How to structure a research interview
A good qualitative interview relies on a natural progression. Moving too quickly into specific tasks can make participants feel tested, while spending too long on background limits your findings. Use this common pacing structure:
- Icebreaker (5 mins): Establish rapport. Explain the purpose of the session. Clarify how their data will be used and remind them that they can stop at any time. Let them know there are no right or wrong answers.
- Context Gathering (10 mins): Ask broad questions about their current workflows, tools, and challenges. Do not show them any concepts yet. Let them explain their world in their own terms.
- Tasks & Discovery (20-30 mins): The core of the interview. Give them scenarios to walk through. If you are testing a prototype, present the task and watch them navigate. Ask open questions when they get stuck.
- Wrap-up (5 mins): Summarize what you heard. Ask if they have any remaining thoughts or questions. Thank them for their time.
Keep your guide simple. You do not need a script for every single word you will say. Bullet points are easier to glance at while maintaining eye contact.
Common leading words to avoid
Preparation often breaks down when we accidentally write leading questions. A leading question carries an embedded assumption. This forces the participant to either agree with you or do extra mental work to contradict you.
This builder looks for typical trap words:
- Instead of "like/dislike": Use "What are your thoughts on..." When you ask what they like, sociology shows that people want to be helpful and will invent reasons they like it.
- Instead of "prove/confirm": Use "Can you show me..." Attempting to confirm a hypothesis in the room limits the participant's freedom to surprise you.
- Instead of "would you buy...": Use "How do you currently pay for things like this?" Asking someone to predict their future behavior yields highly unreliable data. Focus on past behavior.
- Instead of "easy/difficult": Use "How was that process?" Implanting the word "easy" tells them what you hope the answer is.
Remember that this tool relies on a simplistic dictionary check. Human conversation is nuanced. Sometimes using one of these words is fine, but the system flags them so you can pause and double-check your intent.
Assumptions and technical notes
This planner assumes you are conducting semi-structured qualitative interviews. It is not designed for constructing quantitative surveys, multiple-choice polls, or highly rigid clinical evaluations.
All your typed questions stay exactly where they belong: on your computer. Your interview guide is saved locally in your browser's persistent storage. If you close this tab and return later, your draft will be waiting. However, clearing your browser data or switching devices will wipe out the document. We recommend hitting the Print button and saving a PDF copy if you need a permanent record or if you are preparing to conduct the actual session.
There are no tracking scripts observing what you type, ensuring that any confidential product details you prepare remain strictly yours.