Practical Techniques for Field Research

Brad Nunnally - @bnunnallyGIANT CONF 2015

Practical Techniques for Field Research

The Workshop


Today’s Agenda

• Team Creation & Ice Breaker • Project Overview • Section 1 - Planning & Prep Presentation & Activity • Section 2 - Out in the Field Presentation & Activity • BREAK • Section 3 - Finding the Patterns Presentation & Demo • Wrap Up Q&A


Team creation

• Break Into Pairs • No Friends • Mix of Locals

& Out of Towners


Ice breakerSuper Hero Name & Powers


Project Overview

• Mobile App for Charleston Tourism

• Focus on Discovery & Exploration

• Sourced by Locals & Past Tourists


Section 1 Planning & Preparation


Mini-Activity Empathy Map


–Alan Lakein

“Planning is bringing the future into the present so that you can do

something about it now.”


Key Benefits

1. Validates initial assumptions and existing research

2. Ensures you cover all the necessary topics

3. Helps sessions flow more smoothly


WorkproductsTools of the Trade


Test Plan

• Project background • Overall purpose • Dictates Methodologies • Communicates Outcomes

• Template - http://www.usability.gov/how-to-and-tools/resources/templates/ux-study-overview-template.html


Recruitment Screener

• Guided Survey • User Profile Breakdown • Demographics • Behaviors • Scheduling

• Source - http://www.usability.gov/how-to-and-tools/resources/templates/usability-test-screener-website-example-1.html


Interview Guide

• Opening Script • Contextual Sections • Goal based questions • Align with project goals • Challenge assumptions


Introduction Packet

• Pre-introduce yourself • Provide background and

key contacts • Send you picture


Travel Logistics

• Map out routes • Estimate travel time • Plan breaks and meals • Avoid over scheduling


Observer Instructions

• Lay down the rules • Avoid asking questions • Control non-verbal

reactions • Stay focused • Debrief instructions


Notes worksheets

• Key for multiple research teams

• Aids in synthesis and analysis

• Allows for backup note takers to help


Formulating QuestionsThe hardest part of the job…


Goals Avoid talking about people want, rather focus on what problems they have the need to be solved and why they need to solve them.


Objectives Identify the key objectives for doing the research. What outcomes are expected and how will they be used?


Assumptions Base questions on the assumptions that you have on hand and what stakeholders think people do or say.


Hypothesis Frame areas of inquiry around a hypotheses that you can test while interviewing people. This will change as the studies progress, but if gives you a strong starting point.


Digging Deeper

• Why do you need to ask that question?

• Why does this question matter?

• What else do I need to know?

• Rinse and repeat…


RecruitmentFinding the right people


Self-Recruiting

Cold Calling Live Recruiting

Email Blasts Screening Surveys


Outsourcing RecruitingMarket Research Firms

Online User Groups Client Recruiting


LogisticsManaging the commute


–Chris Gabrieli

Time is a resource, much like money or autonomy, which can be invaluable or can be squandered.


In-Person It’s important to keep in mind that it takes time to travel between sessions. This can include walking down the hall or driving across town.

Remote Technology is not your friend when doing remote sessions. Plan for some upfront time to train a participant on how to use any online conferencing tools or systems.


Tech Checks

• Testing technology before each session

• Have a checklist for beginning of day, per session, and end of day


Dry Runs

• Practice • Practice • Practice • Then…. • Practice Some More


1st Activity Formulate Question


Section 2 Field Research Time


Mini Activity Interview Dry Run


IntroductionsHi, My Name Is ________


Warming Them Up

• Sets a friendly tone and context

• Breaks down barriers • Opens up trust • Humanizes your team


Small Talk Master the art of small talk. This is crucial when it comes to warming up a participant and getting them on your side.


Personal Questions Notice unique things about the person and inquire. Keep the topics safe and neutral. Safe topics include - family, job, obvious hobbies.


Inquire About Environment Pay attention to photos, art work, knickknacks to learn more about the person and what types of things they are interested in.


Commonalities Everyone has something in common, pointing it out helps creates a connection.


Managing Flow

Influencing the peaks and valleys of a conversation


Order of Questioning

• Simple/Basic Questions

• Topic Based Questions

• Sensitive Areas


– Barbara Walters

When you're interviewing someone, you're in control. When you're being

interviewed, you think you're in control, but you're not.


Focus on BehaviorHints at Barriers & Depth


Body Language

• Non-verbal signals convey a lot of meaning

• Two-street, your signals and theirs

• Utilizing mirroring to encourage people to open up


Tread Carefully

Closed Body Sudden Shallow Answers

Avoidance Patterns


Avoidance Patterns

• Changing the subject

• Calling it quits

• Physically become closed off


Energy LevelsKeeping the tank full…


Two Way Street

Participant energy is a direct reflection of your

energy levels.


Music Reading

Meditation


Nightly Debrief

• Team & Client debriefs

• Highlight key observations - Don’t get into the weeds

• Debrief Template to save time


2nd Activity Field Research


Section 3 Finding the Patterns


Mini Activity Research Highlights


Consolidating DataLooking At The Whole Picture


What’s a Data Point? A data point is a single thought, comment, idea, or notion that relates to the area of inquiry.


Pulling Out Data Points Catalog the data points so that pattern analysis can be performed. The key here is getting the data in a malleable format


Team Notes Gather all the team’s notes together, grab a pot of coffee, and get to reading…


Transcripts Send audio recordings off, gather session transcripts, grab a pot of coffee, and get to reading…

Source - Tomar Sharon via http://www.smashingmagazine.com/2013/04/11/rainbow-spreadsheet-collaborative-ux-research-tool/


Finding The StoryThe Data Is Talking To You


– Johann Wolfgang von Goethe

There is nothing insignificant in the world. It all depends on the point of view.


Actionable DataGetting Some ROI


–Bill Nye

“When you go exploring, two things happen. First, you make discoveries. The other thing is you'll have an adventure, and I think we all want to be part of space exploration.”


New FrontiersTime To Go Exploring Again


Next Round of Research Plan for areas that couldn’t be included this round and what areas require additional discovery.

What’s New Territory? Document the areas that were discovered that require focus and discovery in the next round of research.


3rd Activity Affinity Map Demo


Wrap Up

I like learning stuff. The more information you can get about a person or a subject, the more you can pour into a potential project.

- Brian Grazer


Using Curiosity

• Wonder…the greatest weapon a researcher can have

• Allows a team to get out of its own way

• Throws assumptions out the window and gets the heart of the matter


Resources


Positives What worked well with this workshop?

Deltas What would you change with the workshop?

Practical Techniques for Field Research

Design

brad nunnally

bnunnallygiant conf

field research

assumptions base questions

key objectives

formulating questions

key benefits

key contacts