In this new blog post we will talk about types of user interviews or empathy studies. User interviews, also called “empathy studies”, are a key tool for product development teams to gain in-depth knowledge about the needs, goals and challenges of their target audience.
By asking open-ended questions and actively listening to the answers, it is possible to gain valuable insights. In this way, we can discover experiences, behaviors and motivations that underlie user behavior.
There are three main categories of user interviews, which are structured, semi-structured and exploratory. Let’s look at what each of these types of interviews consists of.
Structured interviews
This type of interview is based on a series of predetermined questions, often accompanied by a script. By applying this approach, consistent trends and patterns in responses can be identified, as all participants answer the same questions. The data obtained tend to be more quantitative, allowing for more accurate comparisons. However, the rigidity of this methodology limits the ability to explore unforeseen topics or delve into emerging details during the conversation.
Semi-structured interviews
This approach offers greater flexibility by allowing the questions and flow of the conversation to be tailored based on the user’s responses. Although a base set of questions is prepared, these can be modified in real time to follow participants’ responses and explore unexpected discoveries. This methodology allows both qualitative and quantitative data to be captured, offering a balance between structure and exploration.
Exploratory interviews
Characterized by their open-ended nature, these types of interviews do not follow a strict script or fixed set of questions. This allows the conversation to flow organically, facilitating the discovery of new insights, validation of assumptions and exploration of emerging problem areas. Although the lack of structure can affect the consistency and contrast of the data, this approach is especially valuable for generating hypotheses and guiding future research.
Photo credit: Pinterest
