Determine the Current Status.

Product, market and customer group.

During the observation, accompany and watch the user in his daily life. Special methods of observation are the participating observation where the observer takes an active part in the action and the Think Aloud Method where all of the participants verbalize their actions. The advantage of observing vs. questioning is that you can collect aspects which the user will not notice or which are not verbalized.

Semi-structure the interview, i.e. ask all interview partners the same questions. However, do not design more than a rough interview guideline so that the interview partners can tell us as much as possible about the use of the product. Ideally, orient the process on the responses of the users questioned. Begin the interview with general questions and then go into greater detail (funnel technique). Adapt the length as well as the formulation of the questions to the users questioned. The laddering technique is another method to question the reasons for a statement.

In addition to an interview, you also have the option to question users online. This method helps to reach more users in a shorter period of time and even users from greater distances; however there is no way to clear up ambiguities. This method is only suitable if you want to address many users within a short period of time or if you are looking for answers to not very detailed questions.

Analyze hands-on experiences and real user behavior in the next step for motives and opportunities.