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Interviewing Users (2nd Edition)

How to Uncover Compelling Insights

By  Steve Portigal

Interviewing is easy, right? Anyone can do it… but few do it well enough to unlock the benefits and insights that interviewing users and customers can yield.

In this new and updated edition of the acclaimed classic Interviewing Users , Steve Portigal quickly and effectively dispels the myth that interviewing is trivial. He shows how research studies and logistics can be used to determine concrete goals for a business and takes the reader on a detailed journey into the specifics of interviewing techniques, best practices, fieldwork, documentation, and how to make sense of uncovered data. Then Steve takes the process even further—showing the methods and details behind asking questions—from the words themselves to the interviewer’s actions and how they influence an interview. There is even a chapter on making sure that information gleaned from the research study is used by the business in such a way to make it impactful and worthwhile. Oh, and for good measure he throws in information about Research Operations.

Everyone will get something from this book. But beyond the requisite information, it’s simply a good read. And if you want another good read with stories galore, pick up Steve’s other book Doorbells, Danger, and Dead Batteries .

Who Should Read This Book?

• Anyone and everyone who is interested in finding out what makes their business tick, i.e., who their users are.
• Anyone and everyone who wants to learn how to interview and listen to people.
• Anyone and everyone, including CEOs, user researchers, designers, engineers, marketers, product managers, strategists, interviewers, and you.

Need this book right away? Get the first edition at a reduced price

Testimonials.

As a research leader who has been out of the field for too long, Interviewing Users reminded me of what I once knew, taught me some new approaches, and fired me up to get back out there and do this work of learning about humans with renewed confidence and reverence. — Robin Beers, PhD, Ubuntu Culture Company

A complete guide to interviewing that teaches you a considerate, humane, actionable approach to learning from users. — Aras Bilgen, UX consultant

Steve Portigal wrote the book on interviewing users, and then he made it even better. What more do you need to know? — Brendan Jarvis , Facilitator of Human Insights, The Space InBetween

Steve Portigal is one of my go-to veterans for field research, interviewing users, thoughtful insights, and teaching/coaching others to do this effectively. If you need to interview users, you need this book. — Rich Mironov, CEO and smokejumper product executive

Interviewing Users is a goldmine of knowledge for anyone who wants to effectively conduct user interviews. It’s well-written, engaging, and full of practical advice. — Tomer Sharon, author, Validating Product Ideas and It’s Our Research

Clear and concise with great examples, this is quite simply the best book on when, why, and how you should conduct user interview studies. Whether you’re new to interviewing or have had years of experience, there’s a wealth of information here for you. — Elizabeth F. Churchill ., PhD, Senior Director, Google

Interviewing Users is a straightforward guide to the practice of UX research. Steve also invites the reader into the community of practice of UX research by bringing in writings from other practitioners from across the globe. — Sam Ladner , PhD, author of Practical Ethnography and Mixed Methods

Table of Contents

Foreword by Jamika D. Burge Chapter 1: Interviewing Addresses a Business Need Chapter 2: Research Logistics Chapter 3: Contextual Methods—More Than Just Asking Questions Chapter 4: The Successful Fieldwork Experience Chapter 5: Best Practices for Interviewing Chapter 6: The Intricacies of Asking Questions Chapter 7: Better Interviews Chapter 8: Documenting the Interview Chapter 9: Making Sense of Your Data Chapter 10: Making an Impact with Your Research

These common questions about online learning and design and their short answers are taken from Steve Portigal’s book Interviewing Users: How to Uncover Compelling Insights (2nd edition) . You can find longer answers to each in your copy of the book, either printed or digital version.

What’s new in the second edition? This edition features two new chapters: one about analysis and synthesis and sharing research results, and another about ensuring that your user research efforts will have an impact on your organization. There are seven new short essays (we call them sidebars) from guest contributors. Plus, you’ll find updated examples, stories, and tips for leading interviews, and new sections about bias, remote research, ResearchOps, planning research, and research logistics.

