Conducting user interviews requires careful planning, skilled facilitation, and systematic analysis. This guide covers the complete process from objectives to insights.
User interviews reveal why people behave certain ways, what motivates their decisions, and how products fit into their lives. No other research method provides the same depth of understanding about user needs, pain points, and contexts.
The discovery phase is the initial stage of user research, where user interviews are especially valuable for uncovering user needs and identifying new opportunities.
Poorly conducted interviews waste participant time and produce unreliable insights. Leading questions bias responses. Vague objectives yield unfocused conversations. Inadequate preparation results in missed opportunities to explore important topics.
This comprehensive guide covers everything needed to conduct effective user interviews from initial planning through insight synthesis. You will learn how to define objectives, recruit participants, develop question frameworks, facilitate conversations, and extract actionable findings.
User interviews are qualitative research conversations where researchers ask open-ended questions and participants share experiences, opinions, and perspectives. The goal is understanding user needs, behaviors, motivations, and contexts in their own words. User interviews are a core component of user research, which encompasses various research methods for understanding user needs and informing product development.
Interviews provide depth that surveys and analytics cannot. You explore the why behind behaviors, uncover unexpected insights through conversation, and gather rich contextual details about how people experience products.
Semi-structured interviews balance prepared questions with flexibility to explore interesting responses. Most user interviews use this format because it ensures coverage of key topics while allowing natural conversation flow.
Structured interviews follow rigid scripts with no deviation. This consistency enables comparing responses across participants but limits exploring unexpected directions.
Unstructured interviews follow no predetermined questions, letting conversation evolve naturally based on participant responses. This exploratory approach works for discovery research where you do not yet know what to ask. User interviews can also be combined with other methods, such as focus groups and observational studies, to provide a more comprehensive understanding of user behavior.
Interviews work throughout product development. Conduct discovery interviews early to understand user needs before designing solutions. Run evaluative interviews later to gather feedback on concepts or prototypes. Use continuous interviews to maintain ongoing understanding of evolving user contexts.
Effective interviews start with specific objectives guiding what you need to learn. Vague goals produce vague findings that fail to inform product decisions.
Write objectives as specific research questions you need answered. Well-defined research questions help guide the interview process and ensure that the data collected is relevant to your target market. “Understand user needs” is too broad. “Identify the top three pain points users experience with current expense tracking tools” is specific and testable.
Good objectives focus interviews on topics directly informing decisions you face. If you are deciding between two feature directions, objectives should clarify which direction better serves user needs.
Identifying your target market is essential for formulating research questions that yield actionable insights about user preferences and behaviors.
Document 3-5 key objectives before planning interviews. More objectives dilute focus. Fewer objectives may not justify interview investment. Three to five objectives provide focused direction without overwhelming scope.
Share objectives with stakeholders to confirm alignment on what interviews will explore. This prevents discovering after interviews that stakeholders expected different insights.
Consider what decisions interview findings will inform. Research that does not influence product direction wastes resources regardless of insight quality.
Interview quality depends heavily on who participates. Talking with wrong people produces insights irrelevant to actual users.
Define participant criteria based on who uses your product or would use what you plan to build. Demographics, behaviors, experiences, and contexts all matter depending on research objectives.
Create screening criteria documents specifying must-have and nice-to-have characteristics. Must-haves are deal-breakers. Someone without required characteristics cannot provide relevant insights. Nice-to-haves improve representativeness but are not mandatory.
For B2C products, criteria might include demographics like age and location, behavioral patterns like shopping frequency, or product usage like competitor tool experience.
For B2B products, criteria focus on professional roles, company characteristics, and workflow contexts. You might need procurement managers at mid-size companies or developers using specific technologies.
Sample sizes for interviews typically range from 5-8 participants per user segment. This number reveals major themes without excessive redundancy. Testing more participants yields diminishing returns as patterns stabilize.
If researching multiple distinct user segments, recruit separate samples for each rather than mixing all types. Power users and novices have different needs requiring separate exploration.
Recruitment channels depend on target audiences. Consumer participants come from research panels, social media, customer databases, or recruitment agencies. Business participants come from LinkedIn, professional networks, customer contacts, or B2B research platforms.
Screen candidates carefully through qualification surveys asking questions about required characteristics. Screening prevents wasting interview time with participants who do not match criteria, and is an essential step in market research to ensure accurate and actionable insights.
