What are Interviews?
Interviews in research discovery for product and service design refer to a method of data collection where a researcher engages in a one-on-one conversation with a participant to gather insights into their experiences, opinions, and behaviours related to the design project.
Interviews can take different forms, depending on the nature of the design project and the research questions being asked. However, some common types of interviews include:
- Structured interviews: These are interviews that follow a predetermined set of questions, which are asked in a specific order. Structured interviews are used when the researcher wants to gather standardised data and compare responses across participants.
- Unstructured interviews: These are interviews that allow the researcher to ask follow-up questions and explore topics in more depth. Unstructured interviews are used when the researcher wants to gather detailed and nuanced data and gain a deeper understanding of the participant's experiences.
- Semi-structured interviews: These are interviews that combine elements of structured and unstructured interviews. The researcher has a predetermined set of questions but can also ask follow-up questions and explore topics in more depth.
Interviews can be conducted in person, over the phone, or via video conferencing. They are a valuable method of data collection because they allow researchers to gather rich and detailed data about participants' experiences and opinions. By conducting interviews, designers can gain a deeper understanding of user needs, pain points, and behaviours, which can inform the design process.