Individual & Group Interviews
We offer structured and semi-structured individual interviews, laddering interviews, focus groups and roundtable workshops.
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
