Findings you can trust look like this
- Every point shows which words it came from
Write the customer's real words under every finding. If you can't point to them, you can't say it yet.
- Keep what you heard apart from what you think
“The customer said they waited long” is what you heard. “We need more staff” is what you think. Write them apart.
- No percentages
“9 of the 10 people we talked to” is fine, when the question has clear answers. “90% of customers” is not. Why
- Write what you couldn't answer, too
“We can't answer the price question yet. Nobody we talked to has paid for this” is a useful finding.
- Write down first what you expect to find
Write it before you read the results, then compare. You'll see where you were wrong, which is often the most useful part.
One finding that follows the rules
A made-up finding from the lunch-box shop example. What was heard, the words it came from and what we think are kept apart, and it ends with what to do next, not a verdict.
Some people who stopped ordering didn't stop because of the price, but because they don't go to the office every day any more.
“I moved teams. I work from home three days now, so I couldn't eat it in time.”
Person 4 · minute 6
What we think it means A plan where you choose your days might keep these people. Talk to more people who stopped, to see if this repeats.
Most customers think it's too expensive, so cut the price
Some who stopped mentioned price, but when asked more, what changed was their office days
You're fooling yourself if you see this
- Every finding matches what you thought before you talked. Nothing surprised you.
- A finding has no customer's words behind it
- You write “most customers” or “all customers”
- A finding ends with “do this and sales will go up”
- Nothing says “we can't answer this yet”
The same rules, for every finding
In an UNFLD report, every finding has customers' words behind it. Tap any quote to see which moment of the conversation it came from. What was heard and what we think it means are kept apart, and when it can't answer yet, it says so.
Questions
Can I use AI to sum up interviews?
Yes, if every point is forced to point back to real words. AI that sums up without quoting often writes things that sound good but nobody said.
Do I need to write down every word?
It's best if you can, because you need to quote real words. If not, at least write the important parts word for word, not in your own words.
We talked but found nothing. Did it fail?
No. The question may have been too broad, or you talked to the wrong group. That's worth knowing before you act. Saying “we can't answer this yet” is better than making one up.