Offer appropriate incentives acknowledging participant time value. Consumer interviews warrant 50-100 dollars for hour-long sessions. Business professional interviews may require 150-300 dollars reflecting opportunity cost of their time. For further reading, explore these market research resources.
Interview guides structure conversations while maintaining flexibility for natural discussion flow. Good guides ensure you cover necessary topics without constraining conversation.
Start guides with easy rapport-building questions. Ask about general contexts or experiences before diving into specific topics. This warm-up helps participants feel comfortable before addressing substantive questions.
Organize questions by topic areas flowing logically from broad to specific. Begin with general experiences, move to specific behaviors, and explore motivations and decision-making processes.
Write open-ended questions encouraging detailed responses. Avoid yes/no questions that produce minimal information. “Tell me about your experience with expense tracking” invites storytelling. “Do you track expenses?” only gets confirmation.
Include follow-up prompts for each main question. When participants give brief answers, prompts help you dig deeper. “Can you tell me more about that?” or “What happened next?” encourage elaboration without suggesting specific directions.
Avoid leading questions that suggest desired answers. “What do you like about this feature?” assumes participants like it. “How do you feel about this feature?” invites honest reactions whether positive or negative.
User interview questions should explore:
Current behaviors and workflows
Pain points and frustrations with existing solutions
Goals and desired outcomes
Decision-making processes
Contextual factors affecting product use
Unmet needs and improvement opportunities
When writing user interview questions, ensure they are open-ended and directly aligned with your research goals to gather meaningful insights.
Keep guides flexible. If participants raise interesting unexpected topics, explore those directions even if not in your guide. Rigid adherence to scripts misses valuable discoveries. Always leave room in your interview guide for spontaneous, open-ended responses and follow-up questions, allowing interviewees to elaborate and share insights that may not have been anticipated.
Successful interviews require preparation beyond writing questions. Logistics, technology, and session materials all need attention before participant conversations begin.
For remote user interviews:
Test video conferencing technology in advance. Verify audio works clearly, screen sharing functions properly, and recording captures sessions reliably. Technical failures waste participant time and disrupt conversation flow.
Send calendar invitations with video links, study overview, and what to expect. Clear communication prevents confusion and reduces no-show rates. Consider leveraging B2B review analysis techniques to enhance communication strategies and improve study effectiveness.
Prepare your physical environment. Choose quiet spaces without interruptions. Position yourself where lighting is good and backgrounds are professional. Close unnecessary applications and silence notifications.
For in-person interviews:
Book appropriate spaces providing privacy and comfort. Conference rooms work well if available. Avoid noisy public spaces where participants cannot speak freely.
Arrange seating promoting comfortable conversation. Sitting across desks creates formal dynamics. Side-by-side or angled seating feels more collaborative.
Have consent forms ready for participants to sign before interviews begin. Forms cover recording permission, data usage, confidentiality, and how findings will be shared. It is essential to collect data ethically and responsibly by obtaining informed consent and safeguarding sensitive information throughout the research process.
Prepare note-taking systems capturing key points without disrupting conversation. Some researchers type notes during interviews. Others audio record and take minimal notes focusing on observations and follow-up questions.
Review your interview guide immediately before sessions. Familiarity with questions lets you maintain eye contact and natural conversation flow rather than reading stiffly from scripts. If you're considering different research approaches, such as generative or evaluative methods, understanding their distinctions can enhance the effectiveness of your user interviews.
Conducting user interviews successfully depends on having the right tools and a well-organized approach to logistics. Start by selecting reliable recording tools—digital voice recorders or screen-sharing software are essential for capturing the full conversation. Recording interviews (with participant consent) allows you to focus on the discussion in real time, rather than being distracted by extensive note taking. This also ensures you don’t miss subtle details or valuable insights that can be revisited during analysis.
To streamline the process of recruiting participants, leverage online survey platforms or specialized B2B research marketplaces like CleverX. These tools help you efficiently identify and screen candidates who match your target audience, saving time and improving the quality of your user interviews. Scheduling tools, such as calendar apps or automated booking platforms, help manage interview times and reduce the risk of no-shows.
