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Recently, I worked with one of our clients, a leader in the smart appliance and electronics industry, on a project to provide further depth into their target audience. To do so, we conducted remote, unmoderated interviews to understand customers’ perspectives on their lives. The interviews consisted of high-level questions on their values, goals, and lifestyle. The project revealed that inquiries about customers’ perspectives of their accomplishments uncovered deep and complex sentiments about their own mortality and regrets of lost opportunities or “wasted” time. Questions about customers’ roles in their household were met with playful self-banter or straightforward frustration as they shared annoyances with the distribution of responsibilities and gender roles. The candid responses reached beyond what one typically discusses with friends. The responses blew our expectations out of the water, so much so that they inspired me to submit a best practices presentation on the project’s methodology and approach to UXPA International. I am excited to announce I will be presenting Remote, Unmoderated UX Research as Confessional at UXPA International next week on Tuesday, June 26th at 1:30pm. Please join me to learn more! We always aim to understand our customers better. Remote, unmoderated testing presents an opportunity to dig deeper—to ask questions that people may not feel comfortable answering “in front of” a moderator. Caitlin Barta and Kimra McPherson of Nerdwallet said it best in their article, The things people tell you when you’re not there:
It turns out there’s an entirely different, special kind of intimacy that emerges when someone tells stories alone to their computer.
Remote, unmoderated interviews enable feedback that is unbiased, anonymous, descriptive, and time and resource efficient. During the UXPA session, I'll present findings from a case study of the same script in both a remote face-to-face interview and a remote unmoderated interview. With real examples, attendees will learn the differences in participants’ responses and behavior during these sessions. Then, we'll review best practices on creating successful remote, unmoderated interview scripts that lead customers to share meaningful feedback. See you in Puerto Rico!
Find out more about my upcoming talk at UXPA International here. If you’d like to learn more about how UserTesting can help you understand your customers through on-demand human insights, contact us here.
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