The Quirk’s Event 2016 February 24, 2016 Tara Franz, User Researcher, Facebook Steve August, CIO, FocusVision A FVNNY THING HAPPENED ON THE WAY TO OVR INSIGHT S Confronting unexpected insights in mixed method digital qualitative
Apr 12, 2017
The Quirk’s Event 2016February 24, 2016
Tara Franz, User Researcher, FacebookSteve August, CIO, FocusVision
A F V N N Y T H I N G H A P P E N E D
O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative
Help us keep a ‘digital diary’
@tarafranz @steveaugust
#QuirksEvent #FlexibleMRX
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Rigid plans give clear tracks,
but limit our ability to deal with unexpected insights.
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Opposite of what you would expect
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Deeper problem than originally thought
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Connected to another issue
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Creative twist on the answer
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Surprises can lead to important places.
But do you follow them?
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
In a fast paced world,
how can you allow for the unexpected?
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Agility
Flexibility =
Preparation+
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Embrace digital mixed methods1
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Pre-load a team engagement strategy2
Embrace digital mixed methods1
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Pre-load a team engagement strategy2
Embrace digital mixed methods1
Package info for max impact3
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Embrace digital mixed methods
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Pre-load a team engagement strategy
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Package info for max impact
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
PLANNING CREATING MONITORING REPORTING
How do new and savvy advertisers
use Facebook tools to reach their audience?
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Sought to observe
global advertisers naturalistically
PLANNING CREATING MONITORING REPORTING
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
DIGITAL ETHNOGRAPHY
Tasked based activities
Self narrated, videoREMOTE USABILITY
Group Discussion
Diaries
1:1 Interviews
Ideation Exercises
Surveys
Build for responsiveness and reinforcement
Embrace digital mixed methods:1
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Allow for confirming conclusions with participants
Embrace digital mixed methods:1
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Break information into bite sized stories
Pre-load a team engagement strategy:2
Schedule check-ins between research and
Pre-load a team engagement strategy:2
client lead to monitor themes
@uxjulie @sdanzy #ESOMAR #FlexibleMRX
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
“What’s great is that ANYONE CAN DO IT, FROM ANYWHERE.
It’s easy to advertise on Facebook…
You don’t need a degree or a special title.”
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
“I’M NOT SURE WHAT ELSE I NEED TO BE
…but not as easy to be sure the right
LOOKING FOR in regards to the success of my ads.”
choices have been made.
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
“I'M NOT SURE WHAT ELSE I NEED TO BE
LOOKING FOR in regards to the success of my ads.”
“I DIDN’T KNOW IF IT WAS ADEQUATE”
“HOW DO YOU KNOW THAT IT’S WORKING.”
“I'M UNSURE”
and more important user need across experience levels
The digital ethnography revealed a deeper
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
‘Workshop’ important themes and feed results
Pre-load a team engagement strategy:2
back into the study
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Engineering
Lists of issues
Product Management
Top level ‘Why’ view
Design
Short user videos
Match the presentation to the audience
Package info for max impact:3
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Hold viewing parties to encourage interaction
Package info for max impact:3
and ownership
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
Pre-load a team engagement strategy2
Embrace digital mixed methods1
Package info for max impact3
@tarafranz @steveaugust #QuirksEvent #FlexibleMRX
“To expect the unexpected
shows a thoroughly modern intellect.”
- Oscar Wilde
TARA FRANZ, User Researcher, [email protected]
STEVE AUGUST, Chief Innovation Officer, [email protected]
SHANNON DANZY, Principal, danzy [email protected]
JULIE SCHILLER, User Researcher, [email protected]
A F V N N Y T H I N G H A P P E N E D
O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative