Design thinking resource
A qualitative research method used to explore people's experiences, needs, perspectives and behaviours through purposeful conversation.
Interviews provide opportunities to learn directly from the people affected by a challenge or solution.
Unlike surveys and quantitative methods, interviews allow participants to explain experiences in their own words. This often reveals context, emotion and motivation that might otherwise remain hidden.
These deeper insights strengthen understanding and support more human-centred innovation.
Observing behaviour helps teams understand what people do. Interviews help explain why.
Through thoughtful questioning, interviewers can uncover motivations, expectations, frustrations and goals that influence decisions and actions.
This understanding often reveals opportunities for improvement that may not be visible through observation alone.
Interviews are not simply data collection activities. They are opportunities to learn from lived experience.
Open-ended conversations allow participants to share insights, challenge assumptions and contribute perspectives that shape future decisions.
These conversations often become a valuable source of inspiration for ongoing design and innovation work.
Put the method to work
Identify the topics and questions to explore.
Encourage discussion rather than simple yes-or-no responses.
Focus on understanding rather than confirming assumptions.
Review themes, patterns and key observations.
Why it matters
Learn from people's experiences and perspectives.
Develop stronger connections with user needs.
Inform actions through qualitative evidence.
Uncover insights that may inspire innovation.
Continue exploring
Explore observation as a method for understanding behaviour in context.