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Championing Contextual Research in Your Organization




Steve Portigal
@steveportigal
1
Introduction: Where this comes
     Click to edit Master title style from

     Consultant for 18 years
     • Hired by organizations that have at
       least some buy-in
     • Observe their best practices


     Interviewed corporate leaders

     Part 1: Getting to do research
     Part 2: Maximizing the impact
     • Because success sells


     Starts high level, but gets
     more specific
2 - Championing Contextual Research     @steveportigal   www.portigal.com
Part to edit Master title asking
     Click1: This is not about style for permission




3 - Championing Contextual Research   @steveportigal   www.portigal.com
Position yourself
     Click to edit Master title style

     Upon hire




4 - Championing Contextual Research   @steveportigal   www.portigal.com
Position yourself
     Click to edit Master title style

     Upon hire




5 - Championing Contextual Research   @steveportigal   www.portigal.com
Can to succeed, given your
     Clickyouedit Master title style positioning?




6 - Championing Contextual Research   @steveportigal   www.portigal.com
Can to succeed, given your
     Clickyouedit Master title style positioning?




7 - Championing Contextual Research   @steveportigal   www.portigal.com
Joseph edit Master title Hero’s Journey”
     Click to Campbell’s “Thestyle




     Image: Wikipedia

8 - Championing Contextual Research   @steveportigal   www.portigal.com
Kotter’s Change Model
     Click to edit Master title style




     Image: changecards.org

9 - Championing Contextual Research   @steveportigal   www.portigal.com
Prochaska Master title style
     Click to edit& Diclemente’s Stages of Change




     Image: @symplicit and @jodiemoule

10 - Championing Contextual Research     @steveportigal   www.portigal.com
Diagnose, then target response
     Click to edit Master title style




     Tactics: http://www.cellinteractive.com/ucla/physcian_ed/stages_change.html
     Image: @symplicit and @jodiemoule

11 - Championing Contextual Research                              @steveportigal   www.portigal.com
Diagnose the organization to
     Click to edit Master title style check yourself




     Image: Jess McMullin, bplusd

12 - Championing Contextual Research   @steveportigal   www.portigal.com
Organizational culture
     Click to edit Master title style




13 - Championing Contextual Research   @steveportigal   www.portigal.com
Culture edit Master title style
     Click to defined

     How a group of people make sense of the world, through
     common
            •    Experiences
            •    Beliefs
            •    Knowledge
            •    Values
            •    Attitudes
            •    Behaviors
            •    Meanings
            •    Patterns
            •    Symbols
            •
            •
            •


14 - Championing Contextual Research   @steveportigal   www.portigal.com
Company cultures
     Click to edit Master title style
                                                                Belkin, 2012




                                       Belkin, 1982




   Belkin, 1983
15 - Championing Contextual Research                  @steveportigal           www.portigal.com
Change the culture
     Click to edit Master title style

     To start a culture change we need to do two simple things:

     1. Do dramatic story-worthy things that represent the
        culture we want to create. Then let other people tell
        stories about it.

     2. Find other people who do story-worthy things that
        represent the culture we want to create. Then tell stories
        about them.

     We can change our stories and be changed by them.

     A Good Way to Change a Corporate Culture, Peter Bregman, http://blogs.hbr.org/bregman/2009/06/the-best-way-to-change-a-corpo.html


16 - Championing Contextual Research                         @steveportigal                                             www.portigal.com
Thought leadership
     Click to edit Master title style

     Through thought leadership, create
     influence outside the company to
     grow your credibility internally.




     Benchmark your efforts against
     those of your peers.

17 - Championing Contextual Research   @steveportigal   www.portigal.com
Develop alliances
     Click to edit Master title style

     Reach out – across
     organizational hierarchies –
     to others who also advocate
     for contextual research
     • Newly hired leaders bringing in
       certain best practices from previous
       jobs
     • Isolated designers/researchers
       elsewhere in the corporation who
       are looking for peers
     • Managers who know there must be
       a better way to reach users but don’t
       know where to start




18 - Championing Contextual Research    @steveportigal   www.portigal.com
Treat this like a design style
     Click to edit Master titleproblem




19 - Championing Contextual Research   @steveportigal   www.portigal.com
Make the case (for title style
     Click to edit Master outcomes, not process)

     Don’t lead with “We have to talk
     to customers!”