Sample Chapter

This is a sample chapter from Steve Portigal’s book  Interviewing Users: How to Uncover Compelling Insights (2nd edition) . 2023, Rosenfeld Media.

Chapter 1: Interviewing Addresses a Business Need

A few years back, I worked with a company that had the notion to turn a commodity safety product—the hard hat—into a premium product. They would incorporate advanced features and then charge a higher price point. I don’t actually know where their idea came from, but one can imagine that they had seen all kinds of everyday products be reformulated to generate a higher scale of profit (think about Starbucks, gourmet salt, smartphones, Vitamix blenders, or horsehair mattresses). They sketched out a set of features that would improve the functional performance of the hard hat.

Presentations

• Interviewing Users (O’Reilly 2013) ( webinar recording )
• Interviewing Users (IxDA Los Angeles/LA UX Meetup 2013) ( slides ,  video ,  alternate video ,  tweetstream )
• We’ve Done All This Research, Now What (Mozilla UX 2012) ( video )

Illustrations

Doorbells, Danger, and Dead Batteries

User research war stories.

Validating Product Ideas

Through lean user research.

Practical Empathy

For collaboration and creativity in your work.

The Jobs To Be Done Playbook

Align your markets, organization, and strategy around customer needs.

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Interviewing Users: How to Uncover Compelling Insights (2nd edition)

Interviewing people is a skill that most professionals who do research assume they already possess. But not everyone knows how to ask questions well. Expert researcher Steve Portigal updates his classic Interviewing Users to provide fresh guidance on interviewing techniques, as well as new content. This edition includes a new foreword by Jamika D. Burge and features two new chapters: one about analysis and synthesis and sharing research results, and another about ensuring that your user research efforts will have an impact on your organization. There are seven new short essays (we call them sidebars) from guest contributors. Plus, you’ll find updated examples, stories, and tips for leading interviews, and new sections about bias, remote research, ResearchOps, planning research, and research logistics. You’ll move from simply gathering data to uncovering powerful insights about people.

• Interviewing Addresses a Business Need
• Research Logistics
• Contextual Methods—More Than Just Asking Questions
• The Successful Fieldwork Experience
• Best Practices for Interviewing
• The Intricacies of Asking Questions
• Better Interviews
• Documenting the Interview
• Making Sense of Your Data
• Making an Impact with Your Research
• A guide to participating in fieldwork
• Stakeholder interview guide
• Sample screener
• Sample interview guide
• Observation frameworks
• Observation guide
• Debrief worksheets

Coming soon

Praise for the Book

“Clear and concise with great examples, this is quite simply the best book on when, why, and how you should conduct user interview studies. Whether you’re new to interviewing or have had years of experience, there’s a wealth of information here for you.”

Elizabeth F. Churchill, PhD, Senior Director, Google

“Steve Portigal is one of my go-to veterans for field research, interviewing users, thoughtful insights, and teaching/coaching others to do this effectively. If you need to interview users, you need this book.”

Rich Mironov, CEO and smokejumper product executive

“Steve Portigal wrote the book on interviewing users, and then he made it even better. What more do you need to know?”

Brendan Jarvis, Facilitator of Human Insights, The Space InBetween

“A complete guide to interviewing that teaches you a considerate, humane, actionable approach to learning from users.”

Aras Bilgen, UX consultant

“As a research leader who has been out of the field for too long, Interviewing Users reminded me of what I once knew, taught me some new approaches, and fired me up to get back out there and do this work of learning about humans with renewed confidence and reverence.”

Robin Beers, PhD, Ubuntu Culture Company

“ Interviewing Users is a straightforward guide to the practice of UX research. Steve also invites the reader into the community of practice of UX research by bringing in writings from other practitioners from across the globe.”

Sam Ladner, PhD, author of Practical Ethnography and Mixed Methods

“ Interviewing Users is a goldmine of knowledge for anyone who wants to effectively conduct user interviews. It’s well-written, engaging, and full of practical advice.”

Tomer Sharon, author of Validating Product Ideas and It’s Our Research

Buy the Book

• Rosenfeld Media

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Interviewing Users

How to uncover compelling insights, publisher description.

