Understanding motivations, mental models, attitudes, and the ‘why’ behind behavior. Best for early discovery when you don’t yet know what you don’t know.
Early discovery, before you know what you don't know. Use this before you've committed to a problem framing or a solution direction.
1-2 weeks to recruit and field 6-10 participants, plus a few days to synthesize.
A discussion guide, 6-10 recruited participants matching your target profile, a note-taker or recording setup, and time afterward to synthesize.
Understanding motivations, mental models, attitudes, and the ‘why’ behind behavior. Best for early discovery when you don’t yet know what you don’t know.
What people say they do often differs from what they actually do. Takes real time per participant, and the quality of the guide matters as much as the participants you recruit.
Speed this method up with a ready-to-use Interview Discussion Guide template.
Download Interview Discussion GuideWhether you're rethinking a flagship product or trying to make sense of complex user behavior, I'd love to talk.