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Combining Qualitative and Quantitative approaches
Kat Hardisty discusses the importance of combining qualitative and quantitative research to enhance customer understanding and prioritize research opportunities. The document emphasizes the value of journey mapping, identifying success measures, and addressing demographic-based personas to better serve customers. Collaboration with data scientists is encouraged to create a comprehensive understanding of customer behavior and inform design decisions.
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Combining Qualitative and Quantitative approaches
- 1. KAT HARDISTY OPTIMAL WORKSHOP C KAT Combiningqualitative and quantitative
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- 4. Excited OutsidersQuantitative Each answersthe questions the other raises
- 5. Empathy and understanding Withtheir powers combined...
- 6. KAT HARDISTY OPTIMAL WORKSHOP Identifyingand prioritising qualitative research opportunities
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- 8. Career Switchers Pinpoint whereto focus your qualitative
- 9. It’s easier toget answers when you’ve clearly defined what the question is
- 10. KAT HARDISTY OPTIMAL WORKSHOP Measuringimpact of changes
- 11. Co-located team Identify successmeasures. Then track them. (Surprise!)
- 12. KAT HARDISTY OPTIMAL WORKSHOP NPS C-Sat Timeto complete Drop-out rates Churn Campaign success measures Help desk response times Acquisition Contact centre call volumes Staff happiness levels and so on...
- 13. Empathy and understanding Loopback ‘round to prioritisation and identification of opportunites
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- 15. Empathy and understanding Mapout the customer’s journey
- 16. Distributed team Overlay withprevalence of actual behaviours
- 17. Busy Bears And then,if you also overlay your psychotudinal persona data and insights....
- 18. Empathy and understanding Areasto focus on may appear quite differently
- 19. KAT HARDISTY OPTIMAL WORKSHOP Thegood fight against demographic-based personas
- 20. Empathy and understanding Weknow who our customers are!
- 21. Empathy and understanding But...how common are they?
- 22. Newly minted team Mapyour customers to your personas
- 23. KAT HARDISTY OPTIMAL WORKSHOP Whenyou get a bill do you: a) pay it off as soon as possible b) put it aside and accidentally forget about it c) wait until the last minute so the money stays in your account When choosing a new service provider, which is more important to you: a) getting the cheapest price b) getting good service On a night out with friends are you more likely to: a) jump in and buy the first round b) quietly hope that everyone pays
- 24. Once you knowhow your customer base is made up, all sorts of interesting questions can arise...
- 25. KAT HARDISTY OPTIMAL WORKSHOP Whatare the most common psychotudinal traits amongst our customers? Which customers aren’t we doing as well for? One persona isn’t using a feature we’re sure will benefit them - why not? How is our customer base changing over time? How do changes impact different groups of our customers? How much bias do we have towards designing for certain customers?
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- 27. KAT HARDISTY OPTIMAL WORKSHOP Playingnicely with our data scientist friends
- 28. Empathy and understandingInvolvethem early
- 29. Pioneer Jugglers Collaborate onthe problem definition and the approach
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- 32. Well established Use quantitativedata to measure the impacts of changes
- 33. Empathy and understanding Usequantitative insights to pinpoint where to focus your qualitative efforts
- 34. Empathy and understanding Linkthem together to build rich pictures of behaviour, causality and influences
- 35. Empathy and understanding Makefriends with your local data scientist
- 36. KAT HARDISTY OPTIMAL WORKSHOP Talkto me! kat@optimalworkshop.com
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- 42. Empathy and understanding Qualitativeinsights give us...
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