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Before we talk about innovation, I want to make sure that everyone is clear on the fundamentals.
I come from a UX background, and I do consulting, not product work, mostly for government clients who cannot track personalized user behavior.
Target audiences for this talk: People who aren’t clear on the differences between market research and usability research People who are but need talking points for colleagues and clients
Usability testing and focus group testing are just examples of this confusion and I will get back to those specific examples as I go through the presentation as I make my point.
Research is a tool to help you make decisions and facilitate conversation. These methods complement each other and these categories can overlap. The most useful option will vary depending on the situation, business need, and desired outcome.
Formative - Gathering information about consumers' needs and preferences. What they say they want. Much market research like focus groups fall in this category. Summative – Observing user behavior to assess a design. This is where you do usability research. Use app example.
Primary: Direct insights, collected by the client as original data. Secondary: Insights in aggregate; not original data.
Quantitative: broad, large numbers (survey, analytics) Qualitative: deep not broad (focus group, usability test) – The why behind the what
Methods may be sometimes the same (surveys), but the questions that you ask may differ depending on the phase of the project you are in.
Use this slide to explain the difference between a focus group and a usability test.
Formative Research: What is the product? What should it do? Who is the target audience and how will it help them? How will it meet the business needs? How will it differ from other products? Which version do people prefer, and why? Is it culturally appropriate?
Summative Research: How does your target audience use the product? Do they understand it? Do they enjoy using it? Which version do they prefer and why? Do their preferences change after interacting with different versions? Which version most effectively meets the business needs?
Target Audiences: How diverse are your target audiences? Which audiences are highest-priority? How difficult will it be to recruit and schedule them?
Timing, Scope and Resources: What is the status of the project? How much time is available for research? Will changes be possible after the research is complete? These questions will affect the scope of the research. Who will conduct the research, create the materials, and recruit the participants?
Location: Where will the research take place? Can the participants travel to this location? Can the researchers travel to the participants’ location? Do participants have access to the Internet and a computer? Are they comfortable using computers?
Budget: There will be costs associated with the research: paying participants, paying for recruitment, etc. Some methods will cost more than others. The question is can you afford to make the investment to get real, in-depth data?
So let’s put it all together.
These are examples of the types of research you might do at different phases of the project. Not all research methods, just examples. Don’t have time to explain what they are during this talk, unfortunately.
Explain differences between usability test and focus group.
Hopefully this information has helped provide a better sense of the fundamentals of research and key considerations to keep in mind when planning for it during your projects.