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DIY: Research on a shoestring budget

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J. Todd Bennett
J. Todd Bennett

Presentation given at the CASE Communications, Marketing & Technology Conference in Boston on April 15, 2009. Learn the tools of the trade for do-it-yourself research for little or no money. This session will teach you how to conduct focus groups, surveys, usability tests and more.

Self ImprovementBusinessTechnology
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DIY: Research On a Shoestring Budget J. Todd Bennett Managing Partner, decimal152
Why do research? ,[object Object],[object Object],[object Object],[object Object]
This is not academic research
Quantitative vs. Qualitative ,[object Object],[object Object],[object Object],[object Object]
Some qualitative techniques ,[object Object],[object Object],[object Object],[object Object],[object Object]
Some quantitative techniques ,[object Object],[object Object]
Mixed? ,[object Object],[object Object]
The qualitative helps give meaning and context to the quantitative
Steps in the process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lay the foundation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
How to…
Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object]
Recruiting participants ,[object Object],[object Object],[object Object],[object Object],[object Object]
Focus group location ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing a moderator ,[object Object],[object Object],[object Object],[object Object]
Role of the moderator ,[object Object],[object Object],[object Object],[object Object]
Record the session ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lay the ground rules ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
The questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The results ,[object Object],[object Object],[object Object]
A few applications ,[object Object],[object Object],[object Object]
Surveys
Survey Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in conducting surveys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Purpose ,[object Object],[object Object],[object Object],[object Object]
Research questions ,[object Object],[object Object]
Purpose: to compare the content preferences of our various website audiences. ,[object Object],[object Object],[object Object],[object Object]
Target Population ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sampling ,[object Object],[object Object],[object Object],[object Object]
Sampling
Writing the survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Writing the survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Attitudes, opinions, values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tips for using scales ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building the survey ,[object Object],[object Object],[object Object]
The invite ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pilot test ,[object Object],[object Object],[object Object],[object Object],[object Object]
Distribution of surveys ,[object Object],[object Object],[object Object]
Analysis and reporting ,[object Object],[object Object],[object Object],[object Object]
Competitive analysis ,[object Object],[object Object],[object Object],[object Object]
Competitive analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“Why aren’t we doing that?” ,[object Object],[object Object],[object Object]
Usability testing
Talk aloud method ,[object Object],[object Object],[object Object],[object Object],[object Object]
Data collection ,[object Object],[object Object],[object Object],[object Object]
Prototyping ,[object Object],[object Object],[object Object],[object Object]
Prototyping flickr.com/photos/bensauer flickr.com/photos/cesarastudillo
Card sorting ,[object Object],[object Object],[object Object],[object Object]
Card Sorting .flickr.com/photos/yandle
5-second tests www.fivesecondtest.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web analytics ,[object Object],[object Object],[object Object]
Questions? ,[object Object],[object Object],[object Object],[object Object]

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DIY: Research on a shoestring budget