Interviewing is easy, right? Anyone can do it… but few do it well enough to unlock the benefits and insights that interviewing users and customers can yield. In this new and updated edition of the acclaimed classic Interviewing Users, Steve Portigal quickly and effectively dispels the myth that interviewing is trivial. He shows how research studies and logistics can be used to determine concrete goals for a business and takes the reader on a detailed journey into the specifics of interviewing techniques, best practices, fieldwork, documentation, and how to make sense of uncovered data. Then Steve takes the process even further—showing the methods and details behind asking questions—from the words themselves to the interviewer’s actions and how they influence an interview. There is even a chapter on making sure that information gleaned from the research study is used by the business in such a way to make it impactful and worthwhile. Oh, and for good measure he throws in information about Research Operations. But, hey, that’s just the nuts and bolts of the book. The truly fun part is Steve’s voice and how he portrays this information through amusing anecdotes about his career, fascinating examples from other practitioners, and tips and tricks that only the most experienced UX researchers, like Steve, could come up with. As a nod to the pandemic, he offers ideas for the best way to interview someone remotely, and he also discusses personal bias—how to identify and deal with it so that it doesn’t affect interviews Everyone will get something from this book. But beyond the requisite information, it’s simply a good read. And if you want another good read with stories galore, pick up Steve’s other book Doorbells, Danger, and Dead Batteries. “Clear and concise with great examples, this is quite simply the best book on when, why, and how you should conduct user interview studies. Whether you’re new to interviewing or have had years of experience, there’s a wealth of information here for you.” —Elizabeth F. Churchill, Ph.D., Senior Director, Google Who Should Read This Book? Anyone and everyone who is interested in finding out what makes their business tick, i.e., who their users are. Anyone and everyone who wants to learn how to interview and listen to people. Anyone and everyone, including CEOs, user researchers, designers, engineers, marketers, product managers, strategists, interviewers, and you. Takeaways User research is key for companies to include in their design and development process. The best way to do user research is through interviewing users and determining their needs. Interviewing can identify what could be designed or what is actually a problem. Teams who meet their users face-to-face will build better products. Field research takes a lot of preparation to be successful—and a solid plan in advance. There are critical techniques and frameworks for mapping human behavior. A good interviewer always puts their participants at ease. If you ask the right questions, you’ll get the right answers. A smart interviewer checks their worldview at the door. To establish a rapport with your interviewee, listen and don’t be judgmental. Research data is a combination of analysis and synthesis. The importance of research analysis must be continually highlighted and emphasized to the powers that be. Frequently Asked Questions Q: What's new in the second edition? A: This edition features two new chapters: one about analysis and synthesis and sharing research results, and another about ensuring that your user research efforts will have an impact on your organization. There are seven new short essays (we call them sidebars) from guest contributors. Plus, you’ll find updated examples, stories, and tips for leading interviews, and new sections about bias, remote research, ResearchOps, planning research, and research logistics. Q: Why is this even a book? Isn’t this really just talking to people? I already know how to do that! A: To...

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Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.

• Print length 176 pages
• Language English
• Publication date 1 May 2013
• ISBN-10 193382011X
• ISBN-13 978-1933820118
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About the author.

Steve speaks regularly at corporate events and conferences such as CHI, IxDA, Lift, SXSW, UIE, UPA, UX Australia, UX Hong Kong, UX Lisbon, and WebVisions. His articles about culture, design, innovation, and interviewing users have been published in interactions, Core77, Ambidextrous, and Johnny Holland. He blogs at portigal.com/blog and tweets at @steveportigal.

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• Language ‏ : ‎ English
• Paperback ‏ : ‎ 176 pages
• ISBN-10 ‏ : ‎ 193382011X
• ISBN-13 ‏ : ‎ 978-1933820118
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Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.

• Print length 176 pages
• Language English
• Publisher Rosenfeld Media
• Publication date 1 May 2013
• Dimensions 15.24 x 1.27 x 22.86 cm
• ISBN-10 193382011X
• ISBN-13 978-1933820118
• See all details

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Product description

About the author.

