some qualitative research is better than none amir ansari april 2017
TRANSCRIPT
@amir_ansari @b2cloud
Qualitative Research
Some is better
than none!
Amir Ansari
Head of UX @b2cloud
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@amir_ansari @b2cloud
Creating impactful digital products for brands
and businesses
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@amir_ansari @b2cloud3
[Qualitative research]
...is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It provides insights into the
problem or helps to develop ideas or hypotheses for potential quantitative
research.
https://www.snapsurveys.com
Qualitative methods examine the why and how of decision making, not just
what, where, when, or "who"...
https://en.wikipedia.org/wiki/Qualitative_research
@amir_ansari @b2cloud4
Do you feel you conduct enough qualitative research with your end users during your product development? (n = 49)
@amir_ansari @b2cloud5
@amir_ansari @b2cloud
“We know what our users
want. We don’t need to
speak to them!”
Head of Insights - tier 2 bank
“16 users is not
statistically significant”
Head of technology (and part
owner!) of a software company
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@amir_ansari @b2cloud
User research is
not appreciated
PART 1
@amir_ansari @b2cloud8
We've been building
S/W for over 10 years.We speak to our
customers.
If we were building the
wrong products, our
customers wouldn’t be
buying.
No point asking users what they want. They
often don’t know it themselves!
You’re the UX expert -you should know
what our users need.
We know our users and what they want. We
don't need to ask them.
@amir_ansari @b2cloud
A small sample size is not deemed valid
PART 2
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We can’t make expensive
decisions based on a
handful of user feedback!
What % of users said
this?!
16 users is not statistically
significant.
Are your findings
quantifiable?
@amir_ansari @b2cloud
[Client] We want to engage our
employees, customers and all
stakeholders to form brand advocacy
through training and education, to aid in
the increase of sales.
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@amir_ansari @b2cloud
Staff are NOT allowed to carry mobiles when working!
There is at most only one computer
(in the manager’s office)
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@amir_ansari @b2cloud
So...
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Some research is better than none!
@amir_ansari @b2cloud
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@amir_ansari @b2cloud
Tips
● You are not the end user
● Your client is not the end user
● People who buy your product may not necessarily be your user
● If your stakeholders say they know their users, ask for evidence
● Don’t ask users what they want, observe to see what they need
● Qualitative research isn’t… quantitative!
● Quant + Qual = right approach
● It’s your duty as a UXer to convince and sell research to your
stakeholders1
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@amir_ansari @b2cloud
Useful resources
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bit.ly/t-distributionbit.ly/quantifying-qualitative
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@amir_ansari @b2cloud
“Done well, it will save you time
and money by reducing unknowns
and creating a solid foundation to
build the right thing, in the most
effective way.”
Erika Hall - Just enough research
THANK YOU
@amir_ansari
@b2cloud
#OWRoadshow
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