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In-depth interviews

One-to-one discussions to get truly inside your customers' minds

Why do we do in-depth interviews?

In-depth interviews deliver microscopic detail of customer goals, needs, behaviours and motivations to help develop and optimise your end-to-end customer experience and digital platforms.

Our interviews help identify opportunities for you to solve customers' problems and pain points, creating the foundations for us to create personas and a digital strategy.

In-depth interviews can help us to identify new and innovative ways of achieving your business goals.

What does a typical in-depth interview involve?

  1. First, we work very closely with you to precisely define the research objectives and who we're going to interview

  2. Next we work with specialist recruiters that can find us any type of interviewee, no matter how obscure your target market is

  3. We conduct in-depth interviews with your audience groups to fully understand their current behaviour, needs and problems

  4. We can conduct interviews?in-context, allowing us to observe users carrying out tasks in their natural environment

  5. Finally, we'll analyse all of the results to deliver robust recommendations, a roadmap and plan-of-action for you

In-depth interviews in action

When is the best time to do in-depth interviews?

In-depth interviews are a fundamental aspect of any user research programme. They deliver a fantastic level of detail to shape your customer experience strategy and guide the user experience design for all your digital platforms.

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Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

    You are here

  • Innovate

    We disrupt industries with new digital products and ways of working

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to investigate

We carry out research to understand your customer needs

  • Usability testing

    One-to-one research to understand how end users actually interact with your digital touchpoints

  • Google Analytics & data analysis

    Insight to highlight how users are interacting with your website and digital touchpoints

  • Market & competitor research

    Research and analysis into the external factors that affect your organisation

  • In-depth interviews

    One-to-one discussions to get truly inside your customers' minds

    You are here

  • Diary studies

    Detailed insights into real-time behaviour and feelings, recorded as they occur

  • Focus group research

    Facilitated group sessions to understand your customers' thoughts and behaviours

  • Guerrilla research

    Faster, cheaper and less formal research with customers wherever they might be

  • Card sorting

    Research method to organise the content and navigation of digital touchpoints

  • Ethnography

    Shadowing your audiences in their natural environment to gain in-context insights

  • Personas

    Fictional characters typical of your target audiences and based on research findings

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we investigate in action

  • SSE

    User experience partnership shapes rapid digital transformation

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide


    Ongoing program of research to help users more easily plan holidays

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