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

Sarah Weise

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 1, 35-53

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.

Keywords: user experience; UX; user research; customer experience; marketing research (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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