Rigorous qualitative research is key to the pursuit of innovation, but how do you know if your research is “good,” or “good enough?” Let's get nerdy and talk about the science-y reasons behind why conducting good research is so hard; flag some sure-fire signs that a team’s research is rigorous enough to inspire pivotal product strategy (or, not); and outline tactics a team can use to be confident in moving from research to action.
VIP Model Call Girls Kalyani Nagar ( Pune ) Call ON 8005736733 Starting From ...
SXSW 2017: Why Conducting Great Design Research Is So Hard
1. 1111
Why Conducting Great
Design Research is So Hard
Allison Abbott
Design Researcher & Strategist
#DResearchSXSW
@allison_abbott1
2. In all the ways that humanity is
messy and hard to pin down…
… how do we know when we're doing a
good job observing it?
#DResearchSXSW@allison_abbott1#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1
4. de•sign re•search (n)
The work that uncovers and articulates people’s needs in
order to inform the design of products and services
in a structured manner
Source: Adaptive Path
#DResearchSXSW@allison_abbott1#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1
9. 9999
Partner A: tell your partner about a
food experience you loved
Partner B: sit and listen, silently
2:001:591:581:571:561:551:541:531:521:511:501:491:481:471:461:451:441:431:421:411:401:391:381:371:361:351:341:331:321:311:301:291:281:271:261:251:241:231:221:211:201:191:181:171:161:151:141:131:121:111:101:091:081:071:061:051:041:031:021:011:000:590:580:570:560:550:540:530:520:510:500:490:480:470:460:450:440:430:420:410:400:390:380:370:360:350:340:330:320:310:300:290:280:270:260:250:240:230:220:210:200:190:180:170:160:150:140:130:120:110:100:090:080:070:060:050:040:030:020:01End2:00
#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1
22. 22222222
Source: Media College
lead•ing ques•tion (n)
a question which subtly prompts the respondent to answer
in a particular way
#DResearchSXSW @allison_abbott1
23. 2323
You like this, right?
Is that useful to you?
You like this, right?
“
Does that surprise you?“
“
#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1
31. 3131
“ You like this, right?
Is that useful to you?
You like this, right?
“
Does that surprise you?
“
What do you think about this?“
#DResearchSXSW @allison_abbott1#DResearchSXSW @allison_abbott1
33. 3333#DResearchSXSW @allison_abbott1
Prepare questions that are laser-focused on your
learning agenda1
2
3
Craft non-binary, non-leading questions
Leave notes-to-self on best practices
Combatting Tactical Barriers: Newbies
36. 3636
q How many times did you ask a
leading question or suggest
words for the person to use?
q How many times did you ask a
binary question?
q How many times did you not give
your participant enough time to
think?
q What was your body language
and tone when receiving
feedback?
q What was the quality of your
research like when you went off-
script?
#DResearchSXSW @allison_abbott1
39. 3939#DResearchSXSW @allison_abbott1
Give your technique some tough love1
2
3
Crispify the interview notes
Track research quality in real-time
Combatting Tactical Barriers: Experienced
42. -Panthea Lee, Reboot, and
Exposing the Magic of Design, John Kolko
#DResearchSXSW @allison_abbott1
get attention of
target markets
ensure engagement
and create relationships
Market vs. Design Research
43. 4343
Market vs. Design Research
generate value (often
financial) for the organization
understand the meaning of value
(often utility) for the end user
make sound decisions based
on identified options
develop a sound solution that
meets identified needs…and
possibly delights
analyze what people say
they want
analyze people’s needs,
motivations, and behaviors
-Panthea Lee, Reboot
and
Exposing the Magic of Design, John Kolko
primary focus
enables teams to
primary activity
#DResearchSXSW @allison_abbott1
54. 5454#DResearchSXSW @allison_abbott1
Weigh the tradeoffs (DIY vs. external)1
2
3
Plan for inevitable improvement
Marry quantitative and qualitative research
Combatting Cultural Barriers
4 Make research part of your professional brand
63. 63636363
Thank You
Other Resources to Check Out:
SXSW 2016 Confirmation Bias: Allison Abbott’s Slideshare
Stanford dSchool: Empathy Field Guide, March 2013
Special thanks to:
Sarah Calandro
Jamika Burge
Colin Hart
Emily Grace
#DResearchSXSW @allison_abbott1