Recruiting

Prior to scheduling interviews, a screener survey is sent out by a facilitator to recruit users fitting the target demographic. Choosing the demographic is guided by stakeholders, primarily those with market insight experience.

Scheduling

Interviewers can begin scheduling meeting times once the screener survey recruits enough people from each target user demographic. For a ideal data set to synthesize, aim to have 20-30 users to interview per study.

Interview Warm Up & Discussion Guide

it important to test out your discussion guide by conducting a mock interview with someone from your organization to make sure the questions lead to good conversational responses on the topics they are intended to explore. An interview should last somewhere from 30-50 minutes.

Pre-Interview Checklist

Gratitude

Thank interviewees for sharing their time, experiences and insights.

Permission

Make sure interviewees give consent before recording.  Assure their identity is confidential and won’t be shared with outside parties.

Remember…Don’t Steer Answers

Feel free to ask follow-up questions, but be careful not to insert bias, like steering answers toward a concept or idea in development.