The primary purpose of Contextual Interviewing is to understand the “job(s) that need to be done”a, or the problems that need to be solved by your business model, service or product. You need to uncover your Most Important Customer’s unmet needs.
Goodrich and Aiman-Smithb have described Alcan Pharmaceutical Global Packaging’s 12-Step Value Innovation Process and where Contextual Interviewing fits within that Process.
- Video Recording (Attended and Unattended)
- Shadowing (Observe what happens, when it happens, how it happens, etc.)
- Remote Interviewing (Video conference, WebEx (or equivalent), Teleconference)
- Discussion threads
a. Christensen, C. and Raynor, M. 2003. “The Innovator’s Solution,” Harvard Business School Press
b. Goodrich, N. and Aiman-Smith, L. 2007. “What does your most important customer want?” Research Technology Management, March-April, pp 26-35