How many people should you be interviewing to gain those all important insights?
When it comes to understanding your users and making strategic decisions, the number of people you interview can make all the difference. Whether you're an UX designer, service designer, product owner, or marketer, knowing how to conduct effective interviews can help you stand out in a crowded marketplace. In this article, we'll dive into the optimal number of interviews needed to gain valuable insights, and how to use those insights to drive your company's growth and profitability.
The Importance of User Interviews
User interviews are a cornerstone of consumer research. They provide a direct line to your users' thoughts, behaviors, and pain points. Unlike surveys or analytics, interviews offer qualitative data that can be incredibly rich and nuanced. This depth of insight is crucial for creating better user experiences, especially in a competitive landscape where understanding consumer behavior is key to differentiation.
Why Quality Over Quantity Matters
You might think that more interviews will lead to more insights, but that's not necessarily true. In fact, the quality of your interviews often outweighs the quantity. Conducting a small number of in-depth interviews can yield more actionable insights than a large number of superficial ones.
For example, if you're launching a new toy, five well-conducted interviews with your target audience can provide a deep understanding of what children and parents are looking for. On the other hand, twenty rushed interviews might only scratch the surface.
How Many Interviews Are Enough?
The golden number often cited in research circles is "five." Yes, just five! This might seem surprisingly low, but research shows that five well-conducted interviews can uncover about 80% of user insights. This principle is rooted in the law of diminishing returns: the first few interviews will reveal the most significant patterns, and each additional interview will yield progressively fewer new insights.
The Nielsen Norman Group's Rule of Five
The Nielsen Norman Group, a leading authority in user experience, advocates for this rule of five. They argue that after five users, the amount of new information gained decreases significantly. While this number isn't set in stone, it's a good starting point for most projects.
If you're working on a more complex product or service, you might need to conduct more interviews. For instance, if you're a product owner for a toy company launching a new line of educational toys, you might need to interview a broader range of stakeholders, including teachers, parents, and children of different age groups.
Factors to Consider
Several factors can influence the number of interviews you should conduct:
Complexity of the Product: More complex products may require more interviews.
Diversity of Users: If your user base is highly diverse, you might need to interview more people to capture a broad range of perspectives.
Stage of Development: Early-stage projects might benefit from more interviews to refine concepts, while later-stage projects might need fewer interviews to validate assumptions.
Preparing for Effective Interviews
Preparation is key to conducting successful interviews. Here are some tips to ensure you're getting the most out of each conversation:
Define Clear Objectives
Before you start interviewing, be clear about what you want to learn. Are you trying to understand user behavior, identify pain points, or validate a concept? Having clear objectives will help you ask the right questions and stay focused.
Craft Thoughtful Questions
Your questions should be open-ended and designed to elicit detailed responses. Avoid yes/no questions and instead ask "how" and "why" questions. For example, instead of asking "Do you like this toy?" ask "What do you like or dislike about this toy, and why?"
Create a Comfortable Environment
Make your interviewees feel at ease. The more comfortable they are, the more likely they are to share honest and valuable insights. This is especially important when interviewing children, who might be shy or hesitant to speak.
Record and Analyze
Always record your interviews (with permission) so you can review them later. Transcribe the conversations and look for recurring themes and patterns. This will help you identify the most important insights and make data-driven decisions.
Applying the Insights
Once you've gathered your insights, it's time to put them into action. Here are some ways to apply what you've learned:
Inform Design Decisions
Use the insights to guide your design process. Whether you're designing a new toy, a marketing campaign, or a user interface, these insights can help you create something that truly resonates with your audience.
Improve User Experience
Identify pain points and areas for improvement. This could be anything from simplifying a complex feature to addressing common frustrations. By focusing on the user experience, you'll build stronger relationships with your customers.
Drive Strategic Decisions
Your insights can also inform broader strategic decisions. For example, if you discover that parents are looking for more educational toys, you might decide to expand your product line to meet this demand.
Conclusion
In the world of user research, quality trumps quantity. While the exact number of interviews you need can vary, starting with five well-conducted interviews is often enough to uncover valuable insights. By preparing effectively and applying what you learn, you can make informed decisions that drive your company's growth and profitability.
So, the next time you're wondering how many people to interview, remember: it's not about the number of interviews, but the depth of insights you gain from each one.
Happy interviewing!
