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A lean approach to image-based user interviews: Discover deep emotional drivers for a targeted digital strategy

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  • Weise, Sarah

Abstract

Where there is extreme emotion, there is extreme opportunity. Image-based projective interviews offer a visual way for user researchers to measure the deep emotional drivers that lead to customer conversions. This paper details a novel step-by-step lean technique to conduct image-based projective interviews that any user experience professional or digital marketer can readily implement. The paper also discusses how qualitative data gleaned from these interviews on emotional decision-making drivers can serve as the centrepiece of a digital strategy, with implications far beyond websites.

Suggested Citation

  • Weise, Sarah, 2016. "A lean approach to image-based user interviews: Discover deep emotional drivers for a targeted digital strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(1), pages 35-53, May.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:1:p:35-53
    as

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    More about this item

    Keywords

    user experience; UX; user research; customer experience; marketing research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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