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Researching                                   WITH A TEAM

               THAT’S NEW TO
                                                   Research

Russ Unger | @russu     Image Source © Time Inc.             GE Capital
Surveys / Questionnaires
                             Interviews
    Card Sorting Workshops


Popular Research Methods
                        Focus Groups
 Contextual Inquiry
             Usability Testing
&
Talking


          Image Source © Time Inc.
                                     Listening
&
Talking


          Image Source © Time Inc.
                                     Listening
ASK PEOPLE
QUESTIONS
In Order to Listen, We Have to...
Types of Questions
       Image Source © Time Inc.
Do you like cheese?
                                      Closed Questions
                                     • Short answers
                                     • Very little info
                                     • More work for you
                                     • Not all bad; can
                                     lead to open
                                     questions!
Image Source © Time Inc.
Why do you like cheese?
Open Questions
• Long answers
• Leads to detailed
answers
• The potential for
all kinds of info you
may not have known
                                 Image Source © Time Inc.
Bonus Round!
What do you like about the texture of cheese?
                                  Continuation Questions...
                                  • Let you probe for
                                  more details
                                  • Let you rebound
                                  from closed questions
                                  • And...?
       Image Source © Time Inc.
But don’t go too far...
Good Research Questions
          Image Source © Time Inc.
Good Research Questions...
• Are explicit to the person’s experience
• Don’t guide someone toward an answer
• Avoid yes/no and true/false
• Aim for a conversation but not a
specific answer in the truest sense
• Let you shut up and listen
Let’s Do This.
     Image Source © Time Inc.
Interviewing
Usability Testing
Some Other Things
Get Comfortable With Your Bodies



   Hands on Hips     Hands on Head   Negative Arms
Get Comfortable With Your Bodies



    Thumbs Tucked    Leaning Forward   Positive Arms
Get Comfortable With Your Bodies
                   ...and don’t forget to smile...
                   Especially when you’re on the phone!
So What?
Things to Remember
• Aim for questions without built-in
answers; conversation is key!
• Leave room for lengthy answers
• Respect silence
• Practice before putting into practice
• Practice again
Practice Practice Practice
THANK YOU!
 Russ Unger | @russu
    GE Capital




       Image Source © Time Inc.

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