Steve August talks insights with Facebook Researcher Tara Franz

The Quirk’s Event 2016February 24, 2016

Tara Franz, User Researcher, FacebookSteve August, CIO, FocusVision

A F V N N Y T H I N G H A P P E N E D

O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative

Help us keep a ‘digital diary’

@tarafranz @steveaugust

#QuirksEvent #FlexibleMRX

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Rigid plans give clear tracks,

but limit our ability to deal with unexpected insights.

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Opposite of what you would expect

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Deeper problem than originally thought

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Connected to another issue

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Creative twist on the answer

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Surprises can lead to important places.

But do you follow them?

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

In a fast paced world,

how can you allow for the unexpected?

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Agility

Flexibility =

Preparation+

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Embrace digital mixed methods1

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Pre-load a team engagement strategy2

Embrace digital mixed methods1

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Pre-load a team engagement strategy2

Embrace digital mixed methods1

Package info for max impact3

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Embrace digital mixed methods

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Pre-load a team engagement strategy

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Package info for max impact

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

PLANNING CREATING MONITORING REPORTING

How do new and savvy advertisers

use Facebook tools to reach their audience?

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Sought to observe

global advertisers naturalistically

PLANNING CREATING MONITORING REPORTING

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

DIGITAL ETHNOGRAPHY

Tasked based activities

Self narrated, videoREMOTE USABILITY

Group Discussion

Diaries

1:1 Interviews

Ideation Exercises

Surveys

Build for responsiveness and reinforcement

Embrace digital mixed methods:1

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Allow for confirming conclusions with participants

Embrace digital mixed methods:1

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Break information into bite sized stories

Pre-load a team engagement strategy:2

Schedule check-ins between research and

Pre-load a team engagement strategy:2

client lead to monitor themes

@uxjulie @sdanzy #ESOMAR #FlexibleMRX

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

“What’s great is that ANYONE CAN DO IT, FROM ANYWHERE.

It’s easy to advertise on Facebook…

You don’t need a degree or a special title.”

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

“I’M NOT SURE WHAT ELSE I NEED TO BE

…but not as easy to be sure the right

LOOKING FOR in regards to the success of my ads.”

choices have been made.

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

“I'M NOT SURE WHAT ELSE I NEED TO BE

LOOKING FOR in regards to the success of my ads.”

“I DIDN’T KNOW IF IT WAS ADEQUATE”

“HOW DO YOU KNOW THAT IT’S WORKING.”

“I'M UNSURE”

and more important user need across experience levels

The digital ethnography revealed a deeper

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

‘Workshop’ important themes and feed results

Pre-load a team engagement strategy:2

back into the study

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Engineering

Lists of issues

Product Management

Top level ‘Why’ view

Design

Short user videos

Match the presentation to the audience

Package info for max impact:3

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Hold viewing parties to encourage interaction

Package info for max impact:3

and ownership

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Pre-load a team engagement strategy2

Embrace digital mixed methods1

Package info for max impact3

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

“To expect the unexpected

shows a thoroughly modern intellect.”

- Oscar Wilde

TARA FRANZ, User Researcher, Facebooktfranz@fb.com

STEVE AUGUST, Chief Innovation Officer, FocusVisionsaugust@focusvision.com

SHANNON DANZY, Principal, danzy consults.shannon@danzyconsults.com

JULIE SCHILLER, User Researcher, Facebookjschiller@fb.com

A F V N N Y T H I N G H A P P E N E D

O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative