Intro
1. hi, thanks
2. this is informal
3. show and tell, no right/wrong answers
4. recording, "I take awful notes"
5. any questions?
Methods
insert various combinations of methods here
EX:
1. inventory
2. general use interview
3. obstacle course
Wrap-Up
1. questions
2. stipend
3. signature
Monday, February 26, 2007
Class 4. Methods & Field Equipment
Since Last Week: Cooking Fieldwork
How did it go?
+ How effective was RECRUITING?
+ How did the Discussion Guide go for the TYPE
OF PERSON you were seeking?
+ What would you do BETTER?
Top Line Learnings: On the car-ride home from interview, discuss and record TOP LINE LEARNINGS; what were the most amazing things?
Stop-Watch Coding: Record start time of interview in notebook (syn with video). Star important things in notebook and record time.
Other Tips:
+ constantly ask "what are you doing?", "what are you thinking?", etc.
+ try and lead the person somewhere during the interview, e.g. durability
+ never interrupt and coordinate question strategies with fellow interviewers
+ there's always a threshold (usually 5-8 interviews) where you've seen enough
+ if the person is uneasy about the interview, it may help to make everything seem official, e.g. by sending confirmation emails.
+ when scheduling, follow-up and have back-ups (don't be afraid to leave in the person isn't qualified when you get there)
RESEARCH METHODS
A guiding framework or set of activities
used as a means to gather specific types
of information from and about people
IN-HOME INTERVIEW
In-context interview in participant’s home
~1-2 hours
+ Good for in-depth conversation in the context of
how people live
+ Good opportunities for “show & tell”
+ Very general; depend on well structured
discussion guide
+ Good as a general framework with smaller
research activities included
IN-STORE INTERCEPT
Approaching shoppers in a retail environment
~ 10-20 minutes; quick data collection
+ Good for interviewing a broad array of people
about their shopping habits, specific product /
retail feedback
+ Bad for higher level needs learning
+ EXAMPLE: Sam’s Club intercepts
+ good for getting some numbers (quantitative)
+ NOT good for higher level needs
Planning and Implementation:
0. develop criteria, e.g. wait till they pick up a product, or look at it for a long time
1. explain what yer doing
2. explain why yer pointing a camera ("I take lousy notes")
3. get to the $$$ (5-10 minutes for $20, give low estimate on time)
SHOP ALONG
Interview while shopping for a specific product
~30–60 minutes
+ Good to understand how people learn about
and choose products
+ Great to gauge first reactions to new products /
retail experiences
+ Challenging to record well, often needs to be
discreet
+ usually do along with an interview, first
+ EXAMPLE: LCD TV Shop Along in Circuit City
SHADOWING
Accompanying a participant while they engage in
some sort of activity
~ Time varies
+ Good for witnessing an activity / process and
having the ability to ask follow up questions
+ You experience it like the user
+ Difficult to remain a fly on the wall
+ EXAMPLE: Laundry research
DISPOSABLE CAMERA STUDY
The participant takes photos according to some sort of
pre-determined set of instructions
+ general purpose is to review the photos and notes with the person
+ Time varies
+ Good for getting a glimpse of somebody’s life nonintrusively,
over a period of time
+ Excellent source material for interviews
+ Not a lot of control over what photos are taken or how
+ Also called “day in the life study” or “beeper study”
+ EXAMPLE: India cooking process, audio research
CARD SORT
People put cards representing various concepts or
items in prescribed piles and describe them
~30-40 minutes
+ Good to understand how people associate
things differently
+ Need to use the same method across several
users
+ gets at "what do people value?"
+ use the same activity for several different users, so you start to see trends, e.g. 20-40 people
+ EXAMPLE: Premium Trend Research
make two piles, e.g. "It just has to be functional" and "It offers some kind of special or emotional benefit".
then have them place cards on either pile, e.g. "vactions","laundry","TV", etc.
INVENTORY
Participant pulls out and comments on an
inventory of items
~ 20–40 minutes
+ Good for documenting an ecosystem of
products
+ Good to introduce products to ask more indepth
questions about later
+ EXAMPLE: UMPC research
FIELD EQUIPMENT
How prepared were you with field equipment?
The basic checklist:
+ Digital camera
+ Camcorder
+ Spare Batteries
+ Spare Tapes
+ Monopod / Tripod
+ Cell Phone
+ Notebook
+ Pens
+ Discussion Guide
+ Bag
+ Water
+ Stipend /
Agreement
Car Culture
PROJECT #2
For the next two sessions, you are going to
interview someone who spends a lot of
time in their car. People who travel a lot for
work, soccer moms, commuters, etc.
ASSIGNMENT #4
For next class (3/7), you will plan out your research.
• Choose a type of person you want to research for the assignment.
• Write a research plan of who you want to talk to, what you want to
understand, and how you will accomplish this.
• Pick one or more methods that you will use for the research (hint:
choose a method you want to experiment with and design a plan
from this).
• Write a recruiting screener to find the type of person you want to
interview based on the variables you have chosen.
• Write a discussion guide that is a tool for the time you will spend
with your participant (topics / subtopics, org. of time, research
specifics)
ASSIGNMENT #5
For the class after next (3/28), you will execute and analyze your
research.
