Interviewing Users: How to Uncover Compelling Insights (Steve Portigal)

Interviewing Users by Steve Portigal is the definitive masterclass in the art of the qualitative deep-dive, transforming the seemingly simple act of conversation into a powerful tool for strategic design. Portigal moves past the basic mechanics of asking questions to explore the subtle psychological nuances of empathy, active listening, and rapport-building. The book serves as an indispensable field guide for extracting rich, unvarnished human insights from everyday interactions, teaching designers how to bypass their own biases and uncover the latent needs that users often cannot articulate themselves. For any creative agency, it is a vital blueprint for turning raw conversations into actionable creative springboards.