There should be a specific objective or target goal for every interview. This goal should be aligned with the research team leaders and focused on the needs of the study. Specificity of goals helps determine the best questions to ask.

Setting a Goal

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


Building Rapport

Interviews have a likelihood of going in unexpected ways, it is helpful to have a topic or list of questions to refer back to when the interview needs to steer back to the original objective. Include everything you would like to know from the user and keep questions open and dialog-provoking for maximum effectiveness. Avoid questions that can be answered by a simple yes or no by framing them in a way that encourages the user to expand on questions by using phrases that include When, Where, Why, What, Who and How.

Question Preparation

There are several components to consider ensuring a successful interview:

- Setting a Goal
- Building Rapport
- Question Preparation 

Augustana College (IL)

A research method where a researcher in a structured setting asks an individual questions about any given topic for the purpose of collecting data about that topic.  From a UX perspective, interviews are valued insofar as they solicit the real opinions and experiences that users have when interacting with any given site or system, and the information collected can help improve that system. 

User Interviews

https://www.nngroup.com/articles/user-interviews/

User Interviews: How, When, and Why to Conduct Them

Consider these critical factors to conduct a successful interview when choosing a interview location: 

- Convenience and comfort for both user and research team. Locations should accessible to all parties
- Removing props and examples in the environment that can jog the user’s memory or misguide them
- Recognize potential bias within location which may artificially change the user's response. For example, being interviewed in a police station could affect how a person answers questions about police officers.


Interview Location

Briefly, interviews are useful for eliciting ideas and opinions from a user regarding their experience with a system while a usability test is useful for observing how a user actually interacts with a system.  Below are comparisons between the two methods:

Usability Test vs Interview

Because interviews rely on self-reported data from users, the validity of the information can be compromised in several ways:
-  Because human memory and recall ability is flawed.  
- People are generally limited in their ability to accurately retell experiences as they occurred.
-  Users can become confused by what information the interviewer is looking for, and this may affect their ability to give accurate or relevant data.  

Limitations of user interviews

Components of  User Interviews

- Insufficient Rapport-Building 
- Not Enough "Probing" Questions
- Multitasking and Note Taking During the Interview
- Allowing Observers to Influence the Interview
- Leading the Participant


5 Facilitation Mistakes to Avoid During User Interviews

User interviews can give insights on how they perceive a process, a product, a site, or an application. They can identify what they found notable or significant about the topic and offer ideas or suggestions for improvement. They can be used in a variety of scenarios, including:

- Before having a design/concept
- Refining a contextual inquiry study by making observations and learning how users perceive the topic
- After a usability test, to compile verbal responses in relation to the observed behaviors

Learn Before

Related

Learn After

Learn After

Related