     First investigate to understand
       • What information does the team need
         to do their work?
       • Do they have that information?
       • What has been tried? What worked?
         What didn’t work? Why?

     Your recommended approach
     must be rooted in that context.

     Your emphasis is on solving
     the business problem.

20 - Championing Contextual Research   @steveportigal   www.portigal.com
Consider resources
     Click to edit Master title style

                           2-3 weeks                                     2-3 weeks           2-3 weeks




     Who do you                        What do you                                            Do
     want to talk                       want to do                      Fieldwork        something
        to?                            with them?                                       with the data!

       Screening                       Methodology,                 Interviews, self-       Analysis,
   criteria, recruiting                 field guide,                   reporting,       synthesis, design
                                           stimuli                      debriefs




      Educate others what it takes to accomplish this. Resistance may be
      based on naïve assumptions (e.g., seeing “every” customer).



21 - Championing Contextual Research                   @steveportigal                          www.portigal.com
When time Master title style
     Click to editis a constraint

                            1 day?!                                        1 day?!          2 days?!!




     Who do you                        What do you                                             Do
     want to talk                       want to do                      Fieldwork         something
        to?                            with them?                                        with the data!

     Who can you                         Wide-eyed                      Small sample,        Debrief
   get? Co-workers,                     observation,                      massively
   intercepts on the                     winging it                      parallel data
    street or in the                                                      gathering
       mall, etc.

      Make your stakeholders aware of tradeoffs. Develop expertise in
      project planning and propose the right-size approach.



22 - Championing Contextual Research                   @steveportigal                           www.portigal.com
Treat this like a special style
     Click to edit Master title skill

     Beyond “talking to people”
     this thing you are advocating
     for is its own thing
     • Training for you can give credibility
     • You can train (or bring in training) to
       give method credibility and lead
       through empowering others

     When partnering with
     external research vendors,
     highlight their expertise
     (mobile, teen media
     consumption, medical, etc.)



23 - Championing Contextual Research      @steveportigal   www.portigal.com
Proactively Master title style
     Click to editfind opportunities to learn about users

     Don’t wait for requests
     • These may be tactical, not strategic

     Instead, look for design and
     business questions
     • Propose research that will serve
       multiple teams and future initiatives


     Siloed research that turns
     out to be redundant is the
     enemy of adopting these
     methods.




24 - Championing Contextual Research     @steveportigal   www.portigal.com
Part to edit Master title impact
     Click2: Maximizing your style




25 - Championing Contextual Research   @steveportigal   www.portigal.com
Engage the Master title style
     Click to edit organization in research process

     Pull your colleagues in
     throughout the process
     •   Setting the research agenda
     •   Detailed planning of a study
     •   Joining you in the field
     •   Reading transcripts
     •   Analysis and synthesis
     •   Topline reporting
     •   Final reporting
     •   Ideating on impact to design/business




26 - Championing Contextual Research     @steveportigal   www.portigal.com
Take them Master title
     Click to editin the field style




27 - Championing Contextual Research   @steveportigal   www.portigal.com
Make your process title style
     Click to edit Master visible

     When a client couldn’t get a meeting
     room for a massive fieldwork
     debrief, they took over a kitchen
     area. Many people walked by and
     peeked in, intrigued, to see what
     was happening.




     Image: Norman Rockwell’s “Tom Sawyer (Whitewashing the Fence) “

28 - Championing Contextual Research                           @steveportigal   www.portigal.com
Make your process title style
     Click to edit Master visible




29 - Championing Contextual Research   @steveportigal   www.portigal.com
Make your output relevant
     Click to edit Master title style

     Will you have the most impact
     by (say) telling stories or by
     defining needs or by
     specifying requirements or
     by producing prototypes?
     • From Users need it to be easy to
       clean to Use elastomeric surfaces and
       ensure all part joins are flush
     • Another team added a high-fidelity
       prototype master who delivered
       research findings exactly as the
       developers needed them

     This is on you to figure out.
     Don’t wait for requests.