• Recruit 2 participants for your research (depending on the type of
methods you choose).
• Schedule the research. You will need to pay your participant $50 for
up to 2 hours of their time.
• You will work in teams of 2 for the research; one will lead the
research, one will record it.
How did it go?
+ How effective was RECRUITING?
+ How did the Discussion Guide go for the TYPE
OF PERSON you were seeking?
+ What would you do BETTER?
Top Line Learnings: On the car-ride home from interview, discuss and record TOP LINE LEARNINGS; what were the most amazing things?
Stop-Watch Coding: Record start time of interview in notebook (syn with video). Star important things in notebook and record time.
Other Tips:
+ constantly ask "what are you doing?", "what are you thinking?", etc.
+ try and lead the person somewhere during the interview, e.g. durability
+ never interrupt and coordinate question strategies with fellow interviewers
+ there's always a threshold (usually 5-8 interviews) where you've seen enough
+ if the person is uneasy about the interview, it may help to make everything seem official, e.g. by sending confirmation emails.
+ when scheduling, follow-up and have back-ups (don't be afraid to leave in the person isn't qualified when you get there)
RESEARCH METHODS
A guiding framework or set of activities
used as a means to gather specific types
of information from and about people
IN-HOME INTERVIEW
In-context interview in participant’s home
~1-2 hours
+ Good for in-depth conversation in the context of
how people live
+ Good opportunities for “show & tell”
+ Very general; depend on well structured
discussion guide
+ Good as a general framework with smaller
research activities included
IN-STORE INTERCEPT
Approaching shoppers in a retail environment
~ 10-20 minutes; quick data collection
+ Good for interviewing a broad array of people
about their shopping habits, specific product /
retail feedback
+ Bad for higher level needs learning
+ EXAMPLE: Sam’s Club intercepts
+ good for getting some numbers (quantitative)
+ NOT good for higher level needs
Planning and Implementation:
0. develop criteria, e.g. wait till they pick up a product, or look at it for a long time
1. explain what yer doing
2. explain why yer pointing a camera ("I take lousy notes")
3. get to the $$$ (5-10 minutes for $20, give low estimate on time)
SHOP ALONG
Interview while shopping for a specific product
~30–60 minutes
+ Good to understand how people learn about
and choose products
+ Great to gauge first reactions to new products /
retail experiences
+ Challenging to record well, often needs to be
discreet
+ usually do along with an interview, first
+ EXAMPLE: LCD TV Shop Along in Circuit City
SHADOWING
Accompanying a participant while they engage in
some sort of activity
~ Time varies
+ Good for witnessing an activity / process and
having the ability to ask follow up questions
+ You experience it like the user
+ Difficult to remain a fly on the wall
+ EXAMPLE: Laundry research
DISPOSABLE CAMERA STUDY
The participant takes photos according to some sort of
pre-determined set of instructions
+ general purpose is to review the photos and notes with the person
+ Time varies
+ Good for getting a glimpse of somebody’s life nonintrusively,
over a period of time
+ Excellent source material for interviews
+ Not a lot of control over what photos are taken or how
+ Also called “day in the life study” or “beeper study”
+ EXAMPLE: India cooking process, audio research
CARD SORT
People put cards representing various concepts or
items in prescribed piles and describe them
~30-40 minutes
+ Good to understand how people associate
things differently
+ Need to use the same method across several
users
+ gets at "what do people value?"
+ use the same activity for several different users, so you start to see trends, e.g. 20-40 people
+ EXAMPLE: Premium Trend Research
make two piles, e.g. "It just has to be functional" and "It offers some kind of special or emotional benefit".
then have them place cards on either pile, e.g. "vactions","laundry","TV", etc.
INVENTORY
Participant pulls out and comments on an
inventory of items
~ 20–40 minutes
+ Good for documenting an ecosystem of
products
+ Good to introduce products to ask more indepth
questions about later
+ EXAMPLE: UMPC research
FIELD EQUIPMENT
How prepared were you with field equipment?
The basic checklist:
+ Digital camera
+ Camcorder
+ Spare Batteries
+ Spare Tapes
+ Monopod / Tripod
+ Cell Phone
+ Notebook
+ Pens
+ Discussion Guide
+ Bag
+ Water
+ Stipend /
Agreement
Car Culture
PROJECT #2
For the next two sessions, you are going to
interview someone who spends a lot of
time in their car. People who travel a lot for
work, soccer moms, commuters, etc.
ASSIGNMENT #4
For next class (3/7), you will plan out your research.
• Choose a type of person you want to research for the assignment.
• Write a research plan of who you want to talk to, what you want to
understand, and how you will accomplish this.
• Pick one or more methods that you will use for the research (hint:
choose a method you want to experiment with and design a plan
from this).
• Write a recruiting screener to find the type of person you want to
interview based on the variables you have chosen.
• Write a discussion guide that is a tool for the time you will spend
with your participant (topics / subtopics, org. of time, research
specifics)
ASSIGNMENT #5
For the class after next (3/28), you will execute and analyze your
research.
• Recruit 2 participants for your research (depending on the type of
methods you choose).
• Schedule the research. You will need to pay your participant $50 for
up to 2 hours of their time.
• You will work in teams of 2 for the research; one will lead the
research, one will record it.
