Find out how you can use in-depth interviews as a method to develop your products and services.
An in-depth interview is a method used to find out how users perceive, feel, and think about a certain product or service. The method can provide answers on how individual participants reason about different issues. It can provide answers on participants’ opinions and attitudes as well as their driving forces, motives for purchase, and what influences the decision-making process. The interview can be conducted early in a product or service development to gain knowledge about users’ needs and desires. Sometimes interviews are used during the development phase to identify problems and find new solutions. In-depth interviews can also be conducted to evaluate an existing product or service.
In-depth interviews are a structured method that can easily be described in three steps.
1. Preparation of the interview where the purpose and goals of the study are formulated and questions are developed.
2. the actual interview where the questions are asked and the answers are noted or recorded
3. analysis of the interview where the collected information is processed and analyzed.
It is important that you have a well-thought-out goal for the interview. It should neither be a sales conversation nor just a pleasant chat. You conduct the interview because you want to find out something. However, the goal should not be too broad. The risk then is that you will get information that is not relevant to the study. The goal of the interview should be concise, concrete, and related to the users’ experience, attitudes, and behavior around your product or service.
An interview can provide knowledge and insights about users’ experience of, for example, a website, an app, a product, a service, or a process. Through the interview, you can find out what content works, what users consider important, what might be missing, and what can be improved.
A deep interview cannot be conducted without thorough preparations. Prepare a list of questions that you want to ask and that are related to the purpose and goals of the study. Most likely, during the interview, you will come up with different follow-up questions. Of course, you should ask them then, but it is always good to have a list of questions to start with. It also gives you the opportunity to discuss the questions with your colleagues before the interview. Perhaps you can together anticipate some answers and immediately find relevant follow-up questions? It also ensures that you do not forget to ask one or more questions. When preparing the questions in advance, you can also ensure that the questions are open and clear, and not leading and vague. It may also be good to prepare a few more questions than you actually plan to ask. Some participants need to have the questions asked from different perspectives and in different ways in order to be able to answer in detail.
When the in-depth interviews have been conducted, all the collected data should be compiled and analyzed. Try to find patterns and themes in the different interviews that are connected. This provides a more structured picture of the results and shows which direction the development of your product or service should take.
In order for an in-depth interview to be successful, it is important to create a relaxed and comfortable atmosphere. This will encourage participants to open up and answer your questions. To create such a situation, you can:
Interview can, for example, take place at the participant’s workplace or in their home. It can also be held at your workplace or your office. A third option is to interview the participant online. The choice of location depends, among other things, on where the participant feels most comfortable and whether the interview requires it to be held in a place where the participant has access to a specific environment in order to answer the questions.
An important part of an in-depth interview is to find the right participants to interview. Let the goals and purpose of the study guide the selection of its participants. The participant group should be a representative sample of the product or service users. The recruitment process can be both difficult and time-consuming. Therefore, let FeedbackFrog help you with it. We find and book all the participants you need and also take care of all the administration around the participants. As soon as we receive a participant profile from you, we are ready to start the recruitment process.
Advantages of in-depth interviews
Disadvantages of in-depth interviews
A deep interview can be complemented with other testing methods to obtain as accurate and detailed data as possible. A combination of testing methods can help you map out how the product or service can be improved.