Chapter 6

Universal ToolsRecruiting and Interviewing

No matter what the research, there are two things you’re always going to be doing: looking for people who will give you the best feedback and asking them questions. These two elements, recruiting and interviewing, make up the backbone of every successful research project, and although some of this information is covered in other chapters, they deserve a chapter of their own.


Even if everything else is perfect, if you get the wrong people to talk about your product, your research can be worse than useless since it gives you confidence in results that don’t represent the views and behaviors of your real users. Every product has a target audience, from toasters to missile guidance ...

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