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This was the research plan and interview guide for created for researchers on the ING Customer Research Project. The guide is very detailed to enable the many researchers, who were researching many customers, to gather the same data using the same structure. This enabled easier analysis when all the data was compiled. At the same time, a non-linear conversation guide was designed to encourage customers to freely converse without being bombarded with questions. It was important to encourage the customers to speak without too much structure so that their real feelings about the product would emerge. To enable this, we created thought maps that flowed in many directions, with prompts on each topic in this way the research was able to gather the information needed while following the customer's flow.
