"User interviews are always (at least we try to make them so) about an open and friendly conversation that can disclose concrete examples, interesting anecdotes, or life stories."
"The gap can reveal hidden needs that are not always clearly defined, even in the user's mind. It's much easier to notice the differences in actions/ words when you are one-to-one with the person than in the group discussion."
"The key themes and insights derived from interviews can be a good basis for creating targeted survey questions that you can diffuse to a larger target audience through questionnaires."
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