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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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048 Interviews

Conversation to collect first-hand accounts of experience, opinions, attitudes, and perceptions

• They are best conducted in person to include nuances of personal expression and body language, but may also be conducted by phone or social media.

• They may follow a script of questions or simply have a guiding topic, which allows for flexible detours in conversational form.

• Stakeholder interviews focus on information from specific roles or people who may have a vested interest in the particular inquiry.

• Key informant interviews concentrate on people who have specialized or expert knowledge to contribute.

• Interviews of couples or groups should be moderated so conversations are not dominated by one person.

• Interviews can be ...

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