Research analysis: getting more from your data

1. Research analysis Getting more out of your data

2. Today we’ll… Walk through a four-stage analysis process Try out some of the activities Introduce some bonus options

3. Analysis: why bother?

4. 1. Organise 2. Absorb the data 3. Discover patterns 4. Work with patterns

5. ORGANISE

6. First, consider… What do you need to get out of it? How much time have you got? Who will you work with? What tasks / activities will you use?

7. What do you need to get out of it? Insight vs evidence vs ideas

8. Who will you work with? ABSORB   THE DATA DISCOVER PATTERNS WORK WITH PATTERNS On your own 2-3 people Research, designer 2+ people Research, designer, product owner …

9. How much time have you got? ABSORB   THE DATA DISCOVER PATTERNS WORK WITH PATTERNS Min: 1/2 day Max: 2.5 x the duration of your recordings Min: 1/2 day Max: 2 days Min: 1/2 day Max: 2 days

10. What tasks / activities will you use? ABSORB   THE DATA DISCOVER PATTERNS MAP ONTO   DIMENSIONS DRAW DIAGRAMS (e.g. MAPS) THINK REFLEXIVELY DEDUCTIVE RULES HIGHLIGHTING /   DOT VOTING THOUGHT EXPERIMENTS APPLY   FRAMEWORK AFFINITY SORT ANALOGY, METAPHOR COMPARE & CONTRAST CHECK   COGNITIVE BIASES RETHINK THE PRODUCT RANDOMNESS EXTENSION ROLE PLAY PYRAMID > STORY WORK WITH PATTERNS WHO WERE THE PEOPLE PRIORITISE TRANSCRIBE WATCH WHOLE RECORDINGS CREATE A SPACE COLLATE CODE HIGHLIGHT   & NOTE REFORMAT TABLECLOTH REVIEW TIMESTAMPS PROTOTYPE TOYBOX RAINBOW TABLECLOTH TRIADS CO-ANALYSIS

11. Our core process DAY 2 Discover patterns REVIEW   OBJECTIVES WHO WERE   THE PEOPLE? VISUALISE PATTERNS AFFINITY  SORT LABEL   THEMES CLUSTER   THEMES DAY 3 Work with patterns THOUGHT EXPERIMENTS PYRAMID >   STORY DAY 1 Absorb the data PRIORITISE CREATE A   SPACE GENERATE   POST-IT NOTES

12. DAY 1 ABSORB THE DATA

13. ABSO RB   TH E DATA Tables & walls   to work on Mixed media   on walls Plenty of   standing space 2 sq m wall space   for day 2 Visible to   your colleagues Natural light NICE TO HAVE: DAY 1, 9:00 CREATE A SPACE

14. DAY 1, 9:30 ABSO RB   TH E DATA PRIORITISE 1. After each interview, give it a rating out of ten 2. Give a high rating if either a) the interview was very clear, and summarised matters well or b) it was confusing and contradictory 3. Timestamp key events 4. Make particularly good notes on those with lower ratings 1. Return to your interviews in order, from highest to lowest, until you’ve got an hour left 2. In your remaining hour, listen to at least five minutes of each of the other interviews, homing in on timestamps of most interest in your notes While interviewing In analysis

15. ABSO RB   TH E DATA Lots of time? PRIORITISE TRANSCRIBE WATCH WHOLE RECORDINGS CREATE A SPACE REMOVE   BAD DATA COLLATE CODE HIGHLIGHT & NOTE REFORMAT TABLECLOTH Very little time? PRIORITISE REMOVE   BAD DATA COLLATE HIGHLIGHT & NOTE REVIEW TIMESTAMPS Middling   amount of time? PRIORITISE TRANSCRIBE CREATE A SPACE REMOVE   BAD DATA COLLATE HIGHLIGHT & NOTE REFORMAT REVIEW TIMESTAMPS WATCH (SOME) RECORDINGS DAY 1, 10:00 GENERATE POST-IT NOTES

16. DAY 1, 10:00 ABSO RB   TH E DATA P doesn’t notice the Find My Address button P5 “Not being able to find the Find My Address button is driving me mad!” P5 Find My Address button would be easier to find if it was next to postcode field P5 GENERATE POST-IT NOTES Observations Quotes Hypotheses 15:36-15:58 15:36-15:58 15:36-15:58

17. Have a go ABSO RB   TH E DATA

18. How to cook a stir fry

19. Have a go ABSO RB   TH E DATA Identify themes, by highlighting phrases of interest and writing notes in the margin.

20. ABSO RB   TH E DATA Need to feel on top of it Losing control, chain reaction i.e. not able to be carefree Inhibits experimentation P1

21. Identify themes, by highlighting phrases of interest and writing notes in the margin. Have a go ABSO RB   TH E DATA What to highlight / make notes on • State the obvious • Look for contradictions, triangulate • Focus on things that confuse you • Look for the emotional consequences • Pay attention to what didn’t happen too Some tips • Highlight emotions. What’s causing them? • Highlight pain points. What’s causing them? • Highlight the social context. Who’s present / not present / implied? • Highlight their objectives. What are participants trying to achieve, and why?

