Methods for Gathering

Rich Behavioural Insightin a World of Remote Research

Hayley Camille Morgan June 2020

Introduction

2020

COVID-19Researchers, designers &

product specialists across the world continue to gather rich

behavioural insights

Users

50 - 70%Surge in internet hits reported

since pandemic placed a quarter of the world’s

population in lockdown

Behavioural Science

Behaviour over time, addressing gaps between

intention and actual behaviour

Source : Forbes 2020

IntroductionImpact of Research

Impact driven by understanding user behaviour in association

with a product and or experience

"Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves."

- Steve Jobs

Source : Forbes 2020

Understanding Drivers eliciting Behavioural Insights

Application and key takeaways to put into practice

Addressing the Ever Evolving Remote Research Landscape

IntroductionOverview

Understanding Drivers eliciting Behavioural Insights

Application and key takeaways to put into practiceAddressing the Ever Evolving

Remote Research Landscape

Remote Research

5.13 billion people in the world who own

mobile devices.

Representing approximately 66.5% of the world's population.

GSMA Source 2020

Remote ResearchCommunication

At the 💟 heart of the remote research landscape we have our methods of communication, but it’s time to optimise the use of the traditional communication methods...

“If your mouth is open, you're not learning.”

-Buddha

Remote ResearchRecruitment

● Recruit early and often.

● Keep your panels alive over time.

● Be crafty in your sourcing.

● - = + (less is more)

Remote Research Sharing Insight

The strength and power that

digital communication provides is truly empowering in that it is

endless in its nature

Source : Forbes 2020

Behavioural Insight Generation

How much of the research you / your company conducts today is reactively completed without consulting literature published on the topic?

Behavioural Insights GenerationPerspective

No matter how urgent the task, in order to

obtain rich behavioural insights it is critical to

take a step back in order to get perspective

on the research question and maximise impact potential

& remember: A lot of what people do requires a robust behavioural understanding which

is built up over time

Now in order to gather behavioural insights we must acknowledge the leavers which push and pull user behaviour in different directions.

Starting with social influence...

Behavioural Insights GenerationSocial Influence

Rationality says: If you want to achieve Y, do XReality is: 😏

Behavioural Insights Generation Key Variables

ScarcityPresent Bias�� ��

Salience

+ Context

B+

BEPOSITIVE!

Optimism Source

Actions

Optimists (expecting good things) and pessimists (expect bad things) differ in

the way in which they

confront problems, cope

with adversity, and differ in

resources!

ActionsConsideration of time

Plantouchpoints

Set dates in advance to execute follow-up research in line with mapped product changes etc.,

Develop

Benchmark dataWith key segments in order to

map changes in a reactive fashion over time

⏲

Behaviour changes over time, as a a result we must keep up with our users

Key Takeaways

ActionsObserve, Listen, Learn

Map the Journey

Create a template and map the emotional volatility

experienced throughout

Establish Regular Cadence

Conduct moderated testing in a more exploratory manner, with a less stringent script,

and flexibility in journey

����

‘Everyone you will ever meet knows something you don't.'

Bill Nye

Key Takeaways

ActionsPivot & Repeat

Repeat the Process

Repeat in order to get a benchmark over time, and bring others along on this

journey with you

Consider landscape

Look left, Look right

Acknowledge the cultural and competitor landscape.

��

Key Takeaways

Now is time to put this

into practice!

On to you...

Hayley Camille MorganHead of User Research @ WorldRemit

LinkedIn @ hayleycamille

Slides designed by @mariavandoremalen