User interviews

What it is

An ideal method for asking your intended audience about their expectations and needs are.

Why this method

The information you can gather from direct communication with a product or service’s customer base will ensure the outcome is rooted in their behaviours, attitudes, and experience.

How to use

  1. Create a guide of some broad topics and some specific questions as well. Questions should centre around learning about the individual (behaviours, attitudes, experiences, etc.). You can create tasks for them to complete as well if this would add to the learning experience.
  2. Sit down one-on-one with the participant or two-on-one with a note-taker. Introduce yourself. Explain the premise for the interview as far as you can without biasing their responses. Ensure you have attained explicit consent for collecting data and provided them a privacy notice before you start.
  3. Follow the conversation where the participant takes it, allowing them to tell stories and work around your questions and tasks. Be comfortable with silences, which allow the participant to elaborate. Use your interview guide to make sure you cover what you need to. Ask lots of “why” and “how” questions.

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