(4.3.1)-【第四章】第三節(jié)訪談研究：傾聽(tīng)人們沒(méi)有說(shuō)出來(lái)的話（16）（譯）

第三節(jié)訪談研究：傾聽(tīng)人們沒(méi)有說(shuō)出來(lái)的話SectionIII:Interviewresearch:Listentotheunspokenwords3訪談是除了觀察以外最常見(jiàn)的調(diào)研方法。通過(guò)向人們所面臨的難題當(dāng)中學(xué)習(xí)到更多的東西，幫助我們的團(tuán)隊(duì)能夠更進(jìn)一步的思考，需要我們規(guī)劃一場(chǎng)訪談，然后運(yùn)用此計(jì)劃與人們討論他們所關(guān)注的議題。仔細(xì)聆聽(tīng)團(tuán)隊(duì)成員在訪談過(guò)程中發(fā)現(xiàn)的問(wèn)題，確定困擾人們問(wèn)題背后更深層次的原因。Interviewsarethemostcommonresearchmethodbesidesobservation.Inordertolearnmorefromtheproblemspeoplefaceandhelpourteamthinkfurther,weneedtoplananinterviewtodiscusstheissuestheyareconcernedabout.Listencarefullytotheproblemsfoundbytheteammembersduringtheinterview,andfindouttheproblemsthatbotherpeopleandthedeeperreasonsbehind.【學(xué)習(xí)目標(biāo)】Learningobjectives理解什么是創(chuàng)新行動(dòng)中的訪談Tounderstandwhatisaninterviewininnovativeaction了解訪談的不同形式Tounderstandthedifferentformsofinterviews掌握提問(wèn)的方式Tomasterthewayofaskingquestions掌握訪談的基本工具Tomasterthebasictoolsofinterview【能力目標(biāo)】Abilityobjectives深入訪談獲取深層次的理解Togainin-depthunderstandingthroughin-depthinterviews熟練運(yùn)用提問(wèn)工具進(jìn)行深度訪談Toconductin-depthinterviewsbyusingquestioningtoolsproficiently【思政目標(biāo)】Attributeobjectives培育并踐行社會(huì)主義核心價(jià)值觀Tocultivateandpracticethecorevaluesofsocialism以人為本的科學(xué)發(fā)展觀Toestablishhuman-orientedscientificdevelopmentconcept樹(shù)立服務(wù)社會(huì)、服務(wù)地方的理想信念Toestablishthefaithofservingthesocietyandthelocal【知識(shí)探究】Knowledgeexploration一、訪談的概念Theconceptofinterview訪談是獲取信息的一個(gè)常用方法，就是與用戶通過(guò)直接交流，挖掘需求而進(jìn)行的對(duì)話?？此迫菀?，卻需要長(zhǎng)時(shí)間的訓(xùn)練才能熟練掌握。訪談會(huì)從用戶的基本情況入手，先了解用戶的基本信息，為后續(xù)深入挖掘做預(yù)熱和鋪墊，進(jìn)入正題后，開(kāi)放性的問(wèn)題，讓用戶充分自我表達(dá)，最后逐步收斂，聚焦于問(wèn)題的核心，了解問(wèn)題背后的原因，簡(jiǎn)單來(lái)說(shuō)就是要從淺至深、由表及里。Interviewsareacommonmethodofinformationacquisition,whichisanexplorationforusers’needsindirectcommunication.Itseemseasy,butittakesalongtimeoftrainingbeforeyoucanmasterit.Theinterviewshouldstartwiththebasicsituationoftheuser.Firstly,youshouldunderstandthebasicinformationoftheuser,andprepareforthefollow-upin-depthexploration.Afterenteringtheprimarytopic,askopenquestionsfirstandletusersfullyexpressthemselves,andgraduallynarrowdownthecommunicationandfocusonthecoreproblem,andfindoutthereasonbehindtheproblem.Insimpleterms,itistogofromtheshallowtothedeep,fromtheoutsidetotheinside.二、訪談的形式Theformsofinterview1、單個(gè)訪談One-on-oneinterview主要不是問(wèn)，而是讓客戶多講了解他們對(duì)主題的見(jiàn)解問(wèn)題阻力難點(diǎn)痛點(diǎn)等，讓客戶站在他們的角度出發(fā)，談?wù)勊麄兊娜粘；顒?dòng)，親身體驗(yàn)等，從而發(fā)現(xiàn)自己如何做才能滿足他們的需求，發(fā)現(xiàn)客戶的需求與客戶的提供的服務(wù)之間的差距，從而發(fā)現(xiàn)矛盾的根源。