Tuesday, February 20, 2007
jordan's notes
Pre-communications (to set up the interview)
Introductions and secondary screening
Warm up discussion
Broad, grand tour opening
Topics and probes for clarification
Summary
Post-communications
three types of questions
descriptive - tell me how
structural - what are the steps
contrast - how is this different than that
Introductions and secondary screening
Warm up discussion
Broad, grand tour opening
Topics and probes for clarification
Summary
Post-communications
three types of questions
descriptive - tell me how
structural - what are the steps
contrast - how is this different than that
Friday, February 9, 2007
Discussion Guide (v2)
General
Why?
Show me...
What does _____ mean to you?
Story or Example
Repeat or Rephrase
Generalize
Summarize and state conclusion
Warm Up
Thanks, here’s what I’m here to study…
This is how we’re going to do this…
But first, tell me about yourself, what do you do, for fun? You like Chicago?
So let’s talk about cooking; what's your favorite food? How often do you cook?
(make a natural transition into the kitchen)
Background and Experience
Planning
>where do you shop?
>tell me how you plan your meals?
>what types of food?
>what challenges to face (in planning, shopping this way?)
>what sacrifices do you make?
>what factors go into deciding which meals you'll eat for the week?
Storing
>what do you do with your groceries when you get home?
>show me how you store your food
>what are some challenges you face with storing and organizing food?
> do you have problems remembering where things are? forgetting about foods?
> what about food spoiling?
Preparing
>describe some typical meals
>>>show make how you make this meal
>are you doing any other tasks while you are preparing the meal?
>does anyone else help with preparing?
>what are some of the biggest challenges with preparing a meal?
Eating
> show me where you eat?
Cleaning and Restoring
>what do you do when you are done eating?
> show me how you clean up
> do you always put __ away? do you ever leave things out? for later?
---------------------------------------------------
Health
>how important is eating healthy? why?
> what types of healthy foods do you buy? low-fat? carb? vitamin and nutrient enhanced? enhanced with drugs or other things?
> do you find it difficult to eat healthy?
> what are some of the things you do to make sure you eat healthy?
> what sacrifices do you have to make?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party
in what was is eating healthy satisfying to you?
> in what ways is eating healthy fun? enjoyable? pleasurable?
Taste and Quality
> how important is the taste of your food? why is this important?
> in what ways does this cause you to change your shopping? meals? cooking?
> what types of quality foods do you buy?
> what are some other steps you take to make sure you eat quality food?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating quality food satisfying to you?
> in what ways is eating quality foods fun? enjoyable? pleasurable?
Environmental and Social
> are environmental and social issues important to you w.r.t. the food you eat? what? why?
> specifically, what kinds of food do you eat? organic? locally grown? vegetarian?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are some other steps you take to make sure you eat (this way)?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating (this way) satisfying to you?
> in what ways is eating (this way) fun? enjoyable? pleasurable?
Quick and Instant Foods
> do you ever eat instant meals? (like microwave dinners, or meals from a box)
> under what circumstances would you eat instant meals?
> does it save you time? how much time do you save?
> what sacrifices do you make (w.r.t. health, values, taste, ___) ?
Time
> is time an issue? in what ways is time an issue?
> are you busy? are you ever too busy to cook? why? how do you deal with this?
> do you ever sacrifice ___ to save time?
Money
> is money an issue? in what ways is money an issue?
> do you ever sacrifice ____ to save money?
Shopping and Planning Experience
> how do you feel about shopping?
> what do you like about shopping? what don't you like?
> explain how you plan meals?
> why do you do it this way? what's good about this method? what's bad?
Cooking Experience
> how do you feel about cooking? do you like it or not like it? why? what's fun or enjoyable about it? what's frustrating or annoying about it?
(Social) Eating Experience
> do you eat with other people? what's that like?
> how do you feel about eating with other people - do you like it or not like it? why?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when you are with other people?
> do you ever have guests over and serve food? for what occasions?
> what kind of food to you serve?
> do you alter your meals to accommodate your guests? in what ways?
(Individual) Eating Experience
> do you every eat alone? what's that like?
> how do you feel about eating alone - do you like it or not?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when eating alone?
Learning
> where did you learn to cook?
> do you every learn to make new recipes? new cooking tips?
> ever try new foods at the store?
> ever try new things in the kitchen? experiment with new dishes?
> ever share recipes or cooking tips?
> cook with other people?
Cooking Tools
> what are some of the important kitchen tools you use? why?
> what are your favorite tools? why?
> what tools are frustrating to use? why?
> are there any cooking tools that are special to you?
Eating Outside the Home
> how often do you go out to eat?
> do you eat this way when you go out?
> can you tell me a story about a time when this caused a problem?
Misc. Profile Specific Topics (based on research on characteristics of person picked)
vegan, culture, gourmet, medical,...
Why?
Show me...
What does _____ mean to you?
Story or Example
Repeat or Rephrase
Generalize
Summarize and state conclusion
Warm Up
Thanks, here’s what I’m here to study…
This is how we’re going to do this…
But first, tell me about yourself, what do you do, for fun? You like Chicago?
So let’s talk about cooking; what's your favorite food? How often do you cook?
(make a natural transition into the kitchen)
Background and Experience
Planning
>where do you shop?
