3. DATA
COLLECTION
FRAMEWORK
PERSON
IN
LIFE
PERSON
IN
PATH
BRAND
IN
PATH
Uncover
the
relevant
people,
channels,
resources
in
daily
life.
Explore
and
map
the
consumer-‐driven
path
to
a
decision,
detailing
the
mental
context,
the
influencers
and
the
triggers
throughout.
Define
where
the
brand
is
present
along
the
consumer
path
and
how/where/
when
the
brand
wins
&
loses
throughout.
• Influences
in
Life
Card
Sort
• Influences
in
Life
Debrief
• People
in
Life
Exercise
• Feelings
Image
Collage
• Unaided
Storytelling
• Aided
Influencer
Probing
• Aided
Feelings
Probing
• Path
Mapping
&
Debrief
• Brand
Experience
Probing
• Brand
PercepNon
Probing
INTERVIEW
ACTIVITIES
5. Influences
in
Life
Card
Sort
Purpose:
IdenEfy
important
influences
in
daily
life.
Data
provides
narrowed-‐down
influences
chosen
by
the
respondent.
Context
will
be
added
to
the
parEcipant
selecEons
during
Debrief.
QuesHons:
These
represent
different
acNviNes
you
may
or
may
not
parNcipate
in
&
places
you
may
or
may
not
visit
in
your
life.
Please
separate
these
cards
into
3
Ntled
envelopes.
PILE
1
–
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
PILE
2
–
The
things
that
are
a
part
of
my
life
but
not
‘passion
points’
PILE
3
–
The
things
I
don’t
do/use/visit
or
I
don’t
know
about.
These
represent
different
technology
you
may
or
may
not
use
in
your
daily
life.
Please
separate
these
cards
into
the
same
3
envelopes.
These
represent
different
things
people
use,
are
influenced
by,
or
come
across
in
their
daily
life.
Please
separate
these
cards
into
same
3
envelopes.
Person
in
Life
6. Card
sort
Pile
3
The
things
I
don’t
do/use/visit
or
I
don’t
know
about.
Pile
1
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
Pile
2
The
things
that
are
a
part
of
my
life
but
not
‘passion
points’
7. Influences
in
Life
Debrief
Purpose:
Build
out
context
for
Pile
1
selecEons.
Data
provides
a
profile/persona
of
the
respondent
and
will
also
be
used
in
building
the
decision
path
map.
QuesHons:
Let’s
talk
a
liZle
about
the
cards
you
put
in
Pile
1.
CONTENT
PROBE
FOR
MEDIUM
CARDS:
When
you
are
using
[MEDIUM]
what
are
the
most
typical
types
of
content
you
are
most
passionate
about?
Refer
to
this
list.
Pick
up
to
3
types
of
content.
ROLE
PROBE
FOR
ALL
CARDS:
In
what
ways
is
this
important
in
your
life?
Person
in
Life
Pile
1
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
9. Content Types
News/information/current affairsCommunity/local
Political
Business/financial
Entertainment
Reality/real life
Paparazzi/celebrity
Music
Comedy
Quiz/audien
Home improvementEducational
Parenthood
Art & culture
Biography/history
Moral/religious
Retail
Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail!
WRITE
CONTENT
CATEGORIES
IN
UPPER-‐LEFT
SQUARE
SAVE
THESE
SPACES
FOR
LATER
Content
types
in
life
10. Roles
Notes
Sheet
!"#$%&'"&()*+,"-)....................))))))))))/+01"()2)3+(")2)45,"-)........................
!"#$%&'"($%
ROLE in life ROLE in life
MEDIA CONTENT TYPES ROLE IN LIFE MEDIA CONTENT TYPES ROLE IN LIFE
Personal Email
Podcasts
Radio
Apps for mobile
device
Blogs
Homepage
Bank/financial institution
Café/coffee shop
Dealership
Discount store
Food market
Gas station
Gym/exercise
Happy hour/socializing
Mall/department store
Movie theater/theatre
Music concerts
Outdoor recreation
Restaurant dining
Sporting events
Transportation stops
Traveling
Workplace
ACTIVITIES/PLACES TECHNOLOGY
Desktop computer
DVD/Bluray player
DVR/TiVo
Instant message
iPad or tablet
iPhone or smartphone
iPod/MP3
Laptop computer
Television
Text message
Video game console
Video chat
Personal assistant!
My recharge!
fashion! My secret weapon!
Food/cooking!
Me time!
Dinnertime lifesaver!
