UserInterviews is a comprehensive roadmap for leveraging customer interviews as a qualitative research method. It provides an in-depth guide to conducting compelling customer interviews and discusses why customer interviews are essential for understanding users and making informed business decisions. Interviews allow companies to gain qualitative insights that can be used alongside quantitative data.
The guide covers the entire process from start to finish, including setting goals, recruiting participants, creating an interview guide, moderating the interviews, analyzing the results, and implementing findings. It emphasizes using open-ended questions to facilitate storytelling and gather rich details from participants.
Key tips include preparing well in advance, focusing interviews on user needs and experiences, and avoiding bias. The interview insights should be shared organization-wide and applied to product development and marketing areas. By continuously interviewing customers, companies can adapt to changing user needs and maintain engagement over the long run.
