In-depth Interview
Unterstand your customers and their mindset.
In-depth interviews help you understand you users' personal opinions. In a relaxed environment we uncover the motivations, emotions and needs of your target group.
Our Approach to In-Depth Interviews
In-depth interviews allow us to explore users’ complex experiences – with all their emotions, needs, and challenges. The conversations take place in a friendly, informal atmosphere so that participants feel comfortable and are open to discussing even deeper topics. In a user interview (approx. 60–120 minutes), we talk with users about various topics and explore their experiences across the entire product journey. Supporting materials such as illustrations or other objects can also be used if needed.
A contextual inquiry combines the in-depth interview with the observation of users in their real-life context.
To gain as much insight as possible into attitudes and motivations, we design in-depth interviews as open conversations where only the general topic is predefined. At the same time, we ensure that the questions relevant to your project are addressed – for example, by asking targeted follow-up questions at the right moment.
In-depth interviews can take place in our usability lab, remotely (e.g., via video or phone conference), or directly in the users’ everyday environments – at home or at work. This way, particularly authentic, and often unconscious, emotions, needs, and desires become visible – without being influenced by other people or predefined answer categories.
Wondering if in-depth interviews can help your project move forward?
In a short conversation with our Consulting Team, you can quickly find out how we can best support you. Alternatively, feel free to send us a short message, and we will get back to you.
We are happy to advise you - free of charge and without obligation.
What Can We Find Out with In-Depth Interviews?
- How do users feel about the product? What do they like, what do they not like, what do they miss?
- Which fears do users have? Are some elements perceived as barriers?
- Which features do users value? What reasons do they have for using one or the other?
- What needs do the users have? Do they need more support?
- How do different elements of the product work together? How does the environment influence the usage of the product?
When Do We Recommend In-Depth Interviews?
In-depth interviews are particularly valuable in the early phases of product development – especially when there are no concrete designs or prototypes yet and the primary goal is to explore product requirements. They help uncover what users expect from a product, when and how they would use it, and which needs or desires they have.
Unlike focus groups, where a discussion is stimulated around a topic and the group’s overall opinion is captured, in-depth interviews provide individual perspectives on complex issues – without being influenced by others. The open conversation format, without predefined answer categories, helps to capture users’ feedback as unfiltered and authentic as possible.
In-depth interviews are particularly suitable for sensitive topics such as health or finance, but they are equally valuable for less sensitive questions when genuine and honest opinions are required.
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Flexibility
The open discussion allows the interviewer to react to the users’ statements spontaneously. Yet using a previously defined session guide ensures that all the questions you have will be answered.
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Bring subconscious opinions to the light
During the extensive conversation the users' perceptions can be discussed in great detail. Through specific questions at the right time thoughts and opinions become explicit that are otherwise hard to verbalize.
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Access to “sensitive” information
Due to the relaxed atmosphere during the interview the users feel more comfortable to talk about unpleasant or difficult topics.
What Are the Results?
You will receive the results of the in-depth interviews in a well-structured report that summarizes your target group's requirements and wishes for your product or service. The findings are illustrated with quotes and, if relevant, screenshots. The report will be presented and discussed in a workshop. If you wish, we are happy to transfer the results into User Stories that you can use as the foundation of your design process.
If required, we can also create a customer experience map that visualizes how your target group experiences the use of your product or service across all touch points.
Usability Testing 
Contextual Inquiries
Focus Group
Personas
