During contextual interviews, it’s easy (and natural!) for stakeholders from different disciplines to observe only what matters most to them. Executives will focus on one aspect, marketing will focus on another. Design sees one thing, engineering sees something different. They may become disparate vantage points, while the most meaningful insights are in fact assembled from multiple vantage points coming together to form something larger and more meaningful – not just the tusk or the ear, but the whole elephant.
We overcome this challenge by grounding these points in the voice of the customer, ensuring we capture every angle of the customer story to foster alignment. Read on to learn how we generate transcripts for every interview to slow the conversation down!