Conduct An Interview

Why should you use this method?

• Focuses on experiences told from the interviewee points of view
• Helps with building empathy by gaining a new perspective
• Uncovers users’ needs and behaviors
• Reveals the unexpected
• Allows for open-ended responses from participants for more in-depth information.
• Provides an opportunity so that interviewers can learn answers to questions and the reasons behind the answers.
• Helps identify new opportunity spaces to bring customers on board

What is a semi-structured interview?

Semi-structured interviews are conducted conversationally with one interviewee/respondent at a time. It consist of a mixture between few closed-ended question at the beginning and a majority of open-ended questions. Those are accompanied by follow-up questions and why or how questions.

During the interview, additional questions can be asked spontaneously, following up with reactions and comments of the interviewee. This combination allows for the objective comparison of candidates, while also providing an opportunity to spontaneously explore topics relevant to that particular candidate.

The interview should not extend the maximum length of one hour to minimize fatigue.

How do we document semi-structured interviews?

Documenting already starts while conducting your interview. Always conduct your interviews in pairs, thus one person can focus on asking the questions and following the conversation, while at the same time your colleague can take notes. 

• Use paper and pencil

  • Devices such as notebooks create a physical barrier. 

• Key points, short phrases and quotes

  • Write down your observations as key points, short phrases and quotes. Quotes are meaningful and allow us to create better insights.

• Non-verbal clues

  • Note down all the non-verbal clues you observe. How did the person feel while answering a certain question or telling a story?

• Improvised questions

  • As we don't stick to our interview guideline and adapt on the spot, write down the additional questions you asked. This helps you to make sense of the answers afterwards. 

There is no right or wrong how you can document interviews, therefore develop your own style which works best for you.

You can also download a template and example for a qualitative interview transcript on top of the page.

How to conduct an interview? What are the “Acts of Interviewing”?

To get high-quality data from interviews with your users, it’s advisable to follow a certain structure throughout your interaction to make the interviewee feel comfortable. We also call those different phases the acts of interviewing.

0. Before you start

Did you carefully prepare your interview? Have a look at the Method Card “Prepare an Interview” and write your Interview Guideline.

1. Introduce yourself and build rapport

Start with presenting yourself and your project in a relatable way. Build trust by offering something of yourself, and be affirmed that there are no right or wrong answers.

2. Evoke stories

Evoke specific stories to learn more about your interviewee's behaviors, their needs & pains, thoughts & feelings.

3. Explore emotions and needs

Dig deep to uncover what really matters to the people you interview, for example by applying the ‘5 Why's’ technique.

4. Follow-up and thank-you

Wrap up the interview and thank the interviewee. Inform about next steps and ask if there are any open questions.

Tip: Much insightful information often emerges after the interview is over.

5. Document and de-brief

After the interview take a moment to debrief with your partner. As what you heard might be different of what you partner heard, thus this can lead to very interesting discussions and new observations.

Remember: An interview that is not documented has never happened. 

What’s up next?

Unpack your interviews, write learning notes and craft insights based on your findings.