Real users can be really tricky
Much of the research that goes into content strategy depends upon our ability to extract from audiences and stakeholders the information we need to make educated decisions. Such is the blessing and curse of user research: it’s based on real users.
Interviews are intended to uncover these insights, but they’re not always straightforward. In fact, they can be very challenging at times. When you’re face-to-face with another person, or even one-on-one over the phone, your presence, voice, and situational context all matter. And then there’s the pressure. If you’re not used to regularly interfacing with people, the stress of guiding a 30-minute (or even 60-minute) interview can seriously impact your composure and ability to focus on getting good results.