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Talk to the People: Customer Interviews for Content Strategists

  • Apr 8, 2013 · 6:00 PM
  • This location is shown only to members

with Kerry-Ann Gilowey

Doors: 6 pm | Presentation: 7pm

We can pore over detailed web analytics, review demographic charts, and devise colorful personas to guide our work, but until we’ve actually spoken to our customers — preferably face-to-face — we won’t truly understand their needs.

Interviewing customers requires a balance of empathy and objectivity. Learn how to ask the right questions, interpret the answers, and consequently create more effective content.

  • Explore how we can use interviews to get an understanding of the journey that our customers take with us, and how we can shape content to suit their emotional and mental states along the way.
  • Hear ideas on how to get the most out of interview sessions: what questions to ask, what questions not to ask, what to listen for, and how to deal with tricky topics.
  • Learn how to analyze the information our customers give us, and how to use it to create better content.

About the Speaker

Kerry-Anne Gilowey is an independent content strategy consultant based in Cape Town, South Africa. Her recent international contributions to the discipline have included bringing Content Strategy Forum 2012 to Cape Town and speaking at Confab London in the U.K. and IA Summit in the U.S.

About the Sponsor

OgilvyOne Worldwide, the digital direct arm of Ogilvy & Mather, is the strongest, most experienced and most highly awarded digital direct marketing network in the world, with over 100 offices in 40+ countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships.

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  • A former member
    A former member

    Excellent presentation, and the timing was perfect – I'm going to an industry conference next week and can't wait to grill some of our users (in a nice way!). I'm using the points Kerry-Ann shared to develop my questions.

    1 · April 18, 2013

  • Shelley W.

    So sorry that at the last minute I couldn't attend; I was looking forward to the presentation. My clients and I use Contextual Inquiry for interviewing and I'd love to know if anyone else in the group is also doing so. Full disclosure: I work for InContext and we invented the technique as part of Contextual Design.

    April 9, 2013

  • A former member
    A former member

    Copywriting, Tutorial scripts etc.. help is needed for Start up
    Regards,
    Moshe

    April 8, 2013

    • Elena M.

      We have a Career Opportunities board available for appropriate job posts. Companies seeking candidates can contact the organizers with information about their opening, and we'll make sure the information gets posted. Thanks.

      April 9, 2013

    • A former member
      A former member

      Thanks Elena, ok thats sounds great

      April 9, 2013

  • Jean G.

    Very informative talk.

    April 9, 2013

  • Kerry-Anne G.

    I'm so looking forward to meeting all of you!

    3 · March 11, 2013

    • Ken R.

      Thanks for the great talk, it was very informative and helpful. What are your thoughts on how to apply the techniques you discussed in a Lean UX situation where customer and persona research is performed in Agile flights during development as opposed to before? Thanks!

      April 8, 2013

    • A former member
      A former member

      Wonderful talk. Cant wait to see you at a conference giving another talk. ;)

      April 9, 2013

  • A former member
    A former member

    Really great to think about interviewing to figure out what the right product/artifact is. Interviewing before the artifact. Great stuff.

    April 9, 2013

  • Sean O.

    A step-by-step guide for face-to-face customer interviews.

    April 8, 2013

  • Ghada C.

    Apologies for the last minute cancelation

    April 8, 2013

  • Nancy J. B.

    I can't make this event after all. Perhaps someone can go in my place. Sorry!

    April 8, 2013

  • dana r.

    Any chance this event is being recorded or archived for those who can't make it?

    April 4, 2013

    • Elena M.

      Hi, I'm sorry to say we can't provide this service as yet.

      April 5, 2013

  • A former member
    A former member

    Looking forward

    April 5, 2013

  • A former member
    A former member

    +1

    April 5, 2013

  • Natalie

    I'm looking forward to meeting everyone in the group.

    April 2, 2013

  • Alan G.

    Traveling out of town.

    April 2, 2013

    • Elena M.

      We'll miss you, Alan.

      April 2, 2013

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