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How to Conduct User Interviews: A Step-By-Step Process
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src="//images.ctfassets.net/gwbpo1m641r7/1zNQ5Gd3LGGKaEN0Iqh8Uk/24fa9153263087ee32cc4256e6b6aeb1/experience-analytics_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Experience Analytics</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Visualize journeys and level up engagement</p><a aria-label="Experience Analytics" class="absolute inset-0 z-[5]" href="/platform/experience-analytics/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Product Analytics Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4YUBF2yJs3o6U1T6xy4Yl7/2f2fa56cc720433ea57f07b92e34f7f6/product-analytics.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Product Analytics</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Get the whole picture of multi-session journeys</p><a aria-label="Product Analytics" class="absolute inset-0 z-[5]" href="/platform/product-analytics/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Voice Of Customer Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5mTjvKCNm6NzGsszOzgjGl/634860682d77b8d395e54c3e91496841/VOC_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Voice of Customer</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Make better decisions with fast user feedback</p><a aria-label="Voice of Customer" class="absolute inset-0 z-[5]" href="/platform/voice-of-customer/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Experience Monitoring Icon" loading="lazy" width="32" height="33" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/7bX0tCQkpfOsX7rUPdsJsv/6c0ca8717d628c7168e540fd1b1bcea6/Experience_Monitoring_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Experience Monitoring</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Power up performance and remove friction</p><a aria-label="Experience Monitoring" class="absolute inset-0 z-[5]" href="/platform/experience-monitoring/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li></ul><div class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 md:col-span-3"><span class="submenu-heading mb-2 opacity-[.65] lg:mb-4 lg:mt-2 lg:pl-[0.625rem]">Features</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Session Replay" class="absolute inset-0 z-20" href="/platform/capabilities/session-replay/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Session Replay Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/nCI0BAucJJyAEr41YWyUy/bb803f6cdd3e95eb6f6173e65747cdf7/Session_Replay_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Session Replay</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Heatmaps" class="absolute inset-0 z-20" href="/platform/capabilities/heatmaps/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Heatmaps Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/1DxfZwGaWOx0bzP72oqmUW/7056b2ca6cfb613bb65bcdc21afb9f7e/Heatmaps_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Heatmaps</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Journey Analysis" class="absolute inset-0 z-20" href="/platform/capabilities/journeys/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Journeys Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4fUaI1HYOXYt33AhNP0QyJ/afeace35980d614f3827663655b0c3e2/Journeys_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Journey Analysis</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Web Analytics" class="absolute inset-0 z-20" href="/platform/web-analytics/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Web Analytics Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2fgTpATNONFvjWbHqCBQVT/aeaa5b5a042b3704981cf6aaf88d493d/Web_Analytics_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Web Analytics</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Error & Frustration" class="absolute inset-0 z-20" href="/platform/capabilities/error-analysis/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Errors Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2bxEPEPyHz0CzQXq51woc5/41f07db2eb24fb7529102b4f5cb5a2c8/Errors_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Error & Frustration</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Mobile" class="absolute inset-0 z-20" href="/platform/capabilities/mobile/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Mobile Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/36s3NutXpY8WqfrXt3IQ6n/666d06f35ae2e1dc3a924612385debff/Mobile_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/36s3NutXpY8WqfrXt3IQ6n/666d06f35ae2e1dc3a924612385debff/Mobile_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/36s3NutXpY8WqfrXt3IQ6n/666d06f35ae2e1dc3a924612385debff/Mobile_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Mobile</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 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lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Find & fix errors" class="absolute inset-0 z-20" href="/solutions/use-case/find-and-fix-errors/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Find Errors Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/45F4fJIFKSJGUmMFXh5Bsx/fcffbcbeeeecd0f489cee6281d13c77d/Find_Errors_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Find & fix errors</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Act on feedback" class="absolute inset-0 z-20" href="/solutions/use-case/feedback/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Act on Feedback Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/fSdXzDo0BZAwqA4zKfrkT/2bbc005d2ef89a85934ed38aa1c61d0c/Act_on_Feedback_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Act on feedback</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul><ul class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 max-lg:pb-4 lg:border-r lg:px-[1.1rem] lg:py-6 basis-[29.53%]"><span class="submenu-heading mb-3 opacity-[.65] md:mb-4 md:pl-[0.625rem]">For Teams</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Digital Marketing" class="absolute inset-0 z-20" href="/solutions/teams/digital-marketing/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Digital Marketing Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5t1Dly1OwsTRUCmH8hIGHQ/9f3923dcacafa6fa2953a21dfbda8c9e/Digital_Marketing_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Digital Marketing</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Product" class="absolute inset-0 z-20" href="/solutions/teams/product/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Product Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5RhbkqNTlr1oXS1fHgg8Kp/96fe5b1207d026212e741eef00f816e5/Product_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Product</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Analytics" class="absolute inset-0 z-20" href="/solutions/teams/analytics/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Analytics Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2cYX4NeSttp5rTUOXXE98q/0f4aa0dfebb6513e64ae94da554e9ce1/Analytics_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Analytics</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="eCommerce" class="absolute inset-0 z-20" href="/solutions/teams/ecommerce/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Ecommerce Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5GKw5XwKzLISIMoUfBBxzf/b3ff49a117b05b431201ba4c34bf23b0/Ecommerce_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">eCommerce</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Design & UX" class="absolute inset-0 z-20" href="/solutions/teams/design-ux/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Icon — Pencil & Ruler" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/4tAs2bqLywqyrTspTmerMH/c213072aed52120bd53067c985f9a056/Design_UX_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Design & UX</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Technical & IT" class="absolute inset-0 z-20" href="/solutions/teams/tech-and-it/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Tech IT Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/2MdNK6i7YgQs5HPYXl3jQP/2fd7a7ffc116d2b3424e3778f2a65b24/Tech_IT_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Technical & IT</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul><ul class="border-grey-pastel max-lg:rounded-lg max-lg:border max-lg:p-5 max-lg:pb-4 lg:border-r lg:px-[1.1rem] lg:py-6 lg:!border-0 basis-[32.47%]"><span class="submenu-heading mb-3 opacity-[.65] md:mb-4 md:pl-[0.625rem]">For Industries</span><ul><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="BFSI" class="absolute inset-0 z-20" href="/solutions/industry/banking-and-financial-services/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="BFSI Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/6ASTVgiv7JazqFP5GPLttl/ad5085f12e0dc49d51c4ba37a09f8a2a/BFSI_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">BFSI</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="eCommerce & Retail" class="absolute inset-0 z-20" href="/solutions/industry/ecommerce-retail/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Icon — Shopping Bag" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/27ayXju92YK1eAVrDz7KS/4121cd8fe8fe3269aef306c52d4203af/Ecommerce_Travel_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">eCommerce & Retail</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Tech" class="absolute inset-0 z-20" href="/solutions/industry/tech-saas/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Tech Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/3mMpcixbazz9CsnBM4oX8G/38e99e455067eeb2a14c3fa59c7dbdd0/Tech_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Tech</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Travel & Hospitality" class="absolute inset-0 z-20" href="/solutions/industry/travel-hospitality/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Travel Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/1HIDkaNX5suLgYKBXgffF4/04387001a686ef35345fa1d55be0c2ad/Travel_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Travel & Hospitality</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="B2B" class="absolute inset-0 z-20" href="/solutions/industry/b2b/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="B2B Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/cl97CnWwAtG4I597SkQ4c/c2f490931c6b24ffb871f9455a0ad476/B2B_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">B2B</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li><li><div class="group relative flex items-center py-[0.513rem] md:justify-between lg:px-[0.625rem]"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(0)"></div></div><a target="" aria-label="Public Sector" class="absolute inset-0 z-20" href="/solutions/industry/public-sector/"></a><div class="z-10 flex items-center"><div class="relative mr-[0.625rem] h-4 w-4 shrink-0 rounded-[0.125rem]"><img alt="Public Sector Icon" loading="lazy" width="16" height="16" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5x4SrmYiowLbOh565xKhWi/131aa53efdac765170018a3de95baf35/Public_Sector_Icon.svg?w=32&q=100&fit=fill"/></div><span class="text-14 flex-shrink-0">Public Sector</span></div><div class="z-20 ml-2 w-[.6rem] shrink-0 transform transition-transform duration-200 max-lg:hidden md:ml-6 md:group-hover:translate-x-1"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 11 11" fill="none" class=""><title>Arrow</title><path d="M6.36482 0.293945L10.9998 4.92895V5.40895L6.33482 10.0889L5.46482 8.70895L8.10482 6.02395H0.694824V4.32895H8.11982L5.47982 