Combining Qualitative and Quantitative approaches

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As UX researchers and designers, we spend a lot of our time looking at qualitative insights – who people are, why they do what they do, what their unspoken needs are, etc. Often, in another part of the organisation, there are different people working with quantitative data and looking to understand things – what people are doing, patterns and trends in behaviour, the impact of changes on customer behaviour, and so on. The two roles are often asked for other insights – UX people are asked to prove ROI, to predict the impact of recommendations being implemented, and to size opportunities. Data scientists are asked how to shift behaviour and patterns, and what is underlying the insights they gain. Imagine what we could do if we joined forces! Data scientists could help UX people show ROI and predict trends. UX people could help data scientists figure out how to shift behaviour, and how to articulate why things are happening the way they are. Let’s explore a few ways in which qualitative and quantitative insights can get together and help each other out. Presented by Kat Hardisty

Apresentações e oratória

KAT HARDISTY
OPTIMAL WORKSHOP
C
KAT
Combining qualitative
and quantitative

Empathy and understandingQualitative insights

Excited OutsidersQuantitative
Each answers the
questions the other raises

Empathy and understanding
With their powers
combined...

KAT HARDISTY
OPTIMAL WORKSHOP
Identifying and
prioritising qualitative
research opportunities

Career Switchers
Pinpoint where to focus
your qualitative

It’s easier to get
answers when you’ve
clearly defined what
the question is

KAT HARDISTY
OPTIMAL WORKSHOP
Measuring impact
of changes

Co-located team
Identify success measures.
Then track them.
(Surprise!)

KAT HARDISTY
OPTIMAL WORKSHOP
NPS
C-Sat
Time to complete
Drop-out rates
Churn
Campaign success measures
Help desk response times
Acquisition
Contact centre call volumes
Staff happiness levels
and so on...

Empathy and understanding
Loop back ‘round to
prioritisation and
identification
of opportunites

KAT HARDISTY
OPTIMAL WORKSHOP
Journey mapping

Empathy and understanding
Map out the
customer’s journey

Distributed team
Overlay with prevalence
of actual behaviours

Busy Bears
And then, if you
also overlay your
psychotudinal persona
data and insights....

Empathy and understanding
Areas to focus on may
appear quite differently

KAT HARDISTY
OPTIMAL WORKSHOP
The good fight against
demographic-based
personas

Empathy and understanding
We know who
our customers are!

Empathy and understanding
But... how common
are they?

Newly minted team
Map your customers
to your personas

KAT HARDISTY
OPTIMAL WORKSHOP
When you get a bill do you:
a) pay it off as soon as possible
b) put it aside and accidentally forget about it
c) wait until the last minute so the money
stays in your account
When choosing a new service provider,
which is more important to you:
a) getting the cheapest price
b) getting good service
On a night out with friends are you
more likely to:
a) jump in and buy the first round
b) quietly hope that everyone pays

Once you know how
your customer base is
made up, all sorts of
interesting questions
can arise...

KAT HARDISTY
OPTIMAL WORKSHOP
What are the most common psychotudinal traits
amongst our customers?
Which customers aren’t we doing as well for?
One persona isn’t using a feature we’re
sure will benefit them - why not?
How is our customer base changing over time?
How do changes impact different groups
of our customers?
How much bias do we have towards
designing for certain customers?

Empathy and understanding
Targeted
research

KAT HARDISTY
OPTIMAL WORKSHOP
Playing nicely with our
data scientist friends

Empathy and understandingInvolve them early

Pioneer Jugglers
Collaborate on the
problem definition
and the approach

KAT HARDISTY
OPTIMAL WORKSHOP
Summing up...

Well established
Use quantitative data
to measure the impacts
of changes

Empathy and understanding
Use quantitative insights
to pinpoint where
to focus your
qualitative efforts

Empathy and understanding
Link them together to
build rich pictures of
behaviour, causality
and influences

Empathy and understanding
Make friends with your
local data scientist

KAT HARDISTY
OPTIMAL WORKSHOP
Talk to me!
kat@optimalworkshop.com

Empathy and understanding
Qualitative insights
give us...

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