The document outlines an approach to conducting user research that provides actionable insights. It discusses choosing the right participants and finding them through direct recruitment. Asking the right questions by having participants show how they complete tasks rather than just telling answers. Creating the right environment by making research enjoyable and putting participants in control. Analyzing the data by looking for patterns from different perspectives. Reflecting on the problem to fully understand it before developing solutions. And creating a compelling report that focuses on recommendations to drive action.
2. How to get effective
and actionable
answers from
research sessions.
UPA International Conference 2011
Chris How, Information Architect, Cogapp
@chrishow
Wednesday, 6 July 2011
4. I work at Cogapp, a digital
media and user experience
agency based in Brighton,
England.
I’ve worked with clients including:
/ Arts Council England
/ British Film Institute
/ The Children’s Society
/ Dorling Kingsley
/ Home Office
/ National Portrait Gallery
/ Social Care Institute for Excellence
/ Transport for London
Wednesday, 6 July 2011
6. Research is easy
I’d like to share an approach to thinking
about research, with some tips, tricks
and experiences gained from
running usability sessions.
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9. Right people Analyse Reflect
Purpose of Actionable
research answers
Right environment Right questions Report
Purpose > Prepare > Explore > Focus > Action >
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10. Thinking about research
Right people Analyse Reflect
Purpose of Actionable
research answers
Right environment Right questions Report
Purpose > Prepare > Explore > Focus > Action >
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12. Purpose
Have a clear direction
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13. Right people
Right environment Right questions
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14. Prepare
Right people
Right environment Right questions
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15. Recruit people who belong in the space you are researching
Credit: FotografiaBasica, istockphoto.com
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16. Right People
Find & talk to the right people
Recruit people who belong in the space you are researching
Credit: FotografiaBasica, istockphoto.com
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23. Right People Participants are your key ingredient,
Find & talk to the right people take time to source them.
Do the recruiting yourself.
Think hard about who will give you the
insight you need and where you can find
them.
Create a screener and selection criteria
led by behaviour and not demographics.
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24. What question would you ask if you only had 45 seconds to get it answered?
Credit: diego_cervo, istockphoto.com
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25. Right questions
What to ask? How to ask it?
What question would you ask if you only had 45 seconds to get it answered?
Credit: diego_cervo, istockphoto.com
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26. People reveal so much more when asked to show you than when asked to tell you
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27. Right questions
What to ask? How to ask it?
People reveal so much more when asked to show you than when asked to tell you
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29. Right questions Find questions that get people to show
What to ask? How to ask it? you, where you can observe their
behaviour.
Get participants to undertake realistic
and natural tasks. Take time to discover
what these tasks are.
Ask yourself why am I asking this
question? What am I going to do with the
answer?
Be interested in the subject being
researched.
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41. Right environment People don’t like being tested. Save the
Where and how to do research? talk of ‘user testing’, ‘lab based research’
and ‘testing facilities’ for your client.
People like to be helpful and have their
opinion listened to. Give participants
control and put them in the driving seat.
Use appropriate tools to collect the
evidence you need and include your
clients and colleagues in the back room
to add their observations.
Make research fun, be inventive.
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49. Analyse Revisit your statement on the purpose
Making sense of your data of the research.
Thinking tools free up thinking time.
What can you use to quickly see the
patterns in the data?
Give yourself time and space to view
the data from a range of perspectives
and segment it by a range of
behaviours.
Beware the compelling person and the
compelling quote.
Talk through your thinking, share your
thoughts and be challenged.
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55. Reflect Only when you fully understand the
Know the problem problem can you start thinking about
to find the solution possible solutions.
What does it all mean? Look and look
again - this is the literal translation of
research.
As a consultant don’t just report what
you found but interpret the findings
and offer recommendations that your
client can implement.
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59. Report Make your report compelling, tell the
How to tell the story? story focussing on recommendations
that drive action.
Concentrate on the most vital findings
to communicate and employ a
presentation style appropriate for the
audience.
Think about what your client needs to
persuade their stakeholders.
Provide your evidence and share all
your data.
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60. Right people Analyse Reflect
Purpose of Actionable
research answers
Right environment Right questions Report
Purpose > Prepare > Explore > Focus > Action >
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61. Research is only valuable if it drives action
Right people Analyse Reflect
Purpose of Actionable
research answers
Right environment Right questions Report
Purpose > Prepare > Explore > Focus > Action >
Wednesday, 6 July 2011
68. How to get effective
and actionable
answers from
research sessions.
Thank you for listening. Time for questions.
Chris How, Information Architect, Cogapp
@chrishow
Wednesday, 6 July 2011