30-Minute Conversation Guide Template

This guide helps structure a focused 30-minute research conversation.

Before you start

Pair with a notetaker — You facilitate, they capture tone and context. If you’re solo, get participant consent to use AI transcription.

Customize probes — Add specifics relevant to your particular project (e.g. eligibility process, digital form, service navigation, language access, etc.).

Review screener responses — Know who you’re talking to before the session starts.

Welcome & Setup (~5 min)

• Quick greeting, introduce yourself, confirm consent
• Reassure about observers and explain recording vs notes
• Answer any participant questions before starting

Begin with rapport

Set tone, put them at ease. Use plain language and make sure they feel comfortable.

Background & Context (~5 min)

One or two focused questions:

• “What has been your most recent experience with [service]?”
• Follow-up probe on why it was positive or challenging

Use open-ended questions

Encourage real insight. Listen deeply and pause for silence — Give them room to reflect.

Focused Deep Dive (~15 min)

• Drill into a single key area (e.g., one part of a workflow or interface)
• Ask for a detailed walkthrough: pain points, emotions, clarity
• Ask for suggestions or improvements

Stay adaptable

If a participant brings up something unexpected but valuable, explore it. Don’t stick rigidly to your script. Check off answered questions as you go so you don’t repeat yourself.

Closing Questions & Follow-Up (~5 min)

• Final open question: “If there’s one thing I should know or change, what would it be?”
• Ask the participant if they would be willing to participate in future research sessions
• Thank them and remind them about compensation

End warmly

This is relationship-building, not just data collection.