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Audience Research on a DimeNonprofit Technology Conference • March 25, 2017
Sound familiar?
I’m a team of
one.
I don’t have
budget.
I don’t have
buy-in.
No Silver Bullets
I don’t have time.
I don’t need
research.
Small but mighty!
unsplash.com
Perfect is the enemy of good.
Record it! Seriously. No really.
Audience ResearchMethods
ObservationWhat
Observe online behavior, common questions, conversations, keywords.
How
● Reddit, Twitter, Instagram● Online Communities or Forums
Resource
Social Media Research
SurveyWhat
Measure product performance
How
● SurveyMonkey● Typeform● Google Forms
Resource
28 Tips for Creating Great Qualitative Surveys
InterviewWhat
Ask about process, beliefs, needs
How
● In Person● Phone or Video Call
Resource
Interviewing Users
#WOCinTech
Usability TestingWhat
Inform and optimize designs in order to reduce risk and improve usability
How
● In Person● Screenshare / Phone
Resource
Don’t Make Me Think
#WOCinTech
Questions Answered
What People Do
What People Say
Why and How to Fix
How Many, How Much
Source: When to Use Which User-Experience Research Methods
Email SurveysInterviews
Usability Testing
Getting Buy-In
#WOCinTech
1. When was the last time you did audience research?
2. Are you working from assumptions or facts?
3. If you conduct research, what will that do for your org?
Guerilla Tactics
1. Go rogue.2. Start with 5-10 people.3. Don’t ask leading questions.4. Record it!
Some audience research is better than no audience research.
Research Process
1. Set research goals2. Form a hypothesis3. Pick a method4. Write a script5. Find people6. Conduct research7. Summarize findings8. Present findings
1. Set Research Goals
Why
So you know when you’re done.
Ask Yourself
● What does success look like?● What’s driving this action?
Example
Our goal is to better understand if our app is usable for our key audiences.
2. Form a Hypothesis
Why
Provides starting points / practical direction for the study.
Ask Yourself
● What hunches do you have?
Example
We believe that people don’t even see the Donate button, therefore never select it.
3. Pick a Method
Why
You have to start somewhere!
Ask Yourself
● Do you need qualitative or quantitative info?
● Do you want to explore or optimize?
Example
Observation, Survey, Interview, Usability Testing
4. Write a Script*
Why
Always be prepared.
Example Outline
● Introduction & Welcome● Purpose of research● How results will be used● Questions● Conclusion & Thank you
Tips
Keep it short and succinct.*Does not apply to Observation.
4.5 Practice
Why
Work the kinks out. Test equipment.
Tips
You can practice with anyone!
5. Find People
Why
It’s called audience research ;)
Where
● Email Lists● Social Media● Conferences● LinkedIn● Meetups● Friends & Relatives● Coffee Shops
6. Conduct Research!
7. Summarize Findings
Why
Themes and summaries are more consumable.
How
● Affinity diagram
8. Present Findings
Why
Document results so you can refer to them later.
Sample Outline
● Goals & Hypothesis● Method & Approach● Participants● Themes● Findings & Quotes● Next Steps
Use Audience Quotes!
1. Set research goals2. Form a hypothesis3. Pick a method4. Write a script5. Find people6. Conduct research7. Summarize findings8. Present findings
Case Studies
Washington All Payer Claims Database
ProjectApp to compare healthcare costs and quality
AudienceHealthcare consumers and shoppers
HypothesisPeople don’t understand what what they’re supposed to do with existing tools.
Washington All Payer Claims Database
Research MethodUsability Testing (comparator)
Investment20 hours + 6 pack of beer
Outcome● Identified key gaps in usability. ● We need to spend more time
on language.
United Way Online (UWO)
ProjectImprove intranet (UWO)
Audience12,000 United Way staff
HypothesisVery disorganized, users unable to find resources, lacking context
United Way Online (UWO)
Research Method24 interviews with stakeholders and content contributors
Investment30-40 hours
Outcome● Learned extent and scope
of problem, dynamics of organization.
● There’s good content there!
United Way Online (UWO)
ProjectImprove intranet (UWO)
Audience12,000 United Way staff
HypothesisPeople could not use the site
United Way Online (UWO)
Research Method10 usability tests
Investment30 hours + Nielsen Norman guide
Outcome● Identified and prioritized
improvements
Resources
FifineUSB Microphone,Fifine Plug &Play Home Studio USB Condenser Microphone
Small but mighty!
unsplash.com
Perfect is the enemy of good.
Record it! Seriously. No really.
Questions?
Courtney Clark@[email protected]
Kristina Bjoran@[email protected]
Valerie [email protected]
