In chapter 7: Understanding Potential Users and Customers Kim explains how to interview customers & users in their natural environment, with essential techniques and list of do’s and don’ts.

Where I found most useful was topic under “Essential interview topics” where she explains the framework for understanding the environment where you are trying to improve as following;

object + skill + action = goal

goal = reason / frustration

Through the interview you try to understand the users mental model as “objects”, what “skills” they bring in to do what “action”, for particular “goal”.

I love how equation is simple yet enough to describe most environment, and the “goal” being the source of reason & frustration which is also often the case in real world.