5 habitsofaneffectiveresearcher
TRANSCRIPT
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5 Habits of an “Effective” User Researcher
Sareeka Malhotra
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How many of you think that anyone can become a user
researcher
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How many of you think that user research
is comparable to rocket science
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What are the basic qualities of a researcher
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Qualities of a Researcher!
A probing nature
Ability to synthesize
Attention to detailTeam Spirit
Negotiation skills
Superior organization skills
Excellent communication skills
Objectivity and Lack of Bias
Abreast of innovative methods
Persuasion skills
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When you think of your role as a researcher, what day to day
challenges come to your mind?
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Day in the Life of a Researcher!
Unrealistic deadlines
Scope creeps
Last minute changes
Multiple directions from multiple sources
Lack of ownership
Lack of planning
Late involvement of stakeholders
Several Dependencies
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Now let’s focus on what a truly “effective” researcher does!
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An “Effective” researcher….
• Does groundwork like a detective– Understands business objectives, rationale, and metrics
– Asks for more information – market data, past research, analytics data
– Researches competition as applicable– Is not afraid to ask “dumb” questions
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How it helps!
Upfront homework helps ask the right questions
Helps design research relevant and tailored to business goal
Increases the probability of success of research
Eventually meets business goals and increases your credibility!
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An “Effective” researcher…
• Prepares to fire-fight before fire spreads– Is not afraid to say "No"
• Engages at least 3-4 weeks before testing
• Keeps at least 2 weeks for recruiting• Conducts pilot at least 2 days before testing
• Keeps a “contingency” buffer
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An “Effective” researcher…• Prepares to fire-fight before fire spreads– Identifies influencers and decision makers
– Documents roles and responsibilities – Enforces formal, written sign off – Discourages fragmented communication– Establishes a central repository as a as the “Source of Truth”
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How it helps!
Keeps the research scope and timeline sacred
Avoids last minute surprises and crisis
Preserves the quality and integrity of research
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What mistakes does a not so seasoned researcher make
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An “Effective” researcher….
• Focuses on the user like an eagle– Makes the right first and last impressionsCover everything with everyone! – a cheat sheet• Session objective• Role of researcher• Role of participant• Recording• Observers• Etc. …
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An “Effective” researcher….
• Focuses on the user like an eagle– Keeps himself small in the relationship
• Sits back in a low chair• Keeps a comfortable distance• Keeps a “humble” body language• Adopts a friendly tone and a smile
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An “Effective” researcher….
• Focuses on the user like an eagle– “Converses” as opposed to “interrogating”
• Engages user in a “dialogue” • “Listens” well• Adjusts line of questioning to user needs
– Maintains a poker face• Does not let his face or tone betray his emotions
• Does not patronize the user
That’s excellent feedback!You are doing great!
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An “Effective” researcher….
• Focuses on the user like an eagle– Explores in a neutral fashion
• Prompts - asks “incomplete” questions
• Uses layman language and not tech-speak.
And you thought…..? And you were looking for…..?
Navigation Breadcrumb
Progress Meter
Cognitive Overload
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What should you do if the user seems to be lost during a
usability session
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What should you do if the user “seems” to be lost during a usability session?
• Don’t “assume” the user is lost!• Don’t put words in his mouth!• Count till 5 before jumping in!
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An “Effective” researcher….
• Focuses on the user like an eagle– Explores in a neutral fashion
• Lets the user point out the design flaw by “failing”
• Echoes to the user what he/she has learned“So you said that you would
prefer to have…..”
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An “Effective” researcher….
• Focuses on the user like an eagle– Engages the introvert as well as the extrovert
– Don’t be shy to move on with an extrovert
– Don’t be shy to probe the introvert
“I have made note of this…now let’s move
on…”
“What’s going on in your mind?”
If user is an obviously wrong recruit –politely excuse yourself, pay the user, and run!
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How it helps!
Study flows more naturally
Research becomes less “interrogation," more “exploration”
Users share more insights candidly and fearlessly
Research becomes richer and more valuable!
©2009 Viewlocity Research, Inc. 24
What are the best practices when it comes to reporting
research results
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Discoverability issues with
“Search” feature. The researcher felt
that test participants could not find the Search
button easily.
Discoverability issues with
“Search” feature. The researcher felt
that test participants could not find the Search
button easily.
Discoverability issues with “Search” feature. 4 of 6 users looked for the search button on the top
right corner of the website.
“It is usually found in this location on most websites so I was hoping to find it here.”
Discoverability issues with “Search” feature. 4 of 6 users looked for the search button on the top
right corner of the website.
“It is usually found in this location on most websites so I was hoping to find it here.”
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Users thought there was too
much technical
jargon on the pop-ups.
Users thought there was too
much technical
jargon on the pop-ups.
4 of 6 users thought there was too much
technical jargon on the pop-ups such as “reputation" and
“prevalence." It was not self explanatory if
the term “high confidence bad” meant
the application was low risk or high risk.
4 of 6 users thought there was too much
technical jargon on the pop-ups such as “reputation" and
“prevalence." It was not self explanatory if
the term “high confidence bad” meant
the application was low risk or high risk.
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An “Effective” researcher….
• “Synthesizes” like a Guru…– Focuses on reporting FACTS not opinions– Focuses on the BIGGER picture– Focuses on reporting DATA not interpretations
– Substantiates with verbatim comments when possible
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An “Effective” researcher….
• …and relays feedback like a pro– Does not re-design, only articulates what design elements did not work
– Gives praise where it is deserved– Provides “actionable” recommendations, provides examples of who does it well
– Picks his battles - is prepared that every recommendation may not be implemented
– Agrees to disagree and move on if required
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How it helps!
Focusing on problems fosters cross disciplinary trust and appreciation
Highlighting positives projects you as unbiased
Focusing on the “bigger” picture projects you as “business savvy" not just research savvy.
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• One more word of advice with respect to reports!
– Agree on a format of deliverables with your audience (high level versus detailed, PowerPoint versus Word, etc.)
– Share samples of work– Customize to specific situation
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An “Effective” researcher….
• “Revisits his habits with changing times!”
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The 5 Habits of an Effective Researcher
• Does groundwork like a detective
• Prepares to fire-fight before fire spreads
• Focuses on the user like an eagle
• “Synthesizes” like a guru and relays feedback like a pro
• Revisits his habits with changing times
