how to get insightful and useful audience input for user friendly tools maritza e. matheus,...
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![Page 1: How to Get Insightful and Useful Audience Input for User Friendly Tools Maritza E. Matheus, Principal AHRQ Annual Conference Monday, September 14, 2009](https://reader036.vdocuments.us/reader036/viewer/2022062716/56649de45503460f94adba75/html5/thumbnails/1.jpg)
How to Get Insightful and Useful Audience Input for
User Friendly Tools
Maritza E. Matheus, PrincipalAHRQ Annual Conference
Monday, September 14, 2009
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Audience Exercise Need: paper and pen
On middle of page, write “packing suitcase for business trip” and circle it
Packing suitcase for business trip
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What are we discussing today? When is it useful to obtain audience input? Why conduct formal testing? Approaches Testing mechanics Do’s and Don’ts Examples of eliciting information Useful tactical tips Audience exercise
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When is it Useful to Obtain Audience Input?
Developing a consumer product– Planning a product
– Pre-testing of a prototype
– Post-testing of a model
Testing an existing product Testing messages Developing an advertising campaign
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Qualitative Research
To gather an in-depth understanding of human behavior; answers the “why”
Provides insights, feedback and information
not gleaned from quantitative approaches
Key: use gleaned information into actionable items and strategies
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Approaches
Focus group Dyad/Triad One on One/In Depth Interviews Telephone Online Blogs
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ApproachesApproach Participants Duration Pros Cons
Focus Group 8-10 1.5-2 hours Rich in insights, group
dynamics
$
Dyads/Triads 2 or 3 1 -1.5 hours Probe deep Conduct numerous
One on One Interviews /
In Depth Interviews
1 person 1 hour or less Face to face, phone
Delve deep
No group dynamicsConduct
numerous
Telephone 1 person 1 hour or less Good for difficult to schedule
participants
Miss face to face cues, interaction
Online Numerous 1 hour or less Good for difficult to schedule participants
Miss face to face cues, interaction, $
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Testing Mechanics Clear Objectives Planning! Appropriate Approach or Combination of Approaches Budget Qualitative Researcher or In-house Venue - field facility or other Recruiting (Demographics; Recruiting Guide or Screener)
Moderating (Topic Areas; Discussion Guide)
Reporting
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Do’s Do allow enough time for testing, including approvals Do be inclusive in selecting audience (users, non-users,
clinicians, family, educators, etc) Use tools: flip chart, markers, actual products Do honor time limit set with participants Do provide food Do provide incentives - be creative Do audiotape and video tape Do set time limit on topic areas Do pre and post testing
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Don’ts
Don’t allow friends or family in same groups Don’t allow for “seasoned” participants Don’t accept all of the recruited participants (do over
recruit) Don’t ask participants to share their job title or
profession unless necessary Don’t ask “WHY” - use other ways to elicit
information
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Examples of Eliciting Information
Flip Chart– Easel, markers
Design Team Visualization Word Bubbles Picture Decks Mind Map
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Word Bubbles Use: when learning about sensitive, conflicting or
politically-charged attitudes Tools: handout with stick figures with bubbles
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Picture Decks Use: need to learn about emotional
associations about an experience or an issue
Tools: deck of images
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Mind Mapping Use: when learning more details or more indepth
understanding of behavior, situation, or relationship Tools: paper and markers
“Quit Day”
Triggers
Bad Moods
Eating
Weight Gain
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Mind Map Example of Completed Mind Map
Activities
DisneyWorld
Family vacation
Fun
Memorable
Costly
No adult time
Childhood CommercializationFamