In-depth conversations with users and stakeholders to uncover needs, motivations and pain points.
In-depth conversations with users and stakeholders to uncover needs, motivations and pain points that a survey will never surface. We write the guide, recruit the participants, run the interviews and synthesize what comes out. We dig into concrete situations: what someone did last time, where it got stuck and how they worked around it. That gives you the real story behind the behavior, and shows where your product can make the difference.
Typically 2–4 days
Prepare
Together we decide what we want to learn, and from whom. That becomes a conversation guide with open questions that do not lead the answer.
Recruit
The right participants, including the ones who churned. They are usually the most informative.
Interview
Recorded, in-depth conversations, typically 45–60 minutes.
Synthesize
Patterns across the set, with quotes, and what they mean for the product.
Usually 5–8 per segment. You notice the repetition setting in and that is your signal.
You can, but we usually advise against it. People who know the makers of the product are listening tend to hold back, and the uncomfortable, honest answer is the one you want. You get the recordings and the quotes, so you miss nothing.
They answer different questions. Stakeholder interviews surface wishes, goals and constraints; user interviews surface needs.
