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Research analysis: getting more from your data

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Analysis is an under-appreciated part of the research process, but it's actually where the magic happens. Good analysis takes the data as a starting point, and goes beyond it to discover the insights that others will have missed. These slides go through a core method for analysing qualitative data, allowing you to slot in techniques and activities for specific research objectives as required

Publié dans : Design
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Research analysis: getting more from your data

  1. 1. Research analysis Getting more out of your data
  2. 2. Today we’ll… Walk through a four-stage analysis process Try out some of the activities Introduce some bonus options
  3. 3. Analysis: why bother?
  4. 4. 1. Organise 2. Absorb the data 3. Discover patterns 4. Work with patterns
  5. 5. ORGANISE
  6. 6. First, consider… What do you need to get out of it? How much time have you got? Who will you work with? What tasks / activities will you use?
  7. 7. What do you need to get out of it? Insight vs evidence vs ideas
  8. 8. Who will you work with? ABSORB 
 THE DATA DISCOVER PATTERNS WORK WITH PATTERNS On your own 2-3 people Research, designer 2+ people Research, designer, product owner …
  9. 9. How much time have you got? ABSORB 
 THE DATA DISCOVER PATTERNS WORK WITH PATTERNS Min: 1/2 day Max: 2.5 x the duration of your recordings Min: 1/2 day Max: 2 days Min: 1/2 day Max: 2 days
  10. 10. What tasks / activities will you use? ABSORB 
 THE DATA DISCOVER PATTERNS MAP ONTO 
 DIMENSIONS DRAW DIAGRAMS (e.g. MAPS) THINK REFLEXIVELY DEDUCTIVE RULES HIGHLIGHTING / 
 DOT VOTING THOUGHT EXPERIMENTS APPLY 
 FRAMEWORK AFFINITY SORT ANALOGY, METAPHOR COMPARE & CONTRAST CHECK 
 COGNITIVE BIASES RETHINK THE PRODUCT RANDOMNESS EXTENSION ROLE PLAY PYRAMID > STORY WORK WITH PATTERNS WHO WERE THE PEOPLE PRIORITISE TRANSCRIBE WATCH WHOLE RECORDINGS CREATE A SPACE COLLATE CODE HIGHLIGHT 
 & NOTE REFORMAT TABLECLOTH REVIEW TIMESTAMPS PROTOTYPE TOYBOX RAINBOW TABLECLOTH TRIADS CO-ANALYSIS
  11. 11. Our core process DAY 2 Discover patterns REVIEW 
 OBJECTIVES WHO WERE 
 THE PEOPLE? VISUALISE PATTERNS AFFINITY
 SORT LABEL 
 THEMES CLUSTER 
 THEMES DAY 3 Work with patterns THOUGHT EXPERIMENTS PYRAMID > 
 STORY DAY 1 Absorb the data PRIORITISE CREATE A 
 SPACE GENERATE 
 POST-IT NOTES
  12. 12. DAY 1 ABSORB THE DATA
  13. 13. ABSO RB 
 TH E DATA Tables & walls 
 to work on Mixed media 
 on walls Plenty of 
 standing space 2 sq m wall space 
 for day 2 Visible to 
 your colleagues Natural light NICE TO HAVE: DAY 1, 9:00 CREATE A SPACE
  14. 14. DAY 1, 9:30 ABSO RB 
 TH E DATA PRIORITISE 1. After each interview, give it a rating out of ten 2. Give a high rating if either a) the interview was very clear, and summarised matters well or b) it was confusing and contradictory 3. Timestamp key events 4. Make particularly good notes on those with lower ratings 1. Return to your interviews in order, from highest to lowest, until you’ve got an hour left 2. In your remaining hour, listen to at least five minutes of each of the other interviews, homing in on timestamps of most interest in your notes While interviewing In analysis
  15. 15. ABSO RB 
 TH E DATA Lots of time? PRIORITISE TRANSCRIBE WATCH WHOLE RECORDINGS CREATE A SPACE REMOVE 
 BAD DATA COLLATE CODE HIGHLIGHT & NOTE REFORMAT TABLECLOTH Very little time? PRIORITISE REMOVE 
 BAD DATA COLLATE HIGHLIGHT & NOTE REVIEW TIMESTAMPS Middling 
 amount of time? PRIORITISE TRANSCRIBE CREATE A SPACE REMOVE 
 BAD DATA COLLATE HIGHLIGHT & NOTE REFORMAT REVIEW TIMESTAMPS WATCH (SOME) RECORDINGS DAY 1, 10:00 GENERATE POST-IT NOTES
  16. 16. DAY 1, 10:00 ABSO RB 
 TH E DATA P doesn’t notice the Find My Address button P5 “Not being able to find the Find My Address button is driving me mad!” P5 Find My Address button would be easier to find if it was next to postcode field P5 GENERATE POST-IT NOTES Observations Quotes Hypotheses 15:36-15:58 15:36-15:58 15:36-15:58
  17. 17. Have a go ABSO RB 
 TH E DATA
