User interviews are one of the most common methods used to learn directly from people who use a product. They are conversations guided by a researcher, designed to gather insights about someone's goals, challenges, and experiences.
This guide explains how user interviews work, when they are useful, and how they fit into the product development process. It covers the different types of interviews, how to plan and conduct them, and how to make sense of the data afterward. The goal is to provide a clear, structured explanation for anyone looking to understand user interviews and how they are used to inform design and development decisions.
What Are User Interviews and Why They Matter
User interviews are structured conversations between a researcher and a participant. They help teams understand the experiences, behaviors, and attitudes of people who use their products.
Unlike surveys or analytics that show what users do, interviews reveal why they do it. This deeper understanding helps teams make better decisions about features, design, and messaging.
Most interviews happen one-on-one, either in person or remotely. The researcher asks open-ended questions and listens for patterns and unexpected insights.
Teams use interview findings to:
- Identify problems users face
- Understand how people use products
- Discover unmet needs
- Test new ideas before building them
For example, a software company interviewed users about their onboarding experience and found several confusing steps. After fixing these issues, more users completed the setup process successfully.
Key Types of User Interviews
Different research goals require different interview approaches. Understanding these types helps you choose the right format for your needs.
Structured vs Semi-Structured vs Unstructured
Most product teams use semi-structured interviews because they provide enough structure for analysis while allowing for discovery.
Contextual vs Remote Interviews
Interviews also vary based on where and how they happen.
Contextual interviews take place in the user's environment (home, office, etc.). They let researchers:
- See how products fit into real-life settings
- Notice details users might not mention
- Observe workarounds and habits
Remote interviews happen over video calls or phone. They offer:
- Access to users in different locations
- Lower cost and easier scheduling
- Recording and transcription options
Remote interviews work well when users are spread out geographically or when observing their environment isn't critical.
When To Use User Interviews in Product Development
User interviews help at different stages of creating products. Each stage has specific questions that interviews can answer.
Discovery Phase: Before building anything, interviews help you understand:
- What problems do users face?
- How do they solve these problems now?
- What frustrates them about current solutions?
Design Phase: When creating solutions, interviews help check if ideas make sense:
- Do users understand the concept?
- Does it solve a real problem they have?
- How might it fit into their workflow?
Development Phase: While building, interviews provide feedback on specific features:
- Are features easy to understand?
- Do they work the way users expect?
- What is confusing or missing?
Post-Launch: After release, interviews help evaluate success:
- How are people actually using the product?
- What works well and what doesn't?
- What should be improved next?
User interviews are not always the right choice. They are not ideal for:
- Getting statistical data (use surveys instead)
- Observing actual usage (use usability testing)
- Testing with large numbers of users (use analytics)
How To Prepare for Effective User Interviews
Good preparation leads to better interviews. These steps help you get ready.
1. Define Clear Objectives
Start by writing down what you want to learn. Good objectives are specific and focused.
Examples:
- Good: "Understand why users abandon our checkout process"
- Poor: "Learn about our users"
Limit each interview to 1 to 3 main topics. Covering too much leads to shallow insights.
2. Create an Interview Guide
An interview guide is a document with your questions and topics. It helps keep conversations on track while allowing for exploration.
Tips for creating your guide:
- Start with easy warm-up questions
- Group related questions together
- Include follow-up prompts for each main question
- End with an open question for anything missed
Your guide should include 5 to 10 main questions for a 30-minute interview. Allow time for follow-ups and deeper exploration.
3. Recruit the Right Participants
Finding the right people to interview makes a big difference in the quality of insights.
Look for participants who:
- Match your target user profile
- Have relevant experience with similar products
- Represent different perspectives and backgrounds
For most studies, 5 to 8 participants provide enough insights to identify patterns. More participants are needed if you're studying different user groups.
Recruitment channels include:
- Existing customers
- Social media
- User research platforms
- Community forums
When recruiting, be clear about the time commitment and any incentives offered.
How To Conduct User Interviews Like a Pro
The way you conduct interviews affects the quality of information you collect. These techniques help you get better insights.
Build Rapport First
Start interviews with a friendly introduction. Explain the purpose of the conversation and how the information will be used.
A simple script might be:
"Thanks for joining today. I'm researching how people use [product] to help our team improve it. There are no right or wrong answers. I'm just interested in your honest thoughts and experiences."
Ask a few easy questions to help the participant get comfortable before diving into the main topics.
Ask Open-Ended Questions
The way you phrase questions affects the answers you get. Open-ended questions lead to richer insights than yes or no questions.
