More Related Content Similar to ImpactSense Research Bootcamp - Maximising Your Research Practices for 2020 and Beyond (20) 2. HELLO.
WE ARE IMPACTSENSE.
A TRUSTED GROUP OF INSIGHT
PROFESSIONALS WITH A PROVEN
TRACK RECORD ACROSS A
DIVERSE RANGE OF SECTORS
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3. 4
If you can keep your
head when all about you
are losing theirs...
Rudyard Kipling
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QUANTITATIVE QUALITATIVE
Statistically robust and objective
Target an identifiable
demographic on mass
Remove doubt from your
hypotheses to validate direction
Faster to gather and
process information
Repeatable formats
for ongoing tracking
Provide you with detailed investigative
Pathways to strengthen your insight
Allow you to empathise with
individuals and customer types
Takes advantage of unprompted feedback
and the the ability to evolve propositions
Helps to identify root causes
under the surface issue
Richer insight but can be
slower to synthesise
Scale and Statistical Significance Empathy and Deeper Insight
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QUANTITATIVE
Scale and Statistical Significance
QUALITATIVE
Empathy and Deeper Insight
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Survey Studies:
A model for avoiding
the common pitfalls of
Survey design
Think outcome first
Kill fatigue at all costs
Balance your value exchange
Sample quality = results quality
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Survey Studies:
Making the most of your data
CRM BASED PANEL BASED
Utilising your internal systems to
contact your existing customer base
Working with a partner to
access a wider sample
Cost effective way of reaching your existing
customer base
Ability to connect feedback to wider customer
data around usage for deeper feedback
Only able to access your existing customer base
Potential to over survey or create too much
familiarity with your studies
Pros
Cons
Ability to target your entire customer ecosystem,
beyond current customers
Leverage a broader demographic of customer
types, targeted to your proposition
Requires additional spend
Not connected to customer information so limited
view beyond survey responses
Pros
Cons
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Ethnographic Research:
Getting the right
answers by asking
the right questions
Descriptive Questions
Structural Questions
Broad enquiry to allow your subject to
describe their experience
Exploring the responses given to the
descriptive questions for insight
The Grand Tour:
Tell me about a
typical day
The Micro Tour:
Tell me about how
you complete this task
• Strict Inclusion
• Spatial
• Cause-Effect
• Rationale
• Location for action
• Function
• Means-End:Sequence:
• Attribution
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Ethnographic Research:
Creating sustainable insight
Accessable Traceable Balance Innovative
Use visual techniques to
document findings, don't
let insight get stuck in the
researchers head
Connect the layers of
your insight to create
trackable pathways
through root causes
Balance functional and
emotional enquiry to
make sure you have the
complete picture
Embrace technology to
better process the
information you capture
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User Testing:
Out with the old
and in with the new
From
To
Predict your behaviour
Tell me why you did that
From
To
Artificial labs
Natural environment
From
To
Gaming the system
Scrutinising the system
From
To
Hold and release
Test, learn and optimise
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User Testing:
Four stages of integrating insight into Agile
During Planning During Design During Development During Release
01 02 03 04
Identify the participants and
customer types you require,
focus on scale and diversity
Co-create with customers
qualitatively, defining micro-
interactions relating to
specific needs
Scale up your sample
quantitatively to validate
assumptions and test
functionality
Consider controlled releases
to customer type as a
sandbox for more complex
changes
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Secondary Research:
Creating efficiency
through iteration
BuildHypotheses
Identify
Sources
CompileContent
Validate
Authenticity
Reviewand
Analyse
Define
Action
Secondary
Research
Cycle
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Secondary Research:
Going beyond Google the big three (Forrester, Mintel and Gartner)
Global insight from
the BBC’s research
teams
Membership based
access to business
insight
Statistical office of the
EU, publishing high-
quality statistics
Search volume
comparison tool
The UK’s
independent fact
checking service
Research and
statistics about health
and safety in the UK
Tracking the global economy
and the economies of
member countries
UK focussed stats on
general and bespoke
topics
Public access to
research articles
Membership based
access to diverse
statistics, free version
available
A broad database of
global political,
economic and social
insight
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Collaborative Workshops:
Creating effective
workshops through
casting roles
Facilitator
Expert
Impartially directing
conversation and activity
around structured exercises
Allowed to input personal
opinion based on identified
area of expertise
Documenter
Taking the burden of
information capture away
from active roles
Timekeeper
Responsible for time-boxing
activities so that they stick to
the identified agenda
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Collaborative Workshops:
Simple rules to ensure effective practices
Toolkit Catalyst Diverse Engagement
Create a diverse toolkit
of techniques to
ensure your agenda
can be flexible
Use workshops as a
catalyst, speeding up the
route to outcome
Ensure diverse
participation across
stakeholders, customers
and experts
Keep your agenda
focussed and flowing to
avoid dips in interest
