Interview Guide and My Creative Objective (Template) V4.0.pdf

My Creative Objective Interview Preparation (Guide) Step 1: CHOOSE YOUR CREATIVE FIELD Step 2: INTERVIEW PEOPLE FROM YOUR CREATIVE FIELD Who do you want to speak to or learn from? 1. Loyal Users 2. Extreme Users 3. Experts and Mavens 4. Apathetic & Non-users Step 3: LEARNING OBJECTIVES What...

My Creative Objective Interview Preparation (Guide) Step 1: CHOOSE YOUR CREATIVE FIELD Step 2: INTERVIEW PEOPLE FROM YOUR CREATIVE FIELD Who do you want to speak to or learn from? 1. Loyal Users 2. Extreme Users 3. Experts and Mavens 4. Apathetic & Non-users Step 3: LEARNING OBJECTIVES What do you want to learn from the interviews What are the needs and irritants of different interviewees on your creative field? Step 4: AGENDA Introductions 1. Introduce yourself + project 2. Ask demographic questions. Background Interview Proper 1. Questions on the chosen field 2. Questions on motivations and behaviors 3. Questions on problems and frustrations: missing, annoying, disappointing Closing 1. Is there anything else you’d like to tell me or that I should have asked? 2. Thank you and wrap up 1 Step 4.1: INTRODUCTION Thanks for taking the time to meet me. I’m____, a student from University of Santo Tomas We have a research and we want to understand people like yourself who (behavior or demographic) Have a background in the field of our interest We wanted to get to know people like yourself better, especially the challenges that you face around the field. Step 4.2: QUESTIONS ON GOALS and ASPIRATIONS 1. What are your perspective on the field? (this determines if they are user or non-user) 2. How often do you spend time or invest money on the field? (are they extreme user?) 3. Do you conduct research and consider yourself expert on the field? (are they expert?) Step 4.3: QUESTIONS ON VALUES and MOTIVATIONS 1. Did you always want to be the field? Why did you get into the field? What got you started? 2. Do you have a measure for success or progress? 3. What were your goals in taking the field? Did you achieve it? 4. What got you to achieve it? How did you persevere? 5. What prevented you? Why did you give up? Step 4.4: QUESTIONS ON PROBLEMS and FRUSTRATIONS 1. Thinking about the existing offering in the field, what do you find lacking? What do you need that is not being addressed? (what is missing?) 2. What don’t you like from the things currently done in the field? Which product or service don’t you like and why? (what is annoying?) 3. Which promise is unfulfilled? Which product, process, or person is underdelivering? How so? (what is disappointing?) 4. What are your top challenges on the field? a. Can you walk me through what happened all the way to what you did? b. Does that happen often? How much did that cost in time and money? 2 5. How do you feel about your experience? a. What do you like the most? What do you like the least? b. Why is that? c. Tell me about the last time that happened. d. What did you do when that happened? Step 4.5: CLOSING Is there anything else you’d like to tell me or that I should have asked? Thank you and wrap up 3 STEP 5: GROUP IRRITANTS PER USER TYPE THE LOYALIST WHAT THEY FIND WHAT THEY FIND WHAT THEY FIND MISSING ANNOYING DISAPPOINTING WHAT THEY FIND WHAT THEY FIND WHAT THEY FIND MISSING ANNOYING DISAPPOINTING WHAT THEY FIND WHAT THEY FIND WHAT THEY FIND MISSING ANNOYING DISAPPOINTING WHAT THEY FIND WHAT THEY FIND WHAT THEY FIND MISSING ANNOYING DISAPPOINTING THE EXTREME USER THE EXPERT/MAVEN THE NON-USER 4 STEP 6: CLUSTER SIMILAR IRRITANTS Review your insights and process them by: ➢ Comparing and contrasting irritants ➢ Clustering similar irritants together ➢ Finding overall themes CLUSTER THEME 1 NEEDS CLUSTER THEME 2 CLUSTER THEME 3 CLUSTER THEME 4 WANTS CLUSTER THEME 5 STEP 7: CRAFT THREE CREATIVE OBJECTIVES Generate three Creative Objectives 1. Invitational Stem In what ways might 2. Owner (Who?) we 3. Action-verb (Does?) shift 4. Consumer End State Filipinos to shop online 1st Creative Objective: 5 How might we shift Filipinos to shop online?