Chapter 10 Language: Did They Just Say That

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Language: Did They Just Say That?

In this chapter, I’ll give you recommendations on how to record and analyze interviews, paying special attention to the words people utter, their sentence construction, and what this tells us about their level of sophistication in a subject area.

Remember, when it comes to language (Figure 10-1), we’re considering these questions:

  • What are the words your customers use the most?
  • What meaning are they associating with those words?
  • How sophisticated are the words they are using? What level of expertise in the subject matter does that imply?
  • Are they using the same lexicon that we (as the internal product designers) use? Are we using any jargon that ...

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