Craft

Craft an interview script and exercises that elicit stories, explores emotions and follows-up with why.

You will want to structure your interview as a "guided conversation" rather than a structured Q&A grilling. Making the participant feel at ease will help you gain better insights.

Understanding your participant is a very important part of generative research. Whilst we may have a criteria of each participant prior to the interview, it's a good starting point to look at how they operate (their context, behaviour, etc.) - this will make for a more productive interview. Here are some things you should consider before you begin crafting your interview questions:

• In the eyes of the participant, what is considered a good or bad experience? Ask for examples.
• What are their daily tasks? Gain context on frequency versus importance.
• What is their workflow? How do they complete the tasks necessary?
• Is there anything that frustrates the participant? Why?

It's good to start with a list of core questions you would like to ask your participant. Make sure that you can your key insights from these few questions. From there you can build yourself prompts as a reminder of what extra information you would like to dig for, but this should be entirely based on the flow of the conversation and not used as a rigid structure.