It is the most gut achingly, painful, awkward thing to do but if you are serious about insight ————>>>>>> watch your old research interviews back!

🥂 Study people’s faces.

💯 Be curious about what they say and how they say it.

💩 See where they trip and stumble.

🎂 Listen for how they want THEIR world to be different.

Apply the same critique to yourself.

🍯 Notice how YOU ask questions. Do you interrupt?

👁 Or listen intently?

🍩 Watch your own facial reactions. And how you encourage people to open up.

🧠 Ask “am I creating psychological safety for the interviewee?”

Really, painfully noticing ‘how the grass grows’ is the key is to truly serving your customers, supporters, issue, or cause.