In-Depth Interviews: User Motivations, Example
The following is a sample script for the user motivations module of an in-depth interview. The objective of this sample exercise is to understand the overall context before travel, during travel, and after travel that may involve needs associated with web site usage.
Sample script:
Establishing the behavioral and motivational context
Previous experiences
Now I’d like to talk about your last three vacations. Can you tell me about them?
Where did you go? What was it like? How did you get there? What kind of hotel or resort did you stay in? What was it like inside? Outside?
Please describe your room or suite in detail. How much did the room or suite cost?
Overall approach
When you think about taking a vacation, what do you think about first?
What are your favorite types of vacation? How do you go about planning them?
What is your approach for selecting one hotel or resort over another?
If prompting needed: For example, leisure, fun activities, mix with other people, be alone, beach, mountains, woods, water sports?
If you had to select one of these basic approaches to selecting a resort, which would you say you focus on most?
- Luxurious sparkle
- The time of my life
- Unique experiences
- Rejuvenation, R&R
- Meet interesting people
- Good times for good value
Where would you like to go, but haven’t yet had the time or resources to go there?
Is the choice of location and resort yours alone, or is it shared with someone else?
If shared: What is your role in terms of selecting the hotel or resort and location?
Information resources
When you were planning the trips, how did you find out about the places you would stay? What resources did you use?
Probe for comprehensive list.
What other resorts did you read about but didn’t go to? Why not?
4. Summarize motivation
As time permits, restate the approach in terms of steps
Linked In: http://www.linkedin.com/in/uxexperts