3. Qualitative research is a method
traditionally in the social sciences,
but also in market research and
design research. !
!
Qualitative researchers aim to
gather an in-depth understanding of
human behaviour and the reasons
that manage such behaviour.
5. Marketers and researchers should always start by understanding
emotional context, which is the basic framework for any
complete understanding of human behaviour.
7. 1. Diaries http://www.doctordisruption.com/
Diaries are a great tool for exploratory
research, for example in capturing
detailed profiles of participants media
habits and TV watching. Even small
samples can reveal common patterns of
behaviour, helping develop hypotheses
and providing direction for later
confirmatory research.
8. 2. Behavioural Mapping http://www.doctordisruption.com/
Behavioural mapping is a process for
recording location-based observations
of human behaviour, through the
annotation (manual or digital) of maps,
plans, videos and photographs. It is used
to document activities, behaviours,
characteristics and movements of people
in time and space. There are two main
approaches to behavioural mapping.
9. 3. User Journey Maps http://www.doctordisruption.com/
User journey maps are used to visualise
the experiences of people when using
a product or service, evaluating each
individual interaction and identifying
improvements that can be made at
each moment. The map tells the ‘story’ of
an individual’s actions, feelings,
perceptions, considerations and
behaviours including positive as well as
negative moments, covering all such
interactions over sometimes long periods
of time. Such documentation of a series of
events helps shift business focus from an
operational (system) point of view to a the
broader context of how individuals interact
with the business in the real world.
10. 4. Collage http://www.doctordisruption.com/
Collages are great inspiration in design
and research, giving participants the
opportunity to express their feelings,
desires and thoughts in a visual (and
therefore less conscious and more
intuitive) way than traditional research
approaches. Using imagery allows people
to “project” on to a visual artefact giving
insight into hidden motivations and
emotional responses.
11. 5. Picture Cards http://www.doctordisruption.com/
Participants are often asked to sort through the set of images (e.g., a set of archetype cards as I have
used based on the StoryWorks archetypes) and select the cards that best represent the topic of
discussion (e.g., a brand). !
Notes: Participants are asked to talk about the specific images selected, recalling stories about experiences that are
associated with the cards. In addition, the cards can be used to ask participants to sort and group ideas, according to criteria
that are important to them, and to elaborate on specific aspects relating to time, place, relationships, experiences, life events,
etc. Cards can also be used as a prop to help participants sketch out future or alternative scenarios.
12. 6. Triangulation http://www.doctordisruption.com/
Triangulation is the process whereby
designers and researchers converge the
answers from multiple methods to
corroborate evidence from different
perspectives. !
This combination of sources helps ensure
the accuracy of findings and mitigates the
weaknesses of any individual method or
data source.
13. 7. Eyetracking http://www.doctordisruption.com/
Eye tracking is used by designers and
researchers to understand where and
for how long people are looking (and
not looking) when using an interface,
viewing websites online, watching adverts
on a screen, looking at posters and
billboards, interacting with products or
navigating a retail environment.
To a large extent, eye tracking technology was an inspiration for Google glass.
14. 8. Card Sort http://www.doctordisruption.com/design/design-methods-15-card-sort/#more-1492
Card sorting is a great exercise for exploring how people group items into categories,
and how they relate concepts to one another. In design, this approach is typically used for
developing digital interfaces and tables of contents.
Note: Participants are given a selection of items (brands, attributes, features) and asked to sort them into categories that make
sense to them. !
Although the main value of the exercise is in the analysis of the results (which can be qualitative or quantitative for larger
samples), there is also much to be learnt in listening to what participants say while they are taking part in the exercise.
15. 9. Semantic Differential!
http://www.doctordisruption.com/page/3/
Note: Questions simply ask for an indication of where on a continuum, such as good to bad, active to
passive or strong to weak, a concept is most accurately described.
The tool is particularly powerful in revealing cross-cultural differences in
attitudes and beliefs and reflects the common interests of linguistics and
psychology.
17. 11. Participant Observation!
http://www.doctordisruption.com/page/5/
It is an method which helps designers
understand behaviours and situations through
the experience of participation as a member
of a group activity, context, culture.
Fly-on-the-wall Observation
Where there is no direct participation
or interference with the people or
behaviours that are being observed. !
Note: This is a different approach to other types of
observation (eg participant observation), intentionally
avoiding direct involvement and therefore minimising the
biases and influences that such involvement brings.
18. 12. Mapping!
Functional observation. Consider the stove top controls below. !
The first represent poor mappings, where there is no clear relationship between the position
of the control and the burner it is linked to. In the second example, there is a clear
relationship between the controls and the burners, making use so much easier and simpler.
20. 12. AEIOU!
http://www.doctordisruption.com/page/5/
AEIOU is a frequently used framework for guiding and structuring observational
research. !
The framework creates a taxonomy of observations under the themes of: !
Activities,
Environments,
Interactions,
Objects,
Users
and is commonly used for coding observational data.
21. 13. Method Cards for IDEO
http://www.ideo.com/work/method-cards
IDEO’s human factors specialists conceived the deck as a design research tool for
its staff and clients, to be used by researchers, designers, and engineers to evaluate
and select the empathic research methods that best inform specific design initiatives.
44. Habitual behaviour is a form of automatic and routine behaviour. It is behaviour that
people repeat, because this behaviour is easy, comfortable or rewarding.!
Build a habitual behaviour
45. Recently, bottled water got into the act of creating a ritual when Vittel launched their ‘Refresh Cap’.
https://www.youtube.com/watch?v=yyRgQJzILus