Ask about the last time the problem occurred, what the person did, what was difficult, and what the outcome cost. Avoid pitching until you understand the story.
Work through it
Recruit narrowly
Speak with people who recently experienced the problem you are studying.
Ask for a story
Use prompts such as “Tell me about the last time this happened.”
Follow the energy
Probe moments where the person becomes specific, frustrated, or unusually detailed.
End with access
Ask for a follow-up, introduction, pilot, or permission to show a prototype.
Common mistakes
- Explaining too much
- Seeking compliments
- Interviewing only friends