Interview Framework

While each project will have a unique interview protocol, all interviews should adhere to a similar framework. This helps ensure consistent quality of data across all our research projects. 

This framework follows a natural conversation flow while ensuring comprehensive data collection about the participant experience. It moves from general context to specific experiences, allowing for both structured responses and open-ended exploration.

Introduction

The introduction sets the tone for the interview and establishes rapport with the participant. This section should briefly explain the purpose of the interview, establish expectations for confidentiality, and, if needed, get permission to record. The introduction aims to create a comfortable environment where participants feel safe sharing honest feedback.

Participant Context

This section looks at the participants' backgrounds and experiences to get a sense of who they are. We want to understand their role, what they do, and their experiences in the research area. Knowing where someone comes from helps us better interpret their responses to specific situations and needs.

We’re interested in hearing about how their attitudes, beliefs, and values influence their actions and decisions. These are influenced by their personal, cultural, and professional backgrounds. At the same time, we want to collect factual information about their experiences and what they do, such as specific interactions and measurable actions. By blending these personal insights with objective facts, we can get a fuller picture of the participant and better understand their feedback, including the deeper reasons behind their actions.

Wrongs

In this part, we take a look at what's not going so well in the current experience. It helps us figure out the pain points and challenges participants are facing, giving us insight into why they might be searching for other options. Understanding these issues is key for:  

• Identifying improvement opportunities
• Understanding user frustrations
• Prioritizing future solutions

Rights

This section explores what’s working well in the current experience. It helps identify features and elements that should be preserved or enhanced. Knowing what users value helps our clients keep the good stuff while working on improvements.  

Suggestions

This section allows participants to share their ideas for improvements and desired features. It’s important to think about the bigger picture and the underlying needs, rather than just specific solutions. This helps gather insights about:

• Desired outcomes
• Unmet needs
• Potential opportunities

Conclusion

The conclusion provides closure to the interview and ensures that all important points have been covered. It should include:

• A chance for participants to share any last thoughts
• Thanking people for their time
• Letting them know what the next steps will be in the research process