The two primary techniques for qualitative data gathering are interviews and observation. Most qualitative methods use one or both of these techniques. Content analysis is the primary technique for data analysis. We will discuss all these techniques in Chapter 9, Optimize your UX Strategy with Iterative User Testing when we describe usability testing. Here, we will briefly describe them and give tips. Then we will describe an example ethnography, which is a qualitative method that uses both observation and interview techniques.
Interviews can be structured, unstructured, or semi-structured. A structured interview consists of a set of questions, which are followed without deviation. An unstructured interview consists of a conversation that is loosely guided by topics. Semi-structured interviews combine a set of questions with the flexibility to deviate or ask further questions during the interview. Semi-structured interviews are the best form for UX-...