Discovery Interviews
Contextual and discovery interviews to deeply understand your users. Discover their motivations, frustrations, and the jobs they're trying to accomplish.
Are you building without understanding your users?
Without deep conversations with real users, teams end up creating products based on internal assumptions, not real market needs.
- The team has no direct contact with end users
- Product decisions are based on internal opinions
- You don't understand why users abandon your product
- You need to validate a new product direction before investing
Our Approach: Contextual Inquiry + Jobs to Be Done
We combine contextual inquiry (observing users in their real environment) with the JTBD framework to understand not just what users do, but why they do it and what they're trying to achieve.
Contextual Inquiry
We observe and interview users in their natural work environment. Context reveals behaviors and needs that office interviews don't capture.
Jobs to Be Done
We identify the "jobs" users are trying to accomplish. It's not about what they say they want, but what they really need to achieve.
Stakeholder Interviews
We interview internal stakeholders to align product vision with business needs and understand existing constraints.
Our Process
Hypothesis Definition
We work with your team to define what you need to learn and what hypotheses you want to validate or invalidate.
Interview Guide Design
We create a semi-structured guide that allows flexibility while ensuring we cover critical topics.
Strategic Recruitment
We select participants representing different user segments, including extreme users.
In-Context Interviews
We conduct 60-90 minute interviews, ideally in the environment where the user performs relevant tasks.
Thematic Analysis
We transcribe, code, and analyze interviews to identify patterns, insights, and opportunities.
What We'll Deliver
Data-Driven Personas
User profiles grounded in real research, not demographic assumptions.
Jobs to Be Done Map
Documentation of the main jobs your users are trying to accomplish.
Actionable Insights
Prioritized findings with direct implications for product design and development.
Video Clips
Key interview moments edited to share with stakeholders and generate empathy.
Frequently Asked Questions
What is contextual inquiry?
It's a research technique where we interview and observe users in their natural work environment. This reveals behaviors, workarounds, and needs that don't emerge in traditional office interviews.
What is Jobs to Be Done (JTBD)?
It's a framework focused on understanding the "jobs" users hire a product to do. Instead of asking what features they want, we seek to understand what they're trying to accomplish in their lives.
How many interviews are needed for valid insights?
Generally, 8-12 interviews per user segment are sufficient to reach thematic saturation. For broader discovery studies, we recommend 15-20 diverse participants.
What's the difference between user interviews and focus groups?
1:1 interviews allow exploring personal experiences in depth without group influence. Focus groups are useful for generating ideas, but interviews reveal real behaviors and motivations without social bias.
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