Write the script
Key elements
Introduction: Begin by introducing yourself and explaining the purpose of the interview. Make the participant feel comfortable and let them know their responses will help improve the product/service. And take permission to record the session if needed.
Background questions: Ask questions to gather background information about the participant, such as their age, role, and daily routine. Sometimes you can also ask about their experience with similar products/services. This helps establish context for their responses, as well as build rapport.
Open-Ended questions: Use open-ended questions to encourage detailed and honest responses. Avoid questions that can be answered with a simple "yes" or "no." Instead, ask participants to describe their experiences, challenges, and goals related to the product/service.
Depend on recency not on recalling an ideal situation.
List down probing question for each big question — you might need it and you might not; depends on their responsiveness
Scenario-based questions (optional — if no testing tasks included): Present hypothetical scenarios to gauge how the participant might use the product/service in specific situations. For example, "Imagine you need to accomplish task X. How would you approach it using our product?”
Usability testing (If applicable): include tasks or activities that allow participants to interact with the product/service. Observe their actions, note any difficulties they encounter, and ask for feedback on usability.
Explain to them what’s a prototype; it’s not fully-functioning, it will just give you a close-to-reality look into the product, so don’t expect every button to be working.
For remote testing: ask them to share their screen so you can see what they’re doing and guide them to do so if needed.
For in-person testing: make sure you record the screen on the device they’re using — it would be easier if it was the company property to avoid data-transfer at the end of the session.
Ask them to think-aloud so you can follow their thought process — to verbally describe what it is that they are doing and what they are expecting from each action.
Wrap-up & closing: Thank the participant for their time and insights. Offer an opportunity for them to provide any additional feedback or ask questions. Also, let them know how their input will be used to improve the product/service.
Give them reassurance that if they don’t have additional thoughts right now, they can always reach out to you in your preferred method.
Conduct the sessions
Do's and don'ts
Build a rapport: make them feel like they’re talking to a friend, introduce yourself, be interested in their introduction, find something common, and throw a joke here and there to ease up the atmosphere.
Listen actively: give participants your full attention and actively listen to what they say. Be attentive to both verbal and non-verbal cues, such as body language and tone of voice.
Maintain a neutral stance: remain impartial and avoid bias during the research session. Your role is to observe and understand participants' experiences and perspectives objectively. Avoid leading questions or making assumptions that may influence their responses.
Respect participant confidentiality: assure participants that their feedback will be kept confidential. Let them know how their data will be used, ensuring compliance with privacy regulations. This builds trust and encourages honest and open feedback.
Don't dominate the conversation: remember that the research session is about gathering insights from the participants, not showcasing your knowledge or ideas. Avoid dominating the conversation or interrupting participants unless necessary for clarification.
Don't provide leading suggestions: refrain from suggesting or leading participants towards specific answers. Allow them to express their thoughts freely, even if it differs from your expectations.
Don't make assumptions: avoid assuming you know what participants are thinking or feeling. Instead, rely on their explicit feedback and observations.
Don't be defensive: participants may provide criticism or negative feedback about your product or service. Stay open-minded and avoid becoming defensive. Their perspectives are valuable for identifying areas of improvement and driving innovation.
Don't rush or interrupt: respect the pace of the session and give participants sufficient time to share their thoughts. Rushing through questions or interrupting can hinder the depth of insights participants provide and may result in incomplete or skewed data.
Don't rely solely on one session: conduct multiple research sessions with different participants to gather diverse perspectives.
Create a raw data repository
How to gather data
Re-listen to your recorded sessions, write a cohesive and comprehensive notes for each participants in one full page, without limiting yourself to answering the questions you asked. Everything mentioned is a raw data worth recording.
Separate the sections in the page according to the topics you’re covering for an easier analysis later on.
Make sure that your sentences are complete and understandable to anyone that would read the page — to the extent that they don’t need to listen to the recording themselves to get it.
Include interesting quotes that embodies strong statements, ideas, pain points, or a relevant stories.
Organize your data in a logical manner with clear titles all gathered in a one systemized folder for easy access.
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