One of the best parts of my job is when I have the opportunity to take a break from the office and interview people in the field.
These interviews might be exploratory in nature, to identify a target persona's needs - or contextual, to understand the role of a particular product in a user's day-to-day life. With just a camera and questions in hand, the conversations that unfold are unpredictable, and always enlightening.
In this sample study, I investigate the role of environmentalism across several persona types to help my client understand a broad spectrum of activism behaviors and values.
Note: The data in this sample has been modified to respect participant confidentiality