Interviewing Rules

Don’t judge. Experiment. Be curiousous.

Look for unexpected behavior and life hacks by both extreme and mainstream users.

Never ask anyone what they want.

Ask questions that will allow you to learn details related to personal details, motivations, frustrations and interactions.

Use open-ended questions. It’s interviewing, not a survey. Start questions with What, How, Why… Don’t start the question with a verb to prevent reducing the value of your research by allowing the participant to answer Yes or No.

Encourage stories and experiences. Lively narratives help everyone on your team act on the same understanding of user behavior.

Listen Carefully. Consider 20/80 rule. Look for contradictions between what they say, do, think and feel.

Dig deeper using 5 why’s.

The most interesting insights will come when you keep your eyes open and go off script.