Peeling Back the Layers of an Onion

In user research, the analogy of peeling back layers of an onion serves as a powerful framework for collecting data through interviews and questioning. The outer layers are broad and expansive, covering more surface area and filled with high-level insights; they may be larger, but they are slightly less flavorful. In contrast, the inner layers are more focused, offering smaller bites that, while less filling, are packed with greater freshness and relevance. To gather accurate, actionable feedback, it's crucial to start at the outer layers and gradually peel back to uncover the core details we seek.

Starting with Open-Ended Questions

When conducting interviews, begin with open-ended, high-altitude questions that set the context and encourage respondents to share what matters most to them. For example, instead of directly asking, "What color should the button be?" we might ask, "Can you describe your last experience with our product?" This approach allows respondents to provide insights naturally, potentially including their opinions on button color without being directly prompted.

By adopting this strategy, we collect valuable, unsolicited feedback that reflects respondents' true experiences and priorities. If respondents say, 'It was great because the button was blue,' or 'I had trouble because I expected a green button,' we not only gain confidence in the relevance and accuracy of their responses, but we also validate or identify areas of importance or concern for them.

Ensuring Accountability and Allowing Space for Thoughtful Responses

To ensure we collect authentic feedback, it's essential to hold respondents accountable to their actual experiences. Avoid hypotheticals and frame questions to keep them grounded. For instance, if a respondent mentions, "It was not a great experience at a certain part of the process," we should pause and allow for a moment of intentional silence. While this might feel uncomfortable, the intention is not to make respondents uneasy; rather, it creates space for them to collect their thoughts.

Often, respondents need a moment to process their experiences, and a brief pause can encourage them to elaborate further and share additional context that might not come out in a rushed conversation. If they don't elaborate after this moment, we can then follow up with a more focused question before that silence extends too far, such as, "What specific aspect of the interface made that experience challenging?" This narrows our inquiry while still enabling them to provide feedback related to the initial context, avoiding any leading towards a specific answer. Sure, we want to know about the button, but that's at the core of the onion. We need to work our way there and afford respondents all the opportunities to share the information we seek meaningfully, avoiding the risk of forcing responses in a way that might compromise the integrity of the data.

Gradually Narrowing the Focus

Continue this peeling process until the respondent has shared all relevant information or begins to stray off-topic. Ideally, they will provide the direct information you seek; however, it's entirely possible that the respondent just doesn't care about the button color or might not have actually interacted with that button at all. We need to recognize when we've peeled enough layers but the core is still not in sight. At that point, we might need to jump ahead and reveal our specific interest by leading them to the question about button color.

As we ask more specific questions, it's crucial to understand that the value of their responses may diminish. Each layer we peel back can introduce bias, as narrower questions may compel respondents to answer in ways they think we want, rather than in ways that reflect their true concerns or meaningful experiences.

For example, if we eventually ask, "What color should that button be?" the resulting answer may be less trustworthy than earlier, less-directly solicited feedback. At this stage, the respondent may feel pressured to respond to our direct question with arbitrary information rather than expressing their genuine feelings or experiences.

The Importance of Context

The key takeaway is to prioritize context over direct inquiries. If we ask, "How was your drive to work?" and a respondent replies with specific details about their enjoyment of manipulating a manual transmission or driving with the windows down, we glean deeper insights into their preferences. In contrast, a direct question like, "Do you like manual transmission cars?" may elicit less meaningful responses, as respondents might feel compelled to provide an answer without genuine knowledge or interest in the topic.

Conclusion

In summary, effective user interviews require a thoughtful, layered approach. By starting broad and gradually narrowing our focus, we create an environment where respondents can share their true insights without feeling pressured to conform to our expectations. This method not only enriches the data we collect but also enhances our understanding of users' experiences, allowing us to make more informed decisions based on their genuine feedback.