Читать книгу Interviewing Users - Steve Portigal - Страница 22

Rather than asking people to come to you to be interviewed, go where they are. In order to embrace their world, you have to be in their world. Inviting them into your realm (and let’s face it, even if a neutral market research facility isn’t technically your realm, that’s how your participants will perceive it) won’t cut it. You’ll benefit by interviewing them in their own environment—this is the environment you are interested in, where the artifacts and behaviors you want to learn about are rooted. By the same token, you’ll also benefit from your own first-hand experience in that environment. The information you learn when going into other people’s worlds is different from what you learn when bringing them into yours.

To that end, try not to bring your world into theirs. Leave the company-logo clothing (and accessories) at home. Wearing your colors is fine when you’re rooting for the home team or taking your hog to Sturgis, but it has no place in the interviewing room (see Figure 2.3).

FIGURE 2.3 Displaying your affiliation may be appropriate in some settings, but not typically during fieldwork.