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Goal: gathering in-depth information about the users

Data Type

  • Qualitative

    • Designer's notes

    • Interview transcript

  • Quantitative data

    • Short survey


  • In-depth conversation and information about the users

  • Flexible protocols


  • The need for the skilled interviewer to lead agenda and manage and build report

  • More time-intensive process

    • Data collection and analysis (a lot of time spent on one user)

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