Video and VPD Canvas - Rubric.docx

Video and VPD Canvas - Rubric.docx - PRIMARY RESEARCH VIDEO...

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4 3 2 1 – 0 GRADE INTERVIEWEE SELECTION and EXECUTION of INTERVIEWS selected appropriate people to interview that provided a broad and meaningful representation of customer segment(s) to get rich insights all of the key segments 1 were well represented asked excellent questions of customers; pursued greater detail and clarity in answers by utilizing thoughtful follow-up questions – very well-executed chose appropriate people to interview – but representation of segment(s) was somewhat limited in breadth interviewed key segments but not well -balanced representation asked appropriate questions of customers; content and/or style could be improved, and follow- ups could have been more effective people to interview were not chosen appropriately and/or breadth was lacking – demonstrated weak understanding of customer missed key customer segment(s) missed key questions that should have been asked, and/or did not utilize follow-ups and further probing where it was clearly necessary to gain insight chose inappropriate people to interview; poor selection led to difficulties in capturing insight from interviews 2 did not demonstrate understanding of customer and/or all segments need to reach asked inappropriate questions -- focused on wrong topics or “led” the customer, and/or focused too heavily on the product (e.g., “would
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  • Fall '08
  • JessicaStockie
  • Business, 6%, 5 minutes, 5-minute

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