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Interview
Customer / In-Depth Interview
A researcher holds one-on-one, or occasionally small-group, conversations with people outside the team, such as customers or users, using open-ended questions and follow-up probing to understand their pain points, needs, behaviors, and experiences in depth.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Discovery
Hypothesis type
Desirability, Viability
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Individual case report
Minimum units needed
5
1Best Fit When
Best when you need deep, qualitative understanding of customer pain points, needs, and behaviors before designing a solution.