The Ultimate Guide to User Interviews [2024]

HubSpot doubled (and tripled in some areas) its conversion rate after revamping its website’s UX based on user feedback. This is proof that in the world of UX design and product development, understanding your users isn't just important—it's a must. The user interview is one of the most powerful tools for gaining these insights. But to get the most out of user interviews, you need to prepare thoroughly, ask the right questions, and analyze the answers effectively. 

So, whether you're exploring what is user interviews or learning how to conduct user interviews, this guide will help you navigate the process. From recruiting user interview participants to analyzing the feedback, we’ll cover every step.

Let’s dive in!

What are User Interviews?

A user interview is a research method used to gather insights directly from users. It helps teams understand how real people use a product, what challenges they face, and what they expect. By asking questions and listening to their answers, UX researchers can uncover valuable information that might not be evident from data alone.

At its core, a user interview is a one-on-one chat with someone who uses (or might use) your product. The process usually begins with selecting participants who represent the target audience. These participants, often referred to as user interview participants, are then asked to share their experiences, thoughts, and feelings about the product or service.

How Does User Interviews Pay?

User interviews can also be part of paid studies, where participants receive compensation for their time and insights. Payment methods can vary, including cash, gift cards, or other incentives, and participants often appreciate the opportunity to provide feedback while earning some extra income. The legitimacy of these paid studies is generally high, making user interviews a reliable way to gather qualitative data while ensuring that participants feel valued.

Why Conduct User Interviews?

It takes just 0.05 seconds for users to form an opinion. User interviews can be powerful in helping you shape these opinions. When conducted properly, user interviews can influence the direction of your product, making it more user-centric.

1. Deep insights: They provide rich, detailed information about user needs and behaviors.
2. User-centered design: Interviews help ensure products are built around real user needs.
3. Problem identification: They uncover issues users face that might not be obvious.
4. Idea validation: Interviews can test assumptions about user preferences and product ideas.
5. Empathy building: They help teams understand and connect with their users on a personal level.
6. Informed decision-making: The insights from interviews guide product strategy and design choices.

How to Conduct User Interviews

User interviews follow a structured process:

1. Preparation: Decide on your research goals and create a list of questions.
2. Participant recruitment: Find and invite suitable participants for the interviews.
3. Conducting the interview: Ask prepared questions and follow up on relevant topics that arise.
4. Analysis: Review notes or recordings to identify patterns and insights.
5. Reporting: Share findings with your team in a formal report or a summary of key points.

User interviews can be standalone or part of a larger research project. They might be combined with other methods like focus groups or surveys.

When Should You Conduct User Interviews?

User interviews are useful at various stages of product development. Here are key times to consider them:

1. Early research: Use interviews to understand user needs before designing a product.
2. Concept testing: Get feedback on early ideas or prototypes.
3. Problem-solving: When you notice issues with your product but don't know why.
4. Feature development: Before adding new features, talk to users about their needs.
5. After product launch: Gather feedback on the user experience with the live product.
6. Competitor analysis: Learn why users choose other products over yours.
7. User persona creation: Build detailed profiles of your target users.
8. Before redesigns: Understand what works and what doesn't in the current design.
9. Improving customer support: Identify common user problems and confusions.

Tip: User interviews are useful when you need rich, detailed insights that other methods can't provide. For quick, large-scale feedback, surveys might be a better choice. Use interviews when you want to explore topics deeply and understand the 'why' behind user behavior.

What Are the Three Types of User Interviews?

User interviews can be grouped into three main types. Each type has its own characteristics and use cases.

1. Structured Interviews

Structured interviews use a fixed set of questions for all participants in the same order. This type is ideal for comparing responses across users and is useful when you have specific, well-defined questions to answer. Structured interviews provide consistent data, making analysis easier. However, they may miss unexpected insights due to their rigid format. They work well in later stages of research when you know exactly what information you need.

2. Semi-Structured Interviews

Semi-structured interviews generally outline topics or questions but allow for follow-up questions and deeper exploration. This type strikes a balance between consistency and flexibility. It's the most common type in UX research and useful for exploring topics while maintaining structure. Semi-structured interviews can adapt to each participant while ensuring all essential topics are covered. They're ideal for most UX research scenarios, especially when you have some knowledge of the topic but want to remain open to new information.

