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Mix and remix your methods - How to expand your research approach and think beyond quant vs qual

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Mix and remix your methods - How to expand your research approach and think beyond quant vs qual

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Research has finally become an everyday part of the design process, but we often stick to methods we know and love, missing out on the bigger picture and insights that would help us decide what to do now and plan for the future.

Hollie Lubbock and Rachel Jones will share a practical approach to mixed methods research combining big data (quant), thick data (qual), and wide data (secondary and trends) to bring more insights to drive design and product decisions. They will walk through examples and case studies that illustrate how to expand your research approach and supercharge your products or services through insights.

Research has finally become an everyday part of the design process, but we often stick to methods we know and love, missing out on the bigger picture and insights that would help us decide what to do now and plan for the future.

Hollie Lubbock and Rachel Jones will share a practical approach to mixed methods research combining big data (quant), thick data (qual), and wide data (secondary and trends) to bring more insights to drive design and product decisions. They will walk through examples and case studies that illustrate how to expand your research approach and supercharge your products or services through insights.

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Mix and remix your methods - How to expand your research approach and think beyond quant vs qual

  1. 1. How to expand your research approach beyond quant and qual Hollie Lubbock & Rachel Jones 23.11.2021, UX Crunch Mix and remix your methods
  2. 2. Rachel Jones Design Lead Hollie Lubbock Design Principal 👋 Hi
  3. 3. Today’s session Why we use mixed methods When we use different methods Why include trends? Case studies Top tips
  4. 4. We love research! We believe it should be open and inclusive and doesn’t sit with one person or team.
  5. 5. Why we use mixed methods
  6. 6. We practice mixed method research to help us answer questions from different angles
  7. 7. We get out and research early & often
  8. 8. Getting the right idea Getting the idea right
  9. 9. We make things for people to explore allowing us to find ways to improve them
  10. 10. Combining different types of data get us a fuller picture across the product life cycle
  11. 11. Could be Understand the problem space Identify the key problem to solve Should be Find solutions to the problem Identify improvements Will be Alpha build Diagram based on Ideo creative collaboration
  12. 12. What methods do we mix?
  13. 13. Primary Secondary Qualitative Quantitative In-person interviews Focus groups Diary studies Ethnographic Segmentation Client research review Drivers Analysis Competitor Research Co-Design Concept Testing Concept Testing Competitor Usability Test Usability Tests A/B, Multivariate Test Live Usability Test Site analytics Brand Trackers Social media listening Sentiment analysis Media topic coverage Card sorting Target audience profiling Attitude and usage surveys. Conjoint Census data Industry reports Trend reports Community Remote Usability Third-party data Service safari With soooo many options to pick from, deciding what type of research to do can feel overwhelming... Market sizing Trend hunt
  14. 14. Which are you most comfortable with?
  15. 15. Primary Secondary Qualitative Quantitative In-person interviews Focus groups Diary studies Ethnographic Segmentation Client research review Drivers Analysis Competitor Research Co-Design Concept Testing Concept Testing Competitor Usability Test Usability Tests A/B, Multivariate Test Live Usability Test Site analytics Brand Trackers Social media listening Sentiment analysis Media topic coverage Card sorting Target audience profiling Attitude and usage surveys. Conjoint Census data Industry reports Trend reports Community Remote Usability Third-party data Service safari Market sizing Trend hunt
  16. 16. When to use different methods
  17. 17. It more than just a choice of quant vs qual… Quantitative Qualitative
  18. 18. Always start by mapping out what you want to achieve Note: Don’t assume that a qual interview is always the best answer 😬 ● What do you want to learn? (research questions) ● Why are you doing it? (goals and outcomes) ○ What will you do with your findings? ○ What decisions will your research inform? ○ What level of confidence do you need?
  19. 19. Three big buckets Trends & Market Quantitative Qualitative
  20. 20. Qualitative How, where, when, why? Used to understand beliefs, thoughts and experiences. Expressed as words and images: thick data. e.g what are the pain points users experience, are there underlying mindsets or beliefs? Great at: ● Now / past ● Understanding context ● Building empathy ● Depth
  21. 21. Quantitative Who, what, how many? Used to tests theories and assumptions. Shown as numbers and graphs: stats or big data. e.g How many of our audience experience x problem or would appreciate Y solution? Great at: ● Now / past ● Validation ● Comparison ● Scale