22. ABSO RB   TH E DATA “The smoke alarm can go off, and it sets the dog off, and it’s chaos” P1 Needs to feel prepared & in control P1 Unpreparedness = burning food  = losing control  = chain reaction P1 If food was   less prone to burn, would she be more likely to try new ingredients? P1 Reluctant to experiment with new ingredients P1 Not able to relax (cf other kinds of cooking) P1 Quote Observation Observation Hypothesis Observation Observation

23. DAY 2 DISCO VER  PATTERN S VISUALISE PATTERNS

24. DISCO VER  PATTERN S DAY 2, 9:00 REVIEW THE OBJECTIVES

25. DISCO VER  PATTERN S DAY 2, 9.30 WHO WERE THE PEOPLE?

26. DISCO VER  PATTERN S DAY 2, 10.30 VISUALISE PATTERNS

27. DISCO VER  PATTERN S DAY 2, 13:00 AFFINITY SORT

28. DISCO VER  PATTERN S DAY 2, 14:00 LABEL THEMES

29. DISCO VER  PATTERN S DAY 2, 14:30 HIGHLIGHT OTHER THEMES

30. DISCO VER  PATTERN S DAY 2, 15:30 CLUSTER INTO THEMES THEMES META-THEMES OBSERVATIONS * * * *

31. DAY 3 W O RK W ITH   PATTERN S WORK WITH PATTERNS

32. W O RK W ITH   PATTERN S DAY 3, 9:00 THOUGHT EXPERIMENTS • What if cooks didn’t have access to spatulas, what would they use instead and why? • What would be missing if there was no sound whatsoever? • What if cooks had someone to help them, what would that person be doing? • What if cooks were able to build their kitchen specially to create this meal, what would it include / look like?

33. Can you come up with any other thought experiments? W O RK W ITH   PATTERN S

34. DISCO VER  PATTERN S OBSERVATIONS FINDINGS THEMES * * * * DAY 3, 13:00 PYRAMID > STORY

35. W O RK W ITH   PATTERN S DAY 3, 13:00 PYRAMID > STORY ETC ANSWER  (CONSISTING   OF THEMES) FINDING * EVIDENCE   (e.g. VIDEO ) FINDING OBJECTIVE THEME  ONE FINDING THEME  TWO

36. DAY 2 Discover patterns REVIEW   OBJECTIVES WHO WERE   THE PEOPLE? VISUALISE PATTERNS AFFINITY  SORT LABEL   THEMES CLUSTER   THEMES DAY 3 Work with patterns THOUGHT EXPERIMENTS PYRAMID >   STORY DAY 1 Absorb the data CREATE A SPACE GENERATE   POST-IT NOTES Insight Ideas  Story Evidence

37. A FEW   BONUS TECHNIQUES

38. BO N U S TECH N IQ U ES RAINBOW TABLECLOTH • Create a ‘tablecloth’, i.e. a spreadsheet with your research questions in rows, and participants in columns • Apply conditional formatting to the cells to highlight results • Look for patterns!

39. BO N U S TECH N IQ U ES TOYBOX • Choose objects or toys to inform insights and ideation • Get your colleagues to choose   objects which they think are relevant to the topic, and explain why • Or, use them for inspiration, e.g. projecting qualities of your chosen object onto the research topics (e.g. ‘what would be the difference between the way that Spiderman and a robot cooked a stir-fry?”

40. BO N U S TECH N IQ U ES CO-ANALYSIS • Ask users to explain / make sense of your data • Hold as a workshop for added stakeholder engagement • Don’t expect it to do all of your analysis for you!

41. James Lang  james.lang@cxpartners.co.uk 07787 425440 Thank you London East Side Offices  King’s Cross Station  London, N1C 4AX  United Kingdom Bristol 2 College Square  Anchor Road  Bristol, BS1 5UE  United Kingdom