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The Secret to
Guerrilla Research
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We will cover:
•Define Guerrilla Research•Explain to you “The Secret”
•Walk through examples and details
FI Research & Customer Dev: The Secret to Guerrilla Research Leslie Chicoine Nov 25th, 2013
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Guerrilla research is fast, cheap and dirty.
High quality research is expensive (time + cost)
The difference is: Rigor , Time, and Cost
High quality research has rigor (R=T+C)
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Guerrilla research falls short most in rigor.
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Normal Research
•Well recorded &documented.
•Good process:
•Review documentation,
pull out important data,synthesize all of that.
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Guerrilla Research
•Often no recording,poor documentation.
•Not paying people, lessformal.
•Cameras can makepeople nervous.
•Often, startup teamswon’t re-watch footage.
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•Process, analyze, distill
•Combination of idea to form a theory
or system.•In research:“Make sense of the data we’ve gathered to discoverwhat opportunities and implications exist for ourdesign efforts.”-http://uxdesign.smashingmagazine.com/2013/09/23/5-step-process-conducting-user-research/
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Dead simple
process.Dead simple
tools.
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Get your
findings out ofyour short term
memory. Fast.
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THE SECRET
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Be the synthesis you wish to see in the world.
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Practice safe synthesis.
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Carpe di-Synthesis-em.
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Got it, but how?
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Normalize your data
with structure:
Summarize Person
Big take awaysPositives
Negatives
His/Her Process
Ideas
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Questions to get your discussion going:
“OK, what did you hear?”
“What was good, what was bad?”
“How did they do they thing they were trying todo?”
“What did we learn?”
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Summarize Person
Big take aways
Positives
Negatives
His/Her ProcessIdeas
(Optional:
Questions for next time,Actual quotes,
Other tools they use)
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Summarize thePerson
•Their situation
•Their hopes
•Your judgements
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Big take aways
• Ah-ha moments
•Things that prove ordisprove your
current theories•Game changers
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Positives
•Likes
•Currently workingwell
•Things that caughttheir eye
•Things that madethem smile
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Negatives
•Dislikes•Things they missed
•Broken or painfulparts
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His/Her Process
Capture as muchdetail as possibleabout how they
navigate the process,tool, service, or flow:
•Steps
•Tasks•Tools
•Realizations
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Ideas
•Their ideas•Your ideas
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Get your
findings out ofyour short term
memory. Fast.
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Format your
findings:easy to access
& quantifiable.
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What do most people ask for?
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What do most people ask for?
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Research is
best in pairs.Check your
bias.
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She said it
was “horrible”.
She wasreferring toCraigslist.
Oh.
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The Secret
Synthesize your research rightafter the interview session.
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Thanks! Questions?
Leslie [email protected]@theinfonaut