Theprimaryinteractionisnotquestioning,buttoletcustomerstalkmore,andfigureouttheirinsightsonthesubject,resistancetheyface,difficultiesandpainpoints,andsoon.Letcustomersstartfromtheirperspective,andtalkabouttheirdailyactivities,personalexperience,etc..Andfindouthowtomeettheirneeds,themismatchesbetweentheirneedsandtheservicesprovided,andfurtherdiscoverthesourceofthecontradiction.2、群體訪談Groupinterview就是訪問(wèn)者邀請(qǐng)若干被訪者，通過(guò)集體座談的方式了解社會(huì)情況或研究社會(huì)問(wèn)題的調(diào)查方法。群體訪談法是一種了解情況快、工作效率高的調(diào)查方法，但對(duì)訪問(wèn)者組織會(huì)議能力的要求很高。另外，它也不適應(yīng)調(diào)查某些涉及保密、隱私、敏感性的問(wèn)題。Itistoinviteseveralintervieweestolearnaboutsocialconditionsorresearchsocialissuesthroughgroupdiscussions.Thegroupinterviewisawaytounderstandthesituationquicklyandefficiently,butithashighrequirementsfortheinterviewer’sabilitytoorganizemeetings.Inaddition,itisnotsuitableforinvestigatingcertainissuesthatareconfidential,private,andsensitive.三、訪談提問(wèn)的方法Themethodsofaskingquestions在調(diào)研的過(guò)程中通過(guò)提問(wèn)獲得相關(guān)的信息問(wèn)題，一般分為開(kāi)放式提問(wèn)和封閉式提問(wèn)。Intheprocessofresearch,theusefulinformationcanbeobtainedbyaskingrelevantquestionswhicharegenerallycategorizedintoopen-endedquestionsandclosed-endedquestions.1、開(kāi)放式提問(wèn)Open-endedquestions通過(guò)問(wèn)開(kāi)放式的問(wèn)題，比如現(xiàn)在的狀況如何、客戶不滿意的原因是什么，來(lái)獲得討論主題的整體視圖；對(duì)于有疑問(wèn)的問(wèn)題，通過(guò)提問(wèn)澄清某些問(wèn)題，理解背景狀態(tài)、難點(diǎn)、痛點(diǎn)；了解客戶的需求，以及客戶服務(wù)的模式、流程、部門(mén)劃分、職責(zé)等，發(fā)現(xiàn)差異并找出機(jī)會(huì)。Byaskingopen-endedquestionssuchaswhatisthecurrentsituationandwhatisthereasonforthecustomer’sdissatisfaction,youcangetabigpictureofthediscussiontopic;byaskingquestionsaboutdoubtfulissues,youcancleanoutcertainobstaclesandunderstandthebackground,difficultiesandpainpoints;andfinally,understandtheneedsofcustomers,aswellasservicemodes,processes,divisionofdepartments,responsibilities,etc.,andfindoutdifferencesandopportunities.【思考漣漪】Thinkingripples讓問(wèn)題變得更有啟發(fā)性Maketheproblemmoreenlightening老師問(wèn)小朋友：5+5=？從數(shù)學(xué)的角度，這個(gè)答案是唯一的：10。但是善于啟發(fā)學(xué)生思維的老師，會(huì)這樣提出問(wèn)題：10=？+？這樣，我們所能獲得的答案將五花八門(mén)，甚至還有更多的驚喜。Theteacheraskedthechildren:5+5=?Fromthemathematicalview,thisanswerisuniquewhichis10.Butteacherswhoaregoodatinspiringwillaskquestionslikethis:10=?+?Inthisway,theanswerswecangetwillbenumerous,andtherewillevenbemoresurprises.2、封閉式提問(wèn)

