Goodbye, Focus Groups. Hello, Friendship Groups! New Techniques for Design Research (Emily Chu and...
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Title Text Body Level One Body Level Two GOODBYE, FOCUS GROUPS. HELLO, FRIENDSHIP GROUPS! New Techniques for Design Research @motivate_design
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21-Oct-2014 -
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Design
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The way people consume information, interact with digital, and how they live today are a complete 180-degrees from 30 years ago. So, why are we still using traditional research methods like interviews, focus groups, and surveys to extract the what, why, and how from users? Are focus groups really a better methodology? How honest would you be in a room full of strangers for two hours? Obtaining true motivations is not easily done with traditional methods. Emily Chu and Zarla Ludin of Motivate Design will present alternative, innovative methods such as friendship circles, quick hits, act it out, reality checks, and align behavior checks to help researchers more accurately discover user motivations and behaviors. The presenters will ask for volunteers to adopt certain user scenarios and demonstrate some of the research techniques discussed.
Transcript of Goodbye, Focus Groups. Hello, Friendship Groups! New Techniques for Design Research (Emily Chu and...
Title TextBody Level One Body Level Two
GOODBYE, FOCUS GROUPS. HELLO, FRIENDSHIP GROUPS!
New Techniques for Design Research
@motivate_design
@motivate_design | #WhatIF
OUR INDUSTRY
Think Design. Think Experience.
Focus on People.
Disrupt Old Thinking.
@motivate_design | #WhatIF
TRADITIONALLY...
We know these work.
@motivate_design | #WhatIF
BUT...
KEEP MOVING.
KEEP THINKING.
KEEP DISCOVERING.
Let’s keep creating new.
@motivate_design | #WhatIF
What if there were no two-way mirrors?
What if we reach for bigger and better?What if we never ran
focus groups again?What if our only
recruiting criteria was creativity?
@motivate_design | #WhatIF
EMBRACE CHANGE
@motivate_design | #WhatIF
LANDSCAPE OF NEW TECHNIQUES
FRIENDSHIP GROUPS
Quick
Lengthy
BRAND METAPHORS
IMMERSION JOURNEYS
ExpansiveTargeted
QUICK HITS
SOCIAL GRAPH
RE/DE-CONSTRUCT
@motivate_design | #WhatIF
What if... !
Participants didn’t have the time to sit for an hour-long interview?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
1. QUICK HITS
What...
!10-minute interviews at different times of day, different times of the week. !Typically phone interviews, but format can be mixed up.
@motivate_design | #WhatIF
Priorities and routines differ depending on the
day, week and month (e.g., rent vs. pay day)
A look into what exists outside of the usual
interview space
Contradictions on “habits/routines”
Why…
1. QUICK HITS
@motivate_design | #WhatIF
How to use it...
Cross-check the impact of moods and emotions. !Conversations help gain perspective on divergent answers and contradictions.
Tips...
Schedule interviews and clearly explain expectations. !Uncover various emotions through time-lapse surveys.
1. QUICK HITS
@motivate_design | #WhatIF
What if... !
Focus groups included your friends and families?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
What...
!Intimate gathering of 3-4 people who already have a familiar relationship with one another. !
2. FRIENDSHIP GROUPS
@motivate_design | #WhatIF
Social connections support and inform
our decisions.
Friends know when the other is lying.
Friends feel comfortable agreeing
AND disagreeing.
Why…
2. FRIENDSHIP GROUPS
@motivate_design | #WhatIF
How to use it...
Rethink recruiting: hand-select specific creatives, thinkers and innovators. !Push the envelope: create and run a series of mind-challenging activities.
Tips...
Have fun! !Encourage creativity!
2. FRIENDSHIP GROUPS
@motivate_design | #WhatIF
What if... !
Your clients wanted to become researchers?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
What... !Make everyone a "researcher" by giving them a tool kit and sending them out into the field.
3. IMMERSION JOURNEYS
@motivate_design | #WhatIF
Clients can own the process and truly
empathize with users.
A bad experience can be a rejuvenating
experience.
Look at other industries for inspiration and
learn from their errors.
Why…
3. IMMERSION JOURNEYS
@motivate_design | #WhatIF
How to use it...
Get rid of the two-way mirror. !This is a teaching moment. !
Tips...
Consider your clients as part of the research team. !Be prepared for clients to feel uncomfortable; this is OK.
3. IMMERSION JOURNEYS
@motivate_design | #WhatIF
What if... !
We could see how users define all their roles in the world?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
4. SOCIAL GRAPH
What... !A verbal or written way for users to define who they are to their circles (e.g., themselves, their closest, their network, etc.). !
WHO ARE YOU TO...? THE COSMOS
YOURSELF
YOUR CLOSEST (FRIENDS & FAMILY)
YOUR NETWORK
THE WORLD
@motivate_design | #WhatIF
Help people reflect on who they are.
Reframe the conversation beyond wants and needs.
Identify people and contexts of influence.
Why…
4. SOCIAL GRAPH
@motivate_design | #WhatIF
How to use it...
As an intro to your participants during in-home interviews. !Don't take the findings literally; this is a conversation starter!
Tips...
Fill in an example, sometimes it can feel abstract.
4. SOCIAL GRAPH
@motivate_design | #WhatIF
What if... !
We brought attention to words that are taken for granted?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
What... !Capturing initial, honest reactions to commonplace, overused and sometimes meaningless words. !
5. DE/RE-CONSTRUCT
@motivate_design | #WhatIF
Overused words have lost their ability to wow.
!
Different approaches that are not industry-
specific to get the word.
Allows us to see how people define the complex (e.g., personal anecdotes, perpendicular thought).
Why…
5. DE/RE-CONSTRUCT
@motivate_design | #WhatIF
How to use it...
Play games! Take a cue from Ellen and play Heads Up.
Tips...
Throw in some random words too, keeping them on their toes. !Encourage creativity! Any way to describe the word is fair.
5. DE/RE-CONSTRUCT
@motivate_design | #WhatIF
@motivate_design | #WhatIF
@motivate_design | #WhatIF
@motivate_design | #WhatIF
@motivate_design | #WhatIF
@motivate_design | #WhatIF
@motivate_design | #WhatIF
What if... !
We looked at other verticals for inspiration?
@motivate_design | #WhatIF
@motivate_design | #WhatIF
What... !Using brands as a metaphor (e.g., “What if Uber was a grocery store?”). !Attribute brand characteristics and promises to another experience. !!
6. METAPHOR BRANDS
@motivate_design | #WhatIF
Ability to see traditional experiences with a new,
fresh perspective – inspiration!
Think outside of the limitations imposed
on business.
Identify important elements of a brand or
an experience. !!
Why…
6. METAPHOR BRANDS
@motivate_design | #WhatIF
How to use it...
Frame how you want participants to select a brand (e.g., the most disruptive, favorite, controversial) !Sketch their brand experience and new experience, making connections at each touchpoint.
Tips...
Use this activity as a point to dive deeper into a specific topic.
6. METAPHOR BRANDS
@motivate_design | #WhatIF
WHAT WE LOVE !Participants are having FUN! !Observers are more ENGAGED! !Everyone is ACTIVE! !!!!!!!!!
@motivate_design | #WhatIF
KEEP CHANGING
!
!
What if… paper didn’t exist?
What if… we all owned 3-D printers?
What if… we all lived in Smart Homes?
!
Tell us your ideas!
!
KEY TAKEAWAY IS TO ALWAYS ASK THE WHAT-IFS!
How can we go beyond today’s research methodology?
@motivate_design | #WhatIF
THANK YOU!
Tweet us your #WhatIf
to @motivate_design !!
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