>tell me how you plan your meals?
>what types of food?
>what challenges to face (in planning, shopping this way?)
>what sacrifices do you make?
>what factors go into deciding which meals you'll eat for the week?
Storing
>what do you do with your groceries when you get home?
>show me how you store your food
>what are some challenges you face with storing and organizing food?
> do you have problems remembering where things are? forgetting about foods?
> what about food spoiling?
Preparing
>describe some typical meals
>>>show make how you make this meal
>are you doing any other tasks while you are preparing the meal?
>does anyone else help with preparing?
>what are some of the biggest challenges with preparing a meal?
Eating
> show me where you eat?
Cleaning and Restoring
>what do you do when you are done eating?
> show me how you clean up
> do you always put __ away? do you ever leave things out? for later?
---------------------------------------------------
Health
>how important is eating healthy? why?
> what types of healthy foods do you buy? low-fat? carb? vitamin and nutrient enhanced? enhanced with drugs or other things?
> do you find it difficult to eat healthy?
> what are some of the things you do to make sure you eat healthy?
> what sacrifices do you have to make?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party
in what was is eating healthy satisfying to you?
> in what ways is eating healthy fun? enjoyable? pleasurable?
Taste and Quality
> how important is the taste of your food? why is this important?
> in what ways does this cause you to change your shopping? meals? cooking?
> what types of quality foods do you buy?
> what are some other steps you take to make sure you eat quality food?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating quality food satisfying to you?
> in what ways is eating quality foods fun? enjoyable? pleasurable?
Environmental and Social
> are environmental and social issues important to you w.r.t. the food you eat? what? why?
> specifically, what kinds of food do you eat? organic? locally grown? vegetarian?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are some other steps you take to make sure you eat (this way)?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating (this way) satisfying to you?
> in what ways is eating (this way) fun? enjoyable? pleasurable?
Quick and Instant Foods
> do you ever eat instant meals? (like microwave dinners, or meals from a box)
> under what circumstances would you eat instant meals?
> does it save you time? how much time do you save?
> what sacrifices do you make (w.r.t. health, values, taste, ___) ?
Time
> is time an issue? in what ways is time an issue?
> are you busy? are you ever too busy to cook? why? how do you deal with this?
> do you ever sacrifice ___ to save time?
Money
> is money an issue? in what ways is money an issue?
> do you ever sacrifice ____ to save money?
Shopping and Planning Experience
> how do you feel about shopping?
> what do you like about shopping? what don't you like?
> explain how you plan meals?
> why do you do it this way? what's good about this method? what's bad?
Cooking Experience
> how do you feel about cooking? do you like it or not like it? why? what's fun or enjoyable about it? what's frustrating or annoying about it?
(Social) Eating Experience
> do you eat with other people? what's that like?
> how do you feel about eating with other people - do you like it or not like it? why?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when you are with other people?
> do you ever have guests over and serve food? for what occasions?
> what kind of food to you serve?
> do you alter your meals to accommodate your guests? in what ways?
(Individual) Eating Experience
> do you every eat alone? what's that like?
> how do you feel about eating alone - do you like it or not?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when eating alone?
Learning
> where did you learn to cook?
> do you every learn to make new recipes? new cooking tips?
> ever try new foods at the store?
> ever try new things in the kitchen? experiment with new dishes?
> ever share recipes or cooking tips?
> cook with other people?
Cooking Tools
> what are some of the important kitchen tools you use? why?
> what are your favorite tools? why?
> what tools are frustrating to use? why?
> are there any cooking tools that are special to you?
Eating Outside the Home
> how often do you go out to eat?
> do you eat this way when you go out?
> can you tell me a story about a time when this caused a problem?
Misc. Profile Specific Topics (based on research on characteristics of person picked)
vegan, culture, gourmet, medical,...
screener (v2)
Intro -
Compare how much you go out to how much you eat at home?
1) most of the time
2) a lot of the time
3) every once in a while
4) I go out a lot /
About how long does it take to make a typical meal?
1) less than 5 minutes (CLOSE)
2) 5-10 minutes (CLOSE)
3) 10-20 minutes
4) 20-30 minutes
5) more than 30 minutes
How much preparation is involved in a typical meal?
1) hardly any prep (CLOSE)
2) not very much prep (CLOSE)
3) some prep
4) lots of prep
What type of foods do you eat in a typical meal?
1) mostly instant meals
2) mostly from a box or can
4) mostly fresh ingredients
How do feel about cooking?
1) I hate cooking
2) I don't mind cooking
3) I frequently like cooking
4) I love cooking
// drop if they haven't scored high enough
Where do you shop for food?
1) large discount stores like Wal-Mart and Target
Bulk food stores like Costco and Sam’s Club
2) grocery stores like Jewel or Dominick's
3) small family owned grocery stores
4) health food stores
5) organic food stores like Whole Foods
6) local markets, such as a farmer's market
7) online food services
8) other______
on a scale of 1-5, rate what you find most important to least important about your food (no answer can be rated the same)
Quality
Speed
Health
Cost
Ethical Concerns
Select the types of food you eat:
Fish
Meat
Vegetables
Fruits
Dairy
Grains
Name 3 meals you’ve cooked in the past month that you might consider “gourmet”:
Do you have any medical conditions that affect your eating habits?
