A face to face interview (whether in-person or virtual) can be intimidating for users. They can be hesitant to disclose fully and truthfully if they feel uncomfortable. Here are several techniques the interviewer can utilize to quickly build a reputation and trust with an user:

• Be explicit with the purpose of the interview and how the data collected will be used
• Offer acknowledgement cues (head nodding, eye contact, saying “I see”) to ensure the user that they are being listened to
• Let the user finish thoughts and do not rush the pace, or interrupt Withhold personal judgements or assumptions and express empathy for the user. You should be trying to elicit their viewpoints, not change them