EPFL, spring 2012 – week 4!qualitative analysis
overview
➝ today’s goal – provide basis for as many ideas for you as possible ➝ brainstorming ➝ competitive analysis ➝ literature research ➝ interviews
➝ brief introduction to qualitative analysis ➝ practical work: ➝ data analysis ➝ literature review
data source vs. approach vs. context
key for context of product use during data collection natural use of product de-contextualized/not using product scripted (often lab-based) use of product combination/hybrid
eyetracking
APPROACH qualitative (direct) quantitative (indirect)
attitudinal
behavioral D
ATA
SO
UR
CE
data mining/analysis A/B (live) testing
usability benchmarking (in lab)
usability lab studies
ethnographic field studies
online user experience assessments (“vividence-like” studies)
diary/camera study message board mining customer feedback via email desiriability studies cardsorting
mix
mix
intercept surveys email surveys
participatory design focus groups phone interviews
questions answered by source and approach
what people do
what people say
why & how to fix it
how many & how much
APPROACH qualitative (direct) qualitative (indirect)
attitudinal
behavioral D
ATA
SO
UR
CE
nice stories but how to analyse?
qualitative analysis - approaches
➝ interpretative techniques "(observer impression)
➝ coding ➝ recursive abstraction "
summaries of summaries ➝ mechanical techniques "
content analysis – counting keywords
coding
➝ summarizing responses into groups ➝ to reduce number of responses ➝ to make comparison easier ➝ in a group ➝ as similar as possible and ➝ as different as possible to every other group
➝ can be done by multiple people to agree on (judges)
coding
➝ complete transcription of interviews
➝ multi-pass approach
➝ look for themes in individual interviews
➝ develop and refine codes across interviews
coding
coding – quick and dirty
➝ cut out and sort into groups (assign codes) ➝ akin to card sorting (popular HCI method) ➝ please put remarks on the cover sheet of each
interview for the interviewer/note taker