Contextual In-Depth Interview Method
A tool to design and structure consumer conversations for empathic diagnosis.
Problem To Solve: How to collect qualitative data and emotional insights from customers without sounding like an interviewer or researcher.
How To Use This Tool
When collecting qualitative information from customers and consumers, it’s important to locate the conversation in the relevant context without making it feel like an interview or a survey.
First, establish the general context. Let’s talk about….How do you feel about….Have you ever thought about…..? Casual-sounding conversational intros can get you started. In our example, we use the consumer experience space of commuting. “Let’s talk about commuting.”
Second, establish the respondent’s personal context. What’s your commute like? How do you feel about it?
Then, casually structure the conversation to gather data under specific headings: choice of goals, choice of means, dissatisfaction, etc., there’s a list on the tool. Experiment with different questions, like, “What’s the most satisfaction you can draw from commuting on the best day?” Then you can probe for timeliness versus best use of time by multi-tasking and other sources of satisfaction. Then you can proceed to dissatisfaction and benefits.
Follow the structural outline in our tool, although it’s fine to change the order of the questions, let the conversation flow.
Wait until the conversation is complete and you are on your own or huddled with your team to conduct the diagnosis.
Probe the data for a clear understanding of the respondent’s need which is expressed as dissatisfaction. Then look for hunts towards cognitive, functional and emotional benefits, and improvements.
Conduct these conversations frequently and build up your knowledge.