1. Recruit active information-seekers - Market research panels have databases of willing test participants that match demographic profiles, however, these participants are likely "professional test takers." When conducting research on a given subject, it is better to recruit subjects in the act of actively seeking information related to a relevant topic to the research study. This type of recruitment can be accomplished by launching a Google cost-per-click advertisement that solicits participation and is triggered when relevant keywords queries to the research topic are used. A list of customers who have opted into receiving email communications is also a great platform for recruiting participants to a research study.
2. Analyze existing consumer research - Nothing is worse than spending money on research that yields little to no useful results. Look to the marketing or the customer service department of a business to understand what is already known about target consumer segments. Identify gaps in knowledge about consumers, or seek to update outdated research.
3. Formulate hypotheses - Business stakeholders will volunteer hypotheses about their target customer segments. Secondary research may also suggest certain motivations, tasks, and behaviors. Designing a study with some informed hypotheses may help make lines of questioning more relevant from the get-go.
4. Develop a comprehensive list of questions - It is always a good policy to be over-prepared when conducting an interview. A research study is often commissioned by a client paying for the time the researcher is spending with the end-user. Think through and document every possible line-of-questioning and probing follow-up question. The study guide isn't a script but it should assist the research facilitator in case a line of questioning reaches a dead-end. The idea is to keep the subject talking about the subject and maintaining a calm and natural atmosphere.
5. Ask open-ended questions - Questions that naturally result in a "yes" or "no" response do not lend themselves to a dialogue. Ask questions that require subjects to be descriptive and engage in a conversation.
6. Do not ask participants to speculate - The goal of behavioral research is to understand and observe behavior. Asking a participant what they might do in a given situation or what they think they might want on a web site leads them to speculate on their behavior. Speculation leads to false and biased data.
7. Perform research in context - Behavior is best observed in the context of where it naturally occurs. Bring participants into a conference room only as a last resort. It is better to observe participants' natural behavior wherever they come into contact with relevant brands or perform actions relevant to brands. Empathy Lab believes better data is gathered when interviews with participants are conducted in homes, stores, and offices. Performing a study in the context of which a task is normally performed aids end-user recall of the task in question.
8. Videotape, record audio, and/or photograph participants as well as their environment - It may feel awkward for participants at first, but nothing proves a point like a video clip of participants performing relevant tasks. Use an external microphone or a video camera with great audio capture so that the audio is clear when making clips for a highlight reel. Additionally, researchers must obtain participants' consent prior to videotaping them.
9. Bring a research assistant - Facilitating a research study requires concentration and focus. The interviewer must make sure that all important lines-of-questioning are brought up in the interview, the conversation is natural, and questions are not "leading" the participant to a biased result. Therefore, the facilitator should not be the one taking notes or handling the technical equipment (such as a video camera or audio recording device).
10. Have a designer, copywriter, or strategist assist with the research - True collaboration in Design requires the Information Architect and Visual Designer to both understand and empathize with end-user needs. Rather than relay this information via presentation of findings, it is advantageous to have the collaborating partner accompany the researcher when the research is conducted. Similarly, a project may benefit from having a strategist or copywriter accompany the Information Architect in the research study. The right research partner depends on the type of project for which the research is being conducted.
No comments:
Post a Comment