A set of essential tools for conducting in-depth qualitative research by interviewing stakeholders and capturing insights
The Interview Toolbox is a package of tools (Interview Matrix and Interview Card) that allows you to begin an empathy process aimed at conducting in-depth qualitative research. With this toolbox you will be able to understand your interlocutor's point of view by going to investigate their problems, needs and desires; you will be able to synthesize and reorganize information in pursuit of customer insights.
Before using the Interview Toolbox, if you have not already done yet, map your stakeholders with the Stakeholder Map.
Customer insights are small clues that can unveil big trends; understanding your stakeholders is the first step in capturing them
Ho to use the Interview Toolbox
1. First step
Structure the interview and define the questions that will support you in the qualitative analysis of your stakeholders. Use the Interview Matrix to support your process interweaving the topics to be investigated with a proper rhythm of questions that can activate a spontaneous conversation with the interviewee.
2. Second step
Visually summarize the contributions, reflections, and insights that emerged from individual interviewees' stories through the Interview Card. Use one Interview Card for each interview.
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