gfk 'synergy between market research & ux' uxpa 2014_final

1 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014

EXPOSING THE SYNERGY …

Between Market Research & User Experience (UX)

Martin Hicks, Anna Haywood & Ansgar Küpper

User Experience, GfK

Agenda

Introductions

Overview of Market Research & User Experience (UX)

Market Research & UX in Product Development

Request for proposal exercise

Discussion & proposal feedback

UX is linked to Behaviour

Market Research is linked to Attitudes & Opinions

Lifecycle of a Market Research project

Define

Objective &

Problem

Determine

Research

Design

Design &

Prepare

Research

Instrument

Sampling &

Collection

Analyse

Visualise &

Feedback

Results

Descriptive

Diagnostic

Predictive

Exploratory

Descriptive

Causal

Market Research – Primary & Secondary Research

• Primary research:

• Data collection directly from source. Targeted and fit for purpose, but can be time

consuming and costly

• Mix of qualitative (interviews, focus groups) and quantitative (online surveys/polling)

research

• Secondary research:

• Most common type of research, typically entails reviews of published reports and

online information

• More cost effective, can help define problem without need for primary research

• Helps define business need and formulate hypotheses leading to an effective

research design

Market Research – Primary Research (Research Design)

Population Surveys • Surveys conducted with whole population or

representative sample

Observation Surveys • Online behaviour tracking

• Accompanied shopping/driving

Controlled Studies • Measuring attitudes/opinions in-situ or in

artificial, controlled settings

Technical deduction • Statistical modelling/forecasting

Market Research – Secondary Research

External sources of data

• Government published data (Central Statistics

Office, www.statistics.gov.uk)

• Commercial organisations (Keynote, Mintel,

Data Monitor, Kompass)

• Internet searches, news groups/bulletin boards

• Business Libraries

• Trades Associations

• Universities and Colleges

• Institutes and Professional Associations (MRS,

Internal sources of data

• EPOS

• Customer Databases, loyalty

schemes

• Management information

Systems (reports and accounts,

previous research projects)

User Experience (UX) – Expectations & Interactions

If technology

doesn’t work

for me, it

doesn’t work!

We Believe Experiences Matter®

Interactions in the Real World

High Low

Usable

Functional

(Utility)

The Target Quadrant

Objective:

Make things

that are

useful and

usable

Where a lot of

things end up

High Low

Usable

Functional

(Utility)

The Target Quadrant

Objective:

Make things

that are

useful and

usable

Where a lot of

things end up Knowing the features is not enough.

You have to know how to put those

features together to build the overall

user experience.

TASK-ORIENTED QUALITIES

Learnability / Operability

UX is more than usability

SELF-ORIENTED QUALITIES

Product Fit / Inspiration

AESTHETIC QUALITIES

Look & Feel

Combining UX and Market Research

“The most important thing for user experience professionals to

know is when marketing research is needed, and when user

experience research is needed.

If you understand how these two methodologies work together

through a product lifecycle, you will be able to work effectively

with marketing departments. You can demonstrate the value of

including user experience research in their projects because you

are able to explain how it complements the market research they

are already conducting.”

‘User Experience Research and Market

Research’, Human Factors International, 2012

Problem: Market Research & UX working in silos

• Within organisations, market research and UX research may function in silos, or not have

a good understanding of the other’s approaches and capabilities

• One problem may be the assumption that market research and UX are just too different

• In practice, how much information sharing goes on? e.g.:

• How much do UX practitioners know about customer research or branding studies?

• How easy is it to find these studies?