  18. 18. How to cook a stir fry
  19. 19. Have a go ABSO RB 
 TH E DATA Identify themes, by highlighting phrases of interest and writing notes in the margin.
  20. 20. ABSO RB 
 TH E DATA Need to feel on top of it Losing control, chain reaction i.e. not able to be carefree Inhibits experimentation P1
  21. 21. Identify themes, by highlighting phrases of interest and writing notes in the margin. Have a go ABSO RB 
 TH E DATA What to highlight / make notes on • State the obvious • Look for contradictions, triangulate • Focus on things that confuse you • Look for the emotional consequences • Pay attention to what didn’t happen too Some tips • Highlight emotions. What’s causing them? • Highlight pain points. What’s causing them? • Highlight the social context. Who’s present / not present / implied? • Highlight their objectives. What are participants trying to achieve, and why?
  22. 22. ABSO RB 
 TH E DATA “The smoke alarm can go off, and it sets the dog off, and it’s chaos” P1 Needs to feel prepared & in control P1 Unpreparedness = burning food
 = losing control
 = chain reaction P1 If food was 
 less prone to burn, would she be more likely to try new ingredients? P1 Reluctant to experiment with new ingredients P1 Not able to relax (cf other kinds of cooking) P1 Quote Observation Observation Hypothesis Observation Observation
  23. 23. DAY 2 DISCO VER
 PATTERN S VISUALISE PATTERNS
  24. 24. DISCO VER
 PATTERN S DAY 2, 9:00 REVIEW THE OBJECTIVES
  25. 25. DISCO VER
 PATTERN S DAY 2, 9.30 WHO WERE THE PEOPLE?
  26. 26. DISCO VER
 PATTERN S DAY 2, 10.30 VISUALISE PATTERNS
  27. 27. DISCO VER
 PATTERN S DAY 2, 13:00 AFFINITY SORT
  28. 28. DISCO VER
 PATTERN S DAY 2, 14:00 LABEL THEMES
  29. 29. DISCO VER
 PATTERN S DAY 2, 14:30 HIGHLIGHT OTHER THEMES
  30. 30. DISCO VER
 PATTERN S DAY 2, 15:30 CLUSTER INTO THEMES THEMES META-THEMES OBSERVATIONS * * * *
  31. 31. DAY 3 W O RK W ITH 
 PATTERN S WORK WITH PATTERNS
  32. 32. W O RK W ITH 
 PATTERN S DAY 3, 9:00 THOUGHT EXPERIMENTS • What if cooks didn’t have access to spatulas, what would they use instead and why? • What would be missing if there was no sound whatsoever? • What if cooks had someone to help them, what would that person be doing? • What if cooks were able to build their kitchen specially to create this meal, what would it include / look like?
  33. 33. Can you come up with any other thought experiments? W O RK W ITH 
 PATTERN S
  34. 34. DISCO VER
 PATTERN S OBSERVATIONS FINDINGS THEMES * * * * DAY 3, 13:00 PYRAMID > STORY
  35. 35. W O RK W ITH 
 PATTERN S DAY 3, 13:00 PYRAMID > STORY ETC ANSWER
 (CONSISTING 
 OF THEMES) FINDING * EVIDENCE 
 (e.g. VIDEO ) FINDING OBJECTIVE THEME
 ONE FINDING THEME
 TWO
  36. 36. DAY 2 Discover patterns REVIEW 
 OBJECTIVES WHO WERE 
 THE PEOPLE? VISUALISE PATTERNS AFFINITY
 SORT LABEL 
 THEMES CLUSTER 
 THEMES DAY 3 Work with patterns THOUGHT EXPERIMENTS PYRAMID > 
 STORY DAY 1 Absorb the data CREATE A SPACE GENERATE 
 POST-IT NOTES Insight Ideas
 Story Evidence
  37. 37. A FEW 
 BONUS TECHNIQUES
  38. 38. BO N U S TECH N IQ U ES RAINBOW TABLECLOTH • Create a ‘tablecloth’, i.e. a spreadsheet with your research questions in rows, and participants in columns • Apply conditional formatting to the cells to highlight results • Look for patterns!
  39. 39. BO N U S TECH N IQ U ES TOYBOX • Choose objects or toys to inform insights and ideation • Get your colleagues to choose 
 objects which they think are relevant to the topic, and explain why • Or, use them for inspiration, e.g. projecting qualities of your chosen object onto the research topics (e.g. ‘what would be the difference between the way that Spiderman and a robot cooked a stir-fry?”
  40. 40. BO N U S TECH N IQ U ES CO-ANALYSIS • Ask users to explain / make sense of your data • Hold as a workshop for added stakeholder engagement • Don’t expect it to do all of your analysis for you!
  41. 41. James Lang
 james.lang@cxpartners.co.uk 07787 425440 Thank you London East Side Offices
 King’s Cross Station
 London, N1C 4AX
 United Kingdom Bristol 2 College Square
 Anchor Road
 Bristol, BS1 5UE
 United Kingdom

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