Quantitative data helps explain What is happening, but it doesn't explain Why it's happening. Qualitative data helps us better understand users and their behavior, but this isn't always easy. In fact, interviewing users is deceptively difficult, especially if you want to get actionable insights. In this interactive session, we'll investigate asking unbiased questions, the complexities of interacting with humans (all the feelings!), and functional tips to make the most of customer interviews.