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Understand why they’re doing it, not just what they do
Context + scenario + outcome. Take control of your interviews — focus on three facets of interaction to understand motivations and behavior.
To truly understand human behavior, we need to understand more than what someone is doing (their scenario), we need to understand why they are doing it — the needs, goals and motivations that incite them to action.
To acquire this level of understanding, we need to speak with and observe people. Moderated or unmoderated research methodologies (interviews, surveys, etc…) enable us to engage in a dialogue with a person, but how do we ensure that we get the level of insights we need to understand both behavior and the motivations behind it?
Context + scenario + outcome.
We can interpret a person’s behavior by understanding three facets of their interaction (with a product or service) as they attempt to complete a goal or satisfy a need — their context, scenario, and outcome.
Understanding the “what” and the “why”.
Together, these 3 facets of an interaction paint a clear picture of motivation and behavior through an understanding of the when, where, what, how, and why surrounding their interaction.
- Context — The internal & external factors that frame a person’s interaction with a product or service.
- Scenario — How a person interacts with a product or service as they attempt to satisfy their need or goal.
- Outcome — What a person does, or how they feel, after they are done interacting with a product or service.
