A user interview is a type of qualitative research where you have a structured conversation to understand users' experiences, needs, and motivations with a product or service.

This approach involves one-on-one conversations—either in person or remotely—to deeply understand the user's needs, motivations, and pain points. It's not about gathering statistics, but exploring the reasons behind user behavior. While guided by a set of questions, the conversation stays flexible to follow up on valuable insights. The user's perspective is always at the center.

Why are user interviews important?
User interviews offer valuable insights that support product development, design, and strategy by helping teams understand user needs, uncover pain points, validate assumptions, inspire new ideas, enhance usability, and build empathy for users.