Close-endedquestions在澄清一個(gè)問(wèn)題時(shí)，多采用封閉式提問(wèn)，比如客戶有無(wú)退貨？客戶喜歡黑色還是白色？這樣的問(wèn)題確認(rèn)訪談?wù)叩睦斫馐欠裾_。Whenclarifyinganissue,close-endedquestionsareoftenused,suchaswhetherthecustomerhasreturnedthegoods?Doesthecustomerpreferblackorwhite?Suchquestionsconfirmwhethertheinterviewer’sunderstandingiscorrect.3、直接提問(wèn)Directquestions在了解客戶需求的時(shí)候，很多情況下可以直接提出問(wèn)題，比如你們對(duì)產(chǎn)品設(shè)計(jì)有何建議？用來(lái)探索問(wèn)題的根源、客戶的想法、評(píng)估問(wèn)題對(duì)現(xiàn)實(shí)的影響。Whensearchingforcustomerneeds,inmanycasesyoucanaskdirectquestions,forexample,doyouhaveanysuggestionsforproductdesign?Itisusedtoexploretherootoftheproblem,thecustomer’sthoughts,andevaluatetheinfluenceoftheproblemonreality.四、訪談的原則Theprinciplesofinterview

1、追問(wèn)問(wèn)題，走向縱深Pressfortheansweranddigdeeper一次問(wèn)一個(gè)問(wèn)題，盡可能深入入挖掘，追問(wèn)為什么。追問(wèn)要重視質(zhì)量，而不是數(shù)量，學(xué)會(huì)追問(wèn)并嘗試連續(xù)追問(wèn)，學(xué)會(huì)多問(wèn)幾個(gè)為什么。用戶不太可能一次就把所有的問(wèn)題說(shuō)清楚，所以需要訪問(wèn)者一步一步的提問(wèn)，才能把問(wèn)題弄清楚。通過(guò)連續(xù)問(wèn)用戶5個(gè)“為什么”以獲得深度遞進(jìn)的答案，這個(gè)方法有效地使被訪者表達(dá)深層次的想法和原因。Askonequestionatatime,digasdeepaspossible,andpressfortheanswer.Whenpressing,weshouldpayattentiontoquality,notquantity,oftheanswers.Learntopressandtrytopresscontinuously,andaskmorewhys.Usersareunlikelytoclarifyallthequestionsatonce,soitisnecessaryfortheinterviewerstoaskquestionsstepbysteptoclarifythequestion.Bycontinuouslyaskingtheuser5whystogetincreasinglyin-depthanswers,thismethodeffectivelymakestheintervieweestoexpressdeep-seatedthoughtsandreasons.【思考漣漪】Thinkingripples豐田汽車(chē)公司前副社長(zhǎng)大野耐一先生的追根究底investigatingtothebottombyMr.ToichiOhno,theformervicepresidentofToyotaMotorCorporation有一次，大野耐一在生產(chǎn)線上的機(jī)器總是停轉(zhuǎn)，雖然修過(guò)多次但仍不見(jiàn)好轉(zhuǎn)。于是，大野耐一與工人進(jìn)行了以下的問(wèn)答：Once,theproductionlineinthefactorymalfunctionedmanytimes,andwasn’timprovedafterrepairments.Therefore,Ohnoaskedtheworkersthefollowingquestions:（1）一問(wèn)Questionone：“為什么機(jī)器停了?”

答：“因?yàn)槌^(guò)了負(fù)荷，保險(xiǎn)絲就斷了?！薄癢hydidthemachinestop?”Answer:“Becauseitwasoverloaded,andthefusebroke.”（2）二問(wèn)Questiontwo：“為什么超負(fù)荷呢?”

答：“因?yàn)檩S承的潤(rùn)滑不夠?！?/p>

“Whywasitoverloaded?”Answer:“Becausethebearingwasnotlubricatedenough.”（3）三問(wèn)Questionthree：“為什么潤(rùn)滑不夠?”

