Chatting with Your Users: How to Get Real Insights from Interviews

Imagine you're building something new – maybe a website, an app, or even a service. You probably have lots of ideas about what people need and how they'll use it. But here's the thing: your ideas are just ideas until you talk to the actual people who will use it.

That's where user interviews come in! They're like friendly chats that help you understand what people truly think, what problems they face, and what they really want. But just like any good conversation, there's an art to getting the most out of it.

Here are some simple tips to make your user interviews super effective:

1. Plan Your Questions, Don't Script Them

Before you meet someone, have a list of topics and questions you want to cover. Think about what you really need to learn.

• Bad idea: A strict script you read word-for-word. This feels robotic and doesn't allow for real conversation.

• Good idea: A "guide" or "discussion points" list. These are prompts to keep you on track, but you can change the order or ask follow-up questions naturally.
  

Pro-Tip: Start with broader questions and then zoom in. For example, instead of "Do you like online shopping?", try "Tell me about the last time you bought something online. What was that experience like?"

2. Create a Relaxed Vibe

People open up more when they feel comfortable. Think of it like meeting a new friend for coffee.

• Where to meet? A quiet place where you won't be interrupted. If it's online, make sure their internet connection is good and they're in a calm environment.

• Start with small talk: A minute or two of casual chat can help break the ice. "How's your day going?" or "Thanks for taking the time to chat."

• Explain why they're there: Briefly tell them the purpose of the interview – that you're trying to understand their experiences to make something better. Assure them there are no right or wrong answers.
  

3. Listen More, Talk Less

This is probably the most important tip. Your goal is to hear their story, not tell yours.

• Silence is okay: Don't rush to fill quiet moments. Sometimes, people are just thinking, and they'll say something really insightful if you give them a second.

• Avoid leading questions: Don't put words in their mouth. For example, instead of "You find this confusing, right?", ask "How do you feel about this part?" or "What are your thoughts here?"

• Don't interrupt: Let them finish their thoughts. You can always ask follow-up questions later.
  

4. Ask "Why?" (A Lot!)

When someone tells you something, dig a little deeper. Their first answer might just be the surface.

• "You said that was frustrating. Can you tell me more about why it was frustrating?"

• "What made you choose that option?"

• "Could you give me an example of when that happened?"

• "How did that make you feel?"
  

Asking "why" helps you understand their motivations, emotions, and the real problems they're trying to solve.

5. Focus on Past Behavior, Not Future Guesses

People are generally bad at predicting what they will do. They're much better at telling you what they have done.

• Bad question: "Would you use a feature that lets you do X?" (They might say yes just to be nice.)
  

• Good question: "Tell me about a time you tried to do X. How did you manage it without a feature like this?" or "What tools or methods do you use currently to achieve X?"

Understanding their past actions and current struggles gives you solid information to work with.

6. Take Good Notes (or Record Wisely)

You can't remember everything!

• Notes: If you have a note-taker, that's great. Otherwise, jot down key phrases, interesting quotes, and your own observations. Don't try to write down every single word.
  

• Recording: Ask for permission before you record (audio or video). Explain why you want to record (e.g., "so I can focus on our conversation and not miss anything"). Recordings are great for catching details you might have missed, but always get consent!
  

7. End with a Thank You

Always thank the person for their time and valuable insights. Let them know how their feedback will help.

User interviews are an incredibly powerful tool. By having open, curious conversations, you'll gather insights that can shape your product or service into something people truly love and need. Happy interviewing!