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User interviews are a great technique for getting to know your target audience. However, sometimes people don’t feel comfortable answering a researcher’s questions with complete honesty. Other times they may not know exactly how to articulate what they need, want, or feel.
We will examine findings from psychology and market research to understand techniques for interviews to help you uncover insights beyond people’s surficial answers. We’ll explore conversation theory, projective techniques such as image associations, collaging, sentence completion, and others to uncover hidden, actionable insights to fuel your designs.