The document discusses adding qualitative data to executive dashboards. It describes qualitative data as unstructured information that is not numerical in nature, such as direct observations, interviews, surveys, and artifacts. The document outlines different types of dashboards, from individual research engagements to product scorecards to executive dashboards. It also discusses scaling qualitative data collection and analysis across multiple studies, product lines, and the entire enterprise. Finally, the document addresses investments needed at the research, process, system, and organizational levels to integrate qualitative data into executive dashboards.

1. Telling the Full Story: Adding
Qualitative Data To Executive
Dashboards
Andrea Peer, Ph.D. | Director of Onboarding | March 29, 2018

2. Quick Housekeeping
• Chat box is available if you have ques9ons
• There will be 9me for Q&A at the end
• We will be recording the webinar for future
viewing
Addi9onal informa9on about these feature can
be found in the UserZoom Support Center

3. Focus Today
Unstructured Qualitative Data
Questions
How To
Andrea Peer
apeer@userzoom.com
+1 (719) 661-8440
Dashboards

4. Let’s start with a poll
What is your role?

5. Let’s start with a poll
Do you do the research in your organiza9on today?

6. Let’s Break This Down

7. How to Create an Insight Dashboard with Unstructured Qual Data
1 3 4 2

8. Unstructured Qual Data

9. Question
How do you feel about qualita9ve data?

10. Qualitative Data
“…includes virtually any
information that can be captured
that is not numerical in nature.”
(Trochim, 2006)
Unstructured Data
“Qualitative research is empirical
research where the data are not
in the form of numbers”
(Punch, 1998, p. 4).
“Qualitative research is multimethod in focus,
involving an interpretive, naturalistic approach
to its subject matter. This means that qualitative
researchers study things in their natural settings,
attempting to make sense of, or interpret, phenomena
in terms of the meanings people bring to them.”
(Denzin and Lincoln, 1994, p. 2)

11. Qualitative Data
Unstructured Data
Direct Observation
Artifact Analysis
Interviews &
Transcripts
Open ended surveys
Enterprise Inputs

12. Qualitative Data
Unstructured Data

13. Qualitative Data
Unstructured Data

14. Qualitative vs Quantitative Data
Unstructured Data

15. Qualitative vs Quantitative Data
Unstructured Data
Small Sample Large Sample
Qualita9ve
Quan9ta9ve
Qual and quant is not about sample
size

16. Qualitative vs Quantitative Data
Unstructured Data
• Quan9ta9ve research is confirmatory and deduc9ve in nature.
• Qualita9ve research is exploratory and induc9ve in nature.
Tends to be
Tends to be

17. Qualitative vs Quantitative Data
Unstructured Data
Bo-omline
• Qualita9ve and quan9ta9ve research happens at all stages of the PDLC
• Applied research oTen uses a mixed methods approach (both qual and quant)
• Qual and quan compliment each other
My Philosophy
• Qual speaks to hearts and promotes empathy
• Quan speaks to minds and is holds weight

18. Qualitative Data Can Be Quantitized
Unstructured Data
• Counts – Frequency
• Theming
• Saturation

19. Qualitative Data Can Be Quantitized
Unstructured Data
• Counts – Frequency

20. Qualitative Data Can Be Quantitized
Unstructured Data
• Theming
Grounded
Theory
example

21. Qualitative Data Can Be Quantitized
Unstructured Data
• Theming

22. Qualitative Data Can Be Quantitized
Unstructured Data
• Saturation
• We’ve heard the same thing from different people over and
over
• 4 of 5 people said…

23. Qualitative Data Can Be Quantitized
Unstructured Data
• Tricks of the Trade
• Lead with the quan9ta9ve
• Support with the rich visuals and auditory from the
qualita9ve

24. Insights

25. KPIs Do No Equal Insights
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
Task
completion
Time on
Task
Satisfaction
Ease of Use SUS
SUPRQ
SUM
Journey
Metrics

26. What is an “insight”?
“A deep understanding of a person or thing.”
Definition
A phenomena
A customer
An interaction
An experience
Something
stakeholders didn’t
know before
Something

27. Value = Currency
What’s the currency in your company?
Currency within
companies is that thing
and/or people that has
value.

28. Value = Currency
Currencies in companies today
Data
Insights
Synthesizing data pieces
Time
Cadence
Command
Process

29. Insights in UX
• Behavioral data
• Product direction
• Problem space
• Synthesis of the experience stack
• Get you directionally correct with confidence
• Risk mitigation
• UX measures with guides (ie: Universal Measures –
One Score)

30. Value = Currency
What’s the UX currency in your company?
Currency with Leadership Currency with Product Teams

31. Dashboard

32. Let’s start with a poll
Do you have a single place where UX data is presented to stakeholders AND
those stakeholders can access it later?

33. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent
UX measure that you report on
to help stakeholders know what
to prioritize with the findings.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.

34. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any
stakeholder to access, explore, and make data-driven
decisions.

35. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any
stakeholder to access, explore, and make data-driven
decisions.
Step 1: In 2017, UserZoom made a significant architecture
Investment
Step 2: Dec 2017, provide MVP solution to clients to gain the value
from the architecture investment. à Tableau Web Data Connector
Step 3: 2018, make this value known in the UserZoom Manager.
Step 4: Date TBD, Voyage into the BI space with APIs.

36. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings. Tie to
analytics.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.

37. 3 Types of Dashboards
Individual Research
Engagements
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings. Tie to
analytics.
Example in UserZoom

38. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.

42. How To Create

43. Let’s Talk Scale
One time research study
Multiple studies trying to
understand a bounded
question
Across a product line
Across a suit of products
Across an enterprise
Investment – At the research level
1 researcher
A group of researchers
1 researcher and a group on non researchers
1 non researcher
A group of non researchers
A group of researchers and a group of non
researchers

44. Let’s Talk Scale
Tomer’s Idea
Nuggets – a thing we learned
- Observation
- Evidence
- Tags
- Demographics
- Experience vector – positive/neg/
neu; Magnitude; Severity
- Prop – location. Object, feature,
product
Investment – At the research level
Source: hWps://itunes.apple.com/us/podcast/share-beWer-rethinking-research-report-tomer-sharon/id1206765479?i=1000385083651&mt=2

45. Let’s Talk Scale
Democratization of Research
• Who does the research?
• What about quality? Research needs to be represented well
with good practice and some degree of rigor.
• They can’t just run with 1 data point. We have to prevent that.
Investment – At the process and org level

46. Let’s Talk Scale
Investment – At the system level
Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data

47. User researcher doing user
research using UserZoom.
(Note: All methods are
supported.)
Database support
Data base people that can do
the work or provide consult.
They have infrastructure
knowledge on your Tableau
instance
1 2 Required Required
Let’s Talk Scale
Investment – At the system level

48. Visual Designer
Someone to add cool visuals to
your dashboards and fit with your
brand. Helps deliver the story
better.
3 4 Next Level Next Level
Data Architect Support
These folks can pull multiple data sources together into
one view. They can help you tell a full story of all the
data in your experience stack. Data
source
Data
source
Data
source
Let’s Talk Scale
Investment – At the system level

49. I’m interested
How do I start?

50. How to Create an Insight Dashboard with Unstructured Qual Data
1 3 4 2
Collect it in a
systemized
way
Themes
Tags
Quantitize
Couple
Pick the type
Templitize
Level
Process
Scale

51. Questions?