Research Traps: 7 ways of thinking that keep you from doing great customer research

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Presentation given at the joint Silicon Valley UPA/ BayCHI Usability Engineering BOF on September 16, 2008 in Mountain View, CA. The slides are from a talk about common traps that professional usability researchers make. It also includes suggestions for how to avoid the traps.

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Research Traps: 7 ways of thinking that keep you from doing great customer research Wendy Castleman Principal User Research Scientist To be presented at the UPA/BayCHI Usability BOF, September 16, 2008

Mental shortcuts help us ,[object Object]

What do you think happened? I lived here I moved here

Habit We tend to do things the way we usually do

New project? Sure, I can run a usability test!

Habit Trap Can lead us to do the wrong research Your favorite research method may not be the best way to learn what you need to know

The best way to find that out would be a site visit…

How to Avoid the Habit Trap ,[object Object],[object Object],[object Object]

[object Object],[object Object],Eat at Joe’s

[object Object],[object Object],Other people may not think like you…

Avoiding the False Consensus Trap ,[object Object],[object Object],[object Object]

What is the rule? 2, 4, 6, 8, ___ Hypotheses: Each value must be 2 higher than the one before. How do you test this hypothesis? Actual Rule: Each value must be any number bigger than the one before.

[object Object],[object Object],We jump to conclusions by only looking at one approach

Try out our new idea for an iPhone application!

[object Object],[object Object],Only trying one solution may miss a better one insufficiently inform the design

Try out each of these iPhone applications!

Avoiding the Congruence Trap ,[object Object],[object Object]

Which card do you turn over? ,[object Object],[object Object],T 6 L 4 Did you say “T”?

As I suspected! 25% of users can’t do that task!

[object Object],[object Object],Seeking to prove our ideas can lead to missed surprises

Avoiding the Confirmation Trap ,[object Object],[object Object],[object Object]

In American English are there more: There are 3x as many words with “K” in the 3 rd position

Availability Trap in Research … a lot of people had trouble with that task…

[object Object],[object Object],What comes to mind easiest may not be the most important or most frequent finding.

Hmm… I didn’t realize that happened so often…

Avoiding the Availability Trap ,[object Object],[object Object],[object Object],[object Object]

[object Object],We tend to put too much weight on what we saw most recently

Recency Bias in Research Click “ Continue” Participant 5 Click “ Continue” Participant 4 Click “Done” Participant 3 Click “Done” Participant 1 Click “ Cancel” Participant 2 Most people clicked “Continue”

[object Object],What you saw most recently may not be the most important or most frequent finding. Draw inaccurate conclusions

How to Avoid the Recency Trap ,[object Object],[object Object],[object Object],[object Object]

[object Object],The tendency to find patterns where none exist

This is the third guy who uses a laptop in his living room. Maybe all men use laptops in their living rooms

[object Object],Things that co-occur may not be related. Draw inaccurate conclusions

That’s the fourth man who has bought this version. I need to find out how many men buy this…

Avoiding the Illusory Correlation Trap ,[object Object],[object Object]

Ways to avoid the traps… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ways to avoid the traps… ,[object Object],[object Object],[object Object],[object Object]

Ways to avoid the traps… ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Research Traps: 7 ways of thinking that keep you from doing great customer research

1. Research Traps: 7 ways of thinking that keep you from doing great customer research Wendy Castleman Principal User Research Scientist To be presented at the UPA/BayCHI Usability BOF, September 16, 2008

2. Who am I?

3. RESEARCH TRAPS

4. Mental Shortcuts

6. Those shortcuts become research traps

7. Awareness

10. Meet Elsie

11. What do you think happened? I lived here I moved here

12. Habit We tend to do things the way we usually do

13. New project? Sure, I can run a usability test!

14. Habit Trap Can lead us to do the wrong research Your favorite research method may not be the best way to learn what you need to know

15. The best way to find that out would be a site visit…

16.

17.

18.

19. Hi guys! Wanna be in a study?

20.

21. Junior League of Palo Alto

22.

23. What is the rule? 2, 4, 6, 8, ___ Hypotheses: Each value must be 2 higher than the one before. How do you test this hypothesis? Actual Rule: Each value must be any number bigger than the one before.

24.

25. Try out our new idea for an iPhone application!

26.

27. Try out each of these iPhone applications!

28.

29.

30.

31. As I suspected! 25% of users can’t do that task!

32.

33. Quicken used by small business

34.

35. In American English are there more: There are 3x as many words with “K” in the 3 rd position

36.

37. Availability Trap in Research … a lot of people had trouble with that task…

38.

39. Hmm… I didn’t realize that happened so often…

40.

41.

42.

43. Recency Bias in Research Click “ Continue” Participant 5 Click “ Continue” Participant 4 Click “Done” Participant 3 Click “Done” Participant 1 Click “ Cancel” Participant 2 Most people clicked “Continue”

44.

45. Hmm… I didn’t realize that happened so often…

46.

47. Weight

48.

49. This is the third guy who uses a laptop in his living room. Maybe all men use laptops in their living rooms

50.

51. That’s the fourth man who has bought this version. I need to find out how many men buy this…

52.

53.

54.

55.

56.

57.

58. QUESTIONS? [email_address]

Research Traps: 7 ways of thinking that keep you from doing great customer research

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