Playbook

Use this play before running interviews. The main outcome is a clear research plan that defines learning goals, interview questions, and target participants.

Most teams can complete this work in one focused afternoon.

What it is

This play turns knowledge gaps into a structured research plan.

You review assumptions and open questions. Then you define clear learning goals, draft interview questions, and identify who to recruit. 

View full size image of A diagram shows how research questions connect to research goals. These questions go to different kinds of users.

The output is a written research plan that guides the interview people impacted play and connects directly to the make sense of what you learn play. 

Use this play when you need evidence to inform decisions.

Do not use it if strong research already answers your key questions. 

How to use it

Who you'll need

• One person responsible for this work 
• Optional core team reviewers 

What you'll need

• Identify knowledge gaps and assumptions
• Gather stakeholder list
• Review prior work from the align on the work or understand a process plays. 

Steps

1. Set the study context.

   Write a short plain-language summary of the project and why you are researching. 

2. Define learning goals.
   • Turn knowledge gaps into clear research questions.
   • Group related questions into themes.
   • These are internal goals, not interview questions. 
3. Draft interview questions.
   • Write open-ended, neutral questions.
   • Focus on past behavior and real experiences.
   • Avoid leading, yes or no, or preference-only questions. 
4. Identify participant groups.
   • Start with the people impacted by the service. List key groups such as:
     • People who use the service  
     • Staff who deliver or support it  
     • People affected by the outcome  
   • Group participants based on how close they are to the problem. For example:
     • Direct vs. indirect users  
     • Frequent vs. first-time users  
     • People who succeeded vs. people who struggled  
   • Define what makes someone a good fit for each group.
   • Then decide how many people to include.
     • For interviews, start with 5 to 8 people per group. Continue until you hear the same patterns.  
     • For surveys, aim for 30 to 50 responses for each thing you're measuring. More responses increase confidence.  
     • If you cannot reach these numbers, collect as many responses as you can and document the sample size.
     • Do not delay research to reach a perfect number.
     • If you need more accurate results, use a sample size calculator (see resources below) to estimate how many responses you need to reflect your target group. If you use a sample size calculator, enter:
       • How many people could take the survey (if known)  
       • A 95% confidence level  
       • A 5% margin of error  
       • If you're unsure, use the default settings. 
5. Prepare outreach messages.
   • Write a short invitation in plain language.
   • Prepare a follow-up message with more detail. 

What to produce

A research plan document that includes:

• Study context
• Learning goals
• Interview questions
• Target participant groups
• Recruitment messages 

What decisions you'll make

• What knowledge gaps matter most
• What research questions to prioritize
• Which participant groups to recruit 

You're done when

• The research plan is clear and easy to share.
• Learning goals connect directly to project decisions.
• Interview questions align with learning goals.
• Participant groups are defined and recruitable. 

Resources

• Research plan (Word template) or Research plan (PDF)
  A simple document to plan your study. Use it to define your goals, questions, and approach.
• Sample size calculator (survey tool) 
  A tool that helps you decide how many responses you need for a survey to be reliable.