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Getting new blood from old stones: How to get new insights from old data
- 1. New blood fromold stones A tale in five or six steps
- 2. Science is cumulative,knowledge can be tested and questions are open and never finally settled – these three characteristics combine to give the potential for the development of reliable knowledge. – Alan McFarlane (2005)
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- 7. Show of hands 1. You want advice on how to go about analysing old data 2. Help build long term research relationships 3. Interesting talk to see how a CX design practice within a big org works 4. Couldn’t find a seat next door, or thought Iain’s topic wasn’t as interesting?
- 8. Where it allbegan
- 9. The insights framework CX insights track CX design track Higher level research Project Learning stuff Doing stuff level research
- 10. The insights framework CX insights track CX design track Higher level Strategic (prediction) research Operational (observation) Project Learning stuff Doing stuff Tactical (tasks) level research
- 11. The insights framework CX insights track CX design track Strategic (direction) Strategic (prediction) Operational (practice) Operational (observation) Tactical (doing)Learning stuff Doing stuff Tactical (tasks)
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- 13. Step 1 –find your questions • How have people’s perception of online banking changed over time? • Have we seen behavioural changes, what were they and can we predict any that are coming up?
- 14. Step 2 –find your data
- 15. Step 3 -Triage
- 16. Step 3 -Triage Key insights Type Who Usefulness When Location
- 17. Step 4 –rest and review
- 18. What we learnt Wearen’t good at record keeping
- 19. What we learnt Thelandscape is changing Number of different CX research partners 16 14 12 10 8 6 4 2 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
- 20. What we learnt Wherethe gaps are
- 21. Step 4 –getting stuck in
- 22. Start with thebig questions
- 23. Some good stuff(finally) 1. What data makes life easy? 2. How did we identify change and patterns? 3. What would we do differently?
- 24. Looking for Mr.right Quantitative Qualitative data data What and How Why
- 25. Tiers of information Strategic –Cultural trends –Segment changes –Brand changes Operational –Design research –Channel promises –Interface / interaction trends Tactical –Usability testing –Impact measurements
- 26. Raw data ForThe Win (FTW) • Raw data is well worth the effort to review • Framed in the context of a timeline it makes your interpretation of data different • We are asking for more raw data from our providers so we can reframe responses in the future
- 27. Identifying patterns 1997 2000 2003 2006 2009 Is there a change? What was it caused by?
- 28. Doing it better? Exceland hard work Codes Years Details
- 29. Doing it better? Howwe should have done it Social science research apps e.g. Atlas.ti
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- 31. Learning what youdon’t know All gaps are… opportunities!
- 32. Setting the wayforward What longitudinal studies could you be doing NOW?
- 33. The insights framework CX insights track CX design track Higher The gap Strategic level research Operational All research Project Learning stuff Doing stuff Tactical level research
- 34. Jumping the gap Enforced review and expiry dates
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- 36. Did we getnew blood?
- 37. Sharing the love Stepsto success 1. Ask your questions 2. Find your data 3. Triage 4. Reflect on the process 5. Work through the detail 6. Plan for the future
- 38. Science is cumulative,knowledge can be tested and questions are open and never finally settled – these three characteristics combine to give the potential for the development of reliable knowledge. – Alan McFarlane (2005)
- 39. Thanks Donna and Lilly Natalie, Jodie, Ruth Ian, Anthony, the other guys & gals in Westpac CX Everyone for coming along (enjoy lunch!) UX Australia Stephen Cox @S_Cox A Westpac production MMX