30 - Championing Contextual Research   @steveportigal   www.portigal.com
An example of delivering research findings
     Click to edit Master title style




     http://www.portigal.com/blog/reading-ahead-research-findings/

31 - Championing Contextual Research                                 @steveportigal   www.portigal.com
“Research” Master title style
     Click to edit playing nicely with “design”




                             Understand                    Create




32 - Championing Contextual Research      @steveportigal            www.portigal.com
“Research” Master title style
     Click to edit playing nicely with “design”




                                       Create



                             Understand                               Create


                                            Create

                                       Create




33 - Championing Contextual Research                 @steveportigal            www.portigal.com
“Research” Master title style
     Click to edit playing nicely with “design”




                                                                            Understand
                                                 Create



                               Understand                                                   Create
                                                                        Understand




                                                        Create                 Understand


                                                  Create




     Also see: http://www.slideshare.net/andrewharder/critique-dont-complain-talk-by-andrew-harder

34 - Championing Contextual Research                               @steveportigal                    www.portigal.com
Make ideation part title style
     Click to edit Masterof research




35 - Championing Contextual Research   @steveportigal   www.portigal.com
Make outputs and outcomes
     Click to edit Master title style visible




36 - Championing Contextual Research   @steveportigal   www.portigal.com
Make outputs and outcomes
     Click to edit Master title style visible




37 - Championing Contextual Research   @steveportigal   www.portigal.com
Make outputs and outcomes
     Click to edit Master title style visible

     Another client of mine built a
     “museum” from our research in
     Japan that included miscellaneous
     consumer items and household
     equipment, pamphlets and
     advertisements, photographs, and
     printed pages from our research
     report. This display was in place for
     over a year and prompted
     conversations for years beyond that.




38 - Championing Contextual Research   @steveportigal   www.portigal.com
Get face time with teams that
     Click to edit Master title style will use your research

     Spend some time each week
     in their location, if it’s different
     than yours.

     Sit in on meetings, even if you
     aren’t “invited.”

     As topics come up, share the
     insights you already have.

     Be on the lookout for
     opportunities to gather
     additional insights.

39 - Championing Contextual Research   @steveportigal   www.portigal.com
Coming in October!
     Click to edit Master title style



             A book by Steve Portigal
             The Art and Craft of User Research Interviewing
             http://rosenfeldmedia.com/books/user-interviews/




40 - Championing Contextual Research    @steveportigal          www.portigal.com
Let’s to edit Master title style
     Click discuss




41 - Championing Contextual Research   @steveportigal   www.portigal.com
Click to edit Master title style


                                                        Thank you!




@steveportigal                                              Portigal Consulting
steve@portigal.com                                          www.portigal.com
+1-415-894-2001
42 - Championing Contextual Research   @steveportigal               www.portigal.com

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Championing Contextual Research in Your Organization

