This is another interview from our UserInterviews panel – and it was quite an interesting one as she got access to the LinkedIn learning course for free, as part of her premium membership.
Whilst I was a little concerned that the “struggle” may be harder to see when no money changed hands, Tammy actually shares a long, detailed story of how she made this decision.
Watch the full interview below:
The Four-Forces Debrief
Here’s my video for Janis analysing the four-forces at play here:
Tammy - Four Forces Analysis
Tammy is trying to raise funds and awareness for a new grassroots fund that will help disabled people get support when they're out of work and the system takes too long to pay out the benefits they're owed. Around 18 months ago she has started thinking about launching the fund, which she eventually launched in June 2025.
She joined the LinkedIn course in September 2024 - as part of her preparation to launch the fund:
- she would spend a few hours a day on LinkedIN - pulled in by the notifications and then scrolling the content
- when she saw certain content - visuals with soothing, calming or inspirational - it drew her in and made her stop scrolling and start paying attention
- she knew she wouldn't be filming herself or using videos, so she needed something else to capture attention
- she would sit and think "How can I do the same thing" - trying to deconstruct what worked and why it worked
- eventually she sees an ad on LinkedIn promoting their courses and wondered "Why didn't I think about taking this class myself?"
She wanted to create professional looking images that would represent the new brand - better than she could "I don't want it to look like a 5 year old put it together". However she didn't want anything advanced as she was not at that level of expertise herself.
When choosing:
- she didn't want anything advanced or technically too difficult
- she didn't want a lot of time commitment or investment
- she wanted a course to go back to and to learn at her own pace
- she needed to learn how and why these work, not just what to do
- there was a draw to courses that taught about various technology options so she could learn about and choose the right tool to use herself
- this was about "dabbling with it" not "getting into it"
- this is another story about understanding the power of visual images to stop the scroll and grab attention
- she knows she has low artistic talent, and therefore doesn't want to post her own visuals in case it looks like a 5 year old created them
- The goal is to understand why and how these things work - plus the tools and technology to create them - so she can put together her own arresting images in future
- She doesn't need it now - but she wants to learn it for the future
After twelve interviews I hope you can see the common themes that appear in Tammy’s interview, the desire to get attention from the posts and be able to create a scroll-stopper that makes my audience feel the same way. Stay tuned as we have another 5 interviews coming up before we move into the analysis mode (one has dropped out of the study at this stage).