explore · User Research, Feedback · 30–120 min · 1-2 people · low energy

In-Depth Interviews

In-depth interviews uncover user needs, motivations, and pain points related to a service or product. This method provides rich qualitative data, allowing for a deep understanding of user experiences and informing design decisions.

When to use In-Depth Interviews

Use this method when you need to understand the 'why' behind user behaviors, explore complex issues, or gather detailed feedback on a prototype or existing service.

What it solves

Lack of deep understanding of user needs, assumptions about user behavior, superficial feedback.

How to run In-Depth Interviews, step by step

  1. Plan the interview session, including location, participant recruitment, and accessibility considerations. (30 minutes)
  2. Design the interview structure by reviewing research questions, listing topics, and creating a logical flow. (60 minutes)
  3. Develop a discussion guide with an introduction script, starter questions, follow-up questions, and activity instructions. (60 minutes)
  4. Conduct the interview, starting with general questions to build rapport and using open-ended questions to encourage detailed responses. (30-120 minutes)
  5. After the interview, ask follow-up questions for clarification and thank the participant for their time. (15 minutes)

Materials needed

  • Discussion guide
  • Recording device (optional)
  • Note-taking materials
  • Prototype or visual aids (if applicable)

Facilitator tips

  • Actively listen and show genuine interest in the participant's responses.
  • Adapt the discussion guide as needed based on the conversation flow.

Common pitfalls

  • Leading questions that bias the participant's responses.
  • Failing to probe for deeper understanding.

Variations

  • Pair interviews with users who collaborate.
  • Remote interviews via video conferencing.

Running it online or hybrid

Conduct interviews via video conferencing, ensuring a stable internet connection and screen sharing capabilities for prototypes or visual aids.

What it produces

Interview transcripts, notes, and synthesized insights about user needs, pain points, and potential solutions.

Origin

Adapted from GOV.UK Service Manual — source

Build a session around In-Depth Interviews

METODIC places In-Depth Interviews inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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