Visualise; You are looking for insights

We interview customers, and then what? Now look at the data! Treat the answers of all the interviews as one batch. Review the answers, make it visual! Did you learn anything? Did you ask the right questions? Let patterns emerge and group similar findings together.  Remember, explorative interviews will give you insights rather than clear answers. You decide what to do with those insights!

We are all biased

Your world view is not other peoples world view.

We all see through our own beliefs and experiences..

Now we all sort of know this is true for people in other cultures or belief circles. What we forget is that this is true for everyone, especially those we expect to be in the same circle of beliefs or experiences, you assume that they see the world like you do. We assume that their actions can be explained by your world view. Never assume anything, always clarify or validate.