11. People
Network
Exercise
• People Network Exercise
QuesHon:
As
we
are
ge_ng
started,
I’d
like
to
know
a
liZle
bit
about
the
people
you
rely
on
in
your
network.
When
you
think
about
the
important
quesNons,
issues,
and
decisions
you
make
in
life…
tell
me
who
is
in
your
network?
To
do
this,
I
have
this
sheet
here
with
you
in
the
middle
and
a
bunch
of
circles
around
you.
Tell
me
who
is
in
your
inner
circle?
Who
is
in
your
outer
circle?
Purpose:
IdenEfy
the
people
of
influence.
Data
will
be
used
to
populate
ecosystem
and
aid
building
of
the
decision
path
map
Person
in
Life
14. Feelings
Image
Collage
Purpose:
Uncover
specific
and
disEnct
feelings
experienced
in
the
path
to
their
decision.
Unaided
feelings
expressed
will
be
used
in
building
the
path
map.
QuesHon:
Up
unNl
now,
we’ve
been
talking
about
you
in
your
life
in
general.
Now
we’re
going
to
start
talking
about
[CATEGORY
&
RELEVANT
DECISION].
When
you
look
at
these
images,
which
best
explain
how
you
have
felt
at
various
points
along
the
journey?
Think
about
everything
you’ve
felt
up
unNl
now.
Please
look
at
the
images
you
selected,
and
tell
me
the
feeling
that
describes
what
that
image
means
to
you.
Person
in
Path
16. Unaided
Storytelling
QuesHon:
Now
I
am
going
to
ask
you
to
tell
me
the
story
about
[CATEGORY
&
RELEVANT
DECISION].
I
need
you
to
tell
me
the
story
in
great
detail
from
the
point
you
are
at
now
back
to
how
it
started.
Be
as
specific
as
you
can
in
the
details
of
your
story.
Probes:
How
did
it
start?
What
did
you
do
first?
What
happened
next?
What
else
did
you
do?
Needs
Probes:
When
did
you
realize
you
needed
to
make
this
decision?
How
did
you
decide
to
make
this
decision?
Triggers
Probes:
What
prompted
you
to
do
that?
What
started
this
part?
What
did
it
take
for
you
to
go
from
one
stage
to
the
next?
Final
Probes:
Where
are
the
important
points
along
the
way,
the
real
milestones
where
things
changed?
Are
there
any
other
important
steps
we
haven’t
talked
about?
Purpose:
Uncover
the
consumer-‐driven
path
to
a
decision.
The
story
should
uncover
everything
from
the
first
moment
the
respondent
realized
they
needed
to
make
the
decision
to
the
specific
moment
where
they
are
at
the
point
of
the
interview
through
specific
and
detailed
probing.
Person
in
Path
17. story elements
BE
SURE
TO
CAPTURE
RELEVANT
DETAIL
&
CONTEXT
Story
elements
Children
have made
comments
they like
Mini!
SAD to be
ending
relationship
with old car!
Mini dealer
sent me
promotional
information!
Looking for
something
economical!
Was coming
to the end of
my contract
plan !
Met up with
Dave – he
raved about
his Audi!
Test drove
Mini and
fell in love
with it !
Test drove!
Met up with
Dave!
✗
✗
Lack of
interest from
showroom
staff!
FOCUS
ON:
• BEHAVIORS
• ACTIONS
• TRIGGERS
• CONSIDERATIONS
• MILESTONES
WHAT
HAPPENED?
WHAT
IMPACT?
WHICH
CAR?
WHAT
IMPACT?
18. Aided
Influencer
Probing
Purpose:
Uncover
passive
and
acEve
presence
of
people,
places/
acEviEes,
technology,
medium,
content
in
the
story
that
influenced
them
in
the
path
to
their
decision.
Questions:
PEOPLE
IN
STORY
SHEET
• You’ve
already
menNoned
[NAMES]
–
who
else
from
your
inner/
outer
circles
has
played
a
role
in
this
story?
• Who
else
that’s
not
in
your
inner/outer
circles,
played
a
role
in
this
story?
ACTIVITIES/PLACES/TECHNOLOGY/MEDIUM
CARDS
• Which
of
these
from
your
pile
1
&
pile
2
did
you
acNvely
seek
out
in
this
story?
• Which
of
these
from
your
pile
1
&
pile
2
did
you
come
across
that
you
didn’t
seek
out?
• Are
there
any
other
things
we
haven’t
talked
about
already
that
have
played
a
role
in
this
story?
