Ashley Kettering Interview Guide Introduction I appreciate the time you are taking out of your day to participate in our research. Your name will not be linked with any of your responses, but this interview will be tape recorded. I am conducting this survey in order to understand the decision making process that you utilize when purchasing a new pair of sneakers. I will be using the information gathered from you for a research project for my Consumer Buyer and Behavior Class. ZMET Activity 1) I would like to start by looking at the images you brought today a. How do these pictures relate to how you feel when purchasing a pair of shoes? 2) What stands out in each of these pictures enough to make you choose them to bring in today? a. What do the colors mean to you? b. What do the shapes remind you of? 3) What emotions can be linked with each of these images and what about the pictures trigger these emotions?
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