You can learn a lot from how people behave and the choices they make – if you ask the right questions. Start small: what features or attributes do they like about the thing or action they’ve chosen. Then work up to how that benefits them. Finally, explore why those benefits matter to them – in other words, how they correspond to more deeply held values.

For example: I buy this coffee because of the taste and convenience (attributes). I like walking along the street drinking from their branded cup, because I think it makes me look cool (benefits). I like to think of myself as a cool person and would like others to think so too (values).

Download this worksheet. See how you can use it to structure a conversation with your target audience.

Credit: Jean Bystedt et al, Moderating to the Max.