Basic concepts to consider for a proper research justified and well-executed. ;)

1. Flávio Nazário
June • 2020
Research
📚 BASIC CONCEPTS TO CONSIDER
User

2. Qualitative Quantitative
Larger Sampling
Statistical Significance
Trends / Performance
Smaller Sampling
Reasons and Influencers
History and Emotions
WHY & HOW WHAT & WHO
@fnazario | #researchbasics #uxresearch 1 | 8
✻ USER RESEARCH • BASIC CONCEPTS

3. Adapted Ref.: POLAINE, Andy. et al, 2013.@fnazario | #researchbasics #uxresearch 2 | 8
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH
10 people
Uncover 100 things
100 people
Validate 10 things
✻ USER RESEARCH • BASIC CONCEPTS

4. Attitude Behavior
How one acts or conducts
oneself in specific situations
Principles, perceptions and
positioning of a person
SAY & THINK WHAT THEY DO
@fnazario | #researchbasics #uxresearch 3 | 8
✻ USER RESEARCH • BASIC CONCEPTS

5. @fnazario | #researchbasics #uxresearch 4 | 8
Attitudinal Research Behavioral Research
✻ USER RESEARCH • BASIC CONCEPTS

6. @fnazario | #researchbasics #uxresearch 5 | 8
✻ USER RESEARCH • CROSSING CONCEPTS
QUALITATIVE [DIRECT] QUANTITATIVE [INDIRECT]
ATTITUDINALBEHAVIORAL
Why or how
people do
What
people say
or think
What
people do
How many
or when
people do

7. 6 | 8
✻ USER RESEARCH • TYPES
QUALITATIVE [DIRECT] QUANTITATIVE [INDIRECT]
ATTITUDINALBEHAVIORAL
Natural use product Combination / HybridDe-contextualizedScripted use of product@fnazario
Adapted Ref.: ROHRER, Christian, 2014.
Interviews
Focus Group
Participatory Design
Design Probe
Card Sorting
Desirability Studies
Customer Feedback
Intercept Surveys
Online Surveys
Usability Lab Studies
Comparative Analysis
/ Eyetracking Clickstream Analysis
A/B Testing
Heatmap
Contextual Inquiry
Ethnographic Field Studies
Concept Testing
Usability Test

8. Designing without research
is like getting into a taxi
and just saying: "Drive".
– Nate Bolt
Ethnio Founder
“
”

9. ✻ USER RESEARCH • USEFUL BOOKS
• BAXTER, K. COURAGE, C. CAINE, K. – Understanding Your Users – A Practical Guide to User Requirements. New York: Ed. MK/Elsevier, 2004. ✴
• GOLDENBERG, Mirian. A arte de pesquisar: como fazer pesquisa qualitativa em ciências sociais. 5ª ed. Rio de Janeiro: Record, 2000. 🅱
• HAGUETTE, Teresa Maria Frota. Metodologias qualitativas na Sociologia. 5a edição. Petrópolis: Vozes, 1997.
• HAY, Luke. Researching UX: Analytics - Understanding Is the Heart of Great UX. Melbourne: SitePoint, 2017.
• KUNIAVSKY, Mike et al. Observing the User Experience: A Practitioner's Guide to User Research. 2º ed. San Francisco: Morgan Kaufmann, 2012. ✴
• LANG, James. HOWELL, Emma. Researching UX: User Research. Melbourne: SitePoint, 2017. 🅱
• LADNER, Sam. Mixed Methods: A short guide to applied mixed methods research. New York: Ed. Sam Ladner, 2019. ✴
• NUNNALLY, Brad. FARKAS, David. UX Research: Practical Techniques for Designing Better Products. New York: O'Reilly, 2016. 🅱
🅱 Basic ✴ Good to have
@fnazario | #researchbasics #uxresearch 8 | 8

10. “Profissional de UX pode ser detetive, cientista,
designer e o mais importante, um(a) pesquisador(a)
dos objetivos e necessidades humanas.”
Thanks for
watching
🤘😄
@fnazario | flavio nazario