What is your gender?
Male
Female
How old are you?
1) under 18
2) 18-21
3) 21-25
4) 25-30
5) 30-40
6)40-50
7) 50 or older
What is the highest level of education you have completed?
Some high school
High school graduate
Some college
College graduate
Post graduate courses or degree
Which of the following best describes your total annual household income?
under $30,000
between $30,000 and $50,000
between $50,000 and $100,000
between $100,000 and $200,000
$200,000 or more
What is your current employment status? Are you . . .
A full-time homemaker
A full-time student
Employed part time
Employed full time
Retired
Currently seeking employment
First and Last Name (open)
Email Address (open)
Primary Phone (open)
Other Phone (optional)
Where do you live?
Within the city of Chicago
In the suburbs of Chicago
Outside of Chicago
Another city altogether
What is your zip code? (open)
Compare how much you go out to how much you eat at home?
1) most of the time
2) a lot of the time
3) every once in a while
4) I go out a lot /
About how long does it take to make a typical meal?
1) less than 5 minutes (CLOSE)
2) 5-10 minutes (CLOSE)
3) 10-20 minutes
4) 20-30 minutes
5) more than 30 minutes
How much preparation is involved in a typical meal?
1) hardly any prep (CLOSE)
2) not very much prep (CLOSE)
3) some prep
4) lots of prep
What type of foods do you eat in a typical meal?
1) mostly instant meals
2) mostly from a box or can
4) mostly fresh ingredients
How do feel about cooking?
1) I hate cooking
2) I don't mind cooking
3) I frequently like cooking
4) I love cooking
// drop if they haven't scored high enough
Where do you shop for food?
1) large discount stores like Wal-Mart and Target
Bulk food stores like Costco and Sam’s Club
2) grocery stores like Jewel or Dominick's
3) small family owned grocery stores
4) health food stores
5) organic food stores like Whole Foods
6) local markets, such as a farmer's market
7) online food services
8) other______
on a scale of 1-5, rate what you find most important to least important about your food (no answer can be rated the same)
Quality
Speed
Health
Cost
Ethical Concerns
Select the types of food you eat:
Fish
Meat
Vegetables
Fruits
Dairy
Grains
Name 3 meals you’ve cooked in the past month that you might consider “gourmet”:
Do you have any medical conditions that affect your eating habits?
What is your gender?
Male
Female
How old are you?
1) under 18
2) 18-21
3) 21-25
4) 25-30
5) 30-40
6)40-50
7) 50 or older
What is the highest level of education you have completed?
Some high school
High school graduate
Some college
College graduate
Post graduate courses or degree
Which of the following best describes your total annual household income?
under $30,000
between $30,000 and $50,000
between $50,000 and $100,000
between $100,000 and $200,000
$200,000 or more
What is your current employment status? Are you . . .
A full-time homemaker
A full-time student
Employed part time
Employed full time
Retired
Currently seeking employment
First and Last Name (open)
Email Address (open)
Primary Phone (open)
Other Phone (optional)
Where do you live?
Within the city of Chicago
In the suburbs of Chicago
Outside of Chicago
Another city altogether
What is your zip code? (open)
Sunday, February 4, 2007
Assignment 2: Plan, Screener and Discussion Guide
Questions
1. screener - how to get honest answers (not ask leading questions, sifting out research junkies and liars
2, discussion guide template? heuristics?
3. how to do a proper warm-up
4. discussion questions -specific phrasing of questions?
> let's talk about.... time, money, cooking
> telling me about time, money, cooking?
> is time an issue? is cooking an issue?
> how do you feel about cooking?
general v. specific?
> how do you feel about time?
> can you give me an example of when time affected your meal?
> can you give me an example of when lack of time caused you to rush through a meal?
Profile(s)
I'm interested in people who are very particular about what they eat (what's in it and how it's made). These people go to great effort to obtain and prepare the food they want. In particular, I'll be looking for someone who is motivated by at least one of these factors: (i)personal health, (ii) environmental & social concerns, (iii) taste & quality.
Objectives
In general, I want to understand their motivations and process (planning, shopping, preparing, eating, cleaning, restoring). In particular, I want to know the specific sacrifices these people make, difficulties they encounter and how they overcome them, with regards to planning, buying, cooking and eating the way they want. I'm especially interested in sacrifices with time, money and social relationships that these people make.
Execution
Screening
I'll screen candidates by posting links on craigslist.com to a screener survey on surveymonkey.com . I may additionally post links to surveys at school or local grocery stores.
Selecting
I'll choose several candidates from the survey results to conduct follow-up phone (or email) interviews. The purpose of these follow-ups are to make sure the person fits the profile, is interesting, and accessible, and to arrange a date for the interview.
Interviewing
The interviews will be video taped and photographed Tony or Kerry. I'll lead the interview with my discussion guide. After selecting the interviewee, I may do some additional research to learn more about particular characteristics of the interviewee and then add some new topics to the discussion guide.
--------------general profile
looking for: cooks a lot; avoids instant, pre-made meals;
How often do you prepare your own meals? (cooks -Or- doesn't)
How long does it take? (5m -Or- 30 m)
How "processed" are your ingredients? (from a box -Or- farmer's market)
How much prep is involved? (instant -Or- from scratch)
------------------specific profiles
In what ways are you picky? (organic, vegan, fresh, healthy, env.)