• How often do UX and market research meet to discuss potential collaboration on:

• Addressing each other’s capabilities and services on proposals

• Satisfying customer experience (online and offline) across a broad range of

communication channels

UX Market Research

About Behaviour Attitudes

What people.. Do Say

Focused on User experience of a product Marketing & persuasion – product

perceptions

Understand How users relate to technology Customer needs & desires

Digs into Practical, measurable actions & responses Emotional responses

product to

Achieve specific goals (effectiveness,

efficiency & satisfaction for context of use)

Deliver brand message or promise

leading to a sale

Refers to Users Customers or consumers

Clients IT or technology based Often marketing based

Traditional comparison between Market Research & UX (I)

Qualitative (direct) Quantitative (indirect)

Behavioural

Attitudinal

Approach

What people do

What people say

Traditional comparison between Market Research & UX (II)

How to fix

How many &

How much

Research methods used

Data mining analysis

Natural use of product

Scripted (often lab-based) use of

product

De-contextualised / not using product

Combination / hybrid

Key for Context of Product Use during data collection

Phone interviews

Qualitative (direct) Quantitative (indirect)

Focus groups

Participatory design

Ethnography

Usability Lab Studies

Behavioural

Attitudinal

Approach

Customer feedback (via email)

Message board / Social Media mining

Diary study

Usability benchmarking

Eyetracking

Card sorting

Online UX assessments

(‘Vividence-like’ studies)

A/B (Live) testing

Email surveys

Intercept surveys

Why bring Market Research & UX together?

Market Research can … UX can …

Understand attitudes and preferences Input into market research to validate

Understand who to recruit for UX Explain perception and attitudes as they relate to UX

Validate UX results on a larger scale Translate customer needs into product design

• Similar goals / similar tools

• Guide the development of best possible experience for customer / user

• Speak for the customer / users’ needs

• Use data, listening, direct observation and problem solving to achieve this

Working hand in hand …

Complimentary

Stronger story

Better represents the end user by serving all needs

More complete picture

Clients & companies want actionable recommendations

(do not care about methodology)

• Little sharing of relevant information between disciplines

• Can compete for research budget

• Different skill sets/approaches/vocabularies

• Customer experience often treated as a function

• CE resides within disparate departments rather than a

core competency embedded within the organisation

But in practice …

UX Research

Physical

Digital

Hybrid

Market Research

Brand & Ad

Satisfaction

UX research expectation and interaction Marketing research performance & ROI

Ultimate

Customer

Experience

Differing POVs but shared purpose

Market Research & UX in Product Development (I)

Surveys to

define the

market

Focus groups to

identify segment

characteristics

Ethnography to

identify needs Interviews to verify

needs & better

understand users

Collaborative

design sessions

& card sort Concept tests

Usability tests Competitive

benchmark

Discovery

Design

OPTIMISATION LOYALTY

MANAGEMENT

INNOVATION

& DIGITAL

SHOPPER &

RETAIL STRATEGY

MARKET

OPPORTUNITY

INNOVATION

PROMOTION

& CAUSAL

RETAIL

GEOMARKETING

RETAIL SALES

TRACKING

MYSTERY

SHOPPING

BRAND &

CUSTOMER

EXPERIENCE

TRENDS &

FORECASTING

AUDIENCE

MEASUREMENT

CONSUMER

PANELS

BRAND VALUE

OPTIMISATION

MULTI-

CULTURAL

USER EXPERIENCE

GfK Research Teams

OPTIMISATION LOYALTY

MANAGEMENT

INNOVATION

& DIGITAL

SHOPPER &

RETAIL STRATEGY

MARKET

OPPORTUNIT

INNOVATION

PROMOTION

& CAUSAL

RETAIL

GEOMARKETING

RETAIL SALES

TRACKING

MYSTERY

SHOPPING

BRAND &

CUSTOMER

EXPERIENCE

TRENDS &

FORECASTING

AUDIENCE

MEASUREMENT

CONSUMER

PANELS

BRAND VALUE

OPTIMISATION

MULTI-

CULTURAL

USER EXPERIENCE

MARKET

OPPORTUNITY

INNOVATION

BRAND &

CUSTOMER

EXPERIENCE

GfK Research Teams

Market Opportunity &

Innovation

Experience

Brand & Customer

Experience

Concept

Feasibility

Development

Customer

Assessment

Customer

Requirement Qualification Launch Growth Maturity

Market Research & UX in Product Development (II)

Innovation looks at evolving

markets and consumers to identify

new products and services with the

best bundle of benefits to capture

opportunities.

User Experience shapes the

detailed interactions users have

with products and services so that

experiences are useful, usable and engaging.