  22. 22. Trends & Market Which, what, how soon? Used to understand where the world is and where is might go. Shown as a mix of words and numbers: wide data. e.g Based on signals today how might things change in the future? Great at: ● Future ● Inspiration ● Provocations ● Emerging behaviours ● Drivers
  23. 23. Qualitative How, where, when, why? Great at: ● Now / past ● Understanding ● Building empathy ● Depth Quantitative Who, what, how many? Great at: ● Now / past ● Validation ● Comparison ● Scale Trends & Market Which, what, how soon? Great at: ● Future ● Inspiration ● Provocations ● Emerging behaviours ● Drivers
  24. 24. Diagram based on Ideo creative collaboration Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements How does that actually work?
  25. 25. Diagram based on Ideo creative collaboration Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements Discovery interviews Survey Service safari Market sizing Trend hunt (PESTLE)
  26. 26. Diagram based on Ideo creative collaboration Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements Discovery interviews Survey Service safari Market sizing Card sort Concept test quant Topic deep dive and qual concept test Trend hunt (PESTLE) Industry reports
  27. 27. Diagram based on Ideo creative collaboration Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements Discovery interviews Survey Service safari Market sizing Card sort Concept test quant Topic deep dive and qual concept test Fake door test Usability test Competitor research Trend hunt (PESTLE) Industry reports
  28. 28. Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements Diagram based on Ideo creative collaboration Discovery interviews Card sort Concept test quant Topic deep dive and qual concept test Survey A/B test Fake door test Usability test Service safari Incontext interviews Competitor research Trends for future wheel Market sizing Social listening Industry reports Trend hunt (PESTLE)
  29. 29. Wait a minute, why add trends throughout?
  30. 30. Trends help look further into the future to anticipate what might be
  31. 31. Mainstream Dominant subcultures Cultural edge Diagram based on dark art of trends
  32. 32. Dominant subcultures Mainstream — Macro trends — Slow moving Cultural edge — Micro Trends — Fast changing Diagram based on dark art of trends
  33. 33. Dominant subcultures Cultural edge Mainstream — How your audience are now Future Mainstream — How they might change in the future Future cultural edge Diagram based on dark art of trends
  34. 34. Great for ideation of future states when looking at how you might improve
  35. 35. The Body Coach Case study
  36. 36. Imagining and launching a digital business making fitness and healthy eating accessible to everyone Find out more about our work with The Body Coach
  37. 37. Could be Understand the problem space Should be Find solutions to the problem Identify improvements Will be Alpha build Diagram based on Ideo creative collaboration Identify the key problem to solve
  38. 38. Could be Understand the problem space Find solutions to the problem Identify improvements Diagram based on Ideo creative collaboration Identify the key problem to solve Survey Live experimentation Analytics analysis User testing Social feedback Competitor research
  39. 39. We layer analytics with qual & survey data Identifying key problems
  40. 40. Keeping an eye on what’s happening in the world Deciding on a problem Article from C|NET
  41. 41. Building to learn and get feedback quickly Improving solutions
  42. 42. Telecoms Case study
  43. 43. A programme of continuous proposition discovery for a millennial-minded telecom
  44. 44. Could be Understand the problem space Identify the key problem to solve Should be Find solutions to the problem Identify improvements Will be Alpha build Diagram based on Ideo creative collaboration
  45. 45. Understand the problem space Identify the key problem to solve Find solutions to the problem Identify improvements Alpha build Diagram based on Ideo creative collaboration Industry reports Focus group Diary study Interviews Quant concept test Qual concept test Trends
  46. 46. We started with activity based focus groups Uncovering problems
  47. 47. Adopting WhatsApp to run a diary study Narrowing the opportunity
  48. 48. ● Dig into behaviours and motivations ● Explore needs through card-sorting exercise ● Get feedback on some early concept mood boards Follow-up interviews to:
  49. 49. Using trends to predict how needs might change Finding solutions
  50. 50. Testing concepts through qual & quant Finding solutions
  51. 51. Top tips
  52. 52. Our top tips 1. Research early and often 2. Give people something to explore 3. Combine quant, qual, market & trends
  53. 53. Thank you
  54. 54. Consumer trends 101 Another way to look at trends and use the, for innovation.. Talk by Nayantara Dutta & Rachel Mercer Intro to trends and how they are used in advertising / planning Futures wheel miro template Workshop to run a future forecasting session using the futures wheel to look at possible futures. Find out more: Trends and how find and to use them

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