LeanUX: Is Bad Research Better than No Research
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Transcript of LeanUX: Is Bad Research Better than No Research
345 Seventh Avenue 11th Floor New York, NY
Is bad research better than no research? Deidre Kolarick Director of Research & Insights Catalyst Group
January 14, 2014
Lean Research
• Why GOOB is awesome
• Why GOOB is sometimes not that awesome
• The perils of bad research and lean-specific issues
So is bad research better than no research?
1. Don’t test your own designs.
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The case for someone else doing it
• IRBs and conflicts of interest
(Turner & Spilich, 2006)
Smoking improves cognitive function
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The case for someone else doing it
• Confirmation bias
• Biases are automatic and unconscious
• The role of emotion • Awareness isn’t enough (Dasgupta, 2009)
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2. Make a plan - and stick to it.
• Sample size and procedures
• Write out a script • Monitor and share results in real-time
• Review, discuss, rinse, repeat
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3. Observe and be observed.
• Easier to recognize bias in others
• De-stigmatize bias – talk about it
• Listen to each other and give feedback (and accept it!)
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4. Treat research as a skill to be developed.
• Study the craft
• Think about the questions you’re asking
• Dunning-Kruger effect
• Consider hiring a pro
Things to watch out for
• Explaining intent / correcting users
• Question types • Do you like it? • What if I changed ________? • Would you…. (share it, come back, etc.)?
• Don’t ask – let them tell you
• If you can – GOOW!
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Thank you!
Catalyst Group
345 7th Avenue (11th Floor), New York, NY 10001 (212) 243 7777 [email protected] Link to materials used in this workshop