RECRUITING MAX OWNERS

Research locations were based on the highest concentration of owners for a given product. With early research efforts research participants were recruited to achieve a wide distribution of demographics. Later MAX research projects utilized a MAX Trainer Target persona. The actual act of contacting customers for recruitment was done collaboratively by myself and representatives from the customer service call center.  

Research Methods

In home interviews consisted of 90 minute qualitative semi-structured interviews. I would facilitate the interview accompanied by a fellow member of the Product Development Team such as a Designer or Engineer. Interactive activities were used to evaluate key features, test new concepts and understand abstract consumer values. These activities provided quantitative data to back up qualitative observations.

Insight gathering

Every interview included an extensive Show and Tell activity in which the owner would walk the research team through how they use the equipment in their space. This experience always proved to reveal opportunities for improvement. Users always seem to find interesting ways to make their product work for their unique situation. To capture this experience all interviews were recorded and transcribed to be analyzed later.