Interview Guide
An interview guide is a structured document that outlines the key questions, topics, and areas of exploration for conducting user interviews, ensuring consistency and depth in the data collection process.
Purpose
The purpose of an interview guide is to provide a clear framework for interviews, enabling researchers to cover all necessary topics while allowing flexibility to explore insights and follow-up on interesting responses.
Interview Guide
Uncovering Motivations
There are always multiple ways that a person can solve a pain point in their life. Understanding the motivations behind the user's actions is key to understanding the problem, how they view it, and what really drives their behaviour.
| Motivation | Description | Example |
|---|---|---|
| Functional | Relates to the practical or functional task that the product or service accomplishes for the consumer. | Using a ride-sharing app to get from point A to point B efficiently. |
| Emotional | Involves the feelings or emotional states that the product or service provides or enhances for the consumer. | The sense of security one feels when using a well-reviewed and trusted ride-sharing service. |
| Social | Pertains to how the product or service affects the consumer's social identity or how they are perceived by others. | Choosing an eco-friendly ride option within the app to align with a socially responsible image. |
Identifying Triggers
Something triggers people to move on their journey of solving their problem. Nothing happens by chance. So the goal is to try to understand the forces behind the user's actions. When a user describes an action they took it is important to understand what triggered them to take that action.
| Force | Description | Impact on Consumer behaviour |
|---|---|---|
| Push | The situation that motivates the search for a new solution. It's the frustration or problem with the current situation. | Drives consumers to consider alternatives due to dissatisfaction with their current solution. |
| Pull | The attraction of a new solution. It represents the promise of how the new solution can better address the consumer's needs. | Entices consumers with the benefits of the new solution, highlighting how it can improve their situation. |
| Anxiety | Concerns or doubts about the new solution. It includes uncertainties about switching and whether the new solution will truly meet needs. | Can deter consumers from adopting the new solution, as they weigh potential risks and uncertainties. |
| Inertia | The tendency to stick with the current solution, even if it's not ideal. It includes the effort or cost associated with switching to a new solution. | Acts as a barrier to change, keeping consumers with their current solution due to perceived effort or the comfort of familiarity. |
Question Types
People lie. Often unintentionally. They may not remember things accurately, or they may not want to admit to certain behaviours. The key is to ask questions that are open-ended and encourage the user to share their story.
| Question | Problem | Recommendation |
|---|---|---|
| What do you think? | This open-ended question seeks subjective opinions, which might not always be based on specific actions or experiences. | Avoid these type of questions |
| How did you do it in the past? | Asks for a recall of past actions, which can provide insights into user behaviour but may not capture the reasoning behind those actions. | Avoid these types of questions |
| Share a story of the last time you did this | Encourages the user to provide a narrative, offering deeper insights into their experience, including challenges and satisfactions. | This is the best in most interviews |
| Show me how you did it previously? | Requests a demonstration, providing concrete evidence of user behaviour and interaction with the product. | Useful if you are in the field or have a lab set up |
| Observe how they perform an action | Direct observation offers the most accurate understanding of user behaviour and interaction challenges without the bias of self-reporting. | This is more ethnographic field study than an interview |
Anti-patterns
- Over-scripting: Creating a guide so rigid that it stifles natural conversation and exploration of unexpected insights.
- Leading Questions: Phrasing questions in a way that suggests a desired answer, potentially biasing the responses.
- Lack of Preparation: Failing to familiarise oneself with the guide before the interview, leading to a disjointed and ineffective interview.