Qualitative Interviews

Qualitative interviews are the foundation of User-Centered Design and a key activity for understanding the users of a product or service. They help uncover user needs related to a product, identify “pain points,” explore alternative solutions to the problem the product addresses, and gather information needs throughout the evaluation, purchase, and use of the product.

Interviews can be formal, informal, or contextual, and can be conducted in-person or remotely. They can also be combined with other techniques, such as usability testing.