Tips and Lessons Learned for UX Researchers

Insights from Conducting Research in China

Christy Harper

@Christyy41

2

In today’s global economy, researchers must develop the capability to conduct and coordinate research in diverse cultural environments. As globalization of technology expands, research in emerging markets becomes critical to success.

Objective: This presentation discusses some of the practical difficulties that cross-cultural researchers experience and provides lessons learned from multiple research activities in China.

Agenda• Overview of Research• Lessons learned for Preparation and

Recruiting• Tips for Conducting Research• Challenges with Analysis• Conclusion • Questions

3

Background

4

Preparation and Recruiting• Decide if you are

going to hire translators or use someone who speaks English and has human factors or other research experience.

5

Preparation and Recruiting• Be prepared to

conduct some training in the art of asking leading vs. non leading questions −Give examples−Practice

• Education vs. English skills

6

Preparation and Recruiting• If you are doing

field work be prepared to have at least 2 translator/researchers

7

Preparation and Recruiting• Getting the

message across to recruiters

• Be specific with screeners

8

Preparation and Recruiting• Understand the

culture−Do research, talk to

others−Take cultural training

9

Tips for Conducting Research• Set the

expectations −We were very clear

with people that each session would be attended by 2 Chinese and 2 or 3 Westerners or foreigners

−That pictures and recordings would be taken of them and their environment

−That all family members were expected to participate

10

Tips for Conducting Research• Know what to

expect• Observe the local

customs• Be prepared for

weather

11

Tips for Conducting Research• Realize that this is a

social visit so allow time

• Prepare to meet friends and neighbors

• Get ready to practice English with them

12

Tips for Conducting Research• Notice your

environment−Note what is shown

and not shown to the interviewers

−What is used and what is dusty or sitting on a shelf

13

Tips for Conducting Research• Understand the

concept of saving face−But be prepared to

push back when it is necessary

14

Challenges with Analysis• Decide if you will

want to have all of the sessions translated and transcribed

• Debriefing immediately is key

15

Challenges with Analysis• During debriefing

ask a lot of questions of the interviewers. −Make sure you are

on the same page−Take notes of key

learnings and emerging themes throughout the process

16

Challenges with Analysis• Translate and

transcribe one or two interviews

17

1818

Conclusion

• Keep tip list in mind when planning your next international research

19

HandoutTips for International Researchers

Preparation:

Budget-decide if you will be hiring a firm to handle things for you or if you will be conducting research with your own team. We chose to use our own team supplemented by 2 local researchers, as opposed to hiring a large consultancy.

Researchers or Translators o Even when using your own team you will need translators or researchers that speak English to help you. I recommend researchers that speak

English over translators. o Decide how many researchers you will need, one is ok for a usability test but in the field at least two are needed. o Practice with your researchers or translators to ensure they understand the nuances of not asking leading questions.

Recruiting o Location-will you be running a usability test or researching in the field? If you are running a usability test, you will need a facility that is properly

equipped or a conference room if you are brining your own portable lab. o Translation is also tricky with the screener, review the translation with a 3rd party and make sure the questions aren’t too leading. o If you don’t want to be identified as the study sponsor, put that text directly into the screener so that the recruiter isn’t tempted to share that

information Discover the culture

o Do some research, speak to other researchers or others in your company that have knowledge of the country you are visiting o Take cultural training if it is available

Conducting Research:

Set expectations o Make sure the participants know about the amount of people who are attending and whether or not they are from other countries o Make sure they know about any recording/documenting that will occur o Make sure they understand which family members are expected to participate

Know the environment and customs o Will the places you visit have electricity? o How will weather impact your visit? Do they have heat or air conditioning? o What kinds of things will offend them? What customs should you observe? o How will their customs affect you? As much as possible, know what to expect. o What type of transport is available? Will you need a driver?

Pictures-your audience will not hear the interviews or have the experience of seeing the participants. Photographs of the environment, products and people or short video clips of the interaction during usability testing really help the audience connect.

Analysis:

Transcription-Decide if you would like to have the sessions translated and transcribed. This is costly but may sometimes be necessary. We did thorough debriefing sessions so we opted not to do this. If you plan on it be sure to budget accordingly.