AskCraftWhy demographics do not explain why people read your blog
Move from a description of a person to the situation in which your content becomes useful.
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Understand people.
Build your interviewing and analysis skills.
Ten practical articles on JTBD, recruitment, interviewing, analysis and research careers.
In-depth guides
Guide and template
How to write a research brief for your blog
A practical guide to turning “understand our audience” into a decision, participant criteria and a usable brief.
Read the guide →Guide and templateInterview walkthrough: from a general answer to a decision story
A fictional conversation with commentary on follow-up questions, leading assumptions and alternative explanations.
Read the guide →Guide and templateFrom interviews to action: a practical analysis workflow
Sources, observations, alternatives and tests: a detailed workflow with a blank template for your own project.
Read the guide →The method and participants
Who to interview when followers are only part of your audience
Screening criteria, invitations and relevant experience, illustrated through a professional-service decision.
Read the article →Interviewing practice
Five questions to ask readers instead of “Do you like it?”
Start with a specific episode of reading.
Read the article →How to follow up without supplying the explanation
A worked interview fragment: move from an assumed explanation to a concrete episode.
Read the article →From evidence to decisions
Plenty of reach, little clarity
When to complement analytics with interviews.
Read the article →From a quote to a decision: keep four layers separate
Make a finding traceable instead of hiding an assumption inside a persuasive quotation.
Read the article →“Too expensive”: a reason to stop, or a reason to ask more?
Explore a rejection without immediately discounting or trying to persuade the participant.
Read the article →How a company blog supports different people in a buying decision
Why an initiator, end user and manager look for different kinds of evidence.
Read the article →Learning and research careers
Your first research work sample: show the reasoning
Create a practice project that shows how you approach research.
Read the article →Why AskCraft researches audiences and teaches interviewing
Two ways to work with the same craft: commission research or learn the skill.
Read the article →Put the method into practice
Explore three detailed teaching reports with sources, contradictions and test plans.
Explore sample reports →AskCraft