答：“因?yàn)闈?rùn)滑泵吸不上油來(lái)?！?/p>

“Whywasnotlubricationenough?”Answer:“Becausethelubricationpumpcouldn’tpumpuptheoil.”（4）四問(wèn)Questionfour：“為什么吸不上油來(lái)?”

答：“因?yàn)橛捅幂S磨損、松動(dòng)了?！?/p>

“Whycouldn’ttheoilbepumpedup?”Answer:“Becausetheoilpumpaxlewaswornoutandloose.”（5）五問(wèn)Questionfive：“為什么磨損了呢?”

答：“因?yàn)闆](méi)有安裝過(guò)濾器，混進(jìn)了鐵屑等雜質(zhì)?！薄盬hywasitwornout?”Answer:“Becausetherewasnofilterinstalled,andironfilingsandotherimpuritiesweremixedin.”【思考漣漪】Thinkingripples豐田汽車(chē)公司前副社長(zhǎng)大野耐一先生的追根究底investigatingtothebottombyMr.ToichiOhno,theformervicepresidentofToyotaMotorCorporation經(jīng)過(guò)連續(xù)五次不停地問(wèn)“為什么”,才找到問(wèn)題的真正原因和解決的方法，在油泵軸上安裝過(guò)濾器。如果我們沒(méi)有這種追根究底的精神來(lái)發(fā)掘問(wèn)題，我們很可能只是換根保險(xiǎn)絲草草了事，真正的問(wèn)題還是沒(méi)有解決。Afterfivewhysinarow,therealcauseandsolutionoftheproblemwerefound:thefiltershouldbeinstalledontheaxleoftheoilpump.Ifwedon’thavethespiritofinvestigatingtothebottomtostudytheproblem,wemayjustchangethefuse,andtherealproblemstillremainsunresolved.2、關(guān)注非語(yǔ)言的信息Payattentiontonon-verbalinformation信息溝通的傳遞7%來(lái)自語(yǔ)言，38%來(lái)自語(yǔ)音語(yǔ)調(diào)，55%來(lái)自身體語(yǔ)言（表情、動(dòng)作等）。在訪談期間需要關(guān)注非語(yǔ)言的信息，例如受訪者一直看著手表，則需要考慮是不是訪談時(shí)間太長(zhǎng)了等等。7%ofinformationexchangecomesfromlanguage,38%comesfromvoiceandintonation,and55%comesfrombodylanguage(expressions,actions,etc.).Duringtheinterview,youneedtopayattentiontonon-verbalinformation.Forexample,iftheintervieweekeepslookingatthewatch,youneedtoconsiderwhethertheinterviewtimeistoolong.傳說(shuō)春秋時(shí)候鄭國(guó)的著名大夫子產(chǎn)曾經(jīng)破過(guò)這樣一個(gè)疑案：有天清晨，他正坐車(chē)去上朝，經(jīng)過(guò)一個(gè)村莊時(shí)，聽(tīng)見(jiàn)遠(yuǎn)遠(yuǎn)的傳來(lái)一個(gè)婦女的哭喪聲，他按住趕車(chē)人的手要他把車(chē)停下，仔細(xì)聽(tīng)了一會(huì)，就通知官府把那個(gè)哭喪的婦女抓來(lái)審問(wèn)。那婦女很快就承認(rèn)了親手絞死丈夫的罪行。過(guò)了幾天，那個(gè)趕車(chē)人問(wèn)起子產(chǎn)怎么會(huì)知道那個(gè)婦女是罪犯的？子產(chǎn)回答說(shuō)：“人們對(duì)于他們所愛(ài)的親人，親人開(kāi)始有病的時(shí)候就會(huì)感到憂愁，知道親人臨死的時(shí)候就會(huì)感到恐懼，親人去世了就會(huì)感到哀傷。那個(gè)婦女在哭他已經(jīng)死去的丈夫，可是她的哭聲卻讓人感到不是哀傷而是恐懼，因此肯定是內(nèi)心有鬼?！