Gartner Research

Needs-Surfacing Interview Techniques for Experience Innovation

Published: 14 June 2018

ID: G00703096

Analyst(s): Customer Experience Research Team


To develop experience innovations, customer experience teams must discover and design for customers’ unstated needs. We introduce a framework of interview techniques to help uncover needs that cannot be identified with traditional voice of the customer (VOC) methods.

Table Of Contents

A Different Kind of VOC

Posture of Exploration

Selection Matrix: Choosing a Starting Point of Exploration

Primary Signals: Navigating the Exploration

The 4 Techniques

Experience Stories

Primary Signal: Emotions

Scenario Navigation

Primary Signals: Rationales

Day in the Life

Primary Signal: Patterns


Primary Signal: Signposts


Recommended by the Authors

About This Research

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.