In-Depth Interviews: The Key to Understanding Customers and Achieving Business Success

Understanding the Customer: Why Is It So Important?

Many entrepreneurs design their solutions based on their own assumptions about users, which leads to significant gaps in understanding actual needs. It's like observing the world from several thousand feet up, seeing only small dots that don’t reveal the whole picture. That's why it’s crucial for companies to start thinking about their customers in a more direct and personal way.

In-Depth Interviews: What Are They and How Do They Work?

In-depth interviews, also known as IDI (Individual In-Depth Interview), are a research method that allows for a deeper understanding of the customer’s perspective. They enable us to step into the user’s shoes and understand why they make certain decisions, what is important to them, and what motivates or concerns them. Conducting such interviews, especially in the early stages of product development, can bring substantial financial benefits and help avoid mistakes that could cost the company many hours of work and resources.

Key Components of an In-Depth Interview

Interview Preparation

Before starting the interview, it’s wise to develop a scenario that outlines what questions to ask and in what order. It’s essential that the questions are neutral and don’t lead the respondent to a particular answer. Instead of asking what the user likes, it’s better to ask what stood out to them. It’s also beneficial to conduct interviews face-to-face, allowing for better understanding of the emotions and reactions of the interviewee.

Number of Interviews

It is recommended to conduct at least five interviews for each user segment. Only in this way can reliable results be obtained that reflect the actual needs of customers. Additionally, it’s advisable to cross-reference the results with other studies to increase the reliability of the information gathered.

Recording Interviews

Recording interviews with a voice recorder is essential to ensure no important details are missed. After completing the interview, it’s useful to transcribe the recording to have a full record of the conversation that can be analyzed later.

Structure of an In-Depth Interview

An in-depth interview can be divided into three main parts: introduction, main body, and conclusion.

• Introduction
  At the beginning of the interview, it’s helpful to start with a brief preliminary conversation to ease the atmosphere. Then, the purpose of the interview should be explained, reassuring the interviewee that their opinions are valuable and there are no wrong answers. It’s also important to guarantee confidentiality.

• Main Body
  In this part of the interview, we ask questions about the user’s shopping experiences. We may inquire about the purchase process, store preferences, and factors influencing purchasing decisions. It’s crucial to ask questions from general to specific, allowing for more detailed information.

• Conclusion
  At the end of the interview, it’s good to ask if the interviewee has any additional information that might be relevant. The interview should end with a thank-you for their time and feedback, which can contribute to a positive perception of the company.

Analyzing Interview Results

After conducting the interviews, it’s advisable to organize the collected information into conceptual categories. This approach helps to identify common issues and user needs more easily. The collected materials can serve as an excellent starting point for creating personas, mapping user behaviors, and designing initial interactions.

Summary

In-depth interviews are an incredibly valuable tool that helps companies better understand their customers and tailor their products and services to meet their needs. Through careful preparation, execution, and analysis of interviews, companies can save time and money, avoiding mistakes that could cost them dearly. Investing in this process is worthwhile to build stronger relationships with customers and succeed in the market.

We also recommend transcribing every interview – it's a great way to capture valuable insights. This can easily be done on a pay-per-use basis at transcriptmate.com.