For both remote and in-person interviews, choose a quiet, comfortable environment where participants feel at ease. This encourages open, honest feedback and minimizes distractions. If possible, have a dedicated note taker present or use note-taking software to capture key points and non-verbal cues without interrupting the flow of conversation. This allows the interviewer to maintain frequent eye contact and focus on active listening.
Be mindful of your own biases throughout the process. Create a neutral, welcoming atmosphere and avoid influencing participants’ responses. Before the session, clearly communicate the purpose of the interview, how the data will be used, and obtain explicit consent for recording. These steps build trust and ensure ethical research practices.
Finally, use collaboration platforms to share interview data, notes, and recordings with your team. This makes it easier to synthesize findings, identify key themes, and ensure everyone involved in the research study has access to the same information. By investing in the right tools and planning logistics carefully, you set the stage for effective, insightful user interviews.
Interview facilitation skills determine whether you extract rich insights or superficial responses. Strong facilitation creates environments where participants feel comfortable sharing openly.
Begin sessions by building rapport. Thank participants for their time. Explain the purpose of the research and how their input will be used. Emphasize there are no wrong answers and you want honest reactions.
Set expectations about session structure and length. Let participants know you will ask questions about their experiences and perspectives. Mention recording if applicable and confirm consent.
Ask questions from your guide but remain flexible. The researcher asks questions in a neutral, open-ended manner to encourage honest and detailed responses. If participants raise interesting unexpected topics, explore those directions. The guide ensures you cover necessary ground while conversation determines the specific path.
Practice active listening. Give full attention to participant responses rather than planning your next question while they talk. Listen for themes, contradictions, strong emotions, and opportunities to dig deeper.
Use silence strategically. After participants finish speaking, pause briefly before responding. Many people will continue elaborating after short silences, often sharing their most valuable insights in those additional thoughts.
Probe responses for deeper understanding. When participants give surface-level answers, follow ups and followup questions are essential to clarify and deepen your understanding. Use questions like “Can you tell me more about that?” or “What do you mean by that?” or “Can you give me an example?”
Avoid agreeing or disagreeing with participant statements. Your job is understanding their perspective, not validating or challenging it. Stay neutral even when hearing opinions you disagree with.
Watch for non-verbal cues indicating comfort, confusion, or emotional reactions. Body language and tone often reveal more than words alone. Note these observations for analysis.
When exploring sensitive topics, approach gradually rather than jumping directly to uncomfortable questions. Build trust through easier questions before requesting participants share personal or critical information.
Keep track of time without rushing. If running short on time, prioritize remaining topics by importance to your objectives. Better to thoroughly explore priority topics than superficially cover everything.
End interviews by asking if participants have anything to add. Open-ended closing questions like “Is there anything else you think we should know?” often surface important points participants wanted to share but were not asked about directly.
Thank participants sincerely for their time and insights. Process incentive payment promptly as promised. Professional treatment encourages participants to join future research studies.
Question quality determines insight quality. Well-crafted questions elicit rich detailed responses while poorly worded questions produce shallow useless answers.
Types of questions to use:
Experience questions explore what participants have done. “Walk me through the last time you tracked expenses” gets specific stories revealing actual behavior. Asking participants questions about their specific tasks and activities helps uncover detailed insights into user behavior.
Opinion questions capture what participants think or feel. “How do you feel about sharing financial information with apps?” reveals attitudes affecting adoption.
Knowledge questions assess what participants understand. “What do you know about expense categorization?” uncovers mental models and potential confusion.
Sensory questions explore perceptions and reactions—focus groups are a common method to gather such insights, and there are key differences between virtual and in-person focus groups. “When you see this interface, what stands out to you?” reveals what captures attention.
Effective question techniques:
Start broad before narrowing. “Tell me about expense tracking” before “How do you categorize business meals?” lets participants frame topics in their own terms first, which can also help reduce bias in user research.
Ask for specific examples. “Can you give me an example of when that happened?” grounds abstract statements in concrete experiences.
Explore the negative. “What frustrates you about current tools?” surfaces pain points and improvement opportunities.
Investigate workarounds. “How do you handle situations when the tool does not do what you need?” reveals unmet needs and creative solutions users develop.
Questions to avoid:
Leading questions suggest desired answers. “You probably love this feature, right?” pressures participants toward agreement.
Double-barreled questions ask two things at once. “How often do you track expenses and what tools do you use?” confuses which aspect to address first.
