Empathize

Go outside. There are no facts behind your desk. Understand and share the feelings of others. Get inspired by people with different approaches. Look for contradictions between what they say, do, think and feel.

STEP 1

Plan your research

Who are you going to meet?
Where you might visit?
What type of research will you conduct?
Which method will you use?

STEP 2

Build an Interview Guide

Introduce yourself, explain the purpose of your research and what is going to happen.

Start with specific questions to initiate the conversation. Consider a couple of icebreakers to get the participant talking.

Examples
What do you do for living?
How often are you online?
What do you typically do online?

Then go deep. Take questions that can help you understand hopes, fears and goals. Encourage stories and experiences.

Examples
Tell me more about how you…
What happend then?
How did you feel about that?
What do you care most about it?
Why?

STEP 3

Conduct your research

Divide Into research Groups of two or three people.

Select your roles as conversation leader and note taker. Practice different roles.

Note direct quotes. Write down exactly what the person says, not what you think they might mean.

Divide Into research Groups of two or three people.

Usually you can stop researching after patterns start to emerge.

Review Interviewing Rules

TOOLS

Recruiting Tools
Interview
Group Interview
Expert Interview
Define Your Audience
Conversation Starters
Extremes and Mainstreams
Immersion
Analogous Inspiration
Card Sort
Peers Observing Peers
Collage
Guided Tour
Draw It
Resource Flow