Empathy Interview
WHAT | WHY | HOW
WHAT IS IT:
The empathy interview is an approach to finding out as much as possible about a person’s experience as a “user” of a space, a place, a process, an objective or an environment.
This type of interview seeks to understand the choices that people make and why they make them. Unlike formal qualitative interviews, the design researcher prepares with a few open ended questions and explores each answer to uncover insights.
WHY USE IT:
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As a tool to perform user (or customer) research.
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To understand people’s experience as they use an object, space or process.
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To build rapport and trust with a user in order to surface and make unstated beliefs explicit.
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To explore personal and individual narratives associated with problems and needs.
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To identify insights for further research and ideas for prototyping.
HOW TO:
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Craft two-three open-ended questions based on an observation, data, fact or proposed insight of a situation, need or problem.
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Bring a notepad and voice capturing device (e.g. smart phone or recording device).
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Approach your target interviewee and request their time to participate in an interview -- ensure you have their full consent to continue - capture verbal consent or have them sign a consent form.
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Introduce yourself.
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Introduce the project.
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Build rapport with the interviewee.
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Ask open ended questions to evoke stories and explore emotions.
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Question their statements in a conversational style and not interrogative mode.
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Thank them and wrap-up your interview,
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Capture key comments and observations in your notepad.
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Review your notes or voice recording and code your observations and insights.