1. Restate project objectives - Every project-specific deliverable which builds upon a body of knowledge to support strategic and tactical recommendations should restate core project objectives. Deliverables generated as a result of project activities should clearly and continuously illustrate how project objectives are being met.
2. Define research objectives - Project objectives are business-focused. Research objectives are typically aimed at understanding behaviors, trends, and information-seeking agendas of end-users relevant to stated project objectives. Research objectives should not be generic. They should be aimed at identifying ideal end-user behaviors that would likely achieve project objectives.
3. Summarize key findings from previous research studies - Prior to spending a client's money engaging in additional research, the researcher should seek to understand and summarize relevant research studies that have already been conducted. Identify gaps in existing knowledge about the end-user segments, and illustrate how the current research completes the total portrait of the end-user.
4. Describe research methodology - It is best to assume that the client or audience for the research presentation is not an expert in behavioral research methods. Describe, in detail, how end-user segments were recruited, ways in which behavioral research differ from market research (emphasis on sample size), and the manner in which the interviews or contextual inquiry was conducted.
5. Elevate high-level research findings and trends - Trends will likely emerge from the research that cut across all end-user segments. It is best to elevate these important trends early on in the discussion. Additionally, it is best to introduce early recommendations to set the expectation that each finding in the research presentation will be accompanied by actionable recommendations. EVERY finding should be actionable. Clients need to understand the value of end-user research and IA researchers are responsible for emphasizing the business value that is an outcome of this type of research study.
6. Introduce behavioral personas that emerged as a result of the research - After high-level findings are discussed, the researcher can introduce the personas that were formed based on the major differences in behavioral trends observed. Discuss the behaviors that divided the personas first, then introduce each persona. When introducing each persona, be sure to include a fictitious name, photo, description, motivations, relevant key tasks, and barriers to completing key tasks. Support major persona traits with actual video clips, photographs, and end-user quotes from the research. Key tasks are better presented visually, as task flows, rather than as a list of bullets.
7. Aggregate key tasks from personas into an end-user mental model - A mental model is an important first step in designing an intuitive information architecture that facilitates the completion of key, end-user tasks. The researcher has already identified the key tasks from each persona. It is a simple matter to group these together and assess gaps in existing content needed to support each key task.
8. Develop a list of recommendations to fill gaps in content - Begin to tackle each gap illustrated in the mental model by suggesting a tactic or recommendation for content that would satisfy key end-user tasks.
9. Assign level of effort (L.O.E.), value to the business, and value to the end-user to each tactical recommendation - Documenting recommendations gives the client a vision of the overall solution. Assessing level of effort and value of each tactic helps the client prioritize each component of the solution and put tactics on a road map for implementation.
10. Define next steps - This presentation is a component of a larger set of activities that is meant to accomplish specific project objectives. Conclude the research presentation by connecting the research to its impact on project objectives as well as introducing the next activity in the project plan.
No comments:
Post a Comment