盠egendhasitthatintheSpringandAutumnperiod,afamousliteratiofZheng,Zichan,oncesolvedsuchamysterycase:onemorning,hewasdrivingtothecourt.Whenpassingavillage,heheardawomancryingfromafar,andheaskedthedrivertostopthecar,listenedcarefullyforawhile,andthennotifiedthegovernmenttoarrestthecryingwomanforinterrogation.Thewomansoonconfessedthecrimeofhangingherhusbandbyhand.Afewdayslater,thedriveraskedZichanhowheknewthatthewomanwasacriminal?Zichanreplied:“Fortheirlovedones,peoplefeelworriedwhentheygetsick,feelfearwhentheyaredying,feelsorrowwhentheypassaway.Whenthewomancryingforherhusband,hervoicemademefeelthatshewasfrightenedbutnotsorrowful,sotheremustbeuneasinessinherheart.”【思考漣漪】Thinkingripples弦外之音破奇案Thecasesolvedontheunspoken3、傾聽(tīng)Listen訪談中，訪問(wèn)者其實(shí)扮演的是引導(dǎo)者的角色，引導(dǎo)受訪者盡可能真實(shí)的表達(dá)自己的想法。訪問(wèn)者最好避免插嘴，放慢語(yǔ)速，讓受訪者盡可能的連續(xù)表達(dá)提出更多的觀點(diǎn)。受訪者只有在有機(jī)會(huì)進(jìn)入角色，并思考研究人員的問(wèn)題時(shí)，才會(huì)提出有意義的觀點(diǎn)。在訪談中可以適當(dāng)?shù)倪M(jìn)行反饋，表示訪問(wèn)者在積極的聆聽(tīng)。此外，小組成員應(yīng)當(dāng)事實(shí)的記錄，訪談的內(nèi)容Intheinterview,theintervieweractuallyplaystheroleofaguide,guidingtheintervieweetoexpresstheirthoughtsastruthfullyaspossible.Itisbestfortheinterviewertoavoidinterruptingandslowdown,makingtheintervieweetoexpressasmuchaspossibleundisturbedly.Intervieweesonlycomeupwithmeaningfulpointswhentheyhavetheopportunitytoentertheroleandthinkabouttheresearcher’squestions.Appropriatefeedbackcanbegivenintheinterview,indicatingthattheinterviewerisactivelylistening.Inaddition,theteammembersshouldrecordthefactsandthecontentoftheinterview.【腦力熱身】Mentalwarm-up你說(shuō)我猜YousayandIguess規(guī)則說(shuō)明Rulesdescription1.每組2名成員參加，時(shí)限內(nèi)猜的最多者獲勝。Twomembersfromeachgroupparticipateinthegame,andthetwowhoguessthemostwithinthetimelimitwins.2.一人比劃一人猜；每組限時(shí)2分鐘。Onegesturesandtheotherguesses;eachgrouphas2minutes.3.比劃者可以用肢體語(yǔ)言和口訴語(yǔ)言表達(dá)的形式來(lái)向猜詞者傳達(dá)信息，但是不得說(shuō)出詞語(yǔ)中帶有的字。Thegesturercanusebodylanguageandorallanguagetoconveyinformationtotheguesser,butthewordsdisplayedshallnotbespoken.4.猜不出可以喊過(guò)；其他成員不得提醒。Youcanpassifyoucan’tguess;othermemberscan’tgivehints.【腦力熱身】Mentalwarm-up你說(shuō)我猜YousayandIguess想一想Thinkaboutit這個(gè)活動(dòng)幫助成員們提高對(duì)于信息的表達(dá)與理解能力。有人看到題目發(fā)現(xiàn)只可意會(huì)不可言傳，請(qǐng)善用你的創(chuàng)造力與想象力，把意思準(zhǔn)確的傳達(dá)給對(duì)方吧。Thisactivityhelpsmembersimprovetheirabilitytoexpressandreceiveinformation.Pleasemakegooduseofyourcreativityandimaginationtoconveytheinformationtotheotheraccurately.【創(chuàng)新行動(dòng)】Innovativeaction/訪談?wù){(diào)研Interviewandsurvey時(shí)間Time參與人員Participants工具Tools1-2小時(shí)(hours)團(tuán)隊(duì)內(nèi)分小組，2-3人一組Buildsmallteamsof2-3personsineachgroup.