Microinterviews

Microinterviews are a concise form of qualitative research where participants are interviewed for a very short duration, typically ranging from a few minutes to a maximum of 15 minutes. This method is often employed in user experience research and market research to gather quick insights from a larger number of participants than traditional in-depth interviews would allow. The brevity of microinterviews necessitates a highly focused approach, with questions carefully crafted to elicit specific, actionable feedback.

The primary advantage of microinterviews is their efficiency. They allow researchers to gather a broad spectrum of opinions or reactions quickly, making them suitable for tasks like testing early-stage concepts, validating assumptions, or understanding user reactions to specific features. The rapid nature also makes them cost-effective. However, the limited time available means that deep exploration of complex topics is not feasible. Researchers must prioritize the most critical questions and accept that the insights gained will be more surface-level.

Microinterviews can be conducted in various settings, including in-person, over the phone, or via online platforms. They are often used in conjunction with other research methods to supplement findings. For example, a microinterview might follow a usability test to gather immediate reactions to a specific task or interaction. The key to success lies in precise question design and efficient facilitation to maximize the value extracted from each brief interaction.