Person
in
Path
Scared!
Confused!
19. People
in
story
The mom
at park!
MAYA!
Best Friend!
BEN!
Neighbor!
MOM!
MOM!
ANNA!
Sister! DAVID!
Brother!
MAYA!
Best Friend!
GABRIEL!
Uncle!
SARA!
Friend!
MARIA!
Colleague!
Julia S.! San Diego!
MARK!
Husband!
RECORD
NAMES
OF
PEOPLE
WHO
APPEAR
IN
STORY
ADD
NEW
PEOPLE
WHO
COME
UP
IN
PROBING
MARK!
Husband!
People
in
path
20. Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail! Honda!
Edmunds.com!
Content
types
in
path
Facebook!
MSN Autos! Pinterest!
Capture
specific
media
properHes
already
menHoned
in
story
+
new
ones
from
aided
probing.
22. Aided
Feelings
Probing
Purpose:
Uncover
passive
and
acEve
presence
of
people,
places/
acEviEes,
technology,
medium,
content
in
the
story
that
influenced
them
in
the
path
to
their
decision.
QuesHon:
AIDED
FEELINGS
EXERCISE
Take
a
look
at
the
images
you
selected
earlier.
In
what
parts
of
your
story
did
you
experience
these
feelings?
What
made
you
feel
that
way?
What
did
you
think,
do,
or
do
differently
because
you
felt
that
way?
Are
there
any
other
images
we
should
add
to
represent
other
feelings
you
felt
along
this
story?
Person
in
Path
frustrated!confused!
excited!
proud!
scared!
thankful!
24. Path
Mapping
Exercise
Purpose:
ParEcipant
builds
their
decision
path
by
using
elements
of
the
story
they
have
shared
to
show
their
personal
journey
to
a
decision.
QuesHon:
As
you’ve
been
telling
me
different
parts
of
your
story,
I
have
been
wriNng
down
key
parts
on
these
sNckers.
Some
represent
steps
you
may
have
taken,
some
have
how
you
may
have
felt
at
different
Nmes
in
the
process,
others
reference
things
that
may
have
happened
or
trigger
events.
And
sNll
others
represenNng
the
cards
you
pulled
out
as
playing
a
role
in
your
process.
What
I’d
like
you
to
do
is
capture
your
story
on
this
paper.
Show
what
happened,
what
you’ve
done,
how
you’ve
felt,
and
how
they
are
all
connected.
When
you
are
done
I
will
ask
you
to
tell
me
about
it
as
if
I
was
someone
who
didn’t
know
anything
about
this
story.
I
will
give
you
10-‐15
minutes
to
work
on
this.
Person
in
Path
26. THREE
RULES
1. START
ON
LEFT
2. USE
ALL
STICKERS
3. “CONNECT”
THE
STICKERS
27. BEFORE
RESPONDENT
BEGINS…
PLACE
CONTENT
IN
LIFE
STICKERS
ON
BOTTOM
FLAP
OF
MAP
SHEET
Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail! Honda!
Edmunds.com!
Facebook!
MSN Autos! Pinterest!
28. Path
Debriefing
Purpose:
Define
specific
points
of
tension,
solicit
soluEons,
and
associate
specific
needs,
feelings,
mental
states,
and
triggers
to
each
stage
of
the
path.
QuesHons:
• If
you
look
at
your
story,
where
are
the
4-‐5
key
milestones
or
turning
points
in
your
journey?
• If
you
think
about
this
process
as
a
story,
what
would
be
the
chapters
of
your
story?
For
each,
what
would
you
name
this
chapter
of
the
story?
What
is
the
essence
of
this
chapter
–
what
it’s
all
about?
• For
each
chapter,
what
would
you
say
is
the
most
important
need
for
you
here?
What
were
you
solving
for?
• Where
are
the
pain
points
/
tension
points
in
this
story,
things
you’d
fix?
• If
you
had
a
magic
wand
and
could
change
or
fix
anything
in
this
story,
what
would
it
be?
What
would
you
do
to
fix
it?
Why?
Person
in
Path
29. Triggers/Turning
Points
&
Stages/Chapters
PLACE
MILESTONE/TURNING
POINT
STICKERS.
DRAW
CLEAR
LINES
SEPARATING
CHAPTERS.
30. TITLE:
The
Showroom
Saga
NEED:
To
rule
out
certain
cars
TITLE:
The
Wander
of
the
Web
NEED:
To
find
the
best
allround
car
financially
&
environmentally
RECORD
TITLE
&
NEED
FOR
EACH
CHAPTER
ON
MAP
Chapter
Titles
&
Needs
31. PLACE
STICKERS
SO
THAT
IT’S
CLEAR
WHAT
THEY
REFER
TO.
