There’s no magic number for how many interviews you should do. As always… IT DEPENDS.
It depends on various factors. For example, the complexity of your research goals or the diversity of your target users.
However, you should know when to stop.
Keep interviewing until you notice the same themes being mentioned, with no new major themes appearing.
We call this point saturation.
Saturation means you have collected enough data to answer your research questions and achieve your goals.
Beware of false saturation.
If you start hearing recurring themes very early, check your participant criteria.
It might seem that you reached saturation, but only because you forgot to include important user groups.
Would you like to discuss this post? Share it, tag me, and I will gladly join the discussion!Arnas Aleksandravičius on LinkedIn