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PET Research: Looking deeper to understand motivations

HFI white paper – A conversation with Dr. Eric Schaffer

Are you missing key insights into your customers? Let us show you how PET Research can help. PET Research uncovers the Persuasion, Emotion, and Trust factors that can either motivate or block your customers at key decision points.

In this white paper

  • What is PET Research?
  • What is the difference between PET Research and a PET Review?
  • How does PET Research differ from market research?
  • What kinds of projects benefit from PET research?
  • Do you have a PET design strategy?

Dr. Eric Schaffer talks about doing in-depth PET Research to discover the drives and blocks that motivate your customers to make decisions about your products and services.

He discusses the importance of identifying the PET design objectives that match organizational requirements, then doing research to find out which PET tools should be applied to your design to fulfill your conversion goals.

Eric Schaffer is the founder and CEO of Human Factors International. His book, Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice, provides a roadmap for companies to make usability a systematic, routine practice throughout their organizations. Dr. Schaffer also co-developed The HFI Framework™, an ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Dr. Schaffer has completed projects for more than 100 Fortune 500 clients, providing user experience design consulting and training. He is a member of the Human Factors and Ergonomics Society and a Certified Professional Ergonomist.

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