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Context Chat - why, what & how

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Context chat is a qualitative research method for doing contextual user research by using local mobile chatting platforms. The method is developed by IceMobile. The presentation shows why this method is used, what it is and an easy step by step explanation how you can set up a context chat yourself.

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Context Chat - why, what & how

  1. 1. Context Chat
  2. 2. Emma Haagen UX Researcher - Data Storyteller Hi :)
  3. 3. Copyright © A. Witteman & R. van den Oever, All Rights Reserved. • Amsterdam based company (& offices in Hong Kong, Shanghai & Toronto) • 130 employees • 30 nationalities • Either a foodie, code king, design nerd, beer brewer or unicorn IceMobile Amsterdam
  4. 4. Why? How? Customer Insights Data Analysts & Data Scientist UX Lab Data Storytellers Who? What? When? Where? How many? How often? … What next? RESEARCH TEAM
  5. 5. Context ChatPulse UX Testing Cultural relevant research Experience Mapping
  6. 6. Context Chat Why? What? How? Do’s & Dont’s
  7. 7. Overview of the whole experience Relevant & reliable answers Effective data [why]
  8. 8. So we actually wanted many things at the same time…
  9. 9. not just research in a lab environment
  10. 10. but in context
  11. 11. so not one isolated task
  12. 12. so not one place
  13. 13. so not one moment
  14. 14. so not one channel
  15. 15. research in context creates an overview of all interactions, which take place on different moments different places different channels motivation
  16. 16. We want answers that are relevant and reliable
  17. 17. No popular opinions
  18. 18. No predefined answers
  19. 19. No predefined questions
  20. 20. We also want data that is effective
  21. 21. So no endless amounts of raw dataSo no endless amounts of raw data
  22. 22. No extended reports that no one readsNo extended reports that no one reads
  23. 23. No presentations that everyone nods to and then forgets No presentations that everyone nods to and then forgets
  24. 24. Not the researcher that learns mostNot the researcher that learns most
  25. 25. That was a lot…
  26. 26. Overview of the whole experience (over different channels, moments & places) Relevant & reliable answers (freedom to answer, truthful, and in the moment) Effective data (quick and easy to process - data that people remember and pass on to each other)
  27. 27. Context Chat
  28. 28. Context chat is a qualitative research method for doing contextual user research by using local mobile chatting platforms. [what]
  29. 29. [what] Ask questions Share experiences via text, photo & video
  30. 30. [advantages]
  31. 31. • Low threshold [advantages]
  32. 32. • Always & everywhere • Low threshold [advantages]
  33. 33. • Flexible questions • Always & everywhere • Low threshold [advantages]
  34. 34. • Flexible questions • Always & everywhere • Low threshold • Rich data input [advantages]
  35. 35. • Flexible questions • Always & everywhere • Low threshold • Rich data input • Trigger to answer [advantages]
  36. 36. • Flexible questions • Always & everywhere • Low threshold • Rich data input • Trigger to answer • Close to your end-user [advantages]
  37. 37. • Flexible questions • Always & everywhere • Low threshold • Quick set-up • Rich data input • Trigger to answer • Close to your end-user 1 2 3 [advantages]
  38. 38. [limitations] Pointed conversationsAttract mainly enthusiasts Be standby ? ?
  39. 39. RECIPERECIPE INGREDIENTS & DIRECTIONS FOR A CONTEXT CHAT
  40. 40. INGREDIENTS Device (phone+sim card/computer)* App (WhatsApp, WeChat, Viber, Line etc.)* Participants 1 2 3 *Depending on the chat platform
  41. 41. INGREDIENTS Device (phone+sim card/computer)* App (WhatsApp, WeChat, Viber, Line etc.)* Participants *Depending on the chat platform Who? How many? How to recruit? 1 2 3
  42. 42. INGREDIENTS Device (phone+sim card/computer)* App (WhatsApp, WeChat, Viber, Line etc.)* Participants Incentive *Depending on the chat platform Who? How many? How to recruit? 1 2 3 4
  43. 43. DIRECTIONS Make a research plan1 • Research goal • Layout of questions (which topics you want to touch) • Research setup (period, amount of questions, return gift etc.)
  44. 44. DIRECTIONS Make a research plan Send welcome messages 1 2 • Intro about yourself • Explain set up • State what you want from them (stories about experiences)
  45. 45. DIRECTIONS Make a research plan Send welcome messages Send first question 1 2 3 Keep the subject broad Set the stage
  46. 46. DIRECTIONS Make a research plan Send welcome messages Send first question Reply 1 2 3 4
  47. 47. DIRECTIONS Make a research plan Send welcome messages Send first question Reply Send next question… 1 2 3 4 5
  48. 48. DIRECTIONS Make a research plan Send welcome messages Send first question Reply Send next question… 1 2 3 4 5 6 Send return gift
  49. 49. DO’s and DONT’S DO’s and DONT’S
  50. 50. DO’s • Be informal, like a conversation • Mention question # • Give to get • Ask about the topic, not the research question • Ask about specifics in the moment or the past • Always send a reply, give quick replies in the beginning
  51. 51. • Don’t be a robot • Don’t ask things you can measure in another way • Don’t combine too many questions in one message DONT’s
  52. 52. QUESTIONS THAT WORK WELL… • Can you show me step by step how you do X? • Personalised questions: Last time you said X, how is that now? • What was your most positive and what was your most negative experience with X? • Let a friend of the participant take a video interview • Start selfie & end selfie
  53. 53. context chat wall
  54. 54. enjoy your insights
  55. 55. [summary] Overview of the whole experience (over different channels, moments & places) Relevant & reliable answers (freedom to answer, truthful, and in the moment) Effective data (quick and easy to process - data that people remember and pass on to each other)
  56. 56. Emma Haagen UX Researcher - Data Storyteller emma@icemobile.com Thank you :)

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