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-*- EXERCISE What are your favorite possessions? Write down your 3-5 favorite possessions? What makes them favorite possessions? What do you particularly like about each possession? -*- SOMETIMES VERBAL FEEDBACK CAN BE MISLEADINGWatch for the meaning behind the words Being “nice”, e.g. “This would be good for my daughter, sister, mother” - really means it doesn’t work for me Turn it back to them - “Be selfish. What do you think?” Posturing, e.g. Tell you what they think they should say, or what they think is impressive or overrationalizing (usually covered by lots of talking) Test them a little - “How much salt is too much?” Saying they have no opinion is often another form of being nice Pose question in non personal terms if they can’t personalize - I talked to someone yesterday who liked it, and someone who didn’t, What do you think they liked or didn’t like about it? Asking lots of detailed questions Turn questions back on respondents to uncover latent concerns, lack of information - “Why is that important for you? What would it need to be, or would you like it to be” -*- AGENDA Our Philosophy about Research When to Use Qualitative Vs. Quantitative Research An Overview of One-on-Ones and In-Home Interviews How to Conduct a One-On-One Interview Either in the Home or at a Central Site Some Examples of In-Home Studies Useful Interviewing Tools for In-Depth Interviews An Overview of Shop-A-Longs An Overview of Focus Groups An Example of Other Methodologies (e.g., Pager Studies, Diary Studies, Observational Research) Questionnaire Design -*- EXAMPLE : APPAREL Started in-home Context of lifestyle Actually see closet, belongings What do they do before you get there Closet inventory Lifestyle battery Collage building What do they do while you’re there Show you the house Show you important possessions Take you through closet Take pictures What do you talk about Personal goals, aspirations, motivations Role of clothes in life Buying/shopping habits -*- EXAMPLE: FOOD COM