tips for remote shopper insight studies
TRANSCRIPT
Shadow first, then probeAnd more tips for recruiting & executing
qualitative remote research studies
Suzy Sharpe
Sharpe Insights
I live and work in
Andover, Massachusetts
How I got started
1998In-person website usability testing
2009In-store eye
tracking using glasses
2012Remote shopper journey studies
2016Remote
moderated testing on
mobile devices
2013Remote
moderated international
testing
2011Remote
moderated usability
testing on desktop
2006In-person
screen-based eye tracking
1. Recruitment
2. Execution
-Live remote sessions
-Recorded remote sessions
1998Recruit
participants using
traditional recruiter
2016Recruit US
participants with online recruiting
tools
Traditional recruiting for qualitative research
Step 1. Researcher sends screener to recruiter Step 2. Recruiter creates online survey, emails
invitation to panel
Step 3. Recruiter contacts qualified
participants for phone screening and
scheduling
Step 4. Recruiter sends researcher spreadsheet of
scheduled participants
Participants like Carol(yn) can work the system
Exercise
What questions would you include in a screener to recruit
“Davy the Deal Seeker”?
Q What is most important to you as shopper?
Q On average, how many coupons do you clip or print each month?
Q How do you find deals when you’re shopping online?
Q On a scale of 1-7, where 7 is “very enthusiastic” how do you feel about finding deals?
Traditional screener questions
Now let’s try it with video
Adding video to your screeners
Two step recruiting process (for me)
Another option for screening with video
+
Think about recruiting like you’re casting for a part
Use video to help match participants with personas
Share participants’ responses with your team before testing
Use video to spread the word about your study too
Make it easy for participants to select their session time
Other online recruiting tools to consider (no video)
1. Recruitment
2. Execution
-Live remote sessions
-Recorded remote sessions
Give participants time to roam free
Let participants know time is not a concern
Use subtle techniques to probe if you want more
1. Recruitment
2. Execution
-Live remote sessions
-Recorded remote sessions
Live interviews with mobile screensharing
Screensharing Android vs. iOS
iOS screenshare workaround using Zoom
Know your troubleshooting questions for iOS issues
Q Is the iOS device on the same wifi network as the computer?
Q Is anything blocking the AirPlay plugin on the computer?
Q Are you behind a firewall?
Have participants download Zoom app before the session
Tell participants they should be in a quiet area for the call
Remember that VAs will NOT work during the interview
Zoom does NOT show finger touches
Live interviews with computer screensharing
or or or or....
Choose a service that makes it clear and easy to join audio
If you share your screen, set your resolution to match user’s
During warm up Q&A, share a blank screen
Executing studies in another language
+ + +
Decide in-person or remote on a per country basis
Use two audio lines if using a translator
Give the translator’s brain time to rest between sessions
Sync up audio files for analysis
Recording a shopper’s entire journey
Desktop Android iOS
+
Walk participants through a test recording
Consider NOT asking participants to think out loud
Prepare yourself for a lot of video
Use markers to save spots in the journey to show participant
In closing
- Use tools that enable you to efficiently execute meaningful research
- Choose wisely
- Get creative
- Have fun