  • 1. Championing Contextual Research in Your Organization Steve Portigal @steveportigal 1
  • 2. Introduction: Where this comes Click to edit Master title style from Consultant for 18 years • Hired by organizations that have at least some buy-in • Observe their best practices Interviewed corporate leaders Part 1: Getting to do research Part 2: Maximizing the impact • Because success sells Starts high level, but gets more specific 2 - Championing Contextual Research @steveportigal www.portigal.com
  • 3. Part to edit Master title asking Click1: This is not about style for permission 3 - Championing Contextual Research @steveportigal www.portigal.com
  • 4. Position yourself Click to edit Master title style Upon hire 4 - Championing Contextual Research @steveportigal www.portigal.com
  • 5. Position yourself Click to edit Master title style Upon hire 5 - Championing Contextual Research @steveportigal www.portigal.com
  • 6. Can to succeed, given your Clickyouedit Master title style positioning? 6 - Championing Contextual Research @steveportigal www.portigal.com
  • 7. Can to succeed, given your Clickyouedit Master title style positioning? 7 - Championing Contextual Research @steveportigal www.portigal.com
  • 8. Joseph edit Master title Hero’s Journey” Click to Campbell’s “Thestyle Image: Wikipedia 8 - Championing Contextual Research @steveportigal www.portigal.com
  • 9. Kotter’s Change Model Click to edit Master title style Image: changecards.org 9 - Championing Contextual Research @steveportigal www.portigal.com
  • 10. Prochaska Master title style Click to edit& Diclemente’s Stages of Change Image: @symplicit and @jodiemoule 10 - Championing Contextual Research @steveportigal www.portigal.com
  • 11. Diagnose, then target response Click to edit Master title style Tactics: http://www.cellinteractive.com/ucla/physcian_ed/stages_change.html Image: @symplicit and @jodiemoule 11 - Championing Contextual Research @steveportigal www.portigal.com
  • 12. Diagnose the organization to Click to edit Master title style check yourself Image: Jess McMullin, bplusd 12 - Championing Contextual Research @steveportigal www.portigal.com
  • 13. Organizational culture Click to edit Master title style 13 - Championing Contextual Research @steveportigal www.portigal.com
  • 14. Culture edit Master title style Click to defined How a group of people make sense of the world, through common • Experiences • Beliefs • Knowledge • Values • Attitudes • Behaviors • Meanings • Patterns • Symbols • • • 14 - Championing Contextual Research @steveportigal www.portigal.com
  • 15. Company cultures Click to edit Master title style Belkin, 2012 Belkin, 1982 Belkin, 1983 15 - Championing Contextual Research @steveportigal www.portigal.com
  • 16. Change the culture Click to edit Master title style To start a culture change we need to do two simple things: 1. Do dramatic story-worthy things that represent the culture we want to create. Then let other people tell stories about it. 2. Find other people who do story-worthy things that represent the culture we want to create. Then tell stories about them. We can change our stories and be changed by them. A Good Way to Change a Corporate Culture, Peter Bregman, http://blogs.hbr.org/bregman/2009/06/the-best-way-to-change-a-corpo.html 16 - Championing Contextual Research @steveportigal www.portigal.com
  • 17. Thought leadership Click to edit Master title style Through thought leadership, create influence outside the company to grow your credibility internally. Benchmark your efforts against those of your peers. 17 - Championing Contextual Research @steveportigal www.portigal.com
  • 18. Develop alliances Click to edit Master title style Reach out – across organizational hierarchies – to others who also advocate for contextual research • Newly hired leaders bringing in certain best practices from previous jobs • Isolated designers/researchers elsewhere in the corporation who are looking for peers • Managers who know there must be a better way to reach users but don’t know where to start 18 - Championing Contextual Research @steveportigal www.portigal.com
  • 19. Treat this like a design style Click to edit Master titleproblem 19 - Championing Contextual Research @steveportigal www.portigal.com
  • 20. Make the case (for title style Click to edit Master outcomes, not process) Don’t lead with “We have to talk to customers!” First investigate to understand • What information does the team need to do their work? • Do they have that information? • What has been tried? What worked? What didn’t work? Why? Your recommended approach must be rooted in that context. Your emphasis is on solving the business problem. 20 - Championing Contextual Research @steveportigal www.portigal.com
  • 21. Consider resources Click to edit Master title style 2-3 weeks 2-3 weeks 2-3 weeks Who do you What do you Do want to talk want to do Fieldwork something to? with them? with the data! Screening Methodology, Interviews, self- Analysis, criteria, recruiting field guide, reporting, synthesis, design stimuli debriefs Educate others what it takes to accomplish this. Resistance may be based on naïve assumptions (e.g., seeing “every” customer). 21 - Championing Contextual Research @steveportigal www.portigal.com
  • 22. When time Master title style Click to editis a constraint 1 day?! 1 day?! 2 days?!! Who do you What do you Do want to talk want to do Fieldwork something to? with them? with the data! Who can you Wide-eyed Small sample, Debrief get? Co-workers, observation, massively intercepts on the winging it parallel data street or in the gathering mall, etc. Make your stakeholders aware of tradeoffs. Develop expertise in project planning and propose the right-size approach. 22 - Championing Contextual Research @steveportigal www.portigal.com