Questions that assume certain experiences or knowledge—where the question assumes the participant has done or knows something—can lead to discomfort or biased responses. Avoid making assumptions in your questions to keep participants comfortable and responses accurate.
Hypothetical questions ask what participants might do. “Would you use a feature that…” produces unreliable speculation. Focus on actual behavior and past experiences.
Jargon and technical terms confuse participants unfamiliar with your terminology. Use plain language unless interviewing technical specialists who know industry terms.
Interview formats affect dynamics and require different facilitation approaches.
Remote user interviews via video:
Remote interviews remove geographic limitations and often feel more comfortable for participants in familiar environments. However, technology introduces potential issues requiring attention. After conducting remote interviews, it's crucial to synthesize research effectively—tools like affinity mapping can help turn raw data into actionable insights.
Ensure stable internet connections. Poor connectivity disrupts conversation flow and frustrates both parties. Have backup communication methods like phone calls if video fails.
Maintain engagement through consistent verbal and visual presence. On video, participants cannot see body language as clearly as in-person. Verbal acknowledgments like “I see” or “okay” provide reassurance you are engaged.
Screen sharing enables showing prototypes, concepts, or materials during interviews when needed. Participants can demonstrate how they use current tools by sharing their screens, and you can ask them to perform tasks or walk through specific actions to clarify their processes.
In-person interviews enable richer observation of body language, physical contexts, and environmental factors. You can see how products fit into spaces and workflows. When conducting in-person interviews, it's also crucial to consider research data security and privacy compliance to protect participant information.
Observing users in their own environment provides authentic insights into their behaviors and challenges. This allows you to see how users interact with products or systems in real-world settings, revealing nuances that may not surface in artificial or remote contexts.
Build rapport more easily face-to-face. Non-verbal communication happens naturally without video compression or connection delays.
Use physical materials when relevant. Show printed concepts, physical prototypes, or products that participants can touch and manipulate.
Observe contextual details about environments, competing products visible in spaces, or workflow setups for research studies that reveal how people actually work.
Handling interview challenges:
Talkative participants who dominate conversation time need gentle redirection. “That is really interesting. Let me make sure we cover a few other topics” acknowledges their input while moving forward.
Quiet participants need encouragement and specific prompts. Break complex questions into smaller parts. Use specific examples to make questions concrete.
Participants going off-topic require tactful steering. “That is helpful context. Coming back to expense tracking, can you tell me…” redirects without dismissing their tangent.
When participants cannot answer questions, move on rather than pressing uncomfortably. “No problem, let us talk about something else” maintains positive dynamics.
Analysis transforms recorded conversations into actionable insights. Systematic approaches ensure you identify genuine patterns rather than cherry-picking convenient quotes. Keep in mind that interview data is primarily self reported data, which can have limitations such as potential bias and reliance on the participant's memory, compared to observed behavior.
Transcribe interviews for thorough analysis. Automated transcription services make this affordable and quick. Review transcripts while listening to recordings to correct errors and note tone, emphasis, and emotions that transcripts miss.
Read all transcripts before coding. Full immersion in data helps you identify themes and patterns across interviews rather than analyzing each in isolation. Encourage participants to recall events fully during interviews, as this helps ensure the accuracy and completeness of your insights.
Develop coding frameworks identifying themes, concepts, and topics appearing across interviews. Codes might include pain points, desired features, workflow steps, decision factors, or emotional reactions.
Code systematically by applying your framework to all transcripts. Highlight relevant quotes and tag them with appropriate codes. Most qualitative analysis software makes this process efficient. Manual analysis of interview data can be time consuming, so using specialized user research software can help streamline the process.
Look for patterns across participants. Individual opinions matter less than themes appearing repeatedly. If six out of eight participants mention the same pain point, that is a significant pattern. If only one person mentions something, it may be an outlier.
Count code frequency to identify most common themes. While qualitative research does not require statistical analysis, simple counts show which issues affect most participants.
Create journey maps, workflows, or mental models based on interview findings. Visual frameworks help communicate how users think about and experience products.
Extract representative quotes illustrating key themes. Direct participant language makes findings concrete and compelling. Select quotes that clearly exemplify patterns you identified.
Organize findings by research objectives. For each objective, summarize what you learned and support conclusions with evidence from multiple participants.
Analysis identifies patterns. Synthesis transforms patterns into actionable product recommendations.
