The How and Why of Contextual Inquiry

Kêrn Learning Solutions http://www.kern-comm.com Contextual Inquiry - A Case Study

What is contextual enquiry (CI)?

What are the phases of CI?

What are the guidelines for CI on the field?

What did we learn from this process?

Audio: This presentation has been designed by Kern Learning Solutions. We will look at the concept of contextual inquiry using a case study.

© Kern Learning Solutions Contextual Inquiry - Background Task: Conduct assessment centre for sales force of a reputed agro based company Audio: Let me share the background of this case study. A reputed agro based company recently approached us to conduct an assessment centre for their sales force.

Task: Conduct assessment centre for sales force of a reputed agro based company

Identify competencies for the sales force

Design the assessment centres

Undertake the actual process of assessing the employees

Audio: The project would involve identifying competencies for the sales force, designing the assessment centres and undertaking the actual process of assessing the employees.

Task: Conduct assessment centre for sales force of a reputed agro based company

Identify competencies for the sales force

Design the assessment centres

Undertake the actual process of assessing the employees

Sales force Audio: So, where did we begin? We realized that we had to understand the organization and the sales force better. How did we achieve this?

Contextual Inquiry - Introduction Audio: We decided that contextual inquiry is the best method to find the answers. Contextual inquiry involves collecting detailed information about respondent’s/users work practice by observing and talking with the respondent about the work while s/he works, in the normal context of the work. In-depth interviews © Kern Learning Solutions Observation

Contextual Inquiry - Introduction Audio: CI is not an assessment tool. The goal is to understand how and why something is done or why something is not done. The findings of these interviews are meticulously collated and analyzed to arrive at inferences. In-depth interviews Findings Inferences © Kern Learning Solutions Observation

Contextual Inquiry - Introduction Audio: Researcher stays on the background and lets the learner lead the situation. Researcher tries to form a partnership with learner i.e. learning (but not doing) as an apprentice while the customer is the master of the work. This helps the researcher understand the user’s work. In-depth interviews Findings Inferences © Kern Learning Solutions Observation Partnership Researcher Learner

Contextual Inquiry - Objectives The main objectives of this contextual inquiry were to identify competencies and understand the work environment. 2. Understand the work environment 1. Identify key competencies © Kern Learning Solutions

Contextual Inquiry - Objectives Audio: 1. Identify key competencies: To design the assessment centre, it was vital for us to clearly identify the competencies that they must have to carry out their existing responsibilities and to move up the value chain. 2. Understand the work environment 1. Identify key competencies To carry out existing responsibilities To move up the value chain © Kern Learning Solutions

Contextual Inquiry - Objectives Audio: 2. Understand the work environment: This included recognising the various stake holders that the sales force contends with every day, classifying the roles played by each rank of the sales force and understanding the various factors that aid and impede their progress. This would also serve as an important input for designing training at a later stage, after assessing the competencies of each individual. 2. Understand the work environment 1. Identify key competencies To carry out existing responsibilities To move up the value chain Recognize various stakeholders Classify roles played by each rank Understand factors that aid or impede progress © Kern Learning Solutions

Contextual Inquiry - Phases © Kern Learning Solutions Audio: The first phase involves the protocol preparation for the research after a thorough understanding of the business needs, organizational objectives, sales force demographic and psychographic profile. Protocol Creation

Business needs

Organizational objectives

Sales force demographics

Sales force psychographic profile

Contextual Inquiry - Phases © Kern Learning Solutions Audio: The second phase is for the teams to move into multiple locations. The field visits cover in-depth respondent and stakeholder interviews. Protocol Creation On-the Field

Business needs

In-depth respondent interviews

Stakeholder interviews

Contextual Inquiry - Phases © Kern Learning Solutions

Audio: The third phase is the analysis of the contextual enquiry findings to arrive at the following.

a. Existing knowledge, skill, and competencies

b. Process gaps/directions

c. Training needs analysis

d. Design inputs for future training

Design strategies for the process training

Protocol Creation On-the Field Analysis

Business needs

In-depth respondent interviews

Stakeholder interviews

Existing knowledge, skills and competencies

Process gaps / directions

Training needs analysis

Design inputs for future training

Design strategies for process training

Contextual Inquiry - Phase I Phase 1 – Protocol Creation A protocol is a questionnaire that guides the interviewee, enabling us to seek relevant information. A protocol is created by a process of brainstorming, after we have gathered enough information about the company and the work they do. For this inquiry, the queries were classified under four broad subheads- demographic data © Kern Learning Solutions Sample Questions – Demographic Data

Contextual Inquiry - Phase I Phase 1 – Protocol Creation product knowledge © Kern Learning Solutions Sample Questions – Product Knowledge

