Interview: In-depth

In-Depth Interviews are a qualitative methodology that uses structured yet flexible conversations to explore motivations, attitudes, experiences, and needs of individual users. This technique enables obtaining detailed insights about personal perspectives, usage stories, and emotional factors that influence user behavior, providing rich and nuanced understanding that complements quantitative data. Academic research demonstrates its value for generating empathy and discovering unique insights (Nielsen Norman Group). It is fundamental for the discovery phase and for validating personas and journey maps with real user experiences.