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DTO Field Research Guide | Interview expert tips

Getting ready for the interview 1) You can interview people directly
involved in your challenge, experts or
extreme users.
STEP 1 | What do you need to know? i.e. If researching to understand dental health
Here we’re aiming to find out as much as we can about our interviewee’s needs, desires and challenges based on our topic.
habits, you might want to talk to a dentist, a
toothpaste manufacturer or someone who uses
dental braces.

2) Ask open questions. Do not ask ques-

tions that lead to yes or no.
STEP 2 | Who is the audience? “What were the main reasons you chose...?”
Define who you will interview. “How did you feel about...”
“How would you describe your experience with...”

3) Remember the funnel method:

Questions to building rapport;

Introduce yourself and the project, for example:

“Hi, my name is… and I’m doing research on...”
“Just to be clear: there are no right or wrong
answers. We want to hear your experience and
opinions.”
STEP 3 | How will you interview them? “Tell me a little about yourself.”
Create a script!
Questions about the themes you want to
explore

“Tell me a story about the last time you…”

“What was challenging? Why?”
“What did you enjoy most about it?

Then move on to sensitive questions that

require trust

Wrap up
"Thank you so much for this conversation!
We’ve taken good notes on your valuable input."

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DTO Field Research Guide | Interview expert tips

In the interview 1) Listen more than talk.

2) Observe the person’s behaviour,

STEP 1 | Interviewer asks questions from the script and dives deeper when required. intonations, pauses and interaction with
the surrounding and see what you can
Ask ‘why’ several times. learn from this context.

3) Remain flexible to the answers you are

given and follow the interviewee’s rhythm.

STEP 2 | Take notes with exact phrasing and even notes on body language if useful. 4) Use the “5 Why’s"?
Drill down to the root cause by asking "Why?" five
times.

5) Always go out to perform interviews in

pairs, one can be the interviewer while the
STEP 3 | Take photos of the environment, situations, objects or other things that you other can take notes and document.
think can be useful as a research resource. 6) Record video, audio and take photos
when possible, but always ask for permis-
sion first.

7) You can also do online interviews via

STEP 4 | Repeat for 5 – 10 interviews. platforms like Zoom or Meets.

What to bring
Notebook, journal or blank sheets of paper

Pen or pencil

Camera or smartphone

Recording device or app, microphone

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DTO Field Research Guide | Interview Photos taken during the

interview:
In the interview

Notes from interview

Name of the interviewee:
Audience type (extreme user, direct affected, specialist, etc):

Main quotes:

Main observations (body language, behaviour and feelings)

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