The Funnel Technique in User Interviews

Summary: Funnel Usability Testing is a qualitative user research technique that helps to gather and analyze user feedback without cognitive biais.

The Funnel Technique is a method used in qualitative user research to help researchers understand user behavior and motivation. It is a tool that provides insight into why users perform certain actions or make specific decisions, by breaking down the research process into a series of stages or « funnels ». This article provides an overview of the Funnel Technique and how it can be used to enhance the results of qualitative user research.

What is the Funnel Technique?

The Funnel Technique is a research method that uses a series of open-ended questions to gather qualitative data about user behavior and motivation. It starts with broad questions and gradually becomes more focused, allowing the researcher to explore the nuances of the user’s experience. The questions become more specific as the user provides more information, allowing the researcher to drill down into the details of their behavior and motivations.

Step by Step Guide to Using the Funnel Technique

1. Start with open-ended questions: Begin the research process by asking open-ended questions that allow the user to provide detailed, qualitative responses. These questions should be broad and non-leading, allowing the user to share their experiences and perspectives in their own words.
2. Move from general to specific questions: As the user provides more information, the questions should become more specific, focusing on particular aspects of the user’s experience. For example, you might start by asking a user about their overall experience with a product, then move on to more specific questions about the features they used and how they interacted with the product.
3. Dig deeper into user motivations: As the questions become more focused, the researcher should aim to understand the user’s motivations and why they made certain decisions. This may involve asking follow-up questions to gain more insight into the user’s thought process.
4. Take note of patterns: As the research progresses, take note of any patterns or themes that emerge in the user’s responses. This can provide valuable insight into user behavior and can help the researcher to identify areas for improvement in the product or service.
5. Use the data to inform design: The information gathered through the Funnel Technique can be used to inform the design of products and services, helping to ensure that they meet the needs and expectations of users.

Tips for Successful Funnel Technique Research

1. Be prepared: Before beginning the research process, make sure that you have a clear understanding of the goals of the research and the questions you want to ask. This will help to ensure that the research is conducted effectively and that the results are meaningful and useful.
2. Create a supportive environment: To encourage users to be open and honest in their responses, it is important to create a supportive environment that makes them feel comfortable. This may involve setting up a private, relaxed space for the research or using techniques such as empathy and active listening to build rapport with the user.
3. Avoid leading questions: When using the Funnel Technique, it is important to avoid leading questions that may bias the user’s responses. This can be done by phrasing questions in a neutral, non-leading manner and by avoiding the use of language that may suggest a particular answer.
4. Keep an open mind: When conducting research using the Funnel Technique, it is important to keep an open mind and to be prepared to adjust your questions and approach as the user provides more information. This will allow you to gather a rich, nuanced understanding of the user’s experience and motivations.

Sources

• « The Funnel Technique: A User-Centered Approach to Qualitative Research » by Jakob Nielsen, published in the Journal of Usability Studies
• Nielsen Norman Group, « Combining Qualitative and Quantitative Methods in UX Research » (2021)