So, You Need to Interview Users? Here’s How Not to Scare Them Off (and Actually Learn Something)
In the wonderfully chaotic world of product design and marketing, one thing remains true: if you want to build something people actually use, you need to talk to those people.
And not just once, over coffee, while they nod politely.
Properly. With structure. With purpose. With ears wide open.
Enter: the humble user interview—your secret weapon for making better decisions, building better products, and occasionally being proven completely wrong.
In this article, we’ll walk you through the art (and science) of interviewing users. Whether you’re a UX designer, product manager, or marketer who’s been voluntold to “do the research,” this guide will help you steer clear of awkward silences, leading questions, and interviews that go absolutely nowhere.
Why Bother with User Research Anyway?
Think of user research as your product’s North Star (but less sparkly and far more useful).
It tells you what matters, what doesn’t, and what you should probably stop pretending is fine.
Talking to users helps you:
Challenge your assumptions (yes, even the ones you’re weirdly proud of)
Discover what users actually want (as opposed to what you hope they want)
Spot problems before they turn into costly design decisions
Whether you’re just getting started or deep into roadmap territory, it’s never too late to ask: “What’s actually going on for our users?”
Understanding Your Users: Where All Good Products Begin
Let’s be real—great products don’t emerge from echo chambers or post-it note marathons.
They’re built by teams who understand their users not just as ‘personas,’ but as real people with needs, frustrations, and five thousand tabs open at once.
User interviews help you uncover the why behind behaviours.
Why they ignore that shiny new feature.
Why they always tap that one button you thought was barely visible.
Why they keep using your product in ways you didn’t intend (but secretly admire).
AI Is Coming for Everything—Except Empathy
In an age of AI, algorithms, and shiny dashboards, human insight is your unfair advantage.
Sure, product data can tell you what people do. But interviews?
They tell you why they do it—and what’s missing.
That’s how you stay relevant, adapt quickly, and avoid building features no one asked for (again).
Planning Your Interviews: Yes, You Need a Plan
No one likes a rambler—especially not your users. So before you jump on a call and ask, “Sooo… tell me about your life?”, take a moment to plan.
Start with clear objectives:
What do you want to learn?
What assumptions are you secretly clinging to?
What do you hope this interview will change?
Once you’ve got your ‘why,’ you’ll find your questions practically write themselves.
Who Should You Talk To?
Ideally? People who represent your actual users.
Real ones. Not just the loudest stakeholder or whoever's free on a Thursday.
Whether they’re current users, former users, or even your competitors’ users—each one has a perspective worth exploring. Just be selective. Quality over quantity. (Unless your product is email software—then, good luck.)
Asking the Right Questions (and Avoiding the Wrong Ones)
This bit’s key. The right questions open doors. The wrong ones make people defensive, confused, or desperate to end the call.
Here’s a golden rule: ask open-ended questions.
Try:
“Can you walk me through the last time you used X?”
“What was frustrating or surprising about that experience?”
“What did you hope would happen—and what actually happened?”
Avoid:
“Do you like it?” (Too vague.)
“Wouldn’t it be better if we added a calendar?” (Nice try.)
Conducting the Interview: Less Sales Pitch, More Curiosity
This is where the magic happens.
And by magic, we mean listening. Properly. With patience. Without jumping in to explain or defend.
You’re here to learn—not impress.
Keep the atmosphere relaxed. Make the interviewee feel heard. And if they go off on a tangent? Brilliant. That’s often where the best insights live.
Rapport and Active Listening: Your Two Best Mates
You don’t need to be best friends with your interviewee, but you do need them to feel comfortable.
A warm welcome, a little empathy, and the ability to sit in silence without panicking can go a long way.
And listen—really listen. Don’t just wait for your turn to speak. Your job is to understand their world, not steer them into yours.
Body Language & Follow-Ups: Read Between the Lines
What people don’t say can be just as revealing.
Notice pauses. Hesitations. That polite-but-pained expression when they say, “Yeah... it’s fine.”
If something seems off or vague, ask:
“Could you say a bit more about that?”
“What makes you feel that way?”
“Was there something that didn’t work as expected?”
Keep it gentle. You’re exploring, not interrogating.
So... You’ve Got All These Insights. Now What?
Now the real work begins. Take your interview notes (or recordings, if you’ve got them), and start looking for patterns.
Don’t rush. Brew a cup of tea. Spread your sticky notes. And try to spot:
Recurring behaviours or themes
Surprising insights
Anything that contradicts what your team thought they knew
Turn Those Insights into Action (Not Just Slides)
Insights are only valuable if they inform decisions.
So share them—clearly, confidently, and in a way that helps your team act.
Prioritise features that solve real problems
Refine messaging that isn’t landing
Challenge roadmap items that no longer make sense
Your research should spark conversation—not just confirmation.
Make It a Team Sport
User research isn’t just for UX or product—it’s a team-wide affair.
Invite engineers, marketers, even customer support folks into the process. The more perspectives involved, the better your understanding becomes.
That’s how you build a culture that truly puts users at the heart of what you do.
Be Kind, Be Curious, Be Ethical
Last but never least—do it properly.
Get consent. Respect privacy. And treat your users as people, not data points.
Because nothing tanks trust faster than careless research.
Final Thought: It’s Not Just About Asking. It’s About Listening.
User interviews aren’t rocket science—but they do require humility, curiosity, and the ability to shut up when someone’s giving you gold.
So keep asking. Keep learning. And above all—keep listening.
Because when in doubt, your user usually knows more than you do.
Want to Learn the Art of Insightful Conversations?
Check out our Consumer Psychology & Behaviour Design Essentials course—where we teach you not just how to talk to users, but how to truly understand them.
No psychology degree required. Just curiosity and a notebook.
Join our Consumer Psychology and Behaviour Design Essentials course
