THINGS TO LOOK FORWHAT PEOPLE SAY VS. WHAT THEY DOIt isn’t enough to just ask people questions becausewhat they say and what they do aren’t always thesame. Look for what is going on in the physical space,look for body language and look for interactionsbetween people.HOW DO THEY SOLVE PROBLEMSLook for ways people adapt things to solve problemsin unusual ways. For example, using stickers on cellphones to “tag” what belongs to them.HOW DO THEY ORGANIZE THINGSLook inside cupboards, car, purses, etc. How peopleorganize things can tell you a lot about how theyunderstand and manage their world.WHAT ROLES DO PEOPLE ASSUMEHow does behavior change in a given context? Whatsorts of things are socially unacceptable in a givencontext. Look for changes and roles people seem toadopt in a given setting.WHAT KINDS OF “STUFF” DO THEY HAVE WITH THEMWhat do they wear? How does the setting changethis? What kinds of “stuff” people have with them cansignal what it is they see as important.
TIPSGENERAL INTERVIEW FLOWEstablish 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 MINDRecord all behavior.Observe the world from the point of view of the subject,while maintaining the distinction between everyday andscientific perceptions of reality.Ask open-ended questions rather than simple yes/noqueries. Don’t lead the subject.Questions should be clear and phrased in contextuallyintelligible and appropriate language.Are there any inherent biases? Are these linked tosocioeconomic status, ethnicity, religion, age or gender?
SUBJECT: 1DATE:TIME:CONTEXT:LOCATION:BIAS:VISUAL SIGNAGE: Body language,positioning and focus EXPRESSION ATTENTION POSTURE HANDS FEET OTHER
FIELD NOTES: Observations, thoughts and/or sketches.