The document discusses research methods such as surveys, interviews, focus groups, and usability testing. It emphasizes that in order to listen to people, researchers must ask questions. Both closed and open-ended questions are covered, with open-ended questions preferred as they elicit more detailed answers. Good research questions are explicit about people's experiences, don't guide people to answers, and aim for conversation rather than specific responses. Practice is also stressed.

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

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

3. &
Talking
Image Source © Time Inc.
Listening

4. &
Talking
Image Source © Time Inc.
Listening

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

6. Types of Questions
Image Source © Time Inc.

7. 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.

8. 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.

9. Bonus Round!

10. 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.

11. But don’t go too far...

12. Good Research Questions
Image Source © Time Inc.

13. 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

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

15. Interviewing

16. Usability Testing

17. Some Other Things

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

19. Get Comfortable With Your Bodies
Thumbs Tucked Leaning Forward Positive Arms

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

21. So What?

22. 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

23. Practice Practice Practice

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