Gartner Research

Needs-Surfacing Interview Techniques for Experience Innovation

Published: 14 June 2018

ID: G00703096

Analyst(s): Customer Experience Research Team

Summary

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

Self-Realization

Primary Signal: Signposts

Conclusion

Recommended by the Authors

About This Research

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