INTERVIEWS exist in numerous formats. They can be quantitative in nature (you ask a closed set of questions to a large audience) or Qualitative (you have a limted amount of users involved, and allow the conversation to guide the outcome). Interviews can be conducted throughout the innovation process, but prove to most powerfull in the exploratory phases of User research.​
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In this manual we will introduce an approach called a “SEMI-STRUCTURED CONTEXTUAL INTERVIEW”, an approach in which you identify approx 5 main topics to discuss, and take about 90 min to conduct the interview​.

​Tips for use​

Conducting User research requires an unbiased inquisitive mindset. The researcher doesn’t need to be a subject matter expert, interviewing is about triggering the respondent to share their experiences, so the most important skill is… empathy. ​

​Interviews are best conducted in the context of use, as this provides an added layer of information, and creates a more immersive experience for the researcher. To be able to revisit the interview in the analysis phase it pays to record the interview. For this you need ”informed consent” by the respondent.​

​How to use​

INTERVIEWING has 5 stages​

• Step 1 – Sampling (selecting users)​

• Step 2 – Preparing the Interview questions​

• Step 3 – Conducting the interview​

• Step 4 – Analysis​

• Step 5 – Communication​

Step 1: Sampling (selecting users)​

Selecting users is an art in itself. In qualitative research a strategy that can help you select users for an interview is : ​

1. Take your SCIN stakeholder map. ​

2. Formulate the main research question(s) you want aswered.​

3. Select user profile based on POWER vs INTEREST​

​As in qualitative research you only get a limited amount of respondents, it pays to talk to people with a stronger opinion on the subject at hand. These are so-called extreme users. Users that are either your biggest fan, or.. that do not (wish to) use your product or service at all.​

​Step 2: Preparing the Interview questions​

At the start of the project you have allready identified your main research questions. When preparing for an interview we try to think of as many subquestions as we can, and cluster them in approximately 5 topics.

Mindmapping is a practical approach to brainstorm questions and structure your interview as a digital mindmap allows you to :​

1. Export the questions in a word or excel document​

2. Take realtime notes as you are conducting the interview

Step 3: Conducting the interview​

In qualitative research we are looking for in depth understanding of the user experience within a certain context. This means that our interview needs to have a designed conversation flow that wil bring the respondent to a place where he/she feels safe to share personal experiences and emotions. ​

1. Introduction : introduce yourself, explain the proces (GDPR), get consent, build rapport​

2. Warming up : “small talk” conversation that brings you towards the general topic of the inteview​

3. Focus on topic : define the boundaries of the topic, and the scope of the interview​

4. Going deep : dig into the topic, explore in an objective way​​

5. Sharing experience : place the user in the context of uses. When does he/she use the product or service​

6. Life stories and cases : get the user to share anecdotes from personal experience. What are moments of impact? What works, what doesn’t?​

7. Problem refection : What frustrations arise within these stories and anecdotes? why do these problems occur? Explore more deeply​

8. Expressing emotions : how do these frustrations make the subject feel? What negative or positive emotions are connected to the stories. This is where the best insights are generated​

9. Ideas and improvements : How would the user solve these issues, what other suggestions does the respondent have (this is an imprtant stage as it not only provides inspiration, but also brings back towards aconstructive mindset.​

10. Thanks and wrap up​

​Step 4: Analysis​

There are several ways to analyse the data, ranging from quick and dirty towards a more structure or evenscience based approach​

• Quick and dirty : use the CUSTOMER EMPATHY MAP to capture jobs to be done, pains and gains. ​

Based on this data, formulate sentences to capture your insights : “Somebody (PERSONA) wants to (JOB TO BE DONE), because (GAIN), but (PAIN)​

Example : Wouter (PERSONA boat rent) wants to cross a busy shipping lane (JOB TO BE DONE)), because he wants to feel more safe (GAIN)but he has little knowledge of traffic rules (PAIN)​.

• Structured : Based on the recording of the interview, build an AFFINITY DIAGRAM, by clustering data resulting in similar insight sentences (in general this will provide deeper insights)​

Step 5: Communication​

• Write a detailed report ​

• Make a summarising data report​

• Compare and contrast ​

• Make a survey of the main results (include quotes)​

• Make sure that you can easily communicate about the results​

Tip : make sure you can always trace back the insights to the primary data (a quote, a picture). This doesn’t only provide strong communication, but also leaves the “chain of empathy” intact, and eliminates bias.

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