3. Unstructured Interviews

Unstructured interviews are more like a free-flowing conversation. They have no set questions, just general topics to discuss. This type is highly flexible, allowing for unexpected insights. Unstructured interviews are good for exploratory research when deciding what questions to ask. They can uncover issues or ideas you hadn't considered. However, it is challenging to analyze these interviews due to a lack of consistency. Unstructured interviews are best used in the early stages of research or when dealing with complex, poorly understood topics.

Tip: Choose the type that best fits your research goals, the project stage, and how much you already know about your users. Remember, the goal of any user interview is to gather valuable insights. The type you choose should help, not hinder, this goal.

How Does a User Interview Work?

Conducting effective user interviews requires careful planning and execution. Whether you're a UX designer, product manager, or B2B researcher, following a structured approach ensures you get the most valuable insights. The below steps can help you plan and conduct compelling user interviews:

7 Steps to Prepare and Conduct User Interviews

1. Planning User Interviews

Before conducting user interviews, clearly outline what you want to learn. Are you interested in how your product is being used, or are you focusing on specific challenges? Identify your target users and determine how many interviews you need to conduct. Additionally, plan your timeline and budget constraints. Clearly outlining these goals will help you ask the right questions and ensure the user interviews yield actionable insights.

Create a research brief that outlines:

• Research goals and questions
• Target user profiles
• Number of interviews planned
• Timeline for the research
• User interviews pricing

This plan will guide your entire interview process and help you stay focused on your objectives.

2. Writing an Effective Interview Guide

Your interview guide is a crucial tool for ensuring consistent and thorough interviews. Here's how to create an effective one:

• Start with an introduction script to explain the purpose of the interview and obtain consent.
• Begin with easy warm-up questions to make the participant comfortable.
• Group questions by themes or topics for a logical flow.
• Use open-ended questions to encourage detailed responses.
• Include follow-up prompts to dig deeper into interesting topics.
• End with a wrap-up section, thanking the participant and explaining the next steps.

Remember, your guide is a flexible tool. Be prepared to go off-script if interesting topics emerge during the interview.

3. Recruiting Participants for User Interviews

Finding the user interview participants is crucial for gathering valuable insights. Here's how to approach recruitment:

• Define clear criteria for your ideal participants based on your research goals.
• Use multiple channels for recruitment: user research platforms, social media, your product's user base, or professional networks.
• Create a compelling invitation that explains the purpose of the research and what's expected of participants.
• Consider offering incentives, but be careful not to bias your sample.
• Over-recruit by about 20% to account for no-shows.
• Send reminders to participants a day before the scheduled interview.

4. Tools and Logistics

Choosing the right tools and setting up proper logistics ensures smooth interviews. Consider the following:

• For remote interviews, select a reliable video conferencing tool like Zoom or Google Meet.
• Choose an AI note-taking tool like Looppanel. Digital tools like Notion or Miro can be great for collaborative analysis.
• If recording, test your audio or video recording software beforehand.
• For in-person interviews, secure a quiet, comfortable location.
• Prepare all necessary documents: consent forms, non-disclosure agreements, or any materials for the interview.
• Have a backup plan for technical issues, such as phone numbers for participants in case of connection problems.

5. Moderating User Interviews

Good moderation is key to getting valuable insights. Here are some tips:

• Start with a friendly introduction to make the participant comfortable.
• Use active listening techniques. Pay attention to what's being said and ask relevant follow-up questions.
• Stay neutral. Avoid leading questions or reacting strongly to responses.
• Be comfortable with silence. Give participants time to think and elaborate.
• Keep an eye on time, but be flexible if important topics emerge.
• End the interview by thanking the participant and explaining what will happen next.

6. Recording Insights and Taking Great Notes

Effective note-taking ensures you capture valuable insights. Here's how to do it well:

• If possible, have a separate note-taker so the moderator can focus on the conversation.
• Use a consistent format for your notes across all interviews.
• Focus on capturing key points and direct quotes, not transcribing everything.
• Note non-verbal cues like tone of voice or body language.
• If recording, still take notes to mark important moments for easy reference later.
• Immediately after each interview, take 10-15 minutes to write down your main takeaways while they're fresh.