Why ?
(1) personal health
(2) social and environmental concerns
(3) taste and quality
-----------------unique characteristics
just how picky are you?
vegan/ vegetarian, medical issue, organic, local, low-fat/ low carb, exotic/specialty, gourmet, ethnic/cultural, religious, other_____
-----------demographics
age
living situation
---------- availability and personality
willingness to answer questions? and cook a meal? and be a good participant?
creative?
available weekends? for 2 hours?
1. How often do you prepare your own meals?
1) most of the time
2) a lot of the time
3) every once in a while
4) rarely
About how long does it take to make a typical meal?
1) less than 5 minutes
2) 5-10 minutes
3) 10-20 minutes
4) 20-30 minutes
5) more than 30 minutes
Do you cook for yourself or others?
How much preparation is involved in a typical meal?
1) hardly any prep
2) not very much prep
3) some prep
4) lots of prep
What type of foods to you eat in a typical meal?
1) mostly instant meals
2) mostly from a box or can
3) some fresh ingredients
4) mostly fresh ingredients
How do feel about cooking?
1) I hate cooking
2) I don't mind cooking
3) I frequently like cooking
4) I love cooking
// drop if they haven't scored high enough
Where do you shop for food?
1) large discount stores like Wal-Mart and Sam's Club
2) grocery stores like Jewel or Dominick's
3) small family owned grocery stores
4) health food stores
5) organic food stores like Whole Foods
6) local markets, such as a farmer's market
7) online food services
8) other______
How important is the taste and quality of the foods you buy and prepare?
1) most important
2) very important
3) moderately important
4) not very important
How important is personal health to the foods you buy and prepare?
1) most important
2) very important
3) moderately important
4) not very important
How important are environmental and social impacts on your food and cooking habits?
1) most important
2) very important
3) moderately important
4) not very important
Check all that apply:
I make an effort to buy
_organic foods
_locally grown foods
_low-fat or low carb-foods
_vegetarian or vegan foods
_gourmet foods
I prepare a lot of
_gourmet meals
_ethnic meals
_large meals for several people
Do you have any medical conditions that affect your eating habits?
How old are you?
1) under 18
2) 18-21
3) 21-25
4) 25-30
5) 30-40
6)40-50
7) 50 or older
Do you live in Chicago?
Do you live in a suburb of Chicago? Which suburb?
What part of the City do you live in?
-------details about this will work
General Discussion Strategies
Why?
Show me...
What does _____ mean to you?
Story or Example
Repeat or Rephrase
Generalize
Summarize and state conclusion
Warm Up
(ask Lucas - be sure to spend enough time getting person comfy )
Good day! How do you do?
What's your favorite food?
Background and Experience
Process
Planning
>where do you shop?
>tell me how you plan your meals?
>what types of food?
>what challenges to face (in planning, shopping this way?)
>what sacrifices do you make?
>what factors go into deciding which meals you'll eat for the week?
Storing
>what do you do with your groceries when you get home?
>show me how you store your food
>what are some challenges you face with storing and organizing food?
> do you have problems remembering where things are? forgetting about foods?
> what about food spoiling?
Preparing
>describe some typical meals
>show make how you make this meal
>are you doing any other tasks while you are preparing the meal?
>does anyone else help with preparing?
>what are some of the biggest challenges with preparing a meal?
Eating
> show me where you eat?
Cleaning and Restoring
>what do you do when you are done eating?
> show me how you clean up
> do you always put __ away? do you ever leave things out? for later?
Goals, Values and Experience
Health
>how important is eating healthy? why?
> what types of healthy foods do you buy? low-fat? carb? vitamin and nutrient enhanced? enhanced with drugs or other things?
> do you find it difficult to eat healthy?
> what are some of the things you do to make sure you eat healthy?
> what sacrifices do you have to make?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party
in what was is eating healthy satisfying to you?
> in what ways is eating healthy fun? enjoyable? pleasurable?
Taste and Quality
> how important is the taste of your food? why is this important?
> in what ways does this cause you to change your shopping? meals? cooking?
> what types of quality foods do you buy?
> what are some other steps you take to make sure you eat quality food?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating quality food satisfying to you?
> in what ways is eating quality foods fun? enjoyable? pleasurable?
Environmental and Social
> are environmental and social issues important to you w.r.t. the food you eat? what? why?
> specifically, what kinds of food do you eat? organic? locally grown? vegetarian?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are some other steps you take to make sure you eat (this way)?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating (this way) satisfying to you?
> in what ways is eating (this way) fun? enjoyable? pleasurable?
Quick and Instant Foods
> do you ever eat instant meals? (like microwave dinners, or meals from a box)
> under what circumstances would you eat instant meals?
> does it save you time? how much time do you save?
> what sacrifices do you make (w.r.t. health, values, taste, ___) ?
Time
> is time an issue? in what ways is time an issue?
> are you busy? are you ever too busy to cook? why? how do you deal with this?
> do you ever sacrifice ___ to save time?
Money
> is money an issue? in what ways is money an issue?
