Face to face or online interview. Ask people what they think, feel, experience
Make arrangements for meeting: prepare interview themes & templates. Hand out prompts (mock-up, product, other). Ask questions, listen and record the answers to a template. Analyse the data based on the core problem/question. Report.
Rich data. Small samples sufficient.
Easily digresses. Expertise needed for interviewer. Time needed for analysis.
E.g. Mason: Qualitative researching. Silverman
