DTA Toolcard Interviews

Interviews

INTERVIEWS

WHY

In-depth interviews are the key to digging deeper into people’s attitudes and motivations. They will help you understand WHY people do what they do and also help you gain a sense of possible customer journeys in relation to your challenge.

HOW

Conducting an interview requires a sincere interest in other people, curiosity and empathy. An interview is loosely structured around a topic list.

You can plan your interviews by following the three steps below: 1. Prepare: define the research topic, decide who you want to interview and develop the interview checklist; 2. Collect: conduct and record the interviews; 3. Select: analyze the interviews and extract the relevant consumer insights.

EXAMPLE To find out more about people’s experiences of installing an Internet set-up box, the team conducted interviews at people’s homes while they were installing the Internet set-up box, and asked them questions before, during and after the activity.