AskCraftUnderstand the people
behind the reactions
Explore why readers return, what they need from content and how they respond to new formats and advertising.
The AskCraft interviewing course
Learn to
understand your
audience.
Understand why people read your content, what they trust and how they make decisions. Develop interviewing skills for your blog, your team or a research career.
Practical assignments and feedback. Progress to the next stage after your work is approved.
For people who want
to do the research themselves.
Interviewing is the shared skill. How you apply it depends on your goal: developing a blog, working in a team or becoming a researcher.
Understand the people
Understand trust
and choice
Explore how people use your material, choose solutions and describe their concerns.
Make content decisions
together
Use interviewing in editorial, marketing or content work. Discuss findings with your team using specific examples.
Learn the work
of a researcher
Work from a research question to a report, build training samples and understand the skills needed for project work.
Explore research careers →Want to understand the approach first? Read about JTBD and why we explore the story behind a choice. Start by arrangement. Allow 6–12 weeks at 5–6 hours of practice per week.
From your first interview
to presenting your findings.
Three stages with reviewed assignments. At each stage, you complete the work, receive feedback and revise it where needed.
01Interviewing foundations
How people make choices and how to reconstruct a specific experience. JTBD, interview planning, questions that do not suggest answers and your first practice interview.
Your assignment: A research brief, interview guide and recording of a practice interview.
Progression criteria: The interview reconstructs a decision, and the questions do not suggest explanations. You receive written feedback from a course tutor.
02An interview with feedback
Interview a real participant for a training project. Define selection criteria, prepare a transcript and distinguish quotations from observations and interpretations.
Your assignment: An interview, annotated evidence and a report using the course template.
Progression criteria: The evidence is organised and the findings refer to specific excerpts. Your work is approved after review and any necessary revisions.
03Analysis and research
Compare evidence from 20 interviews: situations, alternatives, jobs and contradictions. Prepare a report for a full study.
Your assignment: An analysis workbook, report and presentation of findings.
Progression criteria: The reasoning is traceable, differences are preserved and limitations are stated. You present your findings and the work is approved.
Format and workload
Online. Allow 2–4 weeks per stage at 5–6 hours per week. Your pace depends on completing and revising the assignments.
Feedback
A course tutor provides written comments on your recording and an assessment checklist. Revise work that needs improvement and submit it again.
On completion, you receive an AskCraft course certificate. It is not a diploma or a professional qualification. Project participation and its terms are discussed separately from training. Confirm the teaching language, materials and review arrangements before paying.
Try a practice exercise
Choose a follow-up question and compare it with the explanation.
Try the exercise →See what analysis produces
Three detailed teaching reports for different research questions.
Explore the reports →Practice and materials
A practice interview set
The third stage uses a supplied set of 20 practice interviews with context and analysis instructions. You do not need to recruit 20 participants yourself.
Feedback and revision
Receive written feedback on your recording, coding and report within three working days. Access to learning materials lasts six months. Revise your work and resubmit it when needed.
The people behind
your research
Research lead
Clara Bennett
Designs qualitative research for independent creators and editorial teams. Helps turn a broad audience question into a focused study, then connects the findings to content and service decisions. Her review pays particular attention to contrasting accounts and the limits of interpretation.
Research design · analysis · final review
Researcher and course tutor
Daniel Reed
Conducts in-depth interviews and develops practical interviewing exercises. Helps researchers reconstruct specific decisions, ask clear follow-up questions and distinguish evidence from assumptions. Leads interview practice and written feedback on the course.
Interviewing · interview guides · practice feedback
Research coordinator
Sophie Laurent
Coordinates participant recruitment and research operations. Turns experience criteria into screening questions, organises interview schedules and keeps participants informed about the process. Supports clear communication and consistent handovers across project stages.
Recruitment · coordination · organisation
Commission research
or learn to do it?
Choose what you need now: work delivered by our team or a skill you can use yourself.
Audience research
from US$1,700
A full study includes participant recruitment, interviews and analysis. We agree the research question, scope and total cost before starting.
Discuss research →Interviewing course
US$400
Learn to conduct interviews and analyse responses through practical assignments and feedback at each stage.
Ask about the course →Course fee for all three stages.
Before enrolling
Is this only for people who sell through a blog?
No. Understanding reading, trust and choice is useful for creators without a product and for company blog editors. Tell us how you want to use the skill when we discuss the course.
Is this a course in promotion or content creation?
The course focuses on interviewing and research. You can use the skills to inform content decisions, but promotion, content production and testing changes require their own work.
How can I confirm the programme and dates?
This page describes the stages, assignments and assessment criteria. We agree your start date and schedule before enrolment. The course fee is US$400; ask us whether payment by stage is available.
Can I work as a researcher after the course?
You practise and have your work reviewed during the course. AskCraft projects are discussed separately and depend on your skills and available work. Buying the course or completing its stages does not guarantee employment or paid practice.
Can an experienced researcher contact you without buying the course?
Yes. Share relevant experience and a sample you have permission to show. There is no requirement to buy training to discuss working with us.
Start with your goal
What would you like
to investigate?
Tell us how you want to use interviewing: for your blog, a team or a new career. We will discuss your learning route and start date.
Interviewing
course
course
For your blog, your team
and your research skills.