To gain a deeper understanding of your site users by probing their attitudes, beliefs and desires, we recommend interviewing on a 1-2-1 basis. We can do this on-site, ‘in the wild’ or remotely through Web sharing technologies or by telephone. We script the interview to ensure that we are consistent with our lines of enquiry, guaranteeing no bias appears through any unintentional influence or steering. These 1-2-1 interviews are incredibly useful when establishing Personas as they help identify patterns in user behaviour.
Getting into the user’s head
Oftentimes we fall into the trap of believing we know what our customers think, feel and want rather than really understanding what they do. The only real way of knowing these things is by asking them. These interviews are helpful in understanding and capturing customer behaviour rather than just opinion. We really get into people’s heads to appreciate how they see things and gain insights that provide realistic interpretation that inform site strategy. We then create service propositions based on real understanding.
Ideally, interviews take place in the discovery phase while we are developing and reviewing the objectives and goals of the site with you. They may be used to supplement a group survey by either refining questions for the survey or interviewing post survey, which allows investigation for details behind the answers provided. Usually each interview takes between 30 minutes to an hour and are useful because we have more time to discuss topics in detail and don’t have to worry about the group dynamics that can occur in focus groups.
“These 1-2-1 interviews are incredibly useful when establishing Personas as they help identify patterns in user behaviour.”