7. Analyzing User Interviews

The analysis turns your raw data into actionable insights. Here's a basic process:

• Review all your notes and recordings soon after completing the interviews.
• Look for patterns and themes across multiple interviews.
• Use affinity mapping to group similar insights together.
• Identify key quotes that illustrate important points.
• Look for both expected and unexpected findings.
• Consider the frequency and intensity of themes - what came up often, and what seemed particularly important to users?
• Relate your findings back to your original research questions.
• Prepare a report or presentation that clearly communicates your key insights and their implications for your product or design.

“When we do a lot of user research, it's easy to feel confident… But if you do user research well, you will always find something that is surprising. No matter how much research we do, no matter how much time we spend with our customers, we can't completely know them. And I feel like the goal of user research should be to find those moments.” 

– Teresa Torres, Product Discovery Coach and Founder of Producttalk.org

How to Report on a Series of User Interviews

After conducting user interviews, the next crucial step is to report your findings effectively. A well-crafted report ensures that the insights you've gathered inform product decisions and drive user-centered design. Here's how to create a compelling user interview report:

1. Organize Your Data

Start by reviewing all your notes and recordings. Group similar responses and observations into themes or categories. This process, often called affinity mapping, helps identify patterns across interviews.

2. Identify Key Insights

Look for recurring themes, surprising findings, or significant pain points that emerged across multiple interviews. These will form the core of your report. Prioritize insights based on their potential impact on your product or design decisions.

3. Use Quotes and Examples

Include direct quotes from participants to illustrate your key points. These provide concrete examples and add authenticity to your report. Make sure to anonymize quotes to protect participant privacy.

4. Provide Context

Begin your report with background information. Explain the goals of the interviews, who you talked to, and how many interviews you conducted. This helps readers understand the scope and limitations of your research.

5. Tell a Story

Structure your report as a narrative. Start with your main findings, then dive into details. Use headings and subheadings to make the report easy to scan. Consider using a problem-solution format to link user issues with potential product improvements.

6. Visualize Data

Use charts, graphs, or diagrams to represent patterns or statistics from your interviews. Visual elements can make your report more engaging and help convey complex information quickly.

7. Make Actionable Recommendations

Based on your insights, suggest specific actions or changes. Link these recommendations directly to user needs or problems identified in the interviews.

8. Acknowledge Limitations

Be upfront about any limitations in your research, such as small sample size or potential biases. This helps maintain credibility and provides context for your findings.

9. Create Different Formats

Consider creating both a detailed report and a summary version. The full report can serve as a reference, while a shorter version or presentation can be used to quickly communicate key findings to stakeholders.

10. Follow Up

After sharing your report, be prepared to answer questions and discuss your findings. Consider holding a presentation or workshop to explore the implications of your research with your team.

What Not to Do in User Interviews

While user interviews can provide valuable insights, certain practices can undermine their effectiveness. Here are key things to avoid:

1. Don't Lead the User

Avoid asking leading questions that suggest a specific answer. Instead of "Don't you think our app is easy to use?", ask "How would you describe your experience using our app?" This allows users to express their true opinions.

2. Don't Interrupt or Rush

Give participants time to think and speak. Silence can be uncomfortable, but it often leads to thoughtful responses. Resist the urge to fill every pause with a new question.

3. Don't Defend or Explain

If a user criticizes your product, don't jump to its defense or explain why something works a certain way. Your job is to listen and understand, not to justify design decisions.

4. Don't Assume Understanding

If a user says something unclear, ask for clarification. Don't assume you know what they mean based on your experiences or biases.

5. Don't Stick Rigidly to Your Script

While having a prepared list of questions is important, be willing to explore unexpected topics that arise. Some of the most valuable insights come from unplanned discussions.

6. Don't Ignore Non-Verbal Cues

Pay attention to body language, tone of voice, and facial expressions. These can often tell you as much as the words being spoken.

7. Don't Forget to Respect Privacy

Always get consent before recording interviews. Ensure participants understand how their information will be used and stored.

8. Don't Skip the Analysis

Avoid jumping to conclusions based on a single interview. Look for patterns across multiple interviews before making recommendations.

User Interview Recruiting Tools: Review, Pricing & Features

User Interviews

What is User Interviews?

User Interviews is a platform that connects researchers and companies with participants for various types of studies, including:

• user research
• user interviews focus groups
• user interviews surveys.

The company facilitates recruiting participants, scheduling sessions, and compensating participants for their time.

