Would the product solve the problem we think it might?
Which of our potential product ideas should we focus on?
What would make our product concept better?
Bring feedback into the early stage product concept development
Quickly understand if a product concept doesn’t solve the problem
Evaluate different product concepts for solving a problem
Participants are required to imagine how a product would help them. The reality may be different to their expectations.
Will not evaluate how easy or difficult the solution is to use. Consider usability evaluation to achieve this.
Sample size will be small due to the qualitative nature of interviews. Consider pairing interviews with a survey to backup your findings with quantitative data.