If she knew what she wants...

Hi.

Hi.

truth: we're not psychic

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interview

structure

Four levels of information need

better??

The problem is, um, so many THINGS! On the website!

somebody get us a content strategy!

RFP for FAQ ASAP!

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I'm in ur library

Robert S. Taylor, Question Negotiation

• the visceral need
• the conscious need
• the formalized need
• the compromised need

WHAT

interview as negotiation

the situation

the gaps

the uses

the uses

"Inquirers frequently cannot define
WHAT they want,
but they can discuss
WHY
they need it."

closed questions

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open questions

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sense-making questions

sense-making questions

• how much info do you need (scope of project)?
• what's your deadline?
• what are your top priorities?

sense-making questions

• what have you done so far? where have you looked for answers?
• what do you plan to do with the information?
• what would a perfect solution look like?

active listening

encouragers

resist premature diagnosis

we don't always know

channel selection

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some other tricks

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content strategy as problem solving

context is everything

content strategy is people

"the best way to placate a difficult man is to ask him to teach you something"

questions?

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