Here’s a tip/consideration in this video for designing certain insight projects to strengthen your innovation and brand initiatives. Circumstances and context such as the LOCATION and time of the interview matter! Keep this in mind for certain objectives (e.g., associations/insights on a new offering, packaging, brand (names), fit with lifestyle, user experience, etc.), where you can learn from real observation as well as in-context interviewing. If you have questions or want to discuss in more detail, send me a message (to set up a call).