Portent, Inc.

Qualitative ProofGuerrilla User Research for

Content Strategy @PSSIGCHI

#qualproofOctober 23, 2014

@meaningmeasure

Content Strategy Lead

ScopeAnd Definition

Qualitative ProofGuerillaUser ResearchContent Strategy

@meaningmeasure@pssigchi #qualproof

Our ApproachIt’s All Integrated

PPC DISPLAY SOCIAL BLOGSEO CREATIVE

OWNEDPAID EARNED

CONTENT

ANALYTICS

INFRASTRUCTURE

Channels

Elements

@meaningmeasure@pssigchi #qualproof I teach here

Qualitative:The Interview

• Journalism

• Anthropology

• Library Science

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Quantitative data is cool. But does it tell you why?

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Proof

@natearcher

The 5 whysValidating hand-offs

Resource: http://rosenfeldmedia.com/

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Gorilla

Bridget Coila@meaningmeasure@pssigchi #qualproof

Guerrillavar. Guerilla

(n.) group who uses their knowledge of the terrain to their advantage by ambushing and never engaging in open warfare.

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GuerrillaWhen you use it

•No Budget•No Timeline•No Buy-in

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User Research

Usability Research

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These two things are not the same

Content Strategy:A plan for content creation, delivery, and governance

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Content Strategy:Business GoalsAudience Needs

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What do these people want?

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Why would ever we skip user research?

• Budget• Timeline• Buy-in

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Proof

@meaningmeasure@pssigchi #qualproof

Why are you doing this research and what are you hoping to prove?

Why am I doing this?

Instruction and Alignment

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Empathy

Melodi2

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Personas

nForm

Personas

http://nform.com/cards/personas/

@pssigchi #qualproof

http://www.asis.org/Bulletin/Dec-12/DecJan13_Hert_Carlson_Wessel.html

User Paths

Hert, Carlson, Wessel

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User Journeys

Sanjay Shetty

http://www.business2community.com/digital-marketing/3-core-concepts-successful-digital-content-strategy-0890914

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Content Audits

Donna Maurer

http://uxmastery.com/how-to-conduct-a-content-audit/

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https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice

Voice & ToneKevan Gilbert

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Who am I doing this for?

1. Me2. Stakeholders3. Collaborators4. People

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SurveysQuestionnaire?

And the survey says…

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InterviewsIn person or asynchronous

• Who provides the interviewees?

• Where do they take place?

• What’s the story?

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CoffeesOr teas…

InformalOr personal…

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CoffeeshopsGo ahead and

call the cops

Watering holes…

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Card sorts The life of party always brings the sharpie…

With friends

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Taking it to the streetsGet your gorilla on

In storeOn campusOn main street

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EmbeddingSecret Shopper Strategy

There’s nothing likebeing there

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Talk Listen

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0-1-2No way. Meh. Yay!-Lynn Boyden, Genius

@lrb23

Likert Scales Meh.

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Real People Defy Stereotypes

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Real People Reject Clichés

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Awesome People who taught me

Paula Land @plland Boon Sheridan @boonerangLynne Polischuik @lynneuxBram Wessel @bramwesselLynn Boyden @lrb23Chris Chandler @chrischandler

@meaningmeasure@pssigchi #qualproof

ThankPortent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740

YOU.

Misty Weaver@meaningmeasure