1.64395L6.36482 0.293945Z" fill="currentColor"></path></svg></div><div class="!ml-auto w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></li></ul></ul></menu></div></div></li><li><a class="transition-opacity duration-300 hover:opacity-30" href="/customers/"><span class="main-menu-item">Customers</span></a></li><li class="relative"><button type="button" aria-label="Open undefined submenu" class="transition-opacity duration-300 hover:opacity-30 false"><span class="main-menu-item">Resources</span></button><div class="submenu-transition left-[-50%] z-[5] w-max origin-top-left text-black lg:absolute lg:top-[200%]" style="transform:scale(0.7) translateX(-34.8%)" aria-hidden="true"><div class="z-10 overflow-hidden rounded-xl pointer-events-none invisible absolute left-0 h-0 w-0 opacity-0"><menu class="grid overflow-hidden rounded-lg max-lg:gap-y-4 lg:w-[57.375rem] lg:grid-cols-3"><div class="lg:border-r lg:border-grey-pastel lg:p-6"><div class="relative mb-4 aspect-[247/145] w-full overflow-hidden rounded-lg md:mb-5"><img alt="Resources Menu Thumbnail" loading="lazy" width="247" height="145" decoding="async" data-nimg="1" class="h-full w-full object-cover" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=256&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=640&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5icjHvgMtFOl1VEplPE28O/903168c844941437ac9005c2f31edd1e/Resources_Menu_Thumbnail.svg?w=640&q=100&fit=fill"/></div><div class="max-lg:rounded-lg max-lg:border max-lg:border-grey-pastel max-lg:p-5 max-lg:pb-4"><span class="submenu-heading mb-3 opacity-[.65]">Resource By Type</span><ul class=""><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Blog" href="/blog/"><span class="text-14">Blog</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Guides" href="/guides/"><span class="text-14">Guides</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="eBooks & Reports" href="/ebooks-reports/"><span class="text-14">eBooks & Reports</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li><li><a class="group flex items-center p-1 max-lg:justify-between max-lg:space-x-3 max-lg:px-0" target="" aria-label="Events & Webinars" href="/events/"><span class="text-14">Events & Webinars</span><div class="w-4 shrink-0 transform transition-transform md:mt-px md:group-hover:translate-x-0.5"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></a></li></ul></div></div><ul class="max-lg:divide-y max-lg:divide-grey-pastel lg:space-y-3 lg:border-r lg:border-grey-pastel lg:p-6"><li class="space-y-3 max-lg:py-5 max-lg:first:pt-4 max-lg:last:pb-4 lg:rounded-lg"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="CX-Circle Icon" loading="lazy" width="32" height="32" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/KSJbG3H19iaX09R6AA4Cy/c5aa2d2d3a26fb865f823ef9c0e8f898/CX-Circle_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">CX Circle</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div><p class="text-12 opacity-[.65]">Your go-to event for all things customer experience</p><a aria-label="CX Circle" class="absolute inset-0 z-[5]" href="/cx-circle/"></a></div><div class="relative z-[5] !ml-auto hidden w-4 shrink-0 -translate-x-1 scale-50 opacity-0 transition-[opacity,transform] duration-300 ease-in-out group-hover:translate-x-0 group-hover:scale-100 group-hover:opacity-100 lg:block"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 16 16" fill="none"><g><path d="M8.7813 8.00047L5.48145 4.70062L6.42426 3.75781L10.6669 8.00047L6.42426 12.2431L5.48145 11.3003L8.7813 8.00047Z" fill="currentColor"></path></g></svg></div></div></div></li><li class="space-y-3 max-lg:py-5 max-lg:first:pt-4 max-lg:last:pb-4 lg:rounded-lg"><div class="group relative transition-colors duration-200 lg:p-3"><div class="absolute inset-0 z-0 !origin-bottom-left" style="transform:scale(1)"><div class="absolute inset-0 !origin-bottom-left" style="transform:scale(0)"></div></div><div class="z-10 flex space-x-3 lg:items-center lg:rounded-lg"><div class="relative z-10 h-[2.25rem] w-[2.25rem] shrink-0 overflow-hidden rounded-[.25rem] lg:h-8 lg:w-8 lg:rounded-[0.125rem]"><img alt="Community Icon" loading="lazy" width="32" height="32" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6rYoqnBkkbaR7OpPfiVg14/a782bfb1afeb215490d28667eabbba5b/Community_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/6rYoqnBkkbaR7OpPfiVg14/a782bfb1afeb215490d28667eabbba5b/Community_Icon.svg?w=64&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/6rYoqnBkkbaR7OpPfiVg14/a782bfb1afeb215490d28667eabbba5b/Community_Icon.svg?w=64&q=100&fit=fill"/></div><div class="relative z-10 max-lg:space-y-1"><div class="relative z-[5] flex items-center space-x-2 lg:mb-1 lg:space-x-0"><span class="submenu-card-heading heading-14">Community</span><div class="w-4 shrink-0 lg:hidden"><svg xmlns="http://www.w3.org/2000/svg" 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transition-colors duration-300 hover:border-midnight hover:bg-midnight hover:text-white sm:px-5 sm:py-3" href="/undefined/"></a></li></ul><div class="absolute inset-y-0 right-0 w-20 bg-gradient-to-l from-lilac-pastel transition-opacity duration-300 sm:w-28 lg:w-40 opacity-0"></div></div></div></nav><section class="container-large container space-y-6 pt-10 sm:space-y-8 sm:pt-12 md:space-y-16 lg:pt-20"><div class="space-y-10"><div class="mx-auto flex w-full max-w-[42.375rem] flex-col items-center"><div class="text-14 font-medium !leading-none text-black/80"><span class="mr-1 text-lilac-dark">Guide</span></div><h1 class="text-h1 mt-6 text-center sm:mt-8">7 steps to conducting user interviews that glean actionable insights every time</h1></div></div><div class="relative aspect-[1320/688] overflow-hidden rounded-xl bg-grey-pastel"><img alt="2023 08 pexels-andrea-piacquadio-935743-1.jpg" fetchpriority="high" width="1320" height="688" decoding="async" data-nimg="1" class="h-full w-full object-cover" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/4RlbQ6PIlV61eAAekqRtTh/feb2dd3b23aa9f53f109d7967a49b6ac/pexels-andrea-piacquadio-935743-1.jpg?w=1920&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/4RlbQ6PIlV61eAAekqRtTh/feb2dd3b23aa9f53f109d7967a49b6ac/pexels-andrea-piacquadio-935743-1.jpg?w=3840&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/4RlbQ6PIlV61eAAekqRtTh/feb2dd3b23aa9f53f109d7967a49b6ac/pexels-andrea-piacquadio-935743-1.jpg?w=3840&q=100&fit=fill&fm=avif"/><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-6 md:h-11"></div></div></div></section><section class="pb-16 pt-12 sm:pt-16 md:pb-164 lg:pt-24 xl:pt-164"><div class="container-large container grid gap-10 md:grid-cols-12 md:flex-row md:gap-6"><div class="md:col-span-3"><aside class="w-full shrink-0 self-start md:sticky md:top-32 lg:top-40 md:max-w-[19.5rem] md:pr-3 lg:pr-6 !pr-0 lg:max-w-[16rem]"><nav class="space-y-4 max-md:hidden xl:pr-8 mb-8 border-b border-black/5 pb-6 lg:pb-10"><div class="text-14 text-black/[.65]">Table of contents</div><ul class="space-y-3"><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>Choosing the right interview technique</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>How to conduct user interviews in 7 steps</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>How to automate your interview processes with Contentsquare Interviews</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>To conduct effective user interviews, pay attention to the details</span></button></li><li class="text-16 font-medium"><button type="button" class="relative inline-block cursor-pointer text-left text-black/80 transition-[color] duration-1000 hover:text-coral-dark"><span>FAQs about conducting user interviews</span></button></li></ul></nav><div class="mb-8 grid gap-y-6"><div class="grid gap-y-2 border-b border-black/5 pb-6"><span class="text-14 opacity-65">Published</span><span class="text-16">June 29, 2023</span></div><div class="grid gap-y-2 border-b border-black/5 pb-6"><span class="text-14 opacity-65">Last Updated</span><span class="text-16">November 06, 2024</span></div></div><div class="flex flex-col gap-3 lg:flex-row lg:items-center"><div class="text-14 text-black/[.65]">Share article</div><div class="flex gap-x-1.5 text-black"></div></div></aside></div><div class="md:col-span-8 lg:col-span-7"><article><div class="prose prose-616"><p class="">When you want to understand your audiences better, user interviews are a foolproof tactic to help you dig deep into their needs, perspectives, and experiences. </p><p class="">But you only get one shot at each interview—so how do you make the most of it?</p><p class=""><strong>Follow our step-by-step user interviews guide to get the practical insights you need, every time.</strong> </p><p class="">We cover: </p><ol class="custom-ol"><li class="custom-li"><p class="">Choosing the right interview technique</p></li><li class="custom-li"><p class="">7 simple steps for conducting insightful interviews</p></li><li class="custom-li"><p class="">How Contentsquare Interviews helps you automate the process</p></li></ol><div class="not-prose lg:py-4 my-8 md:my-12 lg:my-20"><div class="relative rounded-xl bg-coral-dark text-white px-6 py-7 sm:p-8 lg:px-[3.25rem] lg:py-12"><h2 class="text-h5 text-white">Run better user interviews with Contentsquare</h2><p class="text-16 mb-4 mt-2 w-full max-w-[25.9375rem] text-white/80 md:mb-6">Contentsquare helps you recruit participants, then schedule, host, and analyze your interviews from a single platform, so you can devote your full attention to your users.</p><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://contentsquare.com/request-a-demo/?utm_content=guide" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Request a demo</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center transition-transform duration-200 group-hover:translate-y-0"><span class="button-type">Request a demo</span></div></div></a></li></ul><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-7 md:h-12"></div></div></div></div><h2 id="choosing-the-right-interview-technique" class="">Choosing the right interview technique</h2><p class="">Interviews are the only <a href="https://contentsquare.com/guides/ux-research/methods/" target="_blank" rel="noopener noreferrer"><u>user experience (UX) research method</u></a> that lets you dive deep into users’ experiences and perspectives. But to gather <a href="https://contentsquare.com/guides/user-feedback/" target="_blank" rel="noopener noreferrer"><u>user feedback</u></a> that <em>really</em> moves the needle, you need to:</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Probe for insights (while avoiding bias):</strong> great interviewers ask research questions that prompt valuable, actionable answers without leading the participant in any direction </p></li><li class="custom-li"><p class=""><strong>Adapt your approach to the interviewee: </strong>every interviewee is different—while some are easy to talk to, others are shy or less responsive in their initial answers</p></li><li class="custom-li"><p class=""><strong>Make future analysis easy:</strong> without a plan for your interviews, or a way to easily analyze the qualitative data you gain, you’ll struggle to draw meaningful conclusions</p></li></ul><p class="">With that in mind, <strong>preparing for your interviews and honing your interview technique can significantly impact your research outcomes.</strong> </p><div class="table-wrapper"><table><tr><td><p class=""><strong>💡Pro tip:</strong> using <a href="https://contentsquare.com/guides/user-interviews/ai/" target="_blank" rel="noopener noreferrer"><u>AI in user interviews</u></a> can help you make the most of them.