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DETHRONING RESEARCH METHODS
A Reflective Alternative To Study Design
www.twigandfish.com
Meena Kothandaraman | @meena_ko
Z...
“we need to run a focus group interview.”
we allow studies to be driven by method.
businesses want
executable research.
businesses lead with
what they believe is
research – methods.
METHODS
Data capture pr...
METHODS
Data capture practices
THIS IS
RESEARCH
IS THIS
RESEARCH?
THIS IS DEFINED
BY METHOD
SAMPLE
Population groups
ACTIV...
METHODS
Data capture practices
THIS IS
RESEARCH
IS THIS
RESEARCH?
THIS IS DEFINED
BY METHOD
SAMPLE
Population groups
ACTIV...
METHODS
Data capture practices
THIS IS
RESEARCH
IS THIS
RESEARCH?
THIS IS DEFINED
BY METHOD
ACTIVITIES
Articulation modes
...
METHODS
Data capture practices
THIS IS
RESEARCH
IS THIS
RESEARCH?
THIS IS DEFINED
BY METHOD
SAMPLE
Population groups
ACTIV...
leading with method overlooks the details.
SAMPLE
Population groups
ACTIVITIES
Articulation modes
CONTEXTS
Times and spaces
DYNAMICS
Inter-relationships
METHODS
Data...
we are uniquely positioned to help businesses be
more thoughtful.
1 REFLECT. Bring awareness.
2 REVEAL. Expose potential.
3 REDIRECT. Prioritize processes.
4 RECLAIM. Own the questions.
em...
REFLECT. BRING AWARENESS.
assign active
observers –
invite the people who
know so much, it
becomes a
disservice.
1
how do you uncover useful knowledge?
PEOPLE
Emotions
Attitudes
Aptitudes
Behaviors
CULTURE
Norms
Environments
Stories
Artifacts
MARKET
Rationalizations
Industr...
what is your research philosophy?
REDIRECT. PRIORITIZE APPROACH.
be credible –
demonstrate the
mechanics of good
qualitative research.
3
how do you amortize interpretive power?
4
RECLAIM. OWN THE QUESTIONS.
if you don’t own the
process, others will
own it for you – have
a shared research
framework.
how public is you research rationale?
mindfully approach the method.
thanks + questions
#mindfulmethod
Meena Kothandaraman @meena_ko
Zarla Ludin @zarlashtah
www.twigandfish.com
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DETHRONING RESEARCH METHODS: A Reflective Alternative To Study Design

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Techniques that qualitative researchers can use to bring more credibility to their study designs. These techniques will help research teams solve for internal knowledge gaps, and also help establish a more rigorous user experience research practice.

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DETHRONING RESEARCH METHODS: A Reflective Alternative To Study Design

  1. 1. DETHRONING RESEARCH METHODS A Reflective Alternative To Study Design www.twigandfish.com Meena Kothandaraman | @meena_ko Zarla Ludin | @zarlashtah
  2. 2. “we need to run a focus group interview.”
  3. 3. we allow studies to be driven by method.
  4. 4. businesses want executable research. businesses lead with what they believe is research – methods. METHODS Data capture practices THIS IS RESEARCH SAMPLE Population groups ACTIVITIES Articulation modes CONTEXTS Times and spaces DYNAMICS Inter-relationships IS THIS RESEARCH? THIS IS DEFINED BY METHOD
  5. 5. METHODS Data capture practices THIS IS RESEARCH IS THIS RESEARCH? THIS IS DEFINED BY METHOD SAMPLE Population groups ACTIVITIES Articulation modes CONTEXTS Times and spaces DYNAMICS Inter-relationships WHEN WE LEAD WITH METHOD we choose people who are easy to identify.
  6. 6. METHODS Data capture practices THIS IS RESEARCH IS THIS RESEARCH? THIS IS DEFINED BY METHOD SAMPLE Population groups ACTIVITIES Articulation modes CONTEXTS Times and spaces DYNAMICS Inter-relationships WHEN WE LEAD WITH METHOD we expect to find the silver bullet.
  7. 7. METHODS Data capture practices THIS IS RESEARCH IS THIS RESEARCH? THIS IS DEFINED BY METHOD ACTIVITIES Articulation modes SAMPLE Population groups CONTEXTS Times and spaces DYNAMICS Inter-relationships WHEN WE LEAD WITH METHOD we compel people to converge.
  8. 8. METHODS Data capture practices THIS IS RESEARCH IS THIS RESEARCH? THIS IS DEFINED BY METHOD SAMPLE Population groups ACTIVITIES Articulation modes CONTEXTS Times and spaces DYNAMICS Inter-relationships WHEN WE LEAD WITH METHOD we constrain our engagement with people.
  9. 9. leading with method overlooks the details.
  10. 10. SAMPLE Population groups ACTIVITIES Articulation modes CONTEXTS Times and spaces DYNAMICS Inter-relationships METHODS Data capture practices scrutinize study inputs to clarify research needs and how it benefits the business.
  11. 11. we are uniquely positioned to help businesses be more thoughtful.
  12. 12. 1 REFLECT. Bring awareness. 2 REVEAL. Expose potential. 3 REDIRECT. Prioritize processes. 4 RECLAIM. Own the questions. empowering thoughtfulness can lead to good research practices.
  13. 13. REFLECT. BRING AWARENESS. assign active observers – invite the people who know so much, it becomes a disservice. 1
  14. 14. how do you uncover useful knowledge?
  15. 15. PEOPLE Emotions Attitudes Aptitudes Behaviors CULTURE Norms Environments Stories Artifacts MARKET Rationalizations Industry aspirations Opportunity costs Competition EXPERIENCE Impact Trends Consequences Disruption REVEAL. EXPOSE POTENTIAL. inject the art behind the science – define an internal research philosophy. 2
  16. 16. what is your research philosophy?
  17. 17. REDIRECT. PRIORITIZE APPROACH. be credible – demonstrate the mechanics of good qualitative research. 3
  18. 18. how do you amortize interpretive power?
  19. 19. 4 RECLAIM. OWN THE QUESTIONS. if you don’t own the process, others will own it for you – have a shared research framework.
  20. 20. how public is you research rationale?
  21. 21. mindfully approach the method.
  22. 22. thanks + questions #mindfulmethod Meena Kothandaraman @meena_ko Zarla Ludin @zarlashtah www.twigandfish.com

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