Interviews are a one-to-one conversation between a researcher and a person the research is interested in.
Service designers use interviews to uncover how users, customers, and employees feel when involved in a service. They use these interviews to discover the frustrations and joys that these people have in the interaction with the service. Furthermore, they try to go more in-depth and try to determine why these frustrations happen, how often, and in which context.
In a way, interviews are part of the detective work that service designers conduct when doing research tasks.
Interviews are one of the most commonly used research methods by qualitative researchers, and it is not limited to the field of Service Design.
The art of a good interview is tricky as you don’t want to influence the person and discover their personal feelings and opinions, which is often much more complicated than it sounds.
Going further
This article is part of my free course "What is Service Design?" which helps you to discover what Service Design is and why it is powerful to enhance the customer experience.