Structured and semi-structured interviews

The structured and the semi-structured interview are two closely related qualitative interview methods from psychology. In the preparation, both focus on topic areas and blocks that are to be covered during the interview. Semi-structured interviews differ from structured interviews in that the exact sequence and answer format are not predetermined, which results in more of a natural conversation in the interview situation and allows for flexible responses to individuals.

Particularly suitable for:

• Verbalized qualitative feedback, but can also be used for key quantitative questions (e.g., using rating scales for evaluation)
• More sensitive or complex topics where it is beneficial to introduce people to slowly

Setting:

• Individual session with the interviewee
• In a public place (e.g. coffee house), in the lab at rapid user feedback or as video interview

Laddering Interviews

Laddering is a qualitative survey method from consumer psychology in which users are repeatedly asked the question “Why?” about a product in order to uncover the underlying motivation and values step by step: Why does a person buy a certain product? What relevance does a particular feature play? How does this feature affect the user experience or purchase decisions? The basis of laddering are so-called means-end-chains: attributes in a product are associated with consequences in product use that are important for achieving values in life.

Particularly suitable for:

• To better understand users’ underlying values and how they influence their actions and purchasing decisions

Setting:

• Individual session with the interviewee
• In a public place (e.g. coffee house), in the lab at rapid user feedback or as video interview

Focus Groups & Roundtable Workshops

Focus groups are a qualitative survey method from the social sciences in which a group of 6-8 people discuss a specific topic for 1 to 2 hours under the guidance of a moderator. The participants share their perceptions, attitudes, opinions, beliefs and views. The method was developed by Robert Merton and Paul Lazarsfeld in the 1940s and is considered a standard qualitative method in consumer research and marketing. Roundtable workshops are a special adaptation of the focus group method of rapid user feedback GmbH. In addition to 2-3 end users or consumers, there are also 1-2 experts taking part in the discussions.

Particularly suitable for:

• Elicitation of requirements at the beginning of the development and innovation process
• Summative evaluation in the middle of the development and innovation process (e.g. to gather feedback on a prototype or an existing product)
• To better understand users in terms of underlying values and how these influence their actions and their purchasing decisions

Setting:

• Group session with 4-8 persons
• In the lab at rapid user feedback or via video connection