Admit it, you’ve got a lot on your mind. That’s why it’s quite an achievement to save some attention for somebody else.
According to Wikipedia, next-in-line bias means that: “A person in a group has diminished recall for the words of others who spoke immediately before or after this person.” Or.. : some people only hear their own words. We usually think about what we are want to say next when someone else is speaking.
Interviewing for user research is a skill. Listening to your customer is not easy if your main motivation is to influence his behavior: you already know what you want them to want. So clear your mind and only ask open questions:
- Make sure you talk to customers in a comfortable environment. Make sure that the interview room is not too corporate
- Even better: visit customers at home.
- And give them time to tell their story.
Otherwise you only will learn what you already thought you would.