筆數(shù)支、紙便利貼、錄音筆等Pens,paper,stickynotes,recorders.行動(dòng)目的Purposeofaction：通過(guò)客戶調(diào)研發(fā)現(xiàn)問(wèn)題，了解客戶的痛點(diǎn)，從而為獲得解決方案奠定基礎(chǔ)研究產(chǎn)生想法的方法，了解客戶的真實(shí)需求，揭示新的探索更進(jìn)一步的了解客戶的體驗(yàn)和需要。Tofindoutproblemsthroughsurveyandunderstandcustomerpainpoints,soastolaythefoundationforsolutions.Researchonthemethodsofgeneratingideas,understandtherealneedsofcustomers,revealnewexplorations,andfurtherunderstandcustomerexperienceandneeds.行動(dòng)步驟Actionsteps：1、三人為一個(gè)小組。1人主訪，1人副訪，1人負(fù)責(zé)拍照及記錄；Threepeopletoformateam,oneasthemaininterviewer,oneasthedeputyinterviewer,andoneinchargeoftakingpicturesandrecording.2、根據(jù)設(shè)計(jì)的主題或者需要解決的問(wèn)題，設(shè)計(jì)調(diào)研問(wèn)卷，事先將問(wèn)題發(fā)給相關(guān)人員，讓他們知道調(diào)研的目的內(nèi)容和形式，以便做好準(zhǔn)備；Accordingtothethemeortheproblemtobesolved,designthesurveyquestionnaire,andsendthequestionnairetotherelevantpersonnelinadvancetoletthemknowthepurposeandformofthesurveyforpreparation;3、采取面對(duì)面的訪談，也可以通過(guò)電話會(huì)議或者視頻會(huì)議進(jìn)行訪談，形式，可以是一對(duì)一，也可以是一對(duì)多，還可以是多對(duì)多。Theformofinterviewcanbeface-to-face,telephoneconferenceorvideoconference,anditcanbeone-to-one,one-to-many,ormany-to-many.4、訪談回來(lái)后，小組成員配合使用訓(xùn)練工具卡/左右手欄，將訪談的內(nèi)容整理出來(lái)。Aftertheinterview,theteammembersusethetrainingtoolcard/leftandright-handcolumnstosortoutthecontentoftheinterview.【訓(xùn)練工具卡】Trainingcard/左右手欄Leftandright-handcolumns左右手欄是彼得·圣吉在他經(jīng)久不衰的作品《第五項(xiàng)修煉》中提出來(lái)的,也稱(chēng)為左手欄。在填寫(xiě)工具卡時(shí)，先把右手欄“我們所說(shuō)的”欄目按照真實(shí)對(duì)話逐條記錄；再將對(duì)應(yīng)的左手欄“我想的”進(jìn)行對(duì)應(yīng)的聯(lián)想。左右對(duì)比以洞察我們的內(nèi)心假設(shè)，發(fā)現(xiàn)交談中的“閃光點(diǎn)”。例如，下面是一對(duì)年輕的夫妻在時(shí)裝商店里的對(duì)話：Theleftandright-handcolumnswereproposedbyPeterSengeinhisenduringwork“TheFifthPractice”,alsoknownastheleft-handcolumn.Whenfillinginthetoolcard,firstwritedownthe“whatwesay”columnofrighthandonebyoneaccordingtotherealdialogue;thenmakethecorrespondingassociationof“whatIwant”columnoflefthand.Compareleftandrighttogaininsightintoourinnerhypothesisanddiscoverthe“shiningpoints”intheconversation.Forexample,thefollowingisaconversationbetweenayoungcoupleinafashionstore:工具卡使用說(shuō)明Theinstructionsofcard左手欄Lefthandcolumn（未說(shuō)出的，完全是真正的想法