In-depth interviews delves into the potential users experience, to understand the reason for theirs actions.
In this tool the role of the interviewer is key, since it guides the conversation face to face to extract relevant insights. The format, seemingly free (there is a general pattern of topics) allows creating a favorable environment to deepen the motivations, expectations and frustrations of the user.
We recommend the use of this tool at the beginning of the creative process to discover pivots and novel ideas that are born from users that face the problem.
Interviews to people we serve are always essential and a source of inspiration to devise new solutionsRodrigo Hoyos - Deputy Director of Development and Studies Hogar de Cristo