When you want to find out more about users' experiences around a specific service/product or want to gain a better understanding of behaviours and goals.

Sit down with the person and ask open questions. Take note of the answers.

1. Think about the things that you want to gain a better understanding of. Put each on a real or virtual post-it note.
2. Look at the post-its and think about some open questions which will help you explore each one. An open question never invites the answer "yes" or "no". Always avoid leading questions.
3. Reduce your questions to a modest number that could be discussed and expanded on in a maximum 30 minute time slot.
4. Try to set it up so there will be no disturbances. Make the interviewee feel secure – explain that there are no wrong answers, and no consequences.
5. Ideally find someone else to take notes, or record the session and make notes later.
6. While interviewing you will seldom stick exactly to your script. When interesting and unexpected things emerge, follow up those things ("probe") by asking new open questions.
7. Remember: don't get too excited about what one single user said. Interview some others and check for common themes.