Steve speaks regularly at corporate events and conferences such as CHI, IxDA, Lift, SXSW, UIE, UPA, UX Australia, UX Hong Kong, UX Lisbon, and WebVisions. His articles about culture, design, innovation, and interviewing users have been published in interactions, Core77, Ambidextrous, and Johnny Holland. He blogs at portigal.com/blog and tweets at @steveportigal.

Product details

• Publisher ‏ : ‎ Rosenfeld Media; First Edition (1 May 2013)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 176 pages
• ISBN-10 ‏ : ‎ 193382011X
• ISBN-13 ‏ : ‎ 978-1933820118
• Item Weight ‏ : ‎ 340 g
• Dimensions ‏ : ‎ 15.24 x 1.27 x 22.86 cm
• #194 in Interface Design Programming
• #843 in Graphics & Design
• #2,621 in Internet & Social Media (Books)

About the author

Steve portigal.

Steve Portigal is an experienced user researcher and consultant who helps organizations to build more mature user research practices. Over the past 25 years, he has interviewed hundreds of people, including families eating breakfast, film production accountants, hotel maintenance staff, architects, realtors, home-automation enthusiasts, credit-default swap traders, and rock musicians. He has informed the development of commercial lighting controls, medical information systems, professional music gear, wine packaging, design systems, work-from-home practices, financial services, corporate intranets, videoconferencing systems, and music streaming services.

Steve is the author of two books: Interviewing Users: How To Uncover Compelling Insights, and Doorbells, Danger, and Dead Batteries: User Research War Stories. He's also the host of the Dollars to Donuts podcast, where he interviews people who lead user research in their organizations. Steve is an in-demand presenter who gives talks and leads workshops at corporate events and conferences around the world.

He built one of the first online communities (Undercover, a Rolling Stones fan group) in 1992, nurturing it from a time when the Internet was an underground academic technology through to today.

After growing up near Toronto, Steve eventually made his way to the San Francisco Bay Area where he’s been for more than 25 years. He lives in the coastal town of Montara with his partner Anne and their silly dog Ripley. Steve loves to travel and eat interesting food and to take pictures of travel and interesting food. He also really loves to nap.

You can find Steve at portigal.com.

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assume they already possess. Everyone can ask questions,

right? Unfortunately, that's not the case. Interviewing Users

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You'll move from simply gathering data to uncovering powerful

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Matthew Perry said that he didn't want to be remembered for being on 'Friends' after he died

• Matthew Perry said that when he died he didn't want "Friends" to be the first thing people mentioned.
• He said he wanted to be remembered for helping others who suffered from addiction, like himself.
• Perry was found dead on Saturday aged 54.

Matthew Perry said that when he died, he hoped people would remember him for his work helping people with addiction rather than for being on the hit TV show "Friends."

In an interview with podcaster Tom Power in 2022, he reflected on his life, the mirage of fame, and his intense struggle with addiction.

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Perry was found dead in his Los Angeles-area home on Saturday, aged 54.

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Interviewing Users - 2nd Edition by Steve Portigal (Paperback)

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About the Book

Book Synopsis

• Anyone and everyone who is interested in finding out what makes their business tick, i.e., who their users are.
• Anyone and everyone who wants to learn how to interview and listen to people.
• Anyone and everyone, including CEOs, user researchers, designers, engineers, marketers, product managers, strategists, interviewers, and you .
• User research is key for companies to include in their design and development process.
• The best way to do user research is through interviewing users and determining their needs.
• Interviewing can identify what could be designed or what is actually a problem.
• Teams who meet their users face-to-face will build better products.
• Field research takes a lot of preparation to be successful--and a solid plan in advance.
• There are critical techniques and frameworks for mapping human behavior.
• A good interviewer always puts their participants at ease.
• If you ask the right questions, you'll get the right answers.
• A smart interviewer checks their worldview at the door.
• To establish a rapport with your interviewee, listen and don't be judgmental.
• Research data is a combination of analysis and synthesis.
• The importance of research analysis must be continually highlighted and emphasized to the powers that be.

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