Different scenarios
Buyers, former customers and non-buyers may have different experiences. Comparisons require enough evidence within relevant groups.
PRACTICAL GUIDE
How many research interviews do you need?
There is no universal count: segments, question complexity and evidence quality matter.
01
What determines scope
Complexity and rarity
Multi-role B2B purchases and everyday consumer decisions need different designs. Relevant experience matters more than a formal participant count.
Depth of evidence
Generic answers may call for a better guide rather than more sessions. Detailed situations, transitions and exceptions provide stronger material.
02
Using the idea of saturation
Look for new explanations
Assess emerging themes and changes to the understanding of a scenario. Repeated phrases alone do not demonstrate adequate evidence.
Agree when to revisit scope
Discuss how new segments or major gaps will be handled. Additional work needs a clear reason and agreed scope.
Do not confuse this with survey precision
A qualitative sample does not become statistically representative after reaching a particular count. Measuring proportions requires a suitable quantitative design.
LOOYS / RESEARCH