Pricing: Pay As You Go plan begins at $49/session

Is User Interviews a Legit Company?

User Interviews is a legitimate company with 4+ million participants. It has established itself as a reputable platform in the user research industry, working with numerous well-known brands and organizations.

How Does User Interviews Work?

You can use the platform for your user interviews. Here’s how it works:

1. Researchers post studies on the platform, specifying their requirements for participants.
2. Potential participants sign up and create profiles on User Interviews.
3. The platform matches suitable participants with studies based on demographics and other criteria.
4. Participants apply for studies they're interested in and qualify for.
5. Researchers review applications and select participants.
6. Studies are conducted via various methods (online, in-person, phone, etc.).
7. After completion, participants receive compensation for their time.

How Does User Interviews Pay?

User Interviews compensate participants for their time and input in various studies. It offers multiple payment options, including both cash and gift cards. The specific payment method can vary depending on the study and the researcher's preferences.

The payment methods typically include:

• PayPal
• Amazon gift cards
• Visa gift cards
• Direct bank transfers (in some cases)

Is User Interviews Free?

For participants, signing up and creating a profile on User Interviews is free. There are no costs associated with applying for or participating in studies.

For researchers and companies looking to conduct studies, User Interviews does charge fees for their services, which include participant recruitment and management.

What is User Interviews Participants?

User Interviews Participants refers to the pool of individuals who have signed up on the platform to participate in research studies. These participants come from diverse backgrounds and are willing to share their opinions, experiences, and feedback with researchers.

User Interviews Alternatives

Respondent

Respondent is a platform that helps researchers find and schedule interviews with targeted participants. It's useful for:

• Recruiting specific user demographics
• Conducting both in-person and remote interviews
• Managing participant payments

Respondent can save time in the recruitment phase, allowing researchers to focus more on the interviews themselves.

‍Pricing: Starts at $39 per credit for B2C research and $65 per credit for B2B research.

UserZoom

UserZoom (formerly known as UserTesting) is an online platform for various types of user research, including: 

• Remote user interviews
• Usability testing
• Survey creation and distribution

UserZoom can be useful for teams that need to conduct different types of user research and want a single platform to manage it all.

Pricing: Offers custom pricing plans (Contact the UserZoom team for quote)

User Research Analysis Tools: Review, Pricing and Features

Looppanel

Looppanel is an AI-powered research repository platform that’s designed to streamline the user interview process, focusing on recording, transcription, and analysis.

Looppanel offers its users many cool features, including:

• Automatic call recording for Zoom, GMeet, and Teams
• High-quality transcription
• Live note-taking during interviews
• Sentiment analysis
• Timestamps, and sharing of important video highlight clips
• AI-powered analyses, affinity mapping and coding of data
• Repository Google-like search, to find any quote/data in seconds

However, Looppanel doesn't handle participant recruitment, which might be a drawback for some researchers. 

Pricing: Free trial available, paid plans start at $30/month

Dovetail

Dovetail is a comprehensive user research tool that supports the entire research process. Its features include:

• Transcription of user interviews
• Collaborative analysis of research data
• Creation of research repositories

Dovetail can be particularly helpful in organizing and analyzing large amounts of qualitative data from multiple interviews.

Pricing: Offers a free trial. Paid plans start at $39 per month.

Tip: When evaluating these tools, take advantage of free trials where available. This allows you to test the features and determine if the tool fits your workflow before committing to a paid plan.

Limitations of User Interviews

Not everything is perfect. While user interviews are a valuable research tool, they have some limitations. Understanding these can help researchers use interviews more effectively and know when to complement them with other methods. 

Factor: Self-Reporting Bias
Limitation: Users might not always be truthful or accurate.
Solution: Combine interviews with observational studies or analytics to compare stated and actual behavior.

Factor: Recall Issues
Limitation: Participants may struggle to remember past actions.
Solution: Ask them to record their actions in real-time.

Factor: Small Sample Sizes
Limitation: Limited sample size can affect findings.
Solution: Conduct longitudinal studies to gather more data over time.

Factor: Hypothetical Scenarios
Limitation: Feedback on future features may be speculative.
Solution: Use prototypes or mockups to get more accurate feedback.

Factor: Interviewer Bias
Limitation: Interviewers might unintentionally influence responses.
Solution: Standardize questions and train interviewers.

