pxs’12 - week 4 - qualitative analysis

EPFL, spring 2012 – week 4!qualitative analysis

overview

➝  today’s goal – provide basis for as many ideas for you as possible ➝ brainstorming ➝ competitive analysis ➝  literature research ➝  interviews

➝ brief introduction to qualitative analysis ➝ practical work: ➝ data analysis ➝  literature review

data source vs. approach vs. context

key for context of product use during data collection natural use of product de-contextualized/not using product scripted (often lab-based) use of product combination/hybrid

eyetracking

APPROACH qualitative (direct) quantitative (indirect)

attitudinal

behavioral D

ATA

SO

UR

CE

data mining/analysis A/B (live) testing

usability benchmarking (in lab)

usability lab studies

ethnographic field studies

online user experience assessments (“vividence-like” studies)

diary/camera study message board mining customer feedback via email desiriability studies cardsorting

mix

mix

intercept surveys email surveys

participatory design focus groups phone interviews

questions answered by source and approach

what people do

what people say

why & how to fix it

how many & how much

APPROACH qualitative (direct) qualitative (indirect)

attitudinal

behavioral D

ATA

SO

UR

CE

nice stories but how to analyse?

qualitative analysis - approaches

➝  interpretative techniques "(observer impression)

➝  coding ➝  recursive abstraction "

summaries of summaries ➝ mechanical techniques "

content analysis – counting keywords

coding

➝  summarizing responses into groups ➝  to reduce number of responses ➝  to make comparison easier ➝  in a group ➝ as similar as possible and ➝ as different as possible to every other group

➝  can be done by multiple people to agree on (judges)

coding

➝  complete transcription of interviews

➝  multi-pass approach

➝  look for themes in individual interviews

➝  develop and refine codes across interviews

coding

coding – quick and dirty

➝  cut out and sort into groups (assign codes) ➝  akin to card sorting (popular HCI method) ➝ please put remarks on the cover sheet of each

interview for the interviewer/note taker