User Interviews
Interview Goal
To understand how online shoppers perceive, interact with, and trust product reviews — and identify pain points caused by fake or manipulated reviews.
Participant Criteria
| Criteria |
Details |
| Age Range |
18–45 years |
| Shopping Frequency |
Shops online at least 2–3 times per month |
| Platforms Used |
Amazon, Flipkart, Meesho, Myntra, or similar |
| Review Behavior |
Reads reviews before making purchase decisions |
| Exclusions |
People working in e-commerce industry (to avoid bias) |
Recruitment Method
| Method |
Details |
| Approach |
Personal network, social media outreach, WhatsApp groups |
| Screener |
Google Form with 5 qualifying questions |
| Incentive |
None (voluntary participation) |
Participant Details
| # |
Name |
Age |
Gender |
Occupation |
Location |
Interview Mode |
Duration |
| 1 |
Mani |
24 |
Male |
Software Engineer |
Hyderabad |
Video Call |
25 min |
| 2 |
Ravi |
31 |
Male |
Freelancer |
Bangalore |
Video Call |
28 min |
| 3 |
Teja |
22 |
Male |
College Student |
Chennai |
In-person |
22 min |
| 4 |
Surya |
28 |
Male |
Marketing Executive |
Mumbai |
Video Call |
30 min |
| 5 |
Rizwan |
35 |
Male |
Small Business Owner |
Delhi |
Video Call |
26 min |
| 6 |
Kirana |
26 |
Female |
Teacher |
Hyderabad |
In-person |
24 min |
Total Participants: 6 users
Interview Method
| Item |
Details |
| Type |
Semi-structured interviews |
| Mode |
Video call (Google Meet) / In-person |
| Duration |
20–30 minutes per session |
| Recording |
Audio recorded with participant consent |
| Note-taking |
Real-time notes during interview |
Interview Script