User Interviews

“Supposing is good, but finding out is better.”

– Mark Twain

User interviews are a qualitative research method that involves talking to users and asking them questions about their needs, preferences, expectations, and experiences with a product or service.

User interviews can help you understand the user’s goals, motivations, pain points, and behaviours, and provide valuable insights for designing and improving your product or service.

At Ethnity, we offer user interview services that can help you gain a deeper understanding of your target users and their contexts. We can conduct user interviews in different ways, depending on your research objectives and constraints.

Some of the user interview methods we use are:

• Contextual interviews: These are user interviews that take place in the user’s natural environment, such as their home, workplace, or any other relevant setting. Contextual interviews allow us to observe the user’s behaviour and interactions with the product or service in their real-life context. We can also ask questions to probe the user’s thoughts, feelings, and actions during the interview. Contextual interviews can help us uncover the user’s needs, problems, and opportunities that might not be evident in other settings.

• Online interviews: These are user interviews that take place remotely, using online tools such as video calls, chat platforms, or surveys. Online interviews are useful when we need to reach users who are geographically dispersed, have limited availability, or prefer to participate from their own location. Online interviews can also help us save time and costs compared to face-to-face interviews.

We can help you design and conduct user interviews that suit your project needs and budget. We can also help you analyse and synthesise the data collected from the user interviews and provide actionable recommendations for your product or service development.

Find out how we can help you with your user research project by filling out the form below or contacting us at hello@ethnity.com.