Interviews are a very focused way of understanding personal experiences and preferences regarding a particular topic.
This design research method is particularly beneficial for informing the early stages of product or service design and development.
In these interviews, the focus is shifted from observing interactions with an interface or digital product to a discussion that explores behaviours, attitudes and motivations as they relate to the specific product or service of interest.
We work with you to create a customised moderation guide to guide discussion during the interviews, and decide on the right participants.
The format is semi-structured to create a relaxed and conversational environment, with open-ended questions to encourage participants to expand on the topic as they wish. Our moderators use active listening as a technique to confirm understanding and interpretation.
Sessions typically run for up to 60 minutes and can be held either at our research facilities or client premises.
Interviews can be useful when discussing sensitive topics that could be challenging to address in a group dynamic, or when wishing to engage with senior stakeholders who are time-poor and whose presence may inhibit free and open discussion in a group setting such as a workshop.
As the name implies, contextual interviews take place outside of our research facilities, with the location of the interview determined by the context with the most relevance to users of your product or service. This can be at home, work, in-store to mention a few possibilities.
As with depth interviews, contextual interviews are typically semi-structured and are well suited to exploring the motivations, attitudes and behaviours of an audience as they relate to a product or service of interest. With the added benefit of gaining insight into the environment in which individuals are likely to engage with your product or service.
A contextual interview also provides a good opportunity to directly observe a user’s interactions with your digital products and services in a natural setting. Usability testing in context, normally using the participant’s own device, allows for a deeper understanding of how the environment contributes to a user’s experience and decisions and what external factors may influence their interactions.
The U1 Toolkit
To provide you with the clearest possible insights and help you deliver real outcomes, we tailor each project to include the right methods and activities from our extensive toolkit.
True Intent Online Study