10. Qualitative Data
“…includes virtually any
information that can be captured
that is not numerical in nature.”
(Trochim, 2006)
Unstructured Data
“Qualitative research is empirical
research where the data are not
in the form of numbers”
(Punch, 1998, p. 4).
“Qualitative research is multimethod in focus,
involving an interpretive, naturalistic approach
to its subject matter. This means that qualitative
researchers study things in their natural settings,
attempting to make sense of, or interpret, phenomena
in terms of the meanings people bring to them.”
(Denzin and Lincoln, 1994, p. 2)
15. Qualitative vs Quantitative Data
Unstructured Data
Small Sample Large Sample
Qualita9ve
Quan9ta9ve
Qual and quant is not about sample
size
16. Qualitative vs Quantitative Data
Unstructured Data
• Quan9ta9ve research is confirmatory and deduc9ve in nature.
• Qualita9ve research is exploratory and induc9ve in nature.
Tends to be
Tends to be
17. Qualitative vs Quantitative Data
Unstructured Data
Bo-omline
• Qualita9ve and quan9ta9ve research happens at all stages of the PDLC
• Applied research oTen uses a mixed methods approach (both qual and quant)
• Qual and quan compliment each other
My Philosophy
• Qual speaks to hearts and promotes empathy
• Quan speaks to minds and is holds weight
18. Qualitative Data Can Be Quantitized
Unstructured Data
• Counts – Frequency
• Theming
• Saturation
22. Qualitative Data Can Be Quantitized
Unstructured Data
• Saturation
• We’ve heard the same thing from different people over and
over
• 4 of 5 people said…
23. Qualitative Data Can Be Quantitized
Unstructured Data
• Tricks of the Trade
• Lead with the quan9ta9ve
• Support with the rich visuals and auditory from the
qualita9ve
25. KPIs Do No Equal Insights
Financial Indicators
System Produced indicators
Experience indicators
Return On
Investment Transactions
Net Profit/LossCash Flow
Capital Reserves / Debt
Site Traffic Bounce Rate
Click Analytics
CTA Engagement CSat
NPS
Task
completion
Time on
Task
Satisfaction
Ease of Use SUS
SUPRQ
SUM
Journey
Metrics
26. What is an “insight”?
“A deep understanding of a person or thing.”
Definition
A phenomena
A customer
An interaction
An experience
Something
stakeholders didn’t
know before
Something
27. Value = Currency
What’s the currency in your company?
Currency within
companies is that thing
and/or people that has
value.
28. Value = Currency
Currencies in companies today
Data
Insights
Synthesizing data pieces
Time
Cadence
Command
Process
29. Insights in UX
• Behavioral data
• Product direction
• Problem space
• Synthesis of the experience stack
• Get you directionally correct with confidence
• Risk mitigation
• UX measures with guides (ie: Universal Measures –
One Score)
30. Value = Currency
What’s the UX currency in your company?
Currency with Leadership Currency with Product Teams
32. Let’s start with a poll
Do you have a single place where UX data is presented to stakeholders AND
those stakeholders can access it later?
33. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent
UX measure that you report on
to help stakeholders know what
to prioritize with the findings.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.
34. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any
stakeholder to access, explore, and make data-driven
decisions.
35. UserZoom and Dashboards
The UserZoom Vision…
All of your UX dashboards in one spot for any
stakeholder to access, explore, and make data-driven
decisions.
Step 1: In 2017, UserZoom made a significant architecture
Investment
Step 2: Dec 2017, provide MVP solution to clients to gain the value
from the architecture investment. à Tableau Web Data Connector
Step 3: 2018, make this value known in the UserZoom Manager.
Step 4: Date TBD, Voyage into the BI space with APIs.
36. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings. Tie to
analytics.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.
37. 3 Types of Dashboards
Individual Research
Engagements
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings. Tie to
analytics.
Example in UserZoom
38. 3 Types of Dashboards
Individual Research
Engagements
Product
Scorecard
Executive
Dashboards
Single user research
engagement. Sharing the
findings with a small set of
internal stakeholders.
Light reporting, more about take
the data and run into dev.
Next level – Have a consistent UX
measure that you report on to
help stakeholders know what to
prioritize with the findings.
A consistent way to show UX
research data to the product team
that is always accessible to all
members of the product team and
reports on items that are
important to that product team.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data in one view.
A consistent way to show UX
research data to leadership that is
always accessible and reports on
items that are important to
established business KPIs.
Next level – Have a consistent UX
measure that you track over time
and couple UX research data with
analytics data and business KPI
data in one view.
43. Let’s Talk Scale
One time research study
Multiple studies trying to
understand a bounded
question
Across a product line
Across a suit of products
Across an enterprise
Investment – At the research level
1 researcher
A group of researchers
1 researcher and a group on non researchers
1 non researcher
A group of non researchers
A group of researchers and a group of non
researchers
44. Let’s Talk Scale
Tomer’s Idea
Nuggets – a thing we learned
- Observation
- Evidence
- Tags
- Demographics
- Experience vector – positive/neg/
neu; Magnitude; Severity
- Prop – location. Object, feature,
product
Investment – At the research level
Source: hWps://itunes.apple.com/us/podcast/share-beWer-rethinking-research-report-tomer-sharon/id1206765479?i=1000385083651&mt=2
45. Let’s Talk Scale
Democratization of Research
• Who does the research?
• What about quality? Research needs to be represented well
with good practice and some degree of rigor.
• They can’t just run with 1 data point. We have to prevent that.
Investment – At the process and org level
46. Let’s Talk Scale
Investment – At the system level
Product 1 Product 2 Product 3 Product 4 Product 5
Product Name Product description and success statements
Product Name Experience Data
47. User researcher doing user
research using UserZoom.
(Note: All methods are
supported.)
Database support
Data base people that can do
the work or provide consult.
They have infrastructure
knowledge on your Tableau
instance
1 2 Required Required
Let’s Talk Scale
Investment – At the system level
48. Visual Designer
Someone to add cool visuals to
your dashboards and fit with your
brand. Helps deliver the story
better.
3 4 Next Level Next Level
Data Architect Support
These folks can pull multiple data sources together into
one view. They can help you tell a full story of all the
data in your experience stack. Data
source
Data
source
Data
source
Let’s Talk Scale
Investment – At the system level
50. How to Create an Insight Dashboard with Unstructured Qual Data
1 3 4 2
Collect it in a
systemized
way
Themes
Tags
Quantitize
Couple
Pick the type
Templitize
Level
Process
Scale