This presentation goes through all phases of research - planning, data collection and analysis - and show examples of habits you really should avoid unless you want to fake your own research.

1. Fake Your Research
Adam Fendrych

3. Phase 1: Planning

4. Pick the Wrong Tool

5. Focus Groups

6. Card Sorting

7. Ask the Right People

8. Use Professional Participants

9. Overmotivate

10. Phase 2: Study Design

11. Framing

13. Would you like to live in a city?
Ask your neighbor

14. Do you want to travel around the
world?
Ask your neighbor

15. Ask about Future Behavior

16. Ask What If

17. Ask People What They Want

18. Ask People for Solutions

19. Stay Shallow

20. Make It Difficult

21. Make It Easy

22. Ask without Context

23. Ask without Context

24. Quantitative Resarch Stuff

25. Sort Questions Wisely
Which TV channel is on at the moment?

26. Sort Questions Wisely
What does this remind you of?

27. Give Them the Options You Want to Hear
Rate my company
Awesome
Cool
Friendly
The Best

28. Put you desired options to the front of the list
Tell me what type of person you are
Outgoing and friendly
Silent and reserved
Relaxed and cool
Smart and funny

29. Ask about Stuff You Can Verify from Other Sources
How often do you come to our website?

30. Ask about Stuff You Can Verify from Other Sources
Which parts of our website do you visit?

31. Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?

32. Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?

33. Ask about Stuff You Can Verify from Other Sources
Which products are you interested in?

34. Ask Several Things at the Same Time
Do you want to be rich
and famous?

35. Ask Several Things at the Same Time
Do you think women and children
should board the safety boat first?

36. Use Highly Emotional Words
Do you beat your children?
Do you punish your children physically?
Have you ever slapped your child?

37. Use Social Proof
Many people protect their family
thanks to gun posession.
Would you like to have a gun?

38. Phase 3: Data Collection

39. Show Who You Are

40. Qualitative Resarch Stuff

41. Scare the Participants

42. Scare the Participants

43. Scare the Participants

44. Welcome to the test. Let‘s
start with the first task.
Scare the Participants

45. What will they want
from me?
Scare the Participants

46. Scare the Participants

47. Vary the conditions

48. Vary the conditions

49. Vary the conditions

50. Vary the conditions

51. Vary the conditions

52. Vary the conditions

53. Vary the conditions
Pro tip: ask each participant
a different set of questions

54. Ask Closed Questions
Yes or no?

55. Give Them Options to Choose from
Do you think our product
excells in safety, or in great
value provided?

56. Do Not Let Them Finish

57. Advise Them
And what do you think this
button does?

58. Mention Interface Elements in Wording
Now, try to add this item to cart

59. Phase 4: Reporting

60. Cherry-Pick the Right Data

61. Cherry-Pick the Right Data

62. Management Summary Is Your Friend
Users did not complain too much and did not suggest
any major improvements. We can say that our website
is really good!

63. Use Small Type
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that. The users
actually really struggled with several important areas of gthe website. They could not find this and that, but that
just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and
that, but that just means they were not the right users. Because our users are smarter than that.

64. Use lots of complicated graphs

65. Do not reveal your study design

66. Make quantitative assumptions based on low sample size
Our users wear glasses
and striped t-shirts

67. Make quantitative assumptions based on low sample size
Now would you mind filling
this SUS form for me?

68. How many participants did
we have? Enough!
Make quantitative assumptions based on low sample size

69. Final PRO tip
Never Test Your Results!