a hovor\u00ed, \u017ee sa ob\u010das venuje \u0161porte, je ve\u013emi d\u00f4le\u017eit\u00e9 zisti\u0165, ako \u010dasto to rob\u00ed a ktor\u00fdmi \u0161portami sa zaober\u00e1. Ak odpovie, \u017ee pl\u00e1va v baz\u00e9ne, je d\u00f4le\u017eit\u00e9 zisti\u0165, ako \u010dasto nav\u0161tevuje baz\u00e9n, ktor\u00fd baz\u00e9n, ako si ho vybral, v akom \u010dase cvi\u010d\u00ed, ko\u013eko zapl\u00e1va naraz, ko\u013eko mu to trv\u00e1, \u010di sa po cvi\u010den\u00ed stravuje a ako sa celkovo stravuje. To je d\u00f4le\u017eit\u00e9, preto\u017ee v t\u00fdchto konkr\u00e9tnych faktoch sa skr\u00fdva pravda.
\nNespr\u00e1vne pochopen\u00fd rozhovor vedie k zbyto\u010dn\u00fdm funkci\u00e1m v produktoch a dokonca k produktom, ktor\u00e9 nikto nepotrebuje. Nedostato\u010dne starostlivo overen\u00e9 hypot\u00e9zy ved\u00fa k v\u00fdznamn\u00fdm n\u00e1kladom v neskor\u0161\u00edch f\u00e1zach.
\nZis\u0165ovanie konkr\u00e9tnych okolnost\u00ed sk\u00fasenosti respondenta pom\u00e1ha zisti\u0165 nielen existenciu probl\u00e9mov a ich uvedomenie, ale aj hodnotu rie\u0161enia t\u00fdchto probl\u00e9mov.
\nHodnota m\u00f4\u017ee spo\u010d\u00edva\u0165 v ekonomickom prospechu alebo \u00faspore, zn\u00ed\u017een\u00ed riz\u00edk, ako finan\u010dn\u00fdch, tak aj reputa\u010dn\u00fdch. <\/p>\n

Ot\u00e1zky, ktor\u00e9 pom\u00e1haj\u00fa zisti\u0165 hodnotu:
\nPre\u010do je pre v\u00e1s d\u00f4le\u017eit\u00e9 rie\u0161i\u0165 tento probl\u00e9m?
\nAk\u00fdch v\u00fdsledkov ste dosiahli, ke\u010f ste rie\u0161ili podobn\u00e9 probl\u00e9my?
\n\u010co sa stalo, ke\u010f ste tento probl\u00e9m nerie\u0161ili?
\nK ak\u00fdm \u0165a\u017ekostiam to viedlo?
\nK ak\u00fdm n\u00e1kladom to viedlo?
\n\u010co ste v tejto situ\u00e1cii stratili?
\nKo\u013eko \u010dasu alebo pe\u0148az\u00ed ste investovali do rie\u0161enia tohto probl\u00e9mu?\n<\/p><\/blockquote>\n

\nJedn\u00fdm z najd\u00f4le\u017eitej\u0161\u00edch v\u00fdsledkov probl\u00e9mov\u00fdch rozhovorov je zisten\u00e1 hodnota rie\u0161enia probl\u00e9mov spotrebite\u013eov, vyjadren\u00e1 v peniazoch alebo v \u010dase, ktor\u00fd sa u\u0161etr\u00ed alebo zarob\u00ed pri rie\u0161en\u00ed probl\u00e9mu.
\nAk zist\u00edme, ko\u013eko v priemere spotrebite\u013e zarob\u00ed alebo u\u0161etr\u00ed pri rie\u0161en\u00ed probl\u00e9mu, m\u00f4\u017eeme sa od toho odrazi\u0165 pri vo\u013ebe ceny n\u00e1\u0161ho rie\u0161enia.<\/p>\n

Pravidlo \u010d. 5 \u2013 P\u00fdtajte sa len na minul\u00e9 sk\u00fasenosti a vyh\u00fdbajte sa n\u00e1zorom, abstraktn\u00e9mu uva\u017eovaniu a \u00favah\u00e1m o bud\u00facnosti.<\/p><\/blockquote>\n

\nJe to druh\u00e1 naj\u010dastej\u0161ia chyba za\u010d\u00ednaj\u00facich intervjuerov \u2013 necha\u0165 respondenta uva\u017eova\u0165 abstraktne \u2013 \u010do by robil, keby sa ocitol v situ\u00e1cii, ktor\u00e1 n\u00e1s zauj\u00edma.
\nTieto \u00favahy nemaj\u00fa \u017eiadny priamy pr\u00ednos, preto\u017ee v takej situ\u00e1cii m\u00f4\u017ee n\u00e1\u0161 partner spr\u00e1va\u0165 \u00faplne inak.
\nViacer\u00e9 experimenty ukazuj\u00fa, \u017ee v nebezpe\u010dn\u00fdch, stresov\u00fdch a n\u00fadzov\u00fdch situ\u00e1ci\u00e1ch, pod tlakom zo strany spolo\u010dnosti, sa \u013eudia spr\u00e1vaj\u00fa \u00faplne inak, ako ke\u010f im ni\u010d nehroz\u00ed.<\/p>\n

Toto s\u00fa z\u00e1kladn\u00e9 pravidl\u00e1, ktor\u00fdch dodr\u017eiavanie v\u00e1m umo\u017en\u00ed za\u010da\u0165 praktizova\u0165 vedenie probl\u00e9mov\u00fdch rozhovorov.
\nOdpor\u00fa\u010dam pre\u010d\u00edta\u0165 knihu Roba Fitzpatrika \u201eSp\u00fdtaj sa mamy: Ako komunikova\u0165 so z\u00e1kazn\u00edkmi a potvrdi\u0165 spr\u00e1vnos\u0165 svojho podnikate\u013esk\u00e9ho n\u00e1padu, ak v\u0161etci okolo klam\u00fa?\u201c \u2013 je kr\u00e1tka (pribli\u017ene 150 str\u00e1n) a \u013eahko sa \u010d\u00edta.
\n
Zdroj: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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