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

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.