PET Interview Technique: How to conduct interviews to uncover motivations
Objective
- Uncover the underlying motivations that drive your users’ decisions.
- Probe how effective any stimulus—be it a website screen, ad, product idea, slogan, etc.—is in resonating with those underlying motivations.
Who should attend
Advanced-level professionals in: Usability, User Experience, Market Research, and/or Branding. Minimum: 2 years of experience. Recommended: at least 5 years of experience.
What you’ll learn
- How to arrange the interview space before the interviews
- What’s different about the screener and protocol
- How to set the right tone
- How to put participants at ease in a lab setting
- How to ask probing questions
- How to get to the heart of motivations
- How to handle difficult participants
- How to use the interviews to understand users’ reactions to any stimulus – Websites, ads, product ideas, slogans, etc.
- How to analyze the results of the interviews
What you get
- Comprehensive student manual of all the course slide
- List of example drives and blocks
Pre-requisites
- Ability to be calm, comfort while talking with people, willingness to learn
- A Livescribe Echo smartpen
- PET and PET Architect courses are required to use the results of these interviews. However, these courses may be taken after the PET Interview course.
- Recommended that you take this class with at least one other person at your company – working in pairs is ideal so someone else can take detailed notes and manage the observation room.