Researching WITH A TEAM THAT’S
NEW TO Research Russ Unger | @russu Image Source © Time Inc. GE Capital

Surveys / Questionnaires Interviews Card
Sorting Workshops Popular Research Methods Focus Groups Contextual Inquiry Usability Testing

& Talking Image Source ©
Time Inc. Listening

& Talking Image Source ©
Time Inc. Listening

ASK PEOPLE QUESTIONS In Order
to Listen, We Have to...

Types of Questions Image Source
© Time Inc.

Do you like cheese? Closed
Questions • Short answers • Very little info • More work for you • Not all bad; can lead to open questions! Image Source © Time Inc.

Why do you like cheese?
Open Questions • Long answers • Leads to detailed answers • The potential for all kinds of info you may not have known Image Source © Time Inc.

Bonus Round!

What do you like about
the texture of cheese? Continuation Questions... • Let you probe for more details • Let you rebound from closed questions • And...? Image Source © Time Inc.

But don’t go too far...

Good Research Questions Image Source
© Time Inc.

Good Research Questions... • Are
explicit to the person’s experience • Don’t guide someone toward an answer • Avoid yes/no and true/false • Aim for a conversation but not a specific answer in the truest sense • Let you shut up and listen

Let’s Do This. Image Source
© Time Inc.

Interviewing

Usability Testing

Some Other Things

Get Comfortable With Your Bodies
Hands on Hips Hands on Head Negative Arms

Get Comfortable With Your Bodies
Thumbs Tucked Leaning Forward Positive Arms

Get Comfortable With Your Bodies
...and don’t forget to smile... Especially when you’re on the phone!

So What?

Things to Remember • Aim
for questions without built-in answers; conversation is key! • Leave room for lengthy answers • Respect silence • Practice before putting into practice • Practice again

Practice Practice Practice

THANK YOU! Russ Unger |
@russu GE Capital Image Source © Time Inc.