Examples:
- Instead of: "Do you like this feature?"
- Ask: "What was your experience with this feature?"
- Instead of: "Is this easy to use?"
- Ask: "How would you describe using this?"
Open questions often begin with words like "how," "what," or "tell me about." They invite detailed responses rather than simple answers.
Listen More Than You Talk
The participant should do most of the talking. Your job is to listen and guide the conversation.
Techniques for better listening:
- Wait 3 to 5 seconds after a response before asking the next question
- Use neutral acknowledgments like "I see" or "That's interesting"
- Take notes without breaking eye contact too much
- Ask follow-up questions based on what you hear
When participants share something interesting, ask them to elaborate. For example: "Can you tell me more about that?" or "Why was that important to you?"
Avoid Leading Questions
Leading questions suggest a preferred answer or include assumptions. They can bias responses and lead to less useful data.
Examples:
- Leading: "Don't you think this design is better?"
- Better: "What do you think about this design?"
- Leading: "How much do you love this feature?"
- Better: "What are your thoughts on this feature?"
Stay neutral in your tone and wording to get honest feedback.
Analyzing User Interview Data
After conducting interviews, you need to make sense of what you learned. This process turns raw conversations into actionable insights.
Organize Your Notes
Start by gathering all your interview data in one place. This includes:
- Interview recordings and transcripts
- Notes taken during sessions
- Observations about participant behavior
Create a consistent format for your notes to make patterns easier to spot.
Look For Patterns and Themes
Review your notes to identify recurring themes across interviews. These patterns often reveal important insights.
Useful analysis techniques:
- Affinity mapping: Group similar comments together to see themes emerge
- Frequency counting: Note how often certain issues or needs are mentioned
- Quote highlighting: Mark powerful quotes that illustrate key points
Pay attention to both what participants say and how they say it. Emotions and emphasis often signal important areas.
Connect Insights to Actions
The final step is turning insights into recommendations. For each key finding, consider:
- What problem does this highlight?
- How might we address this issue?
- What changes would improve the user experience?
Present your findings with specific examples and quotes to make them more compelling and credible.
Common Challenges and Solutions
Even experienced researchers face challenges with user interviews. Here are common issues and ways to address them.
Challenge: Participants give short answers
Solution: Use follow-up questions like "Can you tell me more about that?" or "Why do you feel that way?"
Challenge: Conversations go off-topic
Solution: Gently guide participants back with transitions like "That's interesting. Going back to what you said about..."
Challenge: Participants tell you what they think you want to hear
Solution: Emphasize that honest feedback is most helpful. Avoid showing your own preferences.
Challenge: Difficulty finding patterns in the data
Solution: Use structured analysis methods like affinity mapping. Involve team members to get different perspectives.
Challenge: Translating insights into action
Solution: Connect findings directly to specific product decisions or design changes.
Tools That Make User Interviews Easier
Several tools can help streamline the interview process from planning to analysis.
For scheduling and recruitment:
- User Interviews
- Respondent
- Calendly
For remote interviews:
- Zoom
- Microsoft Teams
- Google Meet
For recording and transcription:
- Otter.ai
- Rev
- Descript
For analysis:
- Dovetail
- ATLAS.ti
- Miro (for affinity mapping)
Centercode’s platform helps teams manage the entire process from recruitment to analysis with features designed specifically for user research and feedback.
Getting Started With User Interviews
You do not need to be an expert to begin conducting useful user interviews. Start small and improve your approach over time.
Begin with a simple project focused on one clear question. Practice with colleagues before talking to real users.
Interviewing is a skill that improves with experience. Review recordings of your sessions to identify ways to improve your technique.
The most important qualities for an interviewer are curiosity and genuine interest in understanding users. With these and the techniques in this guide, you can gather valuable insights to improve your products.
Frequently Asked Questions About User Interviews
How many people should I interview for my research?
For qualitative user interviews, 5 to 8 participants typically provide enough data to identify major patterns and insights. If studying multiple user groups, aim for 5 to 6 participants per group.
How long should a user interview last?
Most user interviews last 30 to 60 minutes. Shorter interviews may not provide enough depth. Longer ones can lead to fatigue and diminishing returns.
Can I combine user interviews with other research methods?
Yes. Interviews work well alongside usability testing, surveys, and analytics. They help explain the "why" behind behaviors observed through other methods and create a more complete understanding.
Looking beyond user interviews? Before you schedule your next panel, make sure you're not overspending for fast feedback. Hit the button below to explore the hidden costs of on-demand research panels and learn how to get higher-quality insights without draining your budget.
