Interviews
Interviews are a research method used to collect in-depth information on people's opinions, thoughts, experiences, and feelings. Interviews can be performed one-on-one or in a group setting, like a focus group.
Why it matters
The most flexible tool in research and the easiest to hold wrong: leading questions harvest agreement, and people are poor witnesses of their own future. Ask about the last time, not the next time — stories resist politeness better than predictions.
The numbers
- 5-8 interviews — patterns start repeating
- Ask about the last time — never “would you use this?”
Related terms
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