Diving Deep: Uncovering Hidden Insights through User Interviews

  • Susan Mercer, Experience Research Director, Mad*Pow
  • Tuesday, March 8, 2016 at 6:30pm
  • At Constant Contact, 1601 Trapelo Rd, Waltham, MA 02451



User interviews are a great technique for getting to know your target audience. However, sometimes people don’t feel comfortable answering a researcher’s questions with complete honesty. Other times they may not know exactly how to articulate what they need, want, or feel.

We will examine findings from psychology and market research to understand techniques for interviews to help you uncover insights beyond people’s surficial answers. We’ll explore conversation theory, projective techniques such as image associations, collaging, sentence completion, and others to uncover hidden, actionable insights to fuel your designs.

About Susan

After starting a career in geophysics, Susan discovered that she enjoyed visually communicating her data more than she enjoyed researching the science. She has over 20 years of expertise in user experience, working both as a consultant and in-house designer and researcher. She has several years of experience in conducting user research, using a diverse set of research methods from contextual inquiry to ethnography to collaging across industries. Susan has her MS in Human Factors in Information Design at Bentley University, and is now an Adjunct Professor in that program and an Experience Research Director at Mad*Pow in Boston.

Event Schedule

6:30 – 7:00 Networking over pizza and beverages
7:00 – 8:30 Meeting
8:30 – 9:00 CHI Dessert and more networking!

Monthly Sponsors

Thank you to our generous sponsors. Interested in sponsoring BostonCHI? Let us know!

Constant Contact is hosting us.


Mad*Pow is sponsoring pizza.


VitaminT is sponsoring dessert.


Getting to the Event

Constant Contact
1601 Trapelo Road
Waltham, MA 02451