How to Build Rapport in User Interviews (and Why the DISC Model Might Just Be Your Secret Weapon)
Let’s face it: user interviews can be a bit like first dates. A touch awkward, sometimes surprisingly insightful, and every now and then, completely unforgettable (for better or worse). But the difference between a lukewarm “meh” session and a goldmine of insight? Rapport.
That magical thread of connection — the nods, the understanding glances, the feeling that yes, we’re actually getting somewhere. It’s not just nice to have, it’s essential.
So how do you build rapport quickly without feeling like you’re forcing it? Enter stage left: the DISC model. Think of it as your cheat sheet to different communication styles, helping you click with everyone from the extroverted oversharer to the reserved spreadsheet enthusiast.
Let’s dive into how to create that all-important human connection — and why the DISC model is your secret weapon in the world of user research.
What Exactly Is Rapport and Why Does It Matter?
Rapport is that warm, fuzzy feeling when someone gets you. In research terms, it's the gateway to honesty. The stronger the rapport, the deeper the insights. Without it, you're stuck skating on the surface — polite, scripted answers that don’t give you the juicy stuff.
With it? Suddenly, the floodgates open. Users get real. They tell you why that checkout flow actually drove them mad. They reveal the workaround they’ve been using. They trust you. And that’s where the magic lies.
Plus, rapport helps with:
Dealing with tricky interviewees (we’ve all met the monosyllabic types).
Steering conversations back when they go rogue.
Building longer-term user relationships.
Quick Ways to Build Rapport (Without Sounding Like a Robot)
Building rapport isn’t about a charming smile and some rehearsed lines. It’s about being human. Here's how to fast-track connection:
Start light. Ask about their day or how they take their tea. Avoid diving into usability metrics right away.
Use open-ended questions. They lead to stories, not yes/no answers.
Listen. Properly. Not the “uh-huh” while checking your notes kind — the real kind.
Validate their experience. “That must’ve been frustrating” goes a long way.
Be genuinely curious. People can tell the difference.
And yes — your body language matters too. Nod, smile (naturally), and maintain eye contact (or screen-contact, if it’s remote).
The Secret Sauce: Empathy + Active Listening
These two are your dynamic duo.
Empathy means tuning in emotionally. It’s seeing the world from their seat, not just nodding from yours.
Active listening means fully being there. Not planning your next question. Not judging. Just… listening.
Master these, and your interviews will feel more like conversations and less like interrogations.
Enter the DISC Model: Understanding How People Tick
Here’s where things get tactical.
The DISC model breaks people down into four communication styles. Not to box anyone in, but to give you clues on how to adapt your approach:
D – Dominance: Results-driven, fast, no fluff. They want clarity and control.
I – Influence: Chatty, enthusiastic, ideas people. Bring the energy!
S – Steadiness: Calm, thoughtful, supportive. They warm up slowly, but they’re gold.
C – Conscientiousness: Detail-focused, analytical, love a well-organised spreadsheet.
Spotting the Signs and Adapting on the Fly
Once you’ve got your radar tuned in, here’s how to play it:
Talking to a D-type?
Get to the point. Respect their time. Focus on outcomes. “This will help us improve feature X” works better than “We’re just exploring feelings.”
With an I-type?
Match their vibe. Be warm, let them talk. Let their stories flow — you’ll often find insight wrapped in an anecdote.
Meeting an S-type?
Create a sense of safety. Take it slow. Don’t rush into the hard questions. Check in with how they’re feeling.
For a C-type?
Bring the details. If you’re making claims, back them up. Precision matters. They’ll often ask brilliant questions — reward that curiosity.
Watch the Non-Verbal Clues (And Mind the Culture Gap)
A quick glance away. A shift in posture. A pause before answering. Non-verbal cues say a lot — and in some cases, even more than words.
But remember: one person’s friendly eye contact is another person’s awkward stare. Cultural sensitivity matters. What’s warm and chatty in Manchester may come across as intrusive in Malmö. Stay observant, respectful, and adaptable.
Keeping Rapport Alive (Yes, That’s a Thing)
Rapport isn’t just a warm-up act. You’ve got to keep the spark alive throughout the interview.
Stay consistent in tone and attitude.
Don’t ignore emotions. If something seems off, gently check in.
Celebrate openness. Acknowledge when someone shares something tricky.
Signs you’re doing it right? Longer answers. Honest opinions. Laughter (yes, even in a research session). People saying “I’ve never said this before, but…”
The Bigger Picture: Why Rapport = Innovation
Here’s the kicker: rapport doesn’t just make interviews nicer. It makes your products better.
Because with rapport, you:
Hear what users really think.
Spot patterns others miss.
Understand motivations, not just behaviour.
Which leads to smarter decisions, stronger products, and innovations your competitors won’t see coming.
Final Thought: Be Human First, Researcher Second
In the end, rapport isn’t a tactic. It’s a mindset. Be curious, kind, and a little flexible with your question list.
People open up when they feel heard. So give them that — and in return, they’ll give you insights you could never have scripted.
And if you'd like to dig deeper into building interviews that actually change your product direction — check out our Digital course for interviewing users
Because when it comes to user research, the best insights start with a brilliant conversation.