ADD
NOTES/ARROWS/ETC.
WHEN
HELPFUL.
Tension
Points
&
Magic
Wand
32. Path
Debriefing
(ConHnued)
EmoHon
QuesHon
to
repeat
about
each
stage:
Please
think
about
how
you
felt
at
this
point
of
the
story.
Which
of
these
best
describe
your
feelings
at
this
point?
For
each
word
selected:
would
you
say
you
felt
that
a
liZle
or
a
lot?
State
of
Mind
QuesHon
to
repeat
about
each
stage:
Please
indicate
which
point
on
each
of
these
scales
best
describes
you
at
this
point
of
the
story?
You
can
say
you
felt
either
word
a
liZle
or
a
lot
or
that
you
felt
neither.
Person
in
Path
Purpose:
Define
parEcipant
emoEons
and
state
of
mind
at
each
stage
along
their
path
to
a
decision.
33. SHADE
INNER
SEGMENT
FOR
“A
LITTLE”
OR
INNER
&
OUTER
FOR
“A
LOT”
ENCOURAGE
RESPONDENT
CONSIDER
EACH
PAIR,
NOT
ALL
10
TOGETHER
EMOTION
STATE
OF
MIND
34. PLACE
STICKERS
IN
ORDER
ACROSS
TOP
FLAP
OF
THE
CONSUMER
PATHWAY
MAP.
IF
YOU
RUN
OUT
OF
SPACE
USE
WHITE
SPACE
ON
MAP
1
3
2
4
36. Brand
Experience
Probing
QuesHons:
• When
have
you
interacted
with
or
thought
about
[INSERT
BRAND
NAME]
in
the
course
of
this
story?
• OPTIONAL:
Which
of
the
following,
if
any,
have
you
encountered…?
[NAME/SHOW
SPECIFIC
BRAND
COMMS/TOUCHPOINTS,
IF
NEEDED]
• In
what
ways
did
[INSERT
BRAND
NAME]
help
or
hinder
you
in
this
story?
• Where
would
you
say
[INSERT
BRAND
NAME]
has
been
the
best/
worst
in
this
story?
Why?
Purpose:
Determine
where
the
brand
is
present
and
how/where/
when
specific
strengths
and
weaknesses
show
up
along
the
consumer
path
to
a
decision.
Brand
in
Path
38. Brand
PercepHon
Probing
OPTIONAL
SECTION
FOR
POSITION
STRATEGY
Example
QuesHons:
• When
you
hear
the
name
[INSERT
BRAND
NAME],
what
first
comes
to
mind?
• Which
of
the
following
best
describe
[INSERT
BRAND
NAME]?
• Would
you
say
[INSERT
BRAND
NAME]
is
the
same
as,
beZer,
or
worse
than
most
other
brands
when
it
come
to…?
• Overall,
what
has
been
your
experience
with
[INSERT
BRAND
NAME]?
Brand
in
Path
Purpose:
Determine
where
the
brand
is
present
and
how/where/
when
specific
strengths
and
weaknesses
show
up
along
the
consumer
path
to
a
decision.
40. Immediately
following
the
interview
you
should
do
the
following:
• Place
any
remaining
PILE
1
STICKERS
not
used
in
the
story
on
the
boZom
flap
of
the
Path
Map
Exercise
sheet.
• Place
PILE
2
STICKERS
on
back
side
of
boZom
flap.
• Write
RESPONDENT
NAME
on
Path
Map,
Roles
Notes
and
People
in
Life
materials.
Post-‐Interview
Checklist
41. Two
Worksheets:
Complete
a
Heart
of
the
Mager
exercise
sheet
and
an
InterpreHve
Map
for
each
respondent
as
soon
as
possible
aker
the
interview,
while
it’s
fresh.
Pre-‐Synthesis
Steps
Purpose:
Create
a
disElled
summary
of
each
interview
and
iniEal
insights,
taking
advantage
of
the
moderator’s
full
context,
for
the
broader
synthesis
team.
42. Heart
Of
The
Mager
Exercise
Sheet
M E D I A P R O F I L E I N F O
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• 7,$#&2,$&6($'/".*$8","$
P E R S O N A L P R O F I L E
• 95":$")8('0')#:$"/20.3&($
• 9//$-.*'0$/"4&*$
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