Apr 18

Elevate Your Research and Insights

Interviews are a powerful tool in the world of user experience (UX) research and design. As Steve Portigal, an expert in the field, eloquently states, interviews offer a unique opportunity to delve deep into the minds and perspectives of your target audience. Unlike surveys, which provide broad patterns and groupings, interviews allow for follow-up questions and open-ended responses, enabling a more thorough understanding of the “why” behind people’s actions and decisions.

One of the key advantages of interviews is their ability to transform the researcher’s understanding of people, problems, and opportunities. By engaging in immersive, experiential interactions, researchers can uncover non-obvious insights and stimulate critical thinking. This process pushes researchers into a sustained, creative state, enhancing their comprehension of others’ viewpoints and leading to more informed, impactful decisions.

Interviews are particularly valuable when exploring motives, objectives, mental models, and anticipated rewards. In contrast, usability testing is more suitable for understanding choices, options, or processes, while experiments and A/B tests are better suited for comparing options and tracking results. By understanding the nuances and applications of various research methods, UX professionals can leverage interviews to their fullest potential.

However, interviews are not without their challenges. Participants may inadvertently omit details or fail to fully articulate their thoughts and experiences. To overcome these limitations, researchers can complement interviews with observational data or diary studies, providing a more holistic understanding of the user’s journey.

Another key consideration is the evolving nature of the UX research field. The rise of internal “People Who Do Research” (PWDR) teams within organizations has signified the maturity of research as an in-house function. This shift has led to the establishment of career ladders and opportunities for progression, empowering researchers to integrate a diverse range of methods, including interviews, into their practice.

While remote research offers benefits such as time savings and accessibility, in-person interviews remain invaluable. These face-to-face interactions allow researchers to observe subtle behavioral changes, engage in deep debriefs, and foster meaningful connections with participants. The loss of these in-person experiences is often mourned, as they provide unique insights and a more inclusive understanding of the user.

Finally, it’s crucial to be mindful of the power dynamics at play during interviews. Leading questions can inadvertently influence participants, diminishing their ability to express themselves freely and limiting the richness of the research process. Instead, researchers should focus on asking clear, concise questions and striking a balance between offering help and forming deeper connections with interviewees.

In conclusion, interviews are a cornerstone of UX research and design, offering unparalleled insights into the minds and experiences of your target audience. By understanding the nuances and applications of this powerful method, marketers, entrepreneurs, and UX professionals can elevate their research efforts and unlock a deeper understanding of the people they serve