customers, employees, or any other relevant stakeholders in a situational context relevant to the research question” - This Is Service Design Doing, O'Reilly Media* In-depth interview Focus Group “A qualitative research technique of conducting intensive individual interviews. […] often conducted with relevant stakeholders or external experts to understand different perspectives on a specific subject.” - This Is Service Design Doing, O'Reilly Media* “A classic qualitative interview research method in which a researcher invites a group of people and ask them questions specific products, services, good, concepts, problems, prototypes, etc.” - This Is Service Design Doing, O'Reilly Media* • conducted in “situational context” • user’s natural environment • use concrete examples *Stickdorn, M., Hormess, M. E., Lawrence, A., & Schneider, J. (2018). This Is Service Design Doing: Applying Service Design Thinking in the Real World. O'Reilly Media. • can be based using a canvas, map or blueprint • can use co-creation approaches • often based on an initial question, let the conversation flow • limitations such as the group effect or social desirability bias…