What is this tool and what is its purpose and benefit?

Interviews are a way to go deeper into an issue and get a better understanding and insight of the identified problem. In design, the interview approach is usually empathetic with plenty of use of open-ended questions leaving space for the interviewees to talk in their own words about the matter and what is important to them. For the organisations from the cultural and creative sectors, interviews are a way to establish a better connection with customers and stakeholders, and learn about their mindset, needs, emotional and subconscious aspects, reactions, body language, perception on the researched topic and behaviour in situations and environments. To obtain information, it is important for the interviewer to listen actively and create a trustworthy situation for the interviewee. Internal interviews, on the other hand, are useful for spotting any weak points and opportunities related to the research issue, the staff’s perspective, and differences between the perspectives of the external and internal parties.