Prioritize findings by impact and frequency. Issues affecting many participants severely deserve immediate attention. Problems affecting few participants minimally can wait.
Connect findings to product opportunities. Every pain point identified represents a potential improvement. Every unmet need suggests a feature opportunity. User interviews provide deep insights into the customer's experience, revealing how users interact with your product and where their journeys can be improved to inform UX enhancements and product development.
Develop specific recommendations addressing findings. Vague suggestions like “improve navigation” lack actionability. Specific recommendations like “add search functionality to the main toolbar because six participants struggled finding features through nested menus” provides clear direction.
Support recommendations with evidence. Reference participant quotes, describe observed behaviors, and cite how many participants experienced issues. Evidence convinces stakeholders and builds confidence in recommendations.
Consider quick wins alongside major initiatives. Some high-impact improvements require minimal effort. Highlighting quick wins shows immediate value while longer-term fixes progress.
Frame findings in business terms when presenting to stakeholders. “Poor navigation causes task abandonment affecting conversion” connects user problems to business impact more effectively than “users found navigation confusing.”
To get the most out of user interviews, following a set of proven best practices is essential. Start by defining clear research goals—know exactly what you want to learn from your interviews. This focus will guide your writing of user interview questions and ensure that every conversation yields relevant, actionable insights.
When crafting interview questions, prioritize open-ended questions that invite participants to share their experiences and thought processes. Avoid leading questions or those that assume a specific answer, as these can result in biased responses and limit the value of your data. Instead, use prompts like “Can you walk me through…” or “Tell me about a time when…” to encourage storytelling and uncover specific pain points.
During the interview, practice active listening. Pay close attention to both verbal and non-verbal cues—body language, tone of voice, and facial expressions can reveal as much as the words themselves. Use follow up questions to dig deeper into interesting or unclear responses. For example, if a participant gives a brief answer, gently prompt them with “Can you elaborate on that?” or “What happened next?” to get the whole story.
Let participants finish their thoughts without interruption. This not only builds trust but also encourages more honest feedback. If you sense a participant is holding back or giving socially desirable answers, reassure them that there are no right or wrong answers and that their candid input is valuable.
After the interview, systematically analyze your user interview data. Look for key themes, recurring pain points, and different responses across your target audience. Coding and categorizing responses helps you identify patterns and actionable insights that can inform product development, usability tests, or future research studies.
When recruiting participants, focus on your target audience and use clear screening criteria to ensure you’re speaking with the right people. Avoid making assumptions based on demographics alone; instead, align your recruitment with the specific research topic and objectives. Offering appropriate incentives can also help attract high-quality participants.
Finally, be aware of common pitfalls such as biased responses, vague questions, or failing to dig deeper when needed. Strive to create a neutral, non-judgmental environment, and always be open to unexpected findings. Whether you’re conducting generative interviews, contextual interviews, or usability tests, these best practices will help you collect accurate, reliable data and uncover valuable insights that drive better product decisions.
Research value depends on whether findings actually influence product decisions. Effective communication makes insights actionable for teams.
Create research reports documenting objectives, methodology, participant characteristics, key findings, and prioritized recommendations. Tailor depth to audience needs. Executives want summaries. Designers need detailed observations.
Lead with key takeaways before explaining methodology. Busy stakeholders may only read executive summaries. Ensure critical insights appear early.
Use video clips illustrating key findings. Watching users struggle makes problems real in ways written descriptions cannot. Edit clips to 30-60 seconds showing the most impactful moments.
Present findings through frameworks organizing insights meaningfully. Journey maps show experience over time. Mental models reveal how users understand concepts. Persona profiles illustrate different user types.
Schedule findings presentations with product teams. Live discussion enables clarifying questions and collaborative problem-solving around solutions.
Make interview recordings and transcripts available to team members wanting deeper investigation. Some stakeholders prefer reviewing raw data rather than relying on summaries.
Follow up on whether recommendations get implemented. Research teams tracking implementation demonstrate impact and build credibility for future research.
For most studies, 5-8 participants per user segment reveal major themes and patterns. Additional participants yield diminishing returns as you hear repeated themes. If studying multiple distinct user segments, interview 5-8 participants per segment rather than pooling all types together. Interviewing more participants makes sense when user populations are highly diverse or when decisions are particularly high-stakes requiring extra confidence.