  • 23. Treat this like a special style Click to edit Master title skill Beyond “talking to people” this thing you are advocating for is its own thing • Training for you can give credibility • You can train (or bring in training) to give method credibility and lead through empowering others When partnering with external research vendors, highlight their expertise (mobile, teen media consumption, medical, etc.) 23 - Championing Contextual Research @steveportigal www.portigal.com
  • 24. Proactively Master title style Click to editfind opportunities to learn about users Don’t wait for requests • These may be tactical, not strategic Instead, look for design and business questions • Propose research that will serve multiple teams and future initiatives Siloed research that turns out to be redundant is the enemy of adopting these methods. 24 - Championing Contextual Research @steveportigal www.portigal.com
  • 25. Part to edit Master title impact Click2: Maximizing your style 25 - Championing Contextual Research @steveportigal www.portigal.com
  • 26. Engage the Master title style Click to edit organization in research process Pull your colleagues in throughout the process • Setting the research agenda • Detailed planning of a study • Joining you in the field • Reading transcripts • Analysis and synthesis • Topline reporting • Final reporting • Ideating on impact to design/business 26 - Championing Contextual Research @steveportigal www.portigal.com
  • 27. Take them Master title Click to editin the field style 27 - Championing Contextual Research @steveportigal www.portigal.com
  • 28. Make your process title style Click to edit Master visible When a client couldn’t get a meeting room for a massive fieldwork debrief, they took over a kitchen area. Many people walked by and peeked in, intrigued, to see what was happening. Image: Norman Rockwell’s “Tom Sawyer (Whitewashing the Fence) “ 28 - Championing Contextual Research @steveportigal www.portigal.com
  • 29. Make your process title style Click to edit Master visible 29 - Championing Contextual Research @steveportigal www.portigal.com
  • 30. Make your output relevant Click to edit Master title style Will you have the most impact by (say) telling stories or by defining needs or by specifying requirements or by producing prototypes? • From Users need it to be easy to clean to Use elastomeric surfaces and ensure all part joins are flush • Another team added a high-fidelity prototype master who delivered research findings exactly as the developers needed them This is on you to figure out. Don’t wait for requests. 30 - Championing Contextual Research @steveportigal www.portigal.com
  • 31. An example of delivering research findings Click to edit Master title style http://www.portigal.com/blog/reading-ahead-research-findings/ 31 - Championing Contextual Research @steveportigal www.portigal.com
  • 32. “Research” Master title style Click to edit playing nicely with “design” Understand Create 32 - Championing Contextual Research @steveportigal www.portigal.com
  • 33. “Research” Master title style Click to edit playing nicely with “design” Create Understand Create Create Create 33 - Championing Contextual Research @steveportigal www.portigal.com
  • 34. “Research” Master title style Click to edit playing nicely with “design” Understand Create Understand Create Understand Create Understand Create Also see: http://www.slideshare.net/andrewharder/critique-dont-complain-talk-by-andrew-harder 34 - Championing Contextual Research @steveportigal www.portigal.com
  • 35. Make ideation part title style Click to edit Masterof research 35 - Championing Contextual Research @steveportigal www.portigal.com
  • 36. Make outputs and outcomes Click to edit Master title style visible 36 - Championing Contextual Research @steveportigal www.portigal.com
  • 37. Make outputs and outcomes Click to edit Master title style visible 37 - Championing Contextual Research @steveportigal www.portigal.com
  • 38. Make outputs and outcomes Click to edit Master title style visible Another client of mine built a “museum” from our research in Japan that included miscellaneous consumer items and household equipment, pamphlets and advertisements, photographs, and printed pages from our research report. This display was in place for over a year and prompted conversations for years beyond that. 38 - Championing Contextual Research @steveportigal www.portigal.com
  • 39. Get face time with teams that Click to edit Master title style will use your research Spend some time each week in their location, if it’s different than yours. Sit in on meetings, even if you aren’t “invited.” As topics come up, share the insights you already have. Be on the lookout for opportunities to gather additional insights. 39 - Championing Contextual Research @steveportigal www.portigal.com
  • 40. Coming in October! Click to edit Master title style A book by Steve Portigal The Art and Craft of User Research Interviewing http://rosenfeldmedia.com/books/user-interviews/ 40 - Championing Contextual Research @steveportigal www.portigal.com
  • 41. Let’s to edit Master title style Click discuss 41 - Championing Contextual Research @steveportigal www.portigal.com
  • 42. Click to edit Master title style Thank you! @steveportigal Portigal Consulting steve@portigal.com www.portigal.com +1-415-894-2001 42 - Championing Contextual Research @steveportigal www.portigal.com