</p></td></tr></table></div><h2 id="how-to-conduct-user-interviews-in-7-steps" class="">How to conduct user interviews in 7 steps</h2><p class="">Follow these steps to make the most of your interviews and get actionable insights (while making the experience pleasant for your participants, too).</p><h3>1. Set your research goals</h3><p class="">You know your product or business inside and out, so there’s an ocean of questions you could potentially ask your participants: where do you start? Setting research goals for your interviews helps you narrow down the focus of your questions, ensuring consistency across all your interviews.</p><p class="">Ideally, start by choosing <strong>one to three overarching research questions</strong> you want answered. For example:</p><ul class="custom-ul"><li class="custom-li"><p class="">How can we optimize our onboarding process so more users finish it?</p></li><li class="custom-li"><p class="">How can we get visitors to spend more in our store?</p></li><li class="custom-li"><p class="">How can we improve on competitors’ products to increase our market share? </p></li></ul><div class="relative rounded-xl bg-coral-pastel px-6 pb-8 pt-9 sm:p-10 lg:py-14 lg:pl-16 lg:pr-10 not-prose my-8 md:my-12 lg:my-20"><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:0 0 12px 0;height:2rem;top:0px;left:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:0;top:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:100%;top:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="pb-2 pr-4 md:pb-3.5 md:pr-6"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 26 15" fill="none" class="w-[1.625rem] text-coral-primary"><path d="M0.970149 15C0.323383 15 0 14.6753 0 14.026V5.30844C0 3.62013 0.468906 2.32143 1.40672 1.41234C2.37687 0.47078 3.75124 0 5.52985 0H10.9142C11.5609 0 11.8843 0.324676 11.8843 0.974028V3.99351C11.8843 4.64286 11.5609 4.96753 10.9142 4.96753H6.79105C6.59702 4.96753 6.43532 5.03247 6.30597 5.16234C6.17662 5.25974 6.11194 5.40584 6.11194 5.60065V5.84416C6.11194 6.07143 6.17662 6.25 6.30597 6.37987C6.43532 6.47727 6.59702 6.52597 6.79105 6.52597H10.9142C11.5609 6.52597 11.8843 6.85065 11.8843 7.5V14.026C11.8843 14.6753 11.5609 15 10.9142 15H0.970149ZM25.0299 0C25.6766 0 26 0.324676 26 0.974028V3.99351C26 4.64286 25.6766 4.96753 25.0299 4.96753H19.9851C19.4677 4.96753 19.209 5.17857 19.209 5.60065V5.84416C19.209 6.2987 19.4677 6.52597 19.9851 6.52597H25.0299C25.6766 6.52597 26 6.85065 26 7.5V14.026C26 14.6753 25.6766 15 25.0299 15H14.0672C13.4204 15 13.097 14.6753 13.097 14.026V5.30844C13.097 3.62013 13.5659 2.32143 14.5037 1.41234C15.4739 0.47078 16.8483 0 18.6269 0H25.0299Z" fill="currentColor"></path></svg></div></div><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[2/1] h-6 md:h-10"></div></div><div class="aspect-[80/20] w-20"></div><p class="text-24-testimonial !max-w-none text-coral-deep">Clearly identifying the decisions that the interviews will help you make is a great starting point. I suggest that researchers work backward from the decision they have to make, then identify what you need to know to make that decision. Finally, format the questions for the interview participants based on what you’re trying to learn.</p><div class="mt-5 flex items-center gap-x-3 sm:mt-7 lg:mt-10 lg:gap-x-6"><div><div class="text-16 font-medium text-coral-deep">Sara Hefny</div><div class="text-14 text-coral-deep/80">Senior Product Researcher at Contentsquare</div></div></div></div><h3>2. Decide what type of interview to run</h3><p class="">As outlined in <a href="https://contentsquare.com/guides/user-interviews/" target="_blank" rel="noopener noreferrer"><u>this guide’s introduction</u></a>, there are several types of interview formats to choose from:</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Unstructured vs. semi-structured vs. structured:</strong> will you ask the same questions every time in a highly structured interview, or ask questions <em>ad hoc</em> without a structure? For most product teams, a semi-structured interview—where you have some questions prepared but are ready to go ‘off-script’—is the right balance.</p></li><li class="custom-li"><p class=""><strong>Generative vs. contextual vs. continuous:</strong> generative interviews ask questions on any topic, contextual interviews host conversations in a specific context (for example, exploring a user’s thought process as they complete tasks in their job), and continuous interviews involve speaking to the same participant multiple times to see how their answers evolve.</p></li><li class="custom-li"><p class=""><strong>Remote vs. in-person:</strong> in-person interviews give the interviewer more control of the environment and a better view of the participant. But many teams prefer the convenience of remote interviews, which are easier and cheaper to run—you don’t need to source a dedicated space, and the interviewee doesn’t need compensation for time spent traveling.</p></li></ul><h3>Contentsquare Interviews: the ultimate tool for remote user interviews</h3><p class="">Contentsquare already offers user behavior analytics tools—<a href="https://contentsquare.com/platform/capabilities/heatmaps/" target="_blank" rel="noopener noreferrer"><u>Heatmaps</u></a>, <a href="https://contentsquare.com/platform/capabilities/session-replay/" target="_blank" rel="noopener noreferrer"><u>Session Replay</u></a>, and <a href="https://contentsquare.com/platform/capabilities/surveys/" target="_blank" rel="noopener noreferrer"><u>Surveys</u></a>. But did you know you can complement these insights with valuable learnings from user interviews, all from the same platform?</p><p class="">With Contentsquare <a href="https://contentsquare.com/platform/capabilities/interviews/" target="_blank" rel="noopener noreferrer"><u>Interviews</u></a>, our user interviews tool, you can invite users to remote interviews, source from our participant pool of 200,000+ people (or invite your own), and bring in your team members as invisible observers.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="Run Interview Visual" loading="lazy" width="2280" height="990" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5zdWQz4TzEjb9FeUikt0YK/f7ac4a518f6201c4522d0e9daf00bbba/Run-Interview-Visual.png?w=3840&q=100&fit=fill&fm=avif 1x" src="//images.ctfassets.net/gwbpo1m641r7/5zdWQz4TzEjb9FeUikt0YK/f7ac4a518f6201c4522d0e9daf00bbba/Run-Interview-Visual.png?w=3840&q=100&fit=fill&fm=avif"/></figure><p class=""><em>Contentsquare Interviews automates the entire user interview process, including hosting</em></p><div class="not-prose lg:py-4 my-8 md:my-12 lg:my-20"><div class="relative rounded-xl bg-coral-dark text-white px-6 py-7 sm:p-8 lg:px-[3.25rem] lg:py-12"><h2 class="text-h5 text-white">Run better user interviews with Contentsquare</h2><p class="text-16 mb-4 mt-2 w-full max-w-[25.9375rem] text-white/80 md:mb-6">Contentsquare helps you recruit participants, then schedule, host, and analyze your interviews from a single platform, so you can devote your full attention to your users.</p><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://contentsquare.com/request-a-demo/?utm_content=guide" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Request a demo</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center transition-transform duration-200 group-hover:translate-y-0"><span class="button-type">Request a demo</span></div></div></a></li></ul><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-7 md:h-12"></div></div></div></div><h3>3. Recruit the right participants</h3><p class="">To get useful insights from your interviews, you need to speak with the right target audiences. The most appropriate participants will depend on your research goals, for example:</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>If you want to increase your market share,</strong> you’d interview people from your target market who <em>aren’t</em> currently your customers</p></li><li class="custom-li"><p class=""><strong>If you want to optimize your marketing campaigns,</strong> you’d interview customers and non-customers from your target audience to learn about their needs and preferences</p></li><li class="custom-li"><p class=""><strong>If you want to increase customer spend</strong> in your store, you’d interview both high-spending and low-spending customers—and possibly non-spending visitors—to understand how their needs differ</p></li></ul><p class="">For most research questions, interviewing five participants from each audience segment or <a href="https://contentsquare.com/blog/user-personas/" target="_blank" rel="noopener noreferrer"><u>user persona</u></a> is enough.</p><h3>Find participants faster with Contentsquare Interviews</h3><p class=""><a href="https://contentsquare.com/platform/capabilities/interviews/" target="_blank" rel="noopener noreferrer"><u>Interviews</u></a> connects you to a pool of 200,000+ qualified interviewees. Select from a range of demographic and personal attributes to find the participants you need—then screen, invite, and pay them automatically in Contentsquare.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="Contentsquare Engage" loading="lazy" width="2090" height="752" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5BOHGZGGOlJNdyk1xdGMJp/2a3a230a778bc5b952761c0c648de134/Screenshot_2024-11-04_at_19.21.28.png?w=3840&q=100&fit=fill&fm=avif 1x" src="//images.ctfassets.net/gwbpo1m641r7/5BOHGZGGOlJNdyk1xdGMJp/2a3a230a778bc5b952761c0c648de134/Screenshot_2024-11-04_at_19.21.28.png?w=3840&q=100&fit=fill&fm=avif"/><figcaption class="text-14 mt-4 opacity-80">An example of setting up user interviews in Contentsquare </figcaption></figure><p class=""><em>Contentsquare Interviews helps you screen participants with specific educational and professional backgrounds</em></p><h3>4. Plan your questions</h3><p class="">Your questions should help you explore user pain points, experiences, and preferences relevant to your research questions. Use these best practices when planning questions—keep them in mind when you’re asking follow-up questions on the fly, too.</p><p class="">There are <a href="https://contentsquare.com/guides/user-interviews/questions/" target="_blank" rel="noopener noreferrer"><u>six main types of questions you could ask in user interviews</u></a>. To structure your interview naturally, ask them in (roughly) this order:</p><ol class="custom-ol"><li class="custom-li"><p class="">Screening questions: <em>How frequently do you buy products online?</em></p></li><li class="custom-li"><p class="">Awareness questions: <em>How did you find out about our brand?</em></p></li><li class="custom-li"><p class="">Expectation questions: <em>How did you think using our product would affect you?</em></p></li><li class="custom-li"><p class="">Task-specific questions: <em>How was your checkout experience?</em></p></li><li class="custom-li"><p class="">Experience questions: <em>How can we improve our checkout page?</em></p></li><li class="custom-li"><p class="">Concluding questions: <em>If you could change one thing about our checkout page, what would it be?</em></p></li></ol><h4>Use closed-ended questions cautiously</h4><p class="">Closed-ended questions only allow the interviewee to answer in a specific way. For example, the question, "Do you like our feature idea?" can only be answered <em>yes</em> or <em>no</em>. Questions like this make it difficult to get valuable insights from participants.