Structured interviews follow rigid scripts with predetermined questions asked in fixed order. This consistency enables systematic comparison but limits flexibility. Semi-structured interviews use question guides while allowing flexibility to probe responses or explore unexpected topics. This format balances coverage of key topics with natural conversation. Unstructured interviews have no predetermined questions, letting discussion evolve based on participant responses. This exploratory approach works for discovery research where you are still determining what questions matter.
Most generative research interviews user interviews last 45-60 minutes. This duration provides enough time to build rapport, explore topics thoroughly, and dig into interesting responses without causing participant fatigue. Shorter 30-minute interviews work for focused topics requiring less exploration. Longer 90-minute interviews make sense when covering complex topics with research expert participants comfortable with extended discussions. Respect stated durations and end on time even if questions remain.
Remote interviews via video conferencing work well for most research. They remove geographic limitations, reduce costs, and often feel more comfortable for participants in familiar environments. In-person interviews provide richer observation of body language, physical contexts, and environmental factors. Choose in-person when physical context matters significantly, when testing physical products, or when building deep rapport is critical. Both formats produce valuable insights when facilitated well.
Use open-ended neutral questions avoiding leading language. Ask "How do you feel about this feature?" rather than "What do you like about this feature?" Listen without agreeing or disagreeing with participant statements. Your role is understanding their perspective, not validating it. Probe all responses equally rather than spending more time on answers you find interesting. Have someone uninvolved in design review your question guide for unintentional bias. These practices reduce but never eliminate bias completely.
Use follow-up probes encouraging elaboration. "Can you tell me more about that?" or "What do you mean by that?" or "Can you give me an example?" prompt additional detail without suggesting specific directions. Allow silence after responses. Many people continue speaking after brief pauses, often sharing their most valuable insights in those moments. Break complex questions into smaller parts if participants seem unsure how to answer. Sometimes brief answers indicate unclear questions requiring rephrasing.
Create a spreadsheet where rows represent themes or codes and columns represent participants. As you review transcripts, copy relevant quotes into cells matching themes and participants. This simple matrix shows which themes appear across participants. Use highlighting to mark particularly strong quotes. While less efficient than specialized software, spreadsheets handle basic thematic analysis adequately for smaller studies. Focus on identifying patterns across participants rather than cataloging every comment.
Here are a few tips for getting started with user interviews if you don't have formal training. Start with clear objectives, prepare thoughtful questions, practice active listening, and analyze systematically. Pilot test your approach with colleagues before interviewing real participants. Review recordings of your interviews to identify where facilitation could improve. Read resources about qualitative interviewing techniques. Consider observing experienced interviewers to see effective facilitation in action. Skills develop through deliberate practice and reflection.
User interviews are an essential tool in the UX research toolkit, offering deep insights into users' needs, motivations, and behaviors. When conducted effectively, they provide valuable qualitative data that cannot be captured through surveys or analytics alone. By defining clear research goals, recruiting representative participants, and crafting open-ended, non-leading questions, researchers can uncover rich, actionable insights that inform product design and strategy.
Conducting user interviews requires careful preparation, including developing a flexible interview guide, choosing a comfortable environment, and employing active listening skills to capture both verbal and nonverbal cues. Building rapport and encouraging honest feedback ensures participants feel safe to share their true experiences without fear of right or wrong answers.
Analyzing user interview data involves synthesizing themes, identifying patterns in past behavior, and using participant quotes to support findings. These insights can then be translated into UX artifacts such as personas, journey maps, and strategic recommendations that drive better decision-making.
Whether used during the discovery phase to uncover new opportunities or later in the development cycle for usability testing and validation, user interviews remain a versatile, powerful method for understanding users in their environment. By following best practices and avoiding common pitfalls like leading questions or biased responses, user researchers can maximize the value of interviews and contribute to creating products that truly meet user needs.
Incorporating user interviews into your research workflow will help you make informed, user-centered decisions and ultimately build more successful, impactful products.
Access identity-verified professionals for surveys, interviews, and usability tests. No waiting. No guesswork. Just real B2B insights - fast.
Book a demoJoin paid research studies across product, UX, tech, and marketing. Flexible, remote, and designed for working professionals.
Sign up as an expertInstantly discover and recruit world-class industry experts, C-suite executives and consultants for research.
