Conduct in-depth interviews

Conduct in-depth interviews

There are a number of different ways to involve customers in the process. A good way to gain insight is to conduct in-depth interviews. Here, you should as far as possible try to get a handle on the challenges, expectations and needs of customers, from their perspective and setting aside your own assumptions.

The video below by Federico Lozano (NTNU/Pracademy) shows a good and a bad interview, and explains the various stages that you should remember to include. The tips provided in the video can be summarised as follows:

• Build trust. Create a safe environment that encourages the sharing of experiences and observations. Show interest and be engaged!
• Ask open questions, and encourage the interviewee to tell stories. Encourage stories by asking: Do you remember the last time you…? Tell me about the first time you…? Tell me more…
• Try to identify the root causes of a problem or challenge by asking: What is the reason for…? How is it that…?
• Dig deeper and deeper. Preferably use the ‘5 Whys’ method. Don’t be afraid of silence. Don’t suggest answers yourself.
• Explore emotions. Try to encourage personal reflection. Follow up by asking: Tell me about your best/worst experience with…? How did … react to that? Why is that (not) important to you?
• Body language – show empathy, interest and curiosity. Get clarity by asking: What do you mean when you say…? Explore thoughts by asking: What do you think about…? Why do you think…?
• Document! The interview team should comprise two people, with each assigned a specific role: Interviewer or reporter. Take photos and record important quotes!

How many people should you interview?

Unlike large market surveys, you do not need to conduct a lot of interviews. Remember that you want insight, not a general overview. Preferably start with five interviews and assess as you go whether or not you need more insight.