Unsplush

Let’s say you’ve got two weeks and a list of 10 users to conduct user research on your project.

Which method to choose?

Should you opt for hours of detailed exploration of user interviews or the dynamic interaction of focus groups?

In this article, we’ll break down the pros and cons of both methods to help you make the best choice for your project’s needs.

User interview Pros

Open and friendly conversations: user interviews are always (at least we try to make them so) about an open and friendly conversation that can disclose concrete examples, interesting anecdotes, or life stories.

This can lead to more honest and detailed responses, as participants may feel more comfortable sharing information one-on-one. That is what allows us to create a realistic persona and storyboard that talks about emotions.

Find the hidden needs: akey advantage of user interviews is the focus on the difference between what people do and what they say. This gap can reveal hidden needs that are not always clearly defined, even in the user’s mind. It’s much easier to notice the differences in actions/ words when you are one-to-one with the person than in the group discussion.

Easy Setup: another significant advantage of user interviews is that they do not require any specific equipment. This makes them an accessible and cost-effective method when all you need is your pen and paper to take notes.

Flexibility in location (especially in post-covid reality when everybody is often working remotely): user interviews can be conducted either at a place that is convenient for the interviewer or the participant or remotely from home.

Basis for Survey: the key themes and insights derived from interviews can be a good basis for creating targeted survey questions that you can diffuse to a larger target audience through questionnaires.