There are 5 key topics that most empathetic interviews focus on. Start by having them describe usage situations and behavior in detail. Then explore purchase motives and buying behavior, listening closely to the information and impressions that guide the users. After the interviews, you should have gained a deep understanding of the feelings and conditions, as well as the desires, expectations, and problems of the target group.
Ask better, listen more closely - Dive into the world of users
To develop innovations that appeal to your users, you need to understand their desires. Interviews or group discussions work very well for this. Provided you ask the right questions, listen carefully, and manage to empathize with your target groups.
Our Tip:
Get support from research professionals when creating your guides and conducting interviews.
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