And you want to probe the following dimensions of the problem and decision process: Functional (i.e., the literal problem the product solves) Emotional (how they will feel if the problem is/is not solved, and how they feel about the new solution) Social (whether they talked to others about the purchase before or after, whether there were any social

A key way this differs from other types of interviews is that it’s more observational, with the person driving the flow. Most of the session is spent listening to their narration and asking things like, “Is that what you expected to happen?” and “Can you tell me more about why you’d want it to do that/why you thought it would do that?”

To build a product, you need to know why they experience the problem and what they’ve already tried in order to know how to help.