> do you ever sacrifice ____ to save money?
Shopping and Planning Experience
> how do you feel about shopping?
> what do you like about shopping? what don't you like?
> explain how you plan meals?
> why do you do it this way? what's good about this method? what's bad?
Cooking Experience
> how do you feel about cooking? do you like it or not like it? why? what's fun or enjoyable about it? what's frustrating or annoying about it?
(Social) Eating Experience
> do you eat with other people? what's that like?
> how do you feel about eating with other people - do you like it or not like it? why?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when you are with other people?
> do you ever have guests over and serve food? for what occasions?
> what kind of food to you serve?
> do you alter your meals to accommodate your guests? in what ways?
(Individual) Eating Experience
> do you every eat alone? what's that like?
> how do you feel about eating alone - do you like it or not?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when eating alone?
Learning
> where did you learn to cook?
> do you every learn to make new recipes? new cooking tips?
> ever try new foods at the store?
> ever try new things in the kitchen? experiment with new dishes?
> ever share recipes or cooking tips?
> cook with other people?
Cooking Tools
> what are some of the important kitchen tools you use? why?
> what are your favorite tools? why?
> what tools are frustrating to use? why?
> are there any cooking tools that are special to you?
Eating Outside the Home
> how often do you go out to eat?
> do you eat this way when you go out?
> can you tell me a story about a time when this caused a problem?
Misc. Profile Specific Topics (based on research on characteristics of person picked)
vegan, culture, gourmet, medical,...
1. screener - how to get honest answers (not ask leading questions, sifting out research junkies and liars
2, discussion guide template? heuristics?
3. how to do a proper warm-up
4. discussion questions -specific phrasing of questions?
> let's talk about.... time, money, cooking
> telling me about time, money, cooking?
> is time an issue? is cooking an issue?
> how do you feel about cooking?
general v. specific?
> how do you feel about time?
> can you give me an example of when time affected your meal?
> can you give me an example of when lack of time caused you to rush through a meal?
Research Plan
Profile(s)
I'm interested in people who are very particular about what they eat (what's in it and how it's made). These people go to great effort to obtain and prepare the food they want. In particular, I'll be looking for someone who is motivated by at least one of these factors: (i)personal health, (ii) environmental & social concerns, (iii) taste & quality.
Objectives
In general, I want to understand their motivations and process (planning, shopping, preparing, eating, cleaning, restoring). In particular, I want to know the specific sacrifices these people make, difficulties they encounter and how they overcome them, with regards to planning, buying, cooking and eating the way they want. I'm especially interested in sacrifices with time, money and social relationships that these people make.
Execution
Screening
I'll screen candidates by posting links on craigslist.com to a screener survey on surveymonkey.com . I may additionally post links to surveys at school or local grocery stores.
Selecting
I'll choose several candidates from the survey results to conduct follow-up phone (or email) interviews. The purpose of these follow-ups are to make sure the person fits the profile, is interesting, and accessible, and to arrange a date for the interview.
Interviewing
The interviews will be video taped and photographed Tony or Kerry. I'll lead the interview with my discussion guide. After selecting the interviewee, I may do some additional research to learn more about particular characteristics of the interviewee and then add some new topics to the discussion guide.
Screener Outline
--------------general profile
looking for: cooks a lot; avoids instant, pre-made meals;
How often do you prepare your own meals? (cooks -Or- doesn't)
How long does it take? (5m -Or- 30 m)
How "processed" are your ingredients? (from a box -Or- farmer's market)
How much prep is involved? (instant -Or- from scratch)
------------------specific profiles
In what ways are you picky? (organic, vegan, fresh, healthy, env.)
Why ?
(1) personal health
(2) social and environmental concerns
(3) taste and quality
-----------------unique characteristics
just how picky are you?
vegan/ vegetarian, medical issue, organic, local, low-fat/ low carb, exotic/specialty, gourmet, ethnic/cultural, religious, other_____
-----------demographics
age
living situation
---------- availability and personality
willingness to answer questions? and cook a meal? and be a good participant?
creative?
available weekends? for 2 hours?
Screener
1. How often do you prepare your own meals?
1) most of the time
2) a lot of the time
3) every once in a while
4) rarely
About how long does it take to make a typical meal?
1) less than 5 minutes
2) 5-10 minutes
3) 10-20 minutes
4) 20-30 minutes
5) more than 30 minutes
Do you cook for yourself or others?
How much preparation is involved in a typical meal?
1) hardly any prep
2) not very much prep
3) some prep
4) lots of prep
What type of foods to you eat in a typical meal?
1) mostly instant meals
2) mostly from a box or can
3) some fresh ingredients
4) mostly fresh ingredients
How do feel about cooking?
1) I hate cooking
2) I don't mind cooking
3) I frequently like cooking
4) I love cooking
// drop if they haven't scored high enough
Where do you shop for food?
1) large discount stores like Wal-Mart and Sam's Club
2) grocery stores like Jewel or Dominick's
3) small family owned grocery stores
4) health food stores
5) organic food stores like Whole Foods
6) local markets, such as a farmer's market
7) online food services
8) other______
How important is the taste and quality of the foods you buy and prepare?
1) most important
2) very important
3) moderately important
4) not very important
How important is personal health to the foods you buy and prepare?
