Strategies and Tips for Effective IDI

In-depth interview is one of the most used research methods to understand our users. Indeed, IDI can provide us with much fuller and more accurate information if done right. However, it’s important to remember that not all IDI’s are created equal. In order to obtain accurate and meaningful insights, we must ensure that our planning, questions, recruiting, and findings are all done properly. Otherwise, it may lead to bad data that lead us to failed products.

Often, people mistake that IDI is being conducted to solve the problem. But, keep in mind that you are in the research stage, which means you are still in the problem space. So, you are likely here to validate the problem, user frustrations, and unserved needs in the market.

The key is to plan everything.

Dig a bit of information about the market and the competitors to help what gap you are trying to bridge. This will give you more information about what product your users use to solve their problems. Then you can ask if are they using certain products, then if the answer is one of your competitors, you just validated who you are trying to compete with within the market. Another question that may be asked after a bit of internet surfing is why they like or dislike certain products or methods.

Having a clear goal is the foundation to create your questions. This will help you stay on track and ensure that your questions are relevant and meaningful. This is your problem space, contemplate what’s is the demand, so ask yourself:

It takes two to tango. All questions must give insightful information that answers the initial problem and help to build the product.

How to create interview questions:

Tips and tricks to ask questions:

Screen your eligible interviewee:
It’s essential to make sure that the participants are representatives of your existing and potential target users. Bear special attention to the behaviors, goals, or motivation criteria. Additionally, your participants must have the same motivation of having to do a certain task or similar needs. All is according to the answer you are trying to seek. Again, it all comes back to your initial research objective.

How many users should I test with?
5 is the standard number, but I would suggest 6–8 people. Some people may speak their minds openly; some don’t. However, when recruiting the participant, prepare 6–12 names since some won’t agree to participate.

Schedule
Set time and location according to your participant’s natural habitat. You are an experienced designer/researcher for god’s sake.

Participants in research must be voluntary and give their consent:
Send an agreement letter, containing all agreements necessary. Everything must be transparent. If you will provide an incentive, then let them know what it is or how much the value is. If you are going to record or take your picture, let them know. If they disagree with some, you may negotiate if necessary. But keep them happy. You are representing your company, your product, and more importantly, yourself. Be nice, polite, and attentive, as they will remember what impression you give them

Read the instruction. Ensure they are aware that they can speak whatever they like and that there is no right and left answer. Let them know that everything is secretive, including their identity.

I would suggest conducting any research with 2 people － not less, not more. One person would be difficult to follow up on the session as some participants may have unexpected answers. More than two people are going to make them uncomfortable. Both people must observe and be aware when the interviewee is being uncomfortable or defensive, or just overall incapable of contributing to the session. I said 2 people, one keeps asking questions, and another one is moderating the session and taking notes. This will ensure all the answers are documented well. Having 2 researchers also give a non-biased perspective when compiling the data. Unless you are a pro researcher with a proven track record, you can do the job alone.

You’ll be surprised how many times I go back to listening to the recording, the ratio is 1:6. And that one time is because I was interviewed by myself. Unsurprisingly, I’m not the only one. Many experienced researchers don’t record anymore. If you are really really really willing to conduct the interview, curious about your job, and doing your job properly. You’re going to be present at the session.

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