Preparation: write the interview objective in one sentence. Identify the decision that needs evidence. Record the target audience and participant criteria. Explain the purpose before starting and obtain permission to take notes.

Questions: When did you last face this problem? What steps did you take? Which alternative do you currently use? What was the hardest part? Who makes the decision in this process? What would you change? Avoid leading questions or prompts to praise your product.

Notes: use the same format for context, observed behaviour, main difficulty and current alternative in each interview. Keep only necessary personal information. Treat quotations as sources of observations rather than conclusions.

Summary: group recurring topics, show contradictions and separate assumptions from facts. Identify a small test that could clarify the result. Interviews may not represent the entire market; present findings within the scope of your selected audience.