1) most important
2) very important
3) moderately important
4) not very important
How important are environmental and social impacts on your food and cooking habits?
1) most important
2) very important
3) moderately important
4) not very important
Check all that apply:
I make an effort to buy
_organic foods
_locally grown foods
_low-fat or low carb-foods
_vegetarian or vegan foods
_gourmet foods
I prepare a lot of
_gourmet meals
_ethnic meals
_large meals for several people
Do you have any medical conditions that affect your eating habits?
How old are you?
1) under 18
2) 18-21
3) 21-25
4) 25-30
5) 30-40
6)40-50
7) 50 or older
Do you live in Chicago?
Do you live in a suburb of Chicago? Which suburb?
What part of the City do you live in?
-------details about this will work
Discussion Guide
General Discussion Strategies
Why?
Show me...
What does _____ mean to you?
Story or Example
Repeat or Rephrase
Generalize
Summarize and state conclusion
Warm Up
(ask Lucas - be sure to spend enough time getting person comfy )
Good day! How do you do?
What's your favorite food?
Background and Experience
Process
Planning
>where do you shop?
>tell me how you plan your meals?
>what types of food?
>what challenges to face (in planning, shopping this way?)
>what sacrifices do you make?
>what factors go into deciding which meals you'll eat for the week?
Storing
>what do you do with your groceries when you get home?
>show me how you store your food
>what are some challenges you face with storing and organizing food?
> do you have problems remembering where things are? forgetting about foods?
> what about food spoiling?
Preparing
>describe some typical meals
>show make how you make this meal
>are you doing any other tasks while you are preparing the meal?
>does anyone else help with preparing?
>what are some of the biggest challenges with preparing a meal?
Eating
> show me where you eat?
Cleaning and Restoring
>what do you do when you are done eating?
> show me how you clean up
> do you always put __ away? do you ever leave things out? for later?
Goals, Values and Experience
Health
>how important is eating healthy? why?
> what types of healthy foods do you buy? low-fat? carb? vitamin and nutrient enhanced? enhanced with drugs or other things?
> do you find it difficult to eat healthy?
> what are some of the things you do to make sure you eat healthy?
> what sacrifices do you have to make?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party
in what was is eating healthy satisfying to you?
> in what ways is eating healthy fun? enjoyable? pleasurable?
Taste and Quality
> how important is the taste of your food? why is this important?
> in what ways does this cause you to change your shopping? meals? cooking?
> what types of quality foods do you buy?
> what are some other steps you take to make sure you eat quality food?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating quality food satisfying to you?
> in what ways is eating quality foods fun? enjoyable? pleasurable?
Environmental and Social
> are environmental and social issues important to you w.r.t. the food you eat? what? why?
> specifically, what kinds of food do you eat? organic? locally grown? vegetarian?
> in what ways does this cause you to change your shopping? meals? cooking?
> what are some other steps you take to make sure you eat (this way)?
> what are the biggest challenges with eating this way? give me an example of a problem this causes?
> does this ever cause social conflicts? at your home? at a restaurant? a friend's house? a party?
> in what was is eating (this way) satisfying to you?
> in what ways is eating (this way) fun? enjoyable? pleasurable?
Quick and Instant Foods
> do you ever eat instant meals? (like microwave dinners, or meals from a box)
> under what circumstances would you eat instant meals?
> does it save you time? how much time do you save?
> what sacrifices do you make (w.r.t. health, values, taste, ___) ?
Time
> is time an issue? in what ways is time an issue?
> are you busy? are you ever too busy to cook? why? how do you deal with this?
> do you ever sacrifice ___ to save time?
Money
> is money an issue? in what ways is money an issue?
> do you ever sacrifice ____ to save money?
Shopping and Planning Experience
> how do you feel about shopping?
> what do you like about shopping? what don't you like?
> explain how you plan meals?
> why do you do it this way? what's good about this method? what's bad?
Cooking Experience
> how do you feel about cooking? do you like it or not like it? why? what's fun or enjoyable about it? what's frustrating or annoying about it?
(Social) Eating Experience
> do you eat with other people? what's that like?
> how do you feel about eating with other people - do you like it or not like it? why?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when you are with other people?
> do you ever have guests over and serve food? for what occasions?
> what kind of food to you serve?
> do you alter your meals to accommodate your guests? in what ways?
(Individual) Eating Experience
> do you every eat alone? what's that like?
> how do you feel about eating alone - do you like it or not?
> what do you like about it? what don't you like about it?
> are you doing other things besides eating when eating alone?
Learning
> where did you learn to cook?
> do you every learn to make new recipes? new cooking tips?
> ever try new foods at the store?
> ever try new things in the kitchen? experiment with new dishes?
> ever share recipes or cooking tips?
> cook with other people?
Cooking Tools
> what are some of the important kitchen tools you use? why?
> what are your favorite tools? why?
> what tools are frustrating to use? why?
> are there any cooking tools that are special to you?
Eating Outside the Home
> how often do you go out to eat?
> do you eat this way when you go out?
> can you tell me a story about a time when this caused a problem?
Misc. Profile Specific Topics (based on research on characteristics of person picked)
vegan, culture, gourmet, medical,...
Subscribe to:
Posts (Atom)