Being in the Design and UX Research industry, We Discover has inevitably conducted hundreds of user interviews both face-to-face and remotely. After experiencing the steep learning curve that is interviewing, we have compiled a few key tips and hints to help you navigate your way through the process.
1. Ask the same question 2–3 different ways.
People’s initial responses may not be accurate because they haven’t had time to process everything. Ask them to clarify the same thought later on — this gives them time to think things through more clearly.
2. Be empathetic.
It’s very unnerving for most people to be interviewed one-on-one. Try and break the ice at the start to make them feel at ease.
3. Record your interviews.
Record your interviews and watch/listen to them after. See where you made mistakes and see where you can improve.
4. Don’t ask leading questions.
We want to extract “organic” insights as much as possible. If we lead people during interviews, their responses may not be genuine.
5. Remember the 80/20 rule.
It should be the participant talking 80% of the time and the moderator 20%. This is because we want a free-flowing conversation where people will speak freely and honestly.