MARKET RESEARCH: FINDING ESSENTIAL MARKET INFORMATION 1.1 5/17/2015 Digging for Gold.
User Research - Digging for Gold_FINAL
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Transcript of User Research - Digging for Gold_FINAL
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KALEB LOOSBROCK
2016 | Tel Aviv
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TodaFIRST
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introduction
lying liars
user research
the 4 Ds
questions
TODAY
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Shalom
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I’m a UX Researcher, Designer, & Strategist at Kenshoo
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I’m an American
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I’m an American Liar
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Midwestern “Nice”
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60% lie within the first 10 minutes of
meeting a person for the first time.
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
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3 times lie within the first 10 minutes of
meeting a person for the first time.
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
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worstI’m on birth control
I’m not just looking for sex
I’ve only slept with [ X ] people
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
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worstI’m on birth control
I’m not just looking for sex
I’ve only slept with [ X ] people
minorYour baby is cute
I’m really bad with names
I love [ gift received ]!
AMERICANS & LYING
Source: 2002, University of Massachusetts Study
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4% admitted to lying on the study survey
AMERICANS & LYING
Source: 2010, Prevalence of Lying | Michigan State University
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does this make me look fat?WE’RE ALL LIARS
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Politeness
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Self PreservationPoliteness
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So what can you do?
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USER RESEARCH systematic inquiry & observation in order to
test assumptions and minimize the ri k of failure$
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it’s about trying to be right more than you are wrong
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it’s about avoiding the fadicha
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If you build it, they will come.
~ Creepy Whispering Voice Field of Dreams
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USER RESEARCH IS NOT
Asking: what do you want or like
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You don’t make $$ off of what people say they’ll do. You make $$ off of what they actually do.
~ Erica Hall UX Research Guru
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minimize riskmaximize valueuncover truth
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4 Ds
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4 Ds Define
Disarm
Decipher
Data
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In preparing for battle I have always found that plans are useless, but planning is indispensable.
~ Dwight D Eisenhower
Define
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Define
PLANNING
Target Personas & Market
Success Metrics
Competitors
Assumptions
Discussion Guide
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Define
ASSUMPTIONS
What do you think you already know that might
pose a huge risk if you’re wrong?
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Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
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Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
Certain Uncertain
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Define MAP YOUR ASSUMPTIONS
High Risk Fadichas
Low Risk No Big Deal
Certain Uncertain
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Define
CREATE A DISCUSSION GUIDE
Define your questions
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GOLDEN NUGGETS FOR CREATING GOOD QUESTIONS
Define
Do not lead the witness
Follow up with “why” and “how”
No hypothetical or conditional questions
Include task based questions
Open ended questions
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Do not lead the witness
Define
BIAS = BAD
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GOOD OR BAD?
Define
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Do you like what you saw today?
Define
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Do you like what you saw today?
Define
BAD
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What do you think about what you saw?
Define
Better
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BAD BETTER
Define
What do you think about what you saw?Did you like what you saw today?
What do you mean by that?Did you mean ?
Why do you do it that way?But don’t you ?
Wouldn’t you want something more visual? Do you currently visualize your data?
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SOME FAVORITES
Define
What are you trying to get done? Why?
How do you currently do this? [Show me]
What could be better about how you do this?
What questions should I have asked?
What do you love about [product/process]?
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PLANNING IS IMPORTANT
Garbage in Garbage out
Define
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REMEMBER THAT PLAN?
It will invariably not go as planned.
Define
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But it is always disarming to treat with the enemy, so to speak
~ Morley Safer
Disarm
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Disarm
Put them at ease
Set the scene
They’re the expert
Be Neutral
GOLDEN RULES FOR INTERVIEWING
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GOLDEN RULES FOR INTERVIEWING
Disarm
Put people at ease
Be polite!
Make eye contact
Get to know them
Wide eyes & lifted eyebrows
Show your hands
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GOLDEN RULES FOR INTERVIEWING
Disarm
Set the scene
Introduce yourself
Why are they here
Tell them that there are no right or wrong answers
Tell them that again…
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GOLDEN RULES FOR INTERVIEWING
Disarm
They’re The Expert
Stay Open and Don’t Judge
Listen more than you speak
Ask their advice
If they ask questions, don’t answer them
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GOLDEN RULES FOR INTERVIEWING
Disarm
Be neutral
“Oh, OK.”
Do not defend
Mind your facial and body language
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We need to look for the subtle,
the hidden… the unspoken
~ Malcolm Gladwell
Decipher
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DECIPHER THE TRUE MEANING & THOUGHTS
Look for the unspoken
Listen for the unspoken
Decipher
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GOLDEN RULES FOR INTERVIEWING
Decipher
Look for the Unspoken
Crossed arms
Crossed legs
Feet placement
Microexpressions
Eye positions
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Decipher
MICROEXPRESSIONS
Brief, involuntary facial expressions
Universal
Lasting 1/25 to 1/15 of a Second
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Decipher
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Decipher
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Decipher
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Decipher
CONTEMPT
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EYE MOVEMENT
Decipher
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Truth
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Truth
Visually Remembered
Auditory Remembered
Internal Auditory
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Lying
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Lying
Visually Constructed
Auditory Constructed
Kinesthetic Remembered
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GOLDEN RULES FOR INTERVIEWING
Deep Dive
Listen for the Unspoken
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GOLDEN RULES FOR INTERVIEWING
Deep Dive
Listen for the Unspoken
If they sound angry/annoyed, that’s REALLY BAD
“I think/believe/feel”
“Interesting”
Qualifying language
Elongation of words
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In God we trust, all others bring data
~ W Edwards Deming
Data
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BACK UP YOUR RESEARCH
Substantiate Claims with Data
Look at Server Logs
Look at Web Analytics
Post Interview Surveys on Priority
Data
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Data
Export to PDF Export to XLSOR
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Data
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Data
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Wrap Up
THE NUGGETS
American’s lie (a lot)
User research can help
Define your plan
Disarm your interviewees
Dechiper the unspoken
Back up with Data
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Questions?
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Thank you.LASTLY
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Kaleb Loosbrock @KABE001 in/kalebloosbrock
Thank you.
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Props (bibliography) & Additional Resources
Studies & Academic Sources Icons & Imagery
Source: 2002, University of Massachusetts Study
Source: 2010, Prevalence of Lying | Michigan State University
Created by Dobs From the Noun Project
Additional Resources
Education
• Just Enough Research - Erica Hall • Remote Testing - Nate Bolt & Tony Tulathimutte • Remoteresear.ch • Complete Guide to User Research (Abridged) • Google Ventures Guide to Research • In God We Trust, All others bring data” - W.E. Demings
Tools
• Ethnio • Usertesting.com