2. THINGS TO LOOK FOR
WHAT PEOPLE SAY VS. WHAT THEY DO
It isn’t enough to just ask people questions because
what they say and what they do aren’t always the
same. Look for what is going on in the physical space,
look for body language and look for interactions
between people.
HOW DO THEY SOLVE PROBLEMS
Look for ways people adapt things to solve problems
in unusual ways. For example, using stickers on cell
phones to “tag” what belongs to them.
HOW DO THEY ORGANIZE THINGS
Look inside cupboards, car, purses, etc. How people
organize things can tell you a lot about how they
understand and manage their world.
WHAT ROLES DO PEOPLE ASSUME
How does behavior change in a given context? What
sorts of things are socially unacceptable in a given
context. Look for changes and roles people seem to
adopt in a given setting.
WHAT KINDS OF “STUFF” DO THEY HAVE WITH THEM
What do they wear? How does the setting change
this? What kinds of “stuff” people have with them can
signal what it is they see as important.
3. TIPS
GENERAL INTERVIEW FLOW
Establish Rapport.
Transition to brand/product specific line of questioning:
What do they think about the specific brand/product?
Thank subject(s) and distribute incentive.
KEEP IN MIND
Record all behavior.
Observe the world from the point of view of the subject,
while maintaining the distinction between everyday and
scientific perceptions of reality.
Ask open-ended questions rather than simple yes/no
queries. Don’t lead the subject.
Questions should be clear and phrased in contextually
intelligible and appropriate language.
Are there any inherent biases? Are these linked to
socioeconomic status, ethnicity, religion, age or gender?
4. SUBJECT: 1
DATE:
TIME:
CONTEXT:
LOCATION:
BIAS:
VISUAL SIGNAGE: Body language,
positioning and focus
EXPRESSION ATTENTION
POSTURE HANDS
FEET OTHER