Bringing Innovation and User Experience

together early in the product development

process ensures great opportunities

are not lost because experience

was not an afterthought.

Identifies the white

spaces and brings

compelling ideas

to market.

The What

Shapes the

experience to be

delivered through

research-informed

design.

The How

INNOVATION

THINKING

Market Research and UX in Innovation

Market Opportunity &

Innovation

Experience

Brand & Customer

Experience

Concept

Feasibility

Development

Customer

Assessment

Customer

Requirement Qualification Launch Growth Maturity

Market Research & UX in Product Development (II)

Market Research & UX in Product Optimisation

Discover

Begin by assembling

the research and

data you already

Understand &

Research to

understand journey

and visualise using

an experience map.

Measure & Prioritise

Identify the improvement

or re-design

opportunities that will

deliver ‘ultimate’

experience and ROI.

Design Intervention

Understand the “why”

and use to inform the

design changes that will

ultimately improve the

experience.

1. Discover 2. Understand &

3. Measure &

Prioritise

4. Design

Intervention

Discover

Begin by assembling

the research and

data you already

Understand &

Research to

understand journey

and visualise using

an experience map.

or re-design

experience and ROI.

Design Intervention

experience.

3. Measure &

Prioritise

4. Design

Intervention

Expert Review

MR & UX methods used in Discover phase

Discover

Stakeholder Interviews Competitor Benchmarking

Call Centre Statistics

Brand & Customer

Satisfaction

Tracking Social Media

Analysis & Google

Analytics MR

Discover

Begin by assembling

the research and

data you already

Understand &

Research to

understand journey

and visualise using

an experience map.

or re-design

experience and ROI.

Design Intervention

experience.

3. Measure &

Prioritise

4. Design

Intervention

In-depth Interviews

UX methods for the Understand phase

Understand

Usability Testing

Contextual Interviews Diaries

Ethnography

Exploratory Focus Groups

Map Connections

and Expectations

UX methods for the Map phase

Map Experience Mapping Blueprinting

Task Analysis

Mapping tells the story captured in the data

Discover

Begin by assembling

the research and

data you already

Understand &

Research to

understand journey

and visualise using

an experience map.

or re-design

experience and ROI.

Design Intervention

experience.

3. Measure &

Prioritise

4. Design

Intervention

Experience Point Audit

Methods used in Measure & Prioritise phase

Measure &

Prioritise

ROI Modeling

Customer Satisfaction

Tracking

Competitive

Benchmarking Social Media

Analysis & Google

Analytics MR

UX Testing

Discover

Begin by assembling

the research and

data you already

Understand &

Research to

understand journey

and visualise using

an experience map.

or re-design

experience and ROI.

Design Intervention

and use this to inform

the design changes that

will ultimately improve

the experience.

3. Measure &

Prioritise

4. Design

Intervention

Design Workshops

UX methods used in Design Intervention

Design

Intervention

User Interface

Design

Concept Design Design

Strategy

User Centered Design

Group Exercise: Request for proposal

Edward de Bono’s Six Hats – The Green Hat

The Green Hat (one of Edward de

Bono’s ‘six hats’) is the hat of

growth and possibilities.

This is the hat of creativity,

alternatives, proposals, what is

interesting, provocations and

changes.

Everyone has to suggest ways in

which the idea could be adapted or

improved to make it work better.

Green hat discussion for proposals

A green hat session can be run prior to writing the proposal.

• The bid lead should summarise with a green hat invitation the nature of an

opportunity and the background and objectives

• In the invitations, the bid lead should indicate what skill set and domain knowledge

they think is needed in the green hat session

• The bid lead should also be responsible for seeking out the participation and

feedback of domain experts during or after any meeting

• A green hat cannot be a collection of people who just happen to be around and

have an interest. Attendees must have a focus on the client’s domain and

problems, and leverage our knowledge.

Project brief

Group exercise

THANK YOU

Martin Hicks – martin.hicks@gfk.com

Anna Haywood – anna.haywood@gfk.com

Ansgar Küpper – ansgar.küpper@gfk.com

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