Importance of Qualitative Research
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The importance of conducting qualitative user research to aid in building products.
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Importance of Qualitative Research
- 1. @amir_ansari @b2cloud Qualitative Research Some is better than none! Amir Ansari Head of UX @b2cloud 1
- 2. @amir_ansari @b2cloud Creating impactful digital products for brands and businesses 2
- 3. @amir_ansari @b2cloud3 [Qualitative research] ...is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. https://www.snapsurveys.com Qualitative methods examine the why and how of decision making, not just what, where, when, or "who"... https://en.wikipedia.org/wiki/Qualitative_research
- 4. @amir_ansari @b2cloud4 Do you feel you conduct enough qualitative research with your end users during your product development? (n = 49)
- 6. @amir_ansari @b2cloud “We know what our users want. We don’t need to speak to them!” Head of Insights - tier 2 bank “16 users is not statistically significant” Head of technology (and part owner!) of a software company 6
- 7. @amir_ansari @b2cloud User research is not appreciated PART 1
- 8. @amir_ansari @b2cloud8 We've been building S/W for over 10 years. We speak to our customers. If we were building the wrong products, our customers wouldn’t be buying. No point asking users what they want. They often don’t know it themselves! You’re the UX expert - you should know what our users need. We know our users and what they want. We don't need to ask them.
- 9. @amir_ansari @b2cloud A small sample size is not deemed valid PART 2 9
- 10. @amir_ansari @b2cloud 10 1 0 We can’t make expensive decisions based on a handful of user feedback! What % of users said this?! 16 users is not statistically significant. Are your findings quantifiable?
- 11. @amir_ansari @b2cloud [Client] We want to engage our employees, customers and all stakeholders to form brand advocacy through training and education, to aid in the increase of sales. 1 1
- 12. @amir_ansari @b2cloud Staff are NOT allowed to carry mobiles when working! There is at most only one computer (in the manager’s office) 1 2
- 13. @amir_ansari @b2cloud So... 1 3 Some research is better than none!
- 16. @amir_ansari @b2cloud Tips ● You are not the end user ● Your client is not the end user ● People who buy your product may not necessarily be your user ● If your stakeholders say they know their users, ask for evidence ● Don’t ask users what they want, observe to see what they need ● Qualitative research isn’t… quantitative! ● Quant + Qual = right approach ● It’s your duty as a UXer to convince and sell research to your stakeholders 1 6
- 17. @amir_ansari @b2cloud Useful resources 17 bit.ly/t-distributionbit.ly/quantifying-qualitative 1 7
- 18. @amir_ansari @b2cloud “Done well, it will save you time and money by reducing unknowns and creating a solid foundation to build the right thing, in the most effective way.” Erika Hall - Just enough research THANK YOU @amir_ansari @b2cloud #OWRoadshow 1 8
Editor's Notes
- A few things have surprised me over the last 12 months - Trump, brexit and ...
- Just because you’ve been around for 10 years, doesn’t necessarily mean your product is fit for use. We all have blind spots and biases. 2. Your customers are not your users. Your CFO / procurement team are not your users. 3. Good salespeople can sell anything. Also, it may be that you don’t have competition… yet. 4. You couldn’t possibly know who your users are unless you’ve met with them. Marketing and their marketing segmentation are not your users. Ask them to tell you a real life story of one of their users. Name them and give detailed context. Show evidence. 5. You don’t ask your users what they want - you observe and identify what they need. 6. You as a designer are not your users. And even if you happen to be - you’re just one voice.
- The head of Insights for a tier 2 bank just didn’t appreciate or understand qualitative research. She questioned our approach and did the whole ‘statistically not significant’ dance.
- You don’t have to make business decisions - but you’ll now have some evidence that not all your assumptions are correct. Also, the business decisions might be to embark on more research to understand the relevance of your findings. Never present your qualitative research quantitatively (i.e. using %). You run the risk of diminishing the impact of your great insights. You should not sell 16 users as statistically significant/ However, you should be confident that the 16 users you’ve spoken to reflect the population that represent your client’s users. Re quote 4, this is where you start to sell the idea of a mixed method research approach - combining qualitative and quantitative research.
- Their approach was waterfall, 4 - 6 weeks! They said they did design sprints but failed to truly understand the purpose of the design sprint and that before the sprint, research must be conducted to udnerstand and empathise with end users. Furthermore, he writes it in a general way that sounds like by research he’s referring to ‘user testing’.