Contextual Inquiry - Phase I Phase 1 – Protocol Creation process knowledge © Kern Learning Solutions Sample Questions – Process Knowledge

Contextual Inquiry - Phase I Phase 1 – Protocol Creation and business acumen. The demographic data always comes first, as it helps respondents warm up to our queries. © Kern Learning Solutions Sample Questions – Business Acumen

Contextual Inquiry - Phase I Kern Learning Solutions We had a different set of questions under each of these subheads for different layers of the sales hierarchy, since each rank played a different role. We also interviewed the stake holders in the business- the consumers, dealers and the distributors. Protocols were created for these respondent groups as well. In all, we had four primary respondent groups and four secondary respondent groups. Phase 1 – Protocol Creation © Kern Learning Solutions

Primary Respondent Group

Sales Executive

Sales Officer

Field Assistant

Assistant Manager

Secondary Respondent Group

Distributors

Competitor Distributors

Consumers

Non-Consumers

Bhatinda, Sangrur, Ludhiana, Rupnagar Hyderabad, Karimnagar, Medak, Guntur, Krishna, West Godavari Kolkata, Howrah, Domjur Bardhaman Bhubaneswar, Cuttack, Paga, Khordha Hissar, Sirsa Pune, Satara, Sangli, Kolhapur

Contextual Inquiry - Phase I Kern Learning Solutions While framing questions, ensure that each question collects only one unit of information. You could lose vital information by clubbing two units of information. Phase 1 – Protocol Creation Tips © Kern Learning Solutions 1. Capture Only One Unit of Information Per Question Where were you working earlier and why did you move?

Where were you working earlier?

Why did you move?

Contextual Inquiry - Phase I Kern Learning Solutions When only one unit of information is captured, it helps find patterns. For example, in this case, we might want to understand how many employees have had prior experience in the same industry. When several data units are clubbed, it becomes difficult to look for patterns. © Kern Learning Solutions 1. Capture Only One Unit of Information Per Question Where were you working earlier and why did you move?

Where were you working earlier?

Why did you move?

2. Helps Capture Patterns Number of employees with experience in energy products Phase 1 – Protocol Creation Tips

Contextual Inquiry - Phase II Kern Learning Solutions Phase II – On the Field © Kern Learning Solutions The CI took us to semi rural areas in different parts of the country. Research in semi-rural areas

Contextual Inquiry - Phase II Kern Learning Solutions Phase II – On the Field © Kern Learning Solutions We accompanied our learners to the market, observed how they worked and talked to them in the normal context of their work. Research in semi-rural areas Accompanied learners Observed Interviewed

Contextual Inquiry - Phase II Kern Learning Solutions Phase II – On the Field © Kern Learning Solutions This gave us valuable insights into the rural markets and business practices. We understood workplace realities that facilitate and impede course success. Research in semi-rural areas Accompanied learners Observed Interviewed Valuable insights into rural markets and business practices

Contextual Inquiry - Phase III Kern Learning Solutions The final phase of contextual inquiry involved compiling data, interpreting it and presenting the findings in a report. © Kern Learning Solutions Data Compilation Interpretation

Competency Parameters

Behavioural Indicators

Measurement Matrices

Method of Evaluation

Assessment Center Design

Inputs for design of training programs

Report Phase III – Analysis

Contextual Inquiry - Phase III Kern Learning Solutions The CI helped identify the ten competencies needed by the learners. The behavioural indicators varied for a sales officer versus a sales executive. The framework has been displayed for two competencies. © Kern Learning Solutions Phase III – Analysis

Contextual Inquiry - Guidelines Kern Learning Solutions Let us look at the guidelines for CI. 1.Follow protocol. It was impossible to seek cooperation from the junior officers, unless they were personally asked to cooperate by the regional or area head. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager

Contextual Inquiry - Guidelines Kern Learning Solutions Audio: 2.Decide how much information you want to give each respondent group. For instance, the information we shared with the regional manager was different from what we shared with the sales officers, which was in turn different from what we shared with the distributors and farmers. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager 2. Decide How Much Information to Share

Contextual Inquiry - Guidelines Kern Learning Solutions Audio: 3.Try and be natural and informal as it puts participants at ease. You could even speak in the local language, if the respondent is not comfortable with English. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager 2. Decide How Much Information to Share 3. Natural and impromptu

Contextual Inquiry - Guidelines Kern Learning Solutions Audio: 4. Be alert to the possibility of getting data when you least expect it. It is virtually impossible to deal with one respondent at a time. Strictly following the protocol can therefore impede your research at times. Use your discretion. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager 2. Decide How Much Information to Share 3. Natural and impromptu 4. Be Alert to Getting Data