Factor: Time and Resource Intensive
Limitation: Conducting interviews can be labor-intensive.
Solution: Use AI tools for transcription and sentiment analysis to streamline the process.

Factor: Lack of Quantitative Data
Limitation: Interviews alone may not provide enough quantitative insights.
Solution: Supplement with surveys or analytics.

Factor: Context Limitations
Limitation: Context may be missing from interviews.
Solution: Encourage participants to provide context and consider follow-ups.

Can Interviews be Used with Other Methods?

Interviews can and should be used in conjunction with other research methods. Combining methods often leads to more robust and reliable insights. Here's how interviews can complement other common research approaches:

1. Surveys

Interviews and surveys work well together. Use surveys to gather quantitative data from a large number of users, then follow up with interviews to dig deeper into the 'why' behind the numbers. Interviews can help explain surprising survey results or explore interesting trends in more detail.

2. Usability Testing

Pair interviews with usability tests to get a fuller picture of the user experience. Conduct a brief interview before the usability test to understand the user's background and expectations. After the test, interview questions are used to explore the users' thoughts on the experience and any issues they encountered.

3. Analytics

Website or app analytics provide valuable data on user behavior, but they don't explain user motivations. Use interviews to understand why users behave in certain ways, complementing the 'what' provided by analytics with the 'why' from user insights.

4. Contextual Inquiry

This method combines elements of interviewing and observation. Researchers observe and interview users in their natural environment as they complete tasks. It provides rich, contextual data that pure interviews might miss.

5. Diary Studies

Interviews can bookend diary studies. Use an initial interview to set up the study and explain the process to participants. Follow up with interviews after the diary study to discuss entries in more detail and explore themes that emerged.

6. Focus Groups

While different from one-on-one interviews, focus groups can be used in tandem with individual interviews. Use focus groups to generate ideas or explore general opinions, then follow up with individual interviews for more personal, in-depth insights.

7. Card Sorting

This method helps understand how users categorize information. Follow up card sorting sessions with brief interviews to understand the user's thought process and the reasoning behind their categorizations.

By combining interviews with these and other methods, researchers can:

• Validate findings across multiple data sources
• Gain both broad and deep insights into user behavior and preferences
• Address the limitations of individual methods
• Create a more complete picture of the user experience

Wrapping Up

User interviews offer insights that can guide design decisions and help create products that better meet user needs. 

So, don't be shy. Reach out to your users. Ask questions. Listen carefully. You might be surprised by what you learn – and how much it improves your product.

Remember, every great product starts with understanding the user. User interviews are your first step on that journey.

FAQs

1. Do user interviews really pay? How much?

Yes, many companies pay participants for user interviews. Compensation typically ranges from $50 to $250 per hour, depending on the participant's expertise and the interview's complexity. Some specialized interviews for professionals or hard-to-reach demographics may pay even more.

2. How many participants are needed for user interviews?

For most user interview studies, 5-8 participants per user group is sufficient. This number often provides enough data to identify major patterns without excessive repetition. For more complex studies or when comparing multiple user groups, you might need 10-15 participants per group.

3. How do you get people for user interviews?

To recruit interview participants:

• Use user research platforms like Looppanel or Respondent
• Reach out to your existing customer base
• Post on social media or relevant online forums
• Leverage professional networks
• Use recruitment agencies specializing in user research
• Offer incentives to encourage participation

4. What are the starter questions for user research interviews?

Good starter questions for user interviews include:

• Can you tell me about your role and daily responsibilities?
• How do you currently accomplish [task related to your product]?
• What challenges do you face in this process?
• What tools or solutions do you currently use?
• How satisfied are you with your current approach?

5. What is the difference between a focus group and a user interview?

User interviews are one-on-one conversations, allowing for in-depth exploration of individual experiences. Focus groups involve multiple participants discussing together, which can generate diverse ideas but may be influenced by group dynamics. Interviews offer more detailed personal insights, while focus groups can reveal shared opinions and spark discussions.

6. What is the difference between a survey and a user interview?

Surveys collect quantitative data from many participants using standardized questions, often with predefined answer options. User interviews gather qualitative data through open-ended questions, allowing for a deeper exploration of individual experiences and opinions. Surveys are broader but less detailed, while interviews provide rich insights from fewer participants.