@amir_ansari @b2cloud

Qualitative Research

Some is better

than none!

Amir Ansari

Head of UX @b2cloud

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@amir_ansari @b2cloud

Creating impactful digital products for brands

and businesses

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@amir_ansari @b2cloud3

[Qualitative research]

...is primarily exploratory research. It is used to gain an understanding of

underlying reasons, opinions, and motivations. It provides insights into the

problem or helps to develop ideas or hypotheses for potential quantitative

research.

https://www.snapsurveys.com

Qualitative methods examine the why and how of decision making, not just

what, where, when, or "who"...

https://en.wikipedia.org/wiki/Qualitative_research

@amir_ansari @b2cloud4

Do you feel you conduct enough qualitative research with your end users during your product development? (n = 49)

@amir_ansari @b2cloud5

@amir_ansari @b2cloud

“We know what our users

want. We don’t need to

speak to them!”

Head of Insights - tier 2 bank

“16 users is not

statistically significant”

Head of technology (and part

owner!) of a software company

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@amir_ansari @b2cloud

User research is

not appreciated

PART 1

@amir_ansari @b2cloud8

We've been building

S/W for over 10 years.We speak to our

customers.

If we were building the

wrong products, our

customers wouldn’t be

buying.

No point asking users what they want. They

often don’t know it themselves!

You’re the UX expert -you should know

what our users need.

We know our users and what they want. We

don't need to ask them.

@amir_ansari @b2cloud

A small sample size is not deemed valid

PART 2

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@amir_ansari @b2cloud 101

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We can’t make expensive

decisions based on a

handful of user feedback!

What % of users said

this?!

16 users is not statistically

significant.

Are your findings

quantifiable?

@amir_ansari @b2cloud

[Client] We want to engage our

employees, customers and all

stakeholders to form brand advocacy

through training and education, to aid in

the increase of sales.

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@amir_ansari @b2cloud

Staff are NOT allowed to carry mobiles when working!

There is at most only one computer

(in the manager’s office)

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@amir_ansari @b2cloud

So...

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Some research is better than none!

@amir_ansari @b2cloud

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@amir_ansari @b2cloud

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@amir_ansari @b2cloud

Tips

● You are not the end user

● Your client is not the end user

● People who buy your product may not necessarily be your user

● If your stakeholders say they know their users, ask for evidence

● Don’t ask users what they want, observe to see what they need

● Qualitative research isn’t… quantitative!

● Quant + Qual = right approach

● It’s your duty as a UXer to convince and sell research to your

stakeholders1

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@amir_ansari @b2cloud

Useful resources

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bit.ly/t-distributionbit.ly/quantifying-qualitative

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@amir_ansari @b2cloud

“Done well, it will save you time

and money by reducing unknowns

and creating a solid foundation to

build the right thing, in the most

effective way.”

Erika Hall - Just enough research

THANK YOU

@amir_ansari

@b2cloud

#OWRoadshow

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