In-depth conversations with users and stakeholders to uncover needs, motivations, and pain points.
In-depth conversations with users and stakeholders to uncover needs, motivations and pain points that a survey will never surface. We write the guide, recruit the participants, run the interviews and synthesise what comes out. People are unreliable narrators of their own behaviour, so we ask about what they did last time rather than what they would do — and the difference between those two answers is usually the finding.
Typical duration: Typically 5–10 days
A structured guide built around your open questions, designed to avoid leading the answer.
The right participants, including the ones who churned — they are usually the most informative.
Recorded, in-depth conversations, typically 45–60 minutes.
Patterns across the set, with quotes, and what they mean for the product.