Contextual Inquiry - Guidelines Kern Learning Solutions Audio: 5.Note down respondent answers verbatim while collecting data, rather than noting down what is correct, or more appropriate. This helps while compiling data. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager 2. Decide How Much Information to Share 3. Natural and impromptu 4. Be Alert to Getting Data 5. Respondent Answers Verbatim Shegdi Shegdi

Contextual Inquiry - Guidelines Kern Learning Solutions Audio: 6.Ask for artefacts where ever possible. Artefacts could mean receipts, records, brochures, promotional material, basically any physical object that the respondent uses at work. Questions can often evolve around these artefacts. © Kern Learning Solutions 1. Follow Protocol Junior Officers Regional Manager 2. Decide How Much Information to Share 3. Natural and impromptu 4. Be Alert to Getting Data 5. Respondent Answers Verbatim Shegdi Shegdi 6. Artefacts

Contextual Inquiry - Guidelines Kern Learning Solutions What must you carry? 1. Portable voice recorder: You can almost never note down everything a respondent says. Carry a small voice recorder so that you can capture data without inhibiting your respondent. Phase II – On the Field: Kern CI Travel Kit © Kern Learning Solutions Portable Voice Recorder

Contextual Inquiry - Guidelines Kern Learning Solutions 2. Note book: A note book is necessary, especially when you are conversing with multiple respondents. Carry a medium-sized, hard-back notebook. Phase II – On the Field: Kern CI Travel Kit © Kern Learning Solutions Portable Voice Recorder Notebook

Contextual Inquiry - Guidelines Kern Learning Solutions 3. Digital camera: A basic digital camera is great to capture data and experiences. Receipts, records, products and people, there is always something to be visually captured. Phase II – On the Field: Kern CI Travel Kit © Kern Learning Solutions Portable Voice Recorder Notebook Digital Camera

Contextual Inquiry - Guidelines Kern Learning Solutions 4. Large, single sling bag: A large, single sling bag is the best option to carry your camera and recorder, the protocol sheets, a book and pens. Phase II – On the Field: Kern CI Travel Kit © Kern Learning Solutions Portable Voice Recorder Notebook Digital Camera Sling Bag

Contextual Inquiry - Guidelines Kern Learning Solutions 5. Appropriate shoes and clothing: There is a lot of walking involved, so cotton clothing and comfortable shoes are recommended. Phase II – On the Field: Kern CI Travel Kit © Kern Learning Solutions Portable Voice Recorder Notebook Digital Camera Sling Bag Appropriate Shoes and Clothing

Contextual Inquiry - Key Learnings Kern Learning Solutions Test the Protocol Undertake pre-research with a sample participant to test the protocol and modify it early in the process. We learn something new after every project and this one was no different. Redundant questions in the protocol: After the first couple of interviews, we realised that some questions about farm care, crop cycles and feeding habits of poultry and cattle were redundant. Instead of wasting time asking these questions, we went ahead and modified the protocol. We learnt that it is important to undertake a pre-research with a sample participant to test out the protocol and modify it early in the process if needed. © Kern Learning Solutions

Contextual Inquiry - Key Learnings Kern Learning Solutions Test the Protocol Undertake pre-research with a sample participant to test the protocol and modify it early in the process. Good travel kit: We carried a double sling bag with a heavy laptop in it besides other equipment and protocol sheets. It would take a good five minutes to get all the equipment together while the person who was asking the questions continued ahead. As a result we missed out on some pieces of data in the initial phases. We learnt the importance of carrying light equipment that could be put together quickly. Good Travel Kit Carry light equipment that can be put together quickly. © Kern Learning Solutions

Contextual Inquiry - Key Learnings Kern Learning Solutions Test the Protocol Undertake pre-research with a sample participant to test the protocol and modify it early in the process. Data Entry on Time: We kept procrastinating about data entry and spent three weeks just keying in data after the trip. We realized that data should be keyed in at the end of each day. Good Travel Kit Carry light equipment that can be put together quickly. Data Entry on Time Complete data entry at the end of each day. © Kern Learning Solutions

Kêrn Learning Solutions Training Needs Analysis – Contextual Inquiry Instructional Design Classroom Training Programs eLearning Programs Blended Programs Program Effectiveness Evaluation 210 B, Swapnalok Complex Sarojini Devi Road Secunderabad 500 003 India p +91 40 40171313 c [email_address] w www.kern-comm.com b http://elearning.kern-comm.com Please leave a comment if you have a query or feedback. You can visit Kern’s website at www.kern-comm.com .