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Welcome back!
Global Service Jam
Wi-Fi:
TransformatorGuest
tdguest2014
#GSJam #TDJam
2

SCHEDULE
SATURDAY

9:00–9:15 Breakfast

--->

9:15–10:15 The Teams Present their PinPoint

14:15–15:00 Teamwork
Continue with Loop 1

10:15–10:45 Lecture
Qualitative research, conversation guide, interview
techniques and analysis
- Sofia Granefelt Laurén & Andreas Svensson, Jam
Coach

15:00–15:30 Lecture
Ideation, trigger material, interviews with trigger
material, revise and verify concepts
- Maria Björklund & Andreij Nylander, Jam Coach

10:45–13:00 Teamwork
Conversation guide and interviews

15:30-18:00 Teamwork Loop 2
Create trigger material and do new interviews

12:30–13:00 Lunch

18:00 Dinner

13:00-13:45 Teamwork Loop 1
Analysis of Loop 1

18:30–20:30 Teamwork Loop 2
Analysis of Loop 2

13:45–14:15 Team-to-team-feedback
Present theme idea for another group and get
feedback

20:30–21:30 Pre-presentation
The teams pre-present their projects and gets
feedback.
- Erik Westerdahl, Host

--->

© Transformator Design 2013
e back!

Questions?
Pleace use the checklist!
4

© Transformator Design 2013
5

© Transformator Design 2013
6

Presentation,
5 minutes per group!

© Transformator Design 2013
Next step
QUALITATIVE RESEARCH,
CONVERSATION GUIDE, INTERVIEW TECHNIQUES
ER
ION
T
AK
ER

I

ER
IKT
NS

IN
T

8

T RIG G

ER

T

IA

IN

G

MA

ER

L

IDÉG

EN

E
ER

R

© Transformator Design 2013
HOW
MIGHT
WE...
When and why
use qualitative
research?
11

GET AN IDEA HOW PEOPLE THINK,
FEEL AND REACT?
•	 When you whant to understand WHY they do it.
•	 You need detailed data that explores people´s
perceptions, experiences and feelings.
•	 When you want to find out personal information.

© Transformator Design 2013
What to think
about when
phrasing the
questions?
13

OPEN QUESTIONS THAT ENCOURAGE
STORYTELLING!
•	 How do you do when...?, Tell me what...?
•	 Start with general question to build confidence
and get´s the respondent to open up.
•	 Create questions that makes the interviewee
formulate their own answers, no ready
made alternatives.
•	 Create questions that research the topic, not
possible solutions.
•	 Follow up each question with when, how why?
•	 Keep it simple

*Think about where you can find your target group?
© Transformator Design 2013
Some tips and
trix when
interviewing
15

LISTEN MORE THAN YOU TALK!
•	 Try to understand who the person is and
why they respond as they do.
•	 Be natural in your position on the issue.
•	 Adapt to how much time the
interviewee has.
•	 Dare to wait for an answer.
•	 Play ignorant so that the interviewee

© Transformator Design 2013
Practicalities
1. TAKE NOTES DURING
2. DISCUSS WHAT YOU SAW, HEARD AND INTERPRETED AFTER
3. SUMMERIZE INSIGHTS, FEELINGS AND IDEAS
4. ADJUST THE QUESTIONS AS YOU GO
17

TILLVÄGAGÅNGSSÄTT

© Transformator Design 2013

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Götgatan Jam 2014 - Qualitative reserach

  • 1. Welcome back! Global Service Jam Wi-Fi: TransformatorGuest tdguest2014 #GSJam #TDJam
  • 2. 2 SCHEDULE SATURDAY 9:00–9:15 Breakfast ---> 9:15–10:15 The Teams Present their PinPoint 14:15–15:00 Teamwork Continue with Loop 1 10:15–10:45 Lecture Qualitative research, conversation guide, interview techniques and analysis - Sofia Granefelt Laurén & Andreas Svensson, Jam Coach 15:00–15:30 Lecture Ideation, trigger material, interviews with trigger material, revise and verify concepts - Maria Björklund & Andreij Nylander, Jam Coach 10:45–13:00 Teamwork Conversation guide and interviews 15:30-18:00 Teamwork Loop 2 Create trigger material and do new interviews 12:30–13:00 Lunch 18:00 Dinner 13:00-13:45 Teamwork Loop 1 Analysis of Loop 1 18:30–20:30 Teamwork Loop 2 Analysis of Loop 2 13:45–14:15 Team-to-team-feedback Present theme idea for another group and get feedback 20:30–21:30 Pre-presentation The teams pre-present their projects and gets feedback. - Erik Westerdahl, Host ---> © Transformator Design 2013
  • 6. 6 Presentation, 5 minutes per group! © Transformator Design 2013
  • 7. Next step QUALITATIVE RESEARCH, CONVERSATION GUIDE, INTERVIEW TECHNIQUES
  • 10. When and why use qualitative research?
  • 11. 11 GET AN IDEA HOW PEOPLE THINK, FEEL AND REACT? • When you whant to understand WHY they do it. • You need detailed data that explores people´s perceptions, experiences and feelings. • When you want to find out personal information. © Transformator Design 2013
  • 12. What to think about when phrasing the questions?
  • 13. 13 OPEN QUESTIONS THAT ENCOURAGE STORYTELLING! • How do you do when...?, Tell me what...? • Start with general question to build confidence and get´s the respondent to open up. • Create questions that makes the interviewee formulate their own answers, no ready made alternatives. • Create questions that research the topic, not possible solutions. • Follow up each question with when, how why? • Keep it simple *Think about where you can find your target group? © Transformator Design 2013
  • 14. Some tips and trix when interviewing
  • 15. 15 LISTEN MORE THAN YOU TALK! • Try to understand who the person is and why they respond as they do. • Be natural in your position on the issue. • Adapt to how much time the interviewee has. • Dare to wait for an answer. • Play ignorant so that the interviewee © Transformator Design 2013
  • 16. Practicalities 1. TAKE NOTES DURING 2. DISCUSS WHAT YOU SAW, HEARD AND INTERPRETED AFTER 3. SUMMERIZE INSIGHTS, FEELINGS AND IDEAS 4. ADJUST THE QUESTIONS AS YOU GO