</p><p class="">However, there <em>are</em> times when closed questions can be useful. For example:</p><ul class="custom-ul"><li class="custom-li"><p class="">When using structured interviews to gather quantitative data for analysis</p></li><li class="custom-li"><p class="">When asking interviewees to specify which of several options they prefer (see: <a href="https://support.contentsquare.com/hc/en-gb/articles/14446595358236-How-to-evaluate-and-test-concepts-and-designs" target="_blank" rel="noopener noreferrer"><u>concept testing</u></a>)</p></li><li class="custom-li"><p class="">When setting up an open-ended question that would further explore the interviewee’s preference or perspective</p></li></ul><h4>Ask open-ended questions for deeper insights</h4><p class="">When you want to get the user to be descriptive in their answers, open-ended questions are the way to go. For example:</p><ul class="custom-ul"><li class="custom-li"><p class="">What was your experience like when using our product?</p></li><li class="custom-li"><p class="">What led you to visit our website?</p></li><li class="custom-li"><p class="">What would you change about our product?</p></li></ul><p class="">All these questions allow users to answer however they want, opening the door to valuable (and often unexpected) insights.</p><h4>Phrase questions so they don’t ‘lead’ interviewees</h4><p class="">Leading questions force the interviewee to answer in a certain way and can bias your data. Let’s examine what leading questions look like—and how you can rephrase them.</p><div class="table-wrapper"><table><tr><th><p class=""><strong>Leading question</strong></p></th><th><p class=""><strong>Problem</strong></p></th><th><p class=""><strong>Rephrased version</strong></p></th></tr><tr><td><p class=""><em>What was your favorite part of the onboarding process?</em></p></td><td><p class="">Assumes the user feels positively about something, and leads them to answer in line with that assumption</p></td><td><p class=""><em>What part of the onboarding experience stood out most to you?</em></p></td></tr><tr><td><p class=""><em>What do you dislike about our competitor’s product?</em></p></td><td><p class="">Assumes the interviewee dislikes something</p></td><td><p class=""><em>What would you change about our competitor’s product?</em></p></td></tr><tr><td><p class=""><em>How easy was the product to use?</em></p></td><td><p class="">Assumes the interviewee found the product easy to use</p></td><td><p class=""><em>What was your experience of using the product?</em></p></td></tr><tr><td><p class=""><em>How often do you buy groceries online?</em></p></td><td><p class="">Assumes the person buys food online. The interviewee might feel like they ‘should’ buy online and answer accordingly.</p></td><td><p class=""><em>How do you usually buy groceries? (Follow-up questions might ask how often they buy online.)</em></p></td></tr><tr><td><p class=""><em>Would you buy our product?</em></p></td><td><p class="">Pressures the interviewee to say they would buy the product out of politeness</p></td><td><p class=""><em>Imagine you stumble across a product like this one when looking for a solution. What would your reaction be?</em></p></td></tr></table></div><p class=""><strong>Pro tip: Ask questions about what users did in the past (not what they would do in future)</strong></p><p class="">We humans aren’t good at predicting the future. If you were to ask interviewees, “How often would you go to the gym if you joined one?”, many would optimistically answer, “Several times a week.”</p><p class="">Realistically, many people won’t follow through with their fantasy workout regime (RIP our New Year’s resolutions 🪦).</p><p class="">For this reason, it’s often better to ask questions about the past—like, “Were you a member of a gym previously? How often did you visit when you were a member?”</p><h4>Structuring your interview to uncover your audience's jobs to be done</h4><p class="">The jobs-to-be-done (JTBD) framework helps you discover what people are trying to accomplish when using a product. This framework gives you a clear sense of why users choose your product and what their decision-making process looks like.</p><p class="">Structure the interview to follow the journey that the user goes through—from starting to work on a goal to evaluating and choosing a solution.</p><p class=""><strong>🛠 Identifying the job:</strong> what were your users trying to do?</p><ul class="custom-ul"><li class="custom-li"><p class="">‘What are you trying to accomplish by using [x product or service]?’</p></li><li class="custom-li"><p class="">‘What goals or objectives does [x product or service] help you accomplish?’</p></li><li class="custom-li"><p class="">‘What problems does [x product or service] help you prevent or resolve?’</p></li></ul><p class=""><strong>👋 Firing a solution:</strong> what was it about their situation that led them to look for a new or different solution?</p><ul class="custom-ul"><li class="custom-li"><p class="">‘When did you first start thinking you need a tool?’</p></li><li class="custom-li"><p class="">‘When did you realize your previous tool wasn’t doing the job?’</p></li></ul><p class=""><strong>🤝 Hiring a new solution:</strong> what was it about the new solution that led them to try it?</p><ul class="custom-ul"><li class="custom-li"><p class="">‘What was appealing about [x product or service] that you found?’</p></li></ul><p class=""><strong>✋ Habits holding them back:</strong> what prevented them from switching earlier?</p><ul class="custom-ul"><li class="custom-li"><p class="">‘Was there anything that made you hesitant in leaving behind [x product or service]?’</p></li></ul><p class=""><strong>😓 Anxieties of the new solution:</strong> what anxieties do they have about switching to something new?</p><ul class="custom-ul"><li class="custom-li"><p class="">‘Did you have any concerns or hesitations about trying out [x product or service]?’ </p></li></ul><h3>5. Run the interview</h3><p class="">Now’s your chance to shine! Follow these best practices to run a great interview.</p><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Set the scene:</strong> at the start of the interview, your job is to help your interviewee feel comfortable. So make some friendly small talk, thank your interviewee for coming, and let them know what will happen next.</p></li><li class="custom-li"><p class=""><strong>Hit record:</strong> recording your interview is a no-brainer, making it easy to analyze and share the interviews later. It also means you can relax without scrambling to write down everything participants say. (Don’t forget to ask for participants’ permission before hitting record.)</p></li><li class="custom-li"><p class=""><strong>Note down important responses:</strong> even if you’re recording, notes are still helpful. When an interviewee says something particularly significant, make a note of the time so you can revisit their comment later.</p></li><li class="custom-li"><p class=""><strong>Embrace awkward silences:</strong> when interviewees don’t answer straight away, resist the urge to immediately move on to another question. </p></li></ul><div class="relative rounded-xl bg-coral-pastel px-6 pb-8 pt-9 sm:p-10 lg:py-14 lg:pl-16 lg:pr-10 not-prose my-8 md:my-12 lg:my-20"><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:0 0 12px 0;height:2rem;top:0px;left:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:0;top:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:100%;top:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="pb-2 pr-4 md:pb-3.5 md:pr-6"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 26 15" fill="none" class="w-[1.625rem] text-coral-primary"><path d="M0.970149 15C0.323383 15 0 14.6753 0 14.026V5.30844C0 3.62013 0.468906 2.32143 1.40672 1.41234C2.37687 0.47078 3.75124 0 5.52985 0H10.9142C11.5609 0 11.8843 0.324676 11.8843 0.974028V3.99351C11.8843 4.64286 11.5609 4.96753 10.9142 4.96753H6.79105C6.59702 4.96753 6.43532 5.03247 6.30597 5.16234C6.17662 5.25974 6.11194 5.40584 6.11194 5.60065V5.84416C6.11194 6.07143 6.17662 6.25 6.30597 6.37987C6.43532 6.47727 6.59702 6.52597 6.79105 6.52597H10.9142C11.5609 6.52597 11.8843 6.85065 11.8843 7.5V14.026C11.8843 14.6753 11.5609 15 10.9142 15H0.970149ZM25.0299 0C25.6766 0 26 0.324676 26 0.974028V3.99351C26 4.64286 25.6766 4.96753 25.0299 4.96753H19.9851C19.4677 4.96753 19.209 5.17857 19.209 5.60065V5.84416C19.209 6.2987 19.4677 6.52597 19.9851 6.52597H25.0299C25.6766 6.52597 26 6.85065 26 7.5V14.026C26 14.6753 25.6766 15 25.0299 15H14.0672C13.4204 15 13.097 14.6753 13.097 14.026V5.30844C13.097 3.62013 13.5659 2.32143 14.5037 1.41234C15.4739 0.47078 16.8483 0 18.6269 0H25.0299Z" fill="currentColor"></path></svg></div></div><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[2/1] h-6 md:h-10"></div></div><div class="aspect-[80/20] w-20"></div><p class="text-24-testimonial !max-w-none text-coral-deep">Interviewers may get uncomfortable and try to fill the silence, which can result in leading questions—like “Do you think X or Y or Z?”—or multiple questions back-to-back. Interview respondents often need some time to process a question, so I encourage interviewers to embrace the awkwardness. If the participant doesn’t understand the question, they will tell you, but they usually just need time to formulate a response.</p><div class="mt-5 flex items-center gap-x-3 sm:mt-7 lg:mt-10 lg:gap-x-6"><div><div class="text-16 font-medium text-coral-deep">Sara Hefny</div><div class="text-14 text-coral-deep/80">Senior Product Researcher at Contentsquare</div></div></div></div><ul class="custom-ul"><li class="custom-li"><p class=""><strong>Roll with any mistakes:</strong> if participants make mistakes, like calling your product (or you) by the wrong name, don’t correct them. Interrupting their flow could make them lose their train of thought.</p></li><li class="custom-li"><p class=""><strong>Listen carefully and ask follow-up questions:</strong> participants won’t always give you juicy insights with their first answer, but they will often give you ‘clues’ that you’re onto something. That’s why one of the most important interview skills is <a href="https://www.mindtools.com/az4wxv7/active-listening" target="_blank" rel="noopener noreferrer"><u>active listening</u></a>. Ensure you concentrate on their answers—not on frantic note-taking—then ask follow-up questions to learn more.</p></li><li class="custom-li"><p class=""><strong>Gently probe non-responsive participants:</strong> some participants will give you very short answers—but don’t give up on them. Sara Hefny, Senior Product Researcher at Contentsquare, says the magic phrase “Can you tell me a little more about what makes you say that?” encourages more detailed responses <em>and</em> helps you understand the deeper motivations and reasoning behind users’ attitudes and behaviors.</p></li><li class="custom-li"><p class=""><strong>Keep neutral or positive body language:</strong> avoid any closed-off body language that might lower the energy of the conversation, like folding your arms. Avoid frowning, leaning back in your chair, or looking away, and try to make occasional eye contact with users.</p></li><li class="custom-li"><p class=""><strong>Give encouragement:</strong> being interviewed can feel a little strange, and encouragement may help participants open up and share more.</p></li></ul><div class="relative rounded-xl bg-coral-pastel px-6 pb-8 pt-9 sm:p-10 lg:py-14 lg:pl-16 lg:pr-10 not-prose my-8 md:my-12 lg:my-20"><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:0 0 12px 0;height:2rem;top:0px;left:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:0;top:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:100%;top:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="pb-2 pr-4 md:pb-3.5 md:pr-6"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 26 15" fill="none" class="w-[1.625rem] text-coral-primary"><path d="M0.970149 15C0.323383 15 0 14.6753 0 14.026V5.30844C0 3.62013 0.468906 2.32143 1.40672 1.41234C2.37687 0.47078 3.75124 0 5.52985 0H10.9142C11.5609 0 11.8843 0.324676 11.8843 0.974028V3.99351C11.8843 4.64286 11.5609 4.96753 10.9142 4.96753H6.79105C6.59702 4.96753 6.43532 5.03247 6.30597 5.16234C6.17662 5.25974 6.11194 5.40584 6.11194 5.60065V5.84416C6.11194 6.07143 6.17662 6.25 6.30597 6.37987C6.43532 6.47727 6.59702 6.52597 6.79105 6.52597H10.9142C11.5609 6.52597 11.8843 6.85065 11.8843 7.5V14.026C11.8843 14.6753 11.5609 15 10.9142 15H0.970149ZM25.0299 0C25.6766 0 26 0.324676 26 0.974028V3.99351C26 4.64286 25.6766 4.96753 25.0299 4.96753H19.9851C19.4677 4.96753 19.209 5.17857 19.209 5.60065V5.84416C19.209 6.2987 19.4677 6.52597 19.9851 6.52597H25.0299C25.6766 6.52597 26 6.85065 26 7.5V14.026C26 14.6753 25.6766 15 25.0299 15H14.0672C13.4204 15 13.097 14.6753 13.097 14.026V5.30844C13.097 3.62013 13.5659 2.32143 14.5037 1.41234C15.4739 0.47078 16.8483 0 18.6269 0H25.0299Z" fill="currentColor"></path></svg></div></div><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[2/1] h-6 md:h-10"></div></div><div class="aspect-[80/20] w-20"></div><p class="text-24-testimonial !max-w-none text-coral-deep">To create an atmosphere of confidence and comfort, encourage your interviewee (genuinely) as they respond by showing real interest and affirming that they’re giving you what you need. A simple “That’s so interesting; tell me more!” or “That’s a great answer!” or “You really know this space” can work wonders to get the person you’re talking to feeling like they’re succeeding. Remember that they’re often as nervous as you might be.</p><div class="mt-5 flex items-center gap-x-3 sm:mt-7 lg:mt-10 lg:gap-x-6"><div><div class="text-16 font-medium text-coral-deep">Joel Klettke</div><div class="text-14 text-coral-deep/80">Founder, Case Study Buddy</div></div></div></div><h3>6. Analyze your interview data</h3><p class="">You won’t always notice important trends and insights during user research interviews, but with a recording or transcript, you can perform in-depth analyses later.</p><p class=""><strong>💡Pro tip:</strong> Contentsquare <a href="https://contentsquare.com/platform/capabilities/interviews/" target="_blank" rel="noopener noreferrer"><u>Interviews</u></a> automatically records and transcribes your user interviews for you, so you can concentrate on getting the most out of your conversation.</p><h4>Do a quick debrief immediately after the interview</h4><p class="">You’re sure to forget some of what happened in your interviews, so write a quick summary of each conversation. These summaries are a great starting point when it comes to analysis. </p><h4>Review transcriptions </h4><p class="">When analyzing your data, start by reading <a href="https://contentsquare.com/guides/user-interviews/transcripts/" target="_blank" rel="noopener noreferrer"><u>interview transcripts</u></a> to save time. If you need to better understand the emotions behind an interviewee’s statement, check the recording to see and hear how they spoke.</p><p class="">Take notes of important statements, but ensure your notes directly reflect what interviewees say—not how you interpret their comments.</p><h4>Look for themes across your interviews</h4><p class="">Sara explains how she analyzes interview data:</p><div class="relative rounded-xl bg-coral-pastel px-6 pb-8 pt-9 sm:p-10 lg:py-14 lg:pl-16 lg:pr-10 not-prose my-8 md:my-12 lg:my-20"><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:0 0 12px 0;height:2rem;top:0px;left:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:0;top:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(90deg);left:100%;top:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="pb-2 pr-4 md:pb-3.5 md:pr-6"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 26 15" fill="none" class="w-[1.625rem] text-coral-primary"><path d="M0.970149 15C0.323383 15 0 14.6753 0 14.026V5.30844C0 3.62013 0.468906 2.32143 1.40672 1.41234C2.37687 0.47078 3.75124 0 5.52985 0H10.9142C11.5609 0 11.8843 0.324676 11.8843 0.974028V3.99351C11.8843 4.64286 11.5609 4.96753 10.9142 4.96753H6.79105C6.59702 4.96753 6.43532 5.03247 6.30597 5.16234C6.17662 5.25974 6.11194 5.40584 6.11194 5.60065V5.84416C6.11194 6.07143 6.17662 6.25 6.30597 6.37987C6.43532 6.47727 6.59702 6.52597 6.79105 6.52597H10.9142C11.5609 6.52597 11.8843 6.85065 11.8843 7.5V14.026C11.8843 14.6753 11.5609 15 10.9142 15H0.970149ZM25.0299 0C25.6766 0 26 0.324676 26 0.974028V3.99351C26 4.64286 25.6766 4.96753 25.0299 4.96753H19.9851C19.4677 4.96753 19.209 5.17857 19.209 5.60065V5.84416C19.209 6.2987 19.4677 6.52597 19.9851 6.52597H25.0299C25.6766 6.52597 26 6.85065 26 7.5V14.026C26 14.6753 25.6766 15 25.0299 15H14.0672C13.4204 15 13.097 14.6753 13.097 14.026V5.30844C13.097 3.62013 13.5659 2.32143 14.5037 1.41234C15.4739 0.47078 16.8483 0 18.6269 0H25.0299Z" fill="currentColor"></path></svg></div></div><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[2/1] h-6 md:h-10"></div></div><div class="aspect-[80/20] w-20"></div><p class="text-24-testimonial !max-w-none text-coral-deep">Gather all your notes in one place and put each thought or response on separate sticky notes (either in a digital tool like Miro or on actual stickies), and start to divide them into broader themes. Once the notes have been grouped into larger themes, you can begin to look for sub-themes or patterns. Focusing on one theme at a time, look for commonalities or contradictions among the responses and create sub-groups of related observations, which we call clusters. This method is also called affinity mapping or affinity diagramming—and the goal is to connect pieces of evidence to create a broader insight.</p><div class="mt-5 flex items-center gap-x-3 sm:mt-7 lg:mt-10 lg:gap-x-6"><div><div class="text-16 font-medium text-coral-deep">Sara Hefny</div><div class="text-14 text-coral-deep/80">Senior Product Researcher @ Contentsquare</div></div></div></div><h3>7. Share your findings with colleagues</h3><p class="">Now that you’ve been through your data and unearthed fascinating insights, it’s time to share them with your team. Prepare a short report in your preferred format and include key snippets from your user interviews.</p><h4>Pro tip: Use Contentsquare to bring data to your team</h4><p class="">Contentsquare helps you automatically share interview data via apps like <a href="https://partners.contentsquare.com/technology-partners/slack" target="_blank" rel="noopener noreferrer"><u>Slack</u></a> and <a href="https://partners.contentsquare.com/technology-partners/microsoft-teams" target="_blank" rel="noopener noreferrer"><u>Microsoft Teams</u></a> to get buy-in for your recommendations. Send time-stamped video notes with a click, or create video clips of juicy insights from your participants.</p><h2 id="how-to-automate-your-interview-processes-with-contentsquare-interviews" class="">How to automate your interview processes with Contentsquare Interviews</h2><p class="">Follow these steps to have Contentsquare <a href="https://contentsquare.com/platform/capabilities/interviews/" target="_blank" rel="noopener noreferrer"><u>Interviews</u></a> handle your recruitment and scheduling—freeing up more time for interviewing and analysis.</p><h3>Step 1: create a project</h3><p class="">Fill in some basic details about your project, starting with its name. Here, you can add an internal description for your team, plus a public description that participants will see.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Engage step 1" loading="lazy" width="946" height="425" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6Tnnp2GNIVKJVimxi355Re/3d81db53607cc566cae06b5d56816eca/Engage_step_1__1_.png?w=1080&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/6Tnnp2GNIVKJVimxi355Re/3d81db53607cc566cae06b5d56816eca/Engage_step_1__1_.png?w=1920&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/6Tnnp2GNIVKJVimxi355Re/3d81db53607cc566cae06b5d56816eca/Engage_step_1__1_.png?w=1920&q=100&fit=fill&fm=avif"/></figure><h3>Step 2: invite participants</h3><p class="">Next, invite your participants from your own network, or use Contentsquare’s participant pool. Automate recruitment by selecting how many participants you want and their compensation—Contentsquare will find the right people for you.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Engage step 2" loading="lazy" width="946" height="478" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6FUPV9g0GP7LU7CfsAKGEM/7590918d8c99471681f50d42d294bccf/Engage_step_2__1_.png?w=1080&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/6FUPV9g0GP7LU7CfsAKGEM/7590918d8c99471681f50d42d294bccf/Engage_step_2__1_.png?w=1920&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/6FUPV9g0GP7LU7CfsAKGEM/7590918d8c99471681f50d42d294bccf/Engage_step_2__1_.png?w=1920&q=100&fit=fill&fm=avif"/></figure><h3>Step 3: configure project settings</h3><p class="">Tell Interviews when you want to do your interviews. You can even connect your calendar so you don’t get double-booked.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Engage step 3" loading="lazy" width="946" height="493" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/1WirQYKspOm9XGlVHuTWxs/382a1e8d33aa9de2d623a71035d56ed7/Engage_step_3__1_.png?w=1080&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/1WirQYKspOm9XGlVHuTWxs/382a1e8d33aa9de2d623a71035d56ed7/Engage_step_3__1_.png?w=1920&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/1WirQYKspOm9XGlVHuTWxs/382a1e8d33aa9de2d623a71035d56ed7/Engage_step_3__1_.png?w=1920&q=100&fit=fill&fm=avif"/></figure><h3>Step 4: set your criteria for recruitment</h3><p class="">If you’re using Contentsquare for recruitment, select from a wide range of demographic and professional background criteria. For example, you could request women aged 40+ who live in the USA and work in healthcare.</p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Engage step 4" loading="lazy" width="946" height="494" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/7HgQBM5q0NptPPbnylCeV3/dd0e21649bd734c43d4063f2d865b3dd/Engage_step_4__1_.png?w=1080&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/7HgQBM5q0NptPPbnylCeV3/dd0e21649bd734c43d4063f2d865b3dd/Engage_step_4__1_.png?w=1920&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/7HgQBM5q0NptPPbnylCeV3/dd0e21649bd734c43d4063f2d865b3dd/Engage_step_4__1_.png?w=1920&q=100&fit=fill&fm=avif"/></figure><p class="">You can also set up screening questions to ensure Contentsquare only invites people relevant to your research.</p><h3>Step 5: let Interviews handle invitations, scheduling, and compensation</h3><p class="">If you recruit from your own network, Interviews generates a link you can use to invite contacts. Or, if you’re recruiting from the Contentsquare participant pool, <strong>Interviews automatically finds, screens, and schedules interview participants for you.</strong></p><figure class="prose-image my-8 md:my-[3.75rem]"><img alt="[Visual] Engage step 5" loading="lazy" width="946" height="487" decoding="async" data-nimg="1" class="w-full rounded-lg" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/6Z6SxfMUP4ubBIVXDuTPPm/37f69e2111b6b7a9157a192581a03cda/Engage_step_5__1_.png?w=1080&q=100&fit=fill&fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/6Z6SxfMUP4ubBIVXDuTPPm/37f69e2111b6b7a9157a192581a03cda/Engage_step_5__1_.png?w=1920&q=100&fit=fill&fm=avif 2x" src="//images.ctfassets.net/gwbpo1m641r7/6Z6SxfMUP4ubBIVXDuTPPm/37f69e2111b6b7a9157a192581a03cda/Engage_step_5__1_.png?w=1920&q=100&fit=fill&fm=avif"/></figure><p class="">When the interview is over, mark it as complete, and Interviews will pay the participant—leaving you free to focus on your analysis.</p><h2 id="to-conduct-effective-user-interviews-pay-attention-to-the-details" class="">To conduct effective user interviews, pay attention to the details</h2><p class="">Great user interviews often feel like a chat with a friend, with the conversation flowing easily. But interviews exist to give you invaluable user data. That means you need to pay attention to details you wouldn’t usually think about—like the way you phrase questions and the small ‘clues’ in your respondents’ answers that prompt you to probe further.</p><p class="">The best way to catch these small details is through careful preparation. By establishing clear goals and questions in advance, you’ll know what to ask your participants and what to listen out for. <strong>With the right tools, you’ll capture every important detail—and spot those game-changing insights in your participants’ responses.</strong></p><div class="not-prose lg:py-4 my-8 md:my-12 lg:my-20"><div class="relative rounded-xl bg-coral-dark text-white px-6 py-7 sm:p-8 lg:px-[3.25rem] lg:py-12"><h2 class="text-h5 text-white">Run better user interviews with Contentsquare</h2><p class="text-16 mb-4 mt-2 w-full max-w-[25.9375rem] text-white/80 md:mb-6">Contentsquare helps you recruit participants, then schedule, host, and analyze your interviews from a single platform, so you can devote your full attention to your users.</p><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://contentsquare.com/request-a-demo/?utm_content=guide" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Request a demo</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center transition-transform duration-200 group-hover:translate-y-0"><span class="button-type">Request a demo</span></div></div></a></li></ul><div class="absolute z-10 !h-fit false bg-white text-white " style="border-radius:12px 0 0 0;height:2rem;bottom:0px;right:0px;width:0px"><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:0;bottom:100%;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="absolute transition-all delay-150 duration-500" style="height:12px;width:12px;transform:rotate(-90deg);right:100%;bottom:0;opacity:0"><svg width="100%" height="100%" viewBox="0 0 100 100" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_4240_4255)"><path d="M0 0V100H100C44.8 100 0 55.2 0 0Z" fill="currentColor"></path></g><defs><clipPath id="clip0_4240_4255"><rect width="100" height="100" fill="currentColor"></rect></clipPath></defs></svg></div><div class="aspect-[80/44] h-7 md:h-12"></div></div></div></div><h2 id="faqs-about-conducting-user-interviews" class="">FAQs about conducting user interviews</h2><div class="not-prose !my-10 md:!my-[3.75rem]"><ul class="faqs-list space-y-5 md:space-y-6"><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What is the methodology of a user interview?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 rotate-180"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="false" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">Every user interview will be different, depending on your research goals. But for most interviews, this methodology gets good results:</p><ul class="custom-ul"><li><p class="">Decide on research goals and set interview questions</p></li><li><p class="">Recruit, screen, and schedule interview participants</p></li><li><p class="">Introduce yourself and explain what will happen during the interview</p></li><li><p class="">Hit record (after asking the user’s permission)</p></li><li><p class="">Ask open-ended questions and probe further into interesting answers</p></li><li><p class="">After the interview, write notes summarizing key points to analyze later</p></li></ul><p class=""></p></div></div></li><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">How do you take notes during user interviews?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 "><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="true" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">Don’t try to write down everything the user says—you’ll get overwhelmed and miss key points. Instead, note down the most important statements and when they said them. This will help you return to crucial moments when listening to your recordings.</p><p class="">You should also make a note of questions you want to ask later in the interview. This will help you stay focused on listening to the user instead of trying to remember potential follow-up questions.</p></div></div></li><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What kinds of questions should I ask?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 "><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="true" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">There are six main types of questions you could ask in user interviews. To structure your interview naturally, ask them in (roughly) this order:</p><ol><li><p class="">Screening questions (How frequently do you buy products online?)</p></li><li><p class="">Awareness questions (How did you find out about our brand?)</p></li><li><p class="">Expectation questions (How did you think using our product would affect you?</p></li><li><p class="">Task-specific questions (How was your checkout experience?)</p></li><li><p class="">Experience questions (How can we improve our checkout page?</p></li><li><p class="">Concluding questions (If you could change one thing about our checkout page, what would it be?)</p></li></ol><p class=""></p></div></div></li><li class="overflow-hidden rounded-lg border border-grey-pastel !p-0"><button type="button" aria-label="[object Object]" class="faq-button flex w-full items-center justify-between space-x-4 p-4 text-left md:p-6"><span class="text-h7">What should I do if the user is not willing to answer my question?</span><div class="h-3 w-[.6rem] shrink-0 transition-transform duration-200 "><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 8 6" fill="none"><title>Chevron</title><path d="M3.99997 3.66681L7.11111 0.555664L8 1.44456L3.99997 5.44457L-3.88548e-08 1.44456L0.888883 0.555664L3.99997 3.66681Z" fill="currentColor"></path></svg></div></button><div aria-hidden="true" tabindex="-1" style="height:0px;opacity:0;margin-top:0px"><div class="prose prose-opacity-80 prose-16 prose space-y-3 px-4 pb-4 md:space-y-5 md:px-6 md:pb-6 "><p class="">When users are reluctant, it often means they don’t understand—so try rephrasing your question in a simpler way. You can also give them more context on the question. For example, you could say, “I’m trying to understand your perspective on [topic]. Could you tell me more about [simplified version of your original question]?”</p><p class="">If a user genuinely doesn’t want to answer something, you can reassure them that their answers won’t be shared publicly. But it’s best to move on quickly, as pressing your user for an answer could make them less willing to answer other questions.</p><p class=""> </p></div></div></li></ul></div><p class=""></p></div></article><div class="mt-10 space-y-4 md:mt-[3.5rem] md:space-y-6"><div class="mx-auto w-full max-w-[38.5rem] "><div class="flex w-full flex-col items-start gap-x-5 rounded-xl border border-grey-pastel px-6 py-7 sm:max-w-[38.5rem] sm:flex-row sm:p-8 lg:p-10 lg:pt-9"><div class="flex-1 max-sm:mt-2.5 lg:pt-2"><div class="text-18 font-medium text-black lg:!leading-none">Contentsquare's Content Team</div><p class="text-18 mt-3 text-black/80">We’re an international team of content experts and writers with a passion for all things customer experience (CX). From best practices to the hottest trends in digital, we’ve got it covered. Explore our guides to learn everything you need to know to create experiences that your customers will love. Happy reading!</p></div></div></div></div></div></div></section></main><section class="pb-6 pt-12 md:pb-[2.625rem] md:pt-[9rem] bg-coral-deep text-white"><div class="container"><div class="space-y-6 sm:space-y-8 max-w-lg"><h2 class="text-h1 is-large">Get insights that transform</h2><ul class="flex space-x-3 sm:space-y-0 "><li class="unstyled-li"><a href="https://insights.hotjar.com/register?cs_lite=1&utm_source=csq_website" target="_blank" rel="noreferrer" class="group inline-flex"><div class="group relative inline-flex justify-center overflow-hidden rounded-[8rem] px-4 py-[0.6875rem] text-center transition-[background-color,color,opacity,border] duration-300 md:px-5 md:py-[.8125rem] border border-transparent bg-white text-black hover:border-white hover:bg-transparent hover:text-white"><span class="button-type transition-transform duration-200 group-hover:-translate-y-10">Start for free</span><div class="absolute inset-0 flex translate-y-full transform items-center justify-center 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target="_blank" class="flex-center transition-colors duration-200 h-[1.75rem] w-[1.75rem] text-white rounded-[0.2875rem] p-[.45rem] bg-coral-dark hover:bg-coral-shade focus:bg-coral-shade" href="https://www.youtube.com/@Contentsquare"><img alt="Youtube Icon" loading="lazy" width="18" height="17" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/5LwCj5CpvDhHFKyhURKQyL/5cc8b039087b0a743cf44ecab5580bfc/Youtube_Icon.svg?w=32&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/5LwCj5CpvDhHFKyhURKQyL/5cc8b039087b0a743cf44ecab5580bfc/Youtube_Icon.svg?w=48&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/5LwCj5CpvDhHFKyhURKQyL/5cc8b039087b0a743cf44ecab5580bfc/Youtube_Icon.svg?w=48&q=100&fit=fill"/></a></li><li><a aria-label="Instagram Account" target="_blank" class="flex-center transition-colors duration-200 h-[1.75rem] w-[1.75rem] text-white rounded-[0.2875rem] p-[.45rem] bg-coral-dark hover:bg-coral-shade focus:bg-coral-shade" href="https://www.instagram.com/contentsquareofficial/?hl=en"><img alt="Instagram Icon" loading="lazy" width="14" height="15" decoding="async" data-nimg="1" class="h-full w-full object-contain" style="color:transparent" srcSet="//images.ctfassets.net/gwbpo1m641r7/3GFtUDZ3rnIenDg8jnKJBk/53a120bb02138c0860080f8ba64cf85a/Instagram_Icon.svg?w=16&q=100&fit=fill 1x, //images.ctfassets.net/gwbpo1m641r7/3GFtUDZ3rnIenDg8jnKJBk/53a120bb02138c0860080f8ba64cf85a/Instagram_Icon.svg?w=32&q=100&fit=fill 2x" src="//images.ctfassets.net/gwbpo1m641r7/3GFtUDZ3rnIenDg8jnKJBk/53a120bb02138c0860080f8ba64cf85a/Instagram_Icon.svg?w=32&q=100&fit=fill"/></a></li></ul><div><menu class="locale-select relative"><button type="button" aria-haspopup="true" aria-expanded="false" aria-label="Select site language" class="flex items-center space-x-2 border border-white/10 p-[0.375rem] pr-3 transition-colors duration-200 hover:border-white/60 focus:border-white/60 rounded-lg p-[0.375rem]"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>United Kingdom Flag</title><g clip-path="url(#clip0_6222_14804)"><mask id="mask0_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="white"></path></mask><g mask="url(#mask0_6222_14804)"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="#012169"></path><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="white" stroke-width="5.52558"></path><mask id="mask1_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M10.5 10.5005H38.1279V24.3144L10.5 10.5005ZM10.5 10.5005V24.3144H-17.1279L10.5 10.5005ZM10.5 10.5005H-17.1279V-3.31348L10.5 10.5005ZM10.5 10.5005V-3.31348H38.1279L10.5 10.5005Z" fill="white"></path></mask><g mask="url(#mask1_6222_14804)"><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="#C8102E" stroke-width="3.68372"></path></g><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="white" stroke-width="9.2093"></path><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="#C8102E" stroke-width="5.52558"></path></g></g><defs><clipPath id="clip0_6222_14804"><rect width="55.2558" height="27.6279" fill="white" transform="translate(-17.1279 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xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>United Kingdom Flag</title><g clip-path="url(#clip0_6222_14804)"><mask id="mask0_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="white"></path></mask><g mask="url(#mask0_6222_14804)"><path d="M-17.1279 -3.31348V24.3144H38.1279V-3.31348H-17.1279Z" fill="#012169"></path><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="white" stroke-width="5.52558"></path><mask id="mask1_6222_14804" maskUnits="userSpaceOnUse" x="-18" y="-4" width="57" height="29"><path d="M10.5 10.5005H38.1279V24.3144L10.5 10.5005ZM10.5 10.5005V24.3144H-17.1279L10.5 10.5005ZM10.5 10.5005H-17.1279V-3.31348L10.5 10.5005ZM10.5 10.5005V-3.31348H38.1279L10.5 10.5005Z" fill="white"></path></mask><g mask="url(#mask1_6222_14804)"><path d="M-17.1279 -3.31348L38.1279 24.3144L-17.1279 -3.31348ZM38.1279 -3.31348L-17.1279 24.3144L38.1279 -3.31348Z" fill="white"></path><path d="M-17.1279 -3.31348L38.1279 24.3144M38.1279 -3.31348L-17.1279 24.3144" stroke="#C8102E" stroke-width="3.68372"></path></g><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="white" stroke-width="9.2093"></path><path d="M10.5 -3.31348V24.3144V-3.31348ZM-17.1279 10.5005H38.1279H-17.1279Z" fill="white"></path><path d="M10.5 -3.31348V24.3144M-17.1279 10.5005H38.1279" stroke="#C8102E" stroke-width="5.52558"></path></g></g><defs><clipPath id="clip0_6222_14804"><rect width="55.2558" height="27.6279" fill="white" transform="translate(-17.1279 -3.31348)"></rect></clipPath></defs></svg></div><span>English</span></button></li><li role="none"><button type="button" role="menuitem" aria-label="Update the site locale to French" class="flex w-full items-center space-x-2 rounded-md p-1 transition-colors duration-200 hover:bg-black/10 focus:bg-black/10 focus:outline-none"><div class="relative h-[1.375rem] w-[1.375rem] overflow-hidden rounded-full"><svg xmlns="http://www.w3.org/2000/svg" width="100%" height="100%" viewBox="0 0 22 22" fill="none"><title>France Flag</title><mask id="mask0_11113_313928" style="mask-type:luminance" maskUnits="userSpaceOnUse" x="0" y="0" width="22" height="22"><path d="M22 0H0V22H22V0Z" fill="white"></path></mask><g mask="url(#mask0_11113_313928)"><path d="M7.33332 21.3816V0.619141C3.07083 2.13164 0 6.21082 0 11.0004C0 15.79 3.07083 19.8691 7.33332 21.3816Z" fill="#231D9A"></path><path d="M14.6663 0.61875C13.5205 0.229167 12.283 0 10.9997 0C9.71633 0 8.47883 0.229167 7.33301 0.61875V21.3583C8.47883 21.7708 9.71633 22 10.9997 22C12.283 22 13.5205 21.7708 14.6663 21.3813V0.61875Z" fill="white"></path><path d="M14.667 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But many teams prefer the convenience of remote interviews, which are easier and cheaper to run—you don’t need to source a dedicated space, and the interviewee doesn’t need compensation for time spent traveling.","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"heading-3","content":[{"value":"Contentsquare Interviews: the ultimate tool for remote user interviews","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Contentsquare already offers user behavior analytics tools—","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/heatmaps/"},"nodeType":"hyperlink","content":[{"value":"Heatmaps","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":", ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/session-replay/"},"nodeType":"hyperlink","content":[{"value":"Session Replay","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":", and ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/surveys/"},"nodeType":"hyperlink","content":[{"value":"Surveys","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":". But did you know you can complement these insights with valuable learnings from user interviews, all from the same platform?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"With Contentsquare ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/interviews/"},"nodeType":"hyperlink","content":[{"value":"Interviews","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":", our user interviews tool, you can invite users to remote interviews, source from our participant pool of 200,000+ people (or invite your own), and bring in your team members as invisible observers.","marks":[],"data":{},"nodeType":"text"}]},{"data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"gwbpo1m641r7"}},"id":"5zdWQz4TzEjb9FeUikt0YK","type":"Asset","createdAt":"2024-10-17T10:08:46.567Z","updatedAt":"2024-10-28T10:23:59.965Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":7,"revision":2,"locale":"en"},"fields":{"title":"Run Interview Visual","description":"","file":{"url":"//images.ctfassets.net/gwbpo1m641r7/5zdWQz4TzEjb9FeUikt0YK/f7ac4a518f6201c4522d0e9daf00bbba/Run-Interview-Visual.png","details":{"size":163176,"image":{"width":2280,"height":990}},"fileName":"Run-Interview-Visual.png","contentType":"image/png"}}}},"nodeType":"embedded-asset-block","content":[]},{"data":{},"nodeType":"paragraph","content":[{"value":"Contentsquare Interviews automates the entire user interview process, including hosting","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]},{"data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"gwbpo1m641r7"}},"id":"4St0MGu6y4MX1x6fXHBg2e","type":"Entry","createdAt":"2024-11-04T10:29:57.291Z","updatedAt":"2024-11-04T10:29:57.291Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":5,"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"cta"}},"locale":"en"},"fields":{"adminName":"[Guide] [User interviews] Conduct \u003e CTA","layout":"Default","heading":"Run better user interviews with Contentsquare","content":"Contentsquare helps you recruit participants, then schedule, host, and analyze your interviews from a single platform, so you can devote your full attention to your users.","buttons":[{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"gwbpo1m641r7"}},"id":"NH9RZYfuvZ3ivktQ3ptAl","type":"Entry","createdAt":"2024-10-29T14:02:59.300Z","updatedAt":"2024-10-29T14:16:17.514Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":7,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"button"}},"locale":"en"},"fields":{"internalName":" [Content UTMs] Guides \u003e Request a Demo","title":"Request a demo","externalUrl":"https://contentsquare.com/request-a-demo/?utm_content=guide","type":"Button Solid — Deep Grey"}}]}}},"nodeType":"embedded-entry-block","content":[]},{"data":{},"nodeType":"heading-3","content":[{"value":"3. Recruit the right participants","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"To get useful insights from your interviews, you need to speak with the right target audiences. 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To structure your interview naturally, ask them in (roughly) this order:","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"ordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Screening questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"How frequently do you buy products online?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Awareness questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"How did you find out about our brand?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Expectation questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"How did you think using our product would affect you?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Task-specific questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"How was your checkout experience?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Experience questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"How can we improve our checkout page?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Concluding questions: ","marks":[],"data":{},"nodeType":"text"},{"value":"If you could change one thing about our checkout page, what would it be?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Use closed-ended questions cautiously","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Closed-ended questions only allow the interviewee to answer in a specific way. For example, the question, \"Do you like our feature idea?\" can only be answered ","marks":[],"data":{},"nodeType":"text"},{"value":"yes","marks":[{"type":"italic"}],"data":{},"nodeType":"text"},{"value":" or ","marks":[],"data":{},"nodeType":"text"},{"value":"no","marks":[{"type":"italic"}],"data":{},"nodeType":"text"},{"value":". Questions like this make it difficult to get valuable insights from participants.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"However, there ","marks":[],"data":{},"nodeType":"text"},{"value":"are","marks":[{"type":"italic"}],"data":{},"nodeType":"text"},{"value":" times when closed questions can be useful. For example:","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"When using structured interviews to gather quantitative data for analysis","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"When asking interviewees to specify which of several options they prefer (see: ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://support.contentsquare.com/hc/en-gb/articles/14446595358236-How-to-evaluate-and-test-concepts-and-designs"},"nodeType":"hyperlink","content":[{"value":"concept testing","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":")","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"When setting up an open-ended question that would further explore the interviewee’s preference or perspective","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Ask open-ended questions for deeper insights","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"When you want to get the user to be descriptive in their answers, open-ended questions are the way to go. For example:","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What was your experience like when using our product?","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What led you to visit our website?","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What would you change about our product?","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"All these questions allow users to answer however they want, opening the door to valuable (and often unexpected) insights.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Phrase questions so they don’t ‘lead’ interviewees","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Leading questions force the interviewee to answer in a certain way and can bias your data. Let’s examine what leading questions look like—and how you can rephrase them.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"table","content":[{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-header-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Leading question","marks":[{"type":"bold"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-header-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Problem","marks":[{"type":"bold"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-header-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Rephrased version","marks":[{"type":"bold"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What was your favorite part of the onboarding process?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Assumes the user feels positively about something, and leads them to answer in line with that assumption","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What part of the onboarding experience stood out most to you?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What do you dislike about our competitor’s product?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Assumes the interviewee dislikes something","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What would you change about our competitor’s product?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"How easy was the product to use?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Assumes the interviewee found the product easy to use","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"What was your experience of using the product?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"How often do you buy groceries online?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Assumes the person buys food online. The interviewee might feel like they ‘should’ buy online and answer accordingly.","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"How do you usually buy groceries? (Follow-up questions might ask how often they buy online.)","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"table-row","content":[{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Would you buy our product?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Pressures the interviewee to say they would buy the product out of politeness","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"table-cell","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Imagine you stumble across a product like this one when looking for a solution. What would your reaction be?","marks":[{"type":"italic"}],"data":{},"nodeType":"text"}]}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Pro tip: Ask questions about what users did in the past (not what they would do in future)","marks":[{"type":"bold"}],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"We humans aren’t good at predicting the future. If you were to ask interviewees, “How often would you go to the gym if you joined one?”, many would optimistically answer, “Several times a week.”","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Realistically, many people won’t follow through with their fantasy workout regime (RIP our New Year’s resolutions 🪦).","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"For this reason, it’s often better to ask questions about the past—like, “Were you a member of a gym previously? How often did you visit when you were a member?”","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Structuring your interview to uncover your audience's jobs to be done","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"The jobs-to-be-done (JTBD) framework helps you discover what people are trying to accomplish when using a product. This framework gives you a clear sense of why users choose your product and what their decision-making process looks like.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Structure the interview to follow the journey that the user goes through—from starting to work on a goal to evaluating and choosing a solution.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"🛠 Identifying the job:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" what were your users trying to do?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘What are you trying to accomplish by using [x product or service]?’","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘What goals or objectives does [x product or service] help you accomplish?’","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘What problems does [x product or service] help you prevent or resolve?’","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"👋 Firing a solution:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" what was it about their situation that led them to look for a new or different solution?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘When did you first start thinking you need a tool?’","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘When did you realize your previous tool wasn’t doing the job?’","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"🤝 Hiring a new solution:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" what was it about the new solution that led them to try it?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘What was appealing about [x product or service] that you found?’","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"✋ Habits holding them back:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" what prevented them from switching earlier?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘Was there anything that made you hesitant in leaving behind [x product or service]?’","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"paragraph","content":[{"value":"😓 Anxieties of the new solution:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" what anxieties do they have about switching to something new?","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"unordered-list","content":[{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"‘Did you have any concerns or hesitations about trying out [x product or service]?’ ","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{},"nodeType":"heading-3","content":[{"value":"5. 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It also means you can relax without scrambling to write down everything participants say. (Don’t forget to ask for participants’ permission before hitting record.)","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Note down important responses:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" even if you’re recording, notes are still helpful. When an interviewee says something particularly significant, make a note of the time so you can revisit their comment later.","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Embrace awkward silences:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" when interviewees don’t answer straight away, resist the urge to immediately move on to another question. 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Interrupting their flow could make them lose their train of thought.","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Listen carefully and ask follow-up questions:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" participants won’t always give you juicy insights with their first answer, but they will often give you ‘clues’ that you’re onto something. That’s why one of the most important interview skills is ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://www.mindtools.com/az4wxv7/active-listening"},"nodeType":"hyperlink","content":[{"value":"active listening","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":". 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Avoid frowning, leaning back in your chair, or looking away, and try to make occasional eye contact with users.","marks":[],"data":{},"nodeType":"text"}]}]},{"data":{},"nodeType":"list-item","content":[{"data":{},"nodeType":"paragraph","content":[{"value":"Give encouragement:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" being interviewed can feel a little strange, and encouragement may help participants open up and share more.","marks":[],"data":{},"nodeType":"text"}]}]}]},{"data":{"target":{"metadata":{"tags":[],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"gwbpo1m641r7"}},"id":"3ZRqKWI8Fhgu3LSabkjtIb","type":"Entry","createdAt":"2024-11-04T10:40:09.514Z","updatedAt":"2024-11-04T10:40:09.514Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":6,"revision":1,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"testimonial"}},"locale":"en"},"fields":{"internalName":"[Quote] Joel Klettke - User interviews","quote":"To create an atmosphere of confidence and comfort, encourage your interviewee (genuinely) as they respond by showing real interest and affirming that they’re giving you what you need. \nA simple “That’s so interesting; tell me more!” or “That’s a great answer!” or “You really know this space” can work wonders to get the person you’re talking to feeling like they’re succeeding. 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Analyze your interview data","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"You won’t always notice important trends and insights during user research interviews, but with a recording or transcript, you can perform in-depth analyses later.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"💡Pro tip:","marks":[{"type":"bold"}],"data":{},"nodeType":"text"},{"value":" Contentsquare ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/interviews/"},"nodeType":"hyperlink","content":[{"value":"Interviews","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":" automatically records and transcribes your user interviews for you, so you can concentrate on getting the most out of your conversation.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Do a quick debrief immediately after the interview","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"You’re sure to forget some of what happened in your interviews, so write a quick summary of each conversation. 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Prepare a short report in your preferred format and include key snippets from your user interviews.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-4","content":[{"value":"Pro tip: Use Contentsquare to bring data to your team","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Contentsquare helps you automatically share interview data via apps like ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://partners.contentsquare.com/technology-partners/slack"},"nodeType":"hyperlink","content":[{"value":"Slack","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":" and ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://partners.contentsquare.com/technology-partners/microsoft-teams"},"nodeType":"hyperlink","content":[{"value":"Microsoft Teams","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":" to get buy-in for your recommendations. Send time-stamped video notes with a click, or create video clips of juicy insights from your participants.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-2","content":[{"value":"How to automate your interview processes with Contentsquare Interviews","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Follow these steps to have Contentsquare ","marks":[],"data":{},"nodeType":"text"},{"data":{"uri":"https://contentsquare.com/platform/capabilities/interviews/"},"nodeType":"hyperlink","content":[{"value":"Interviews","marks":[{"type":"underline"}],"data":{},"nodeType":"text"}]},{"value":" handle your recruitment and scheduling—freeing up more time for interviewing and analysis.","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"heading-3","content":[{"value":"Step 1: create a project","marks":[],"data":{},"nodeType":"text"}]},{"data":{},"nodeType":"paragraph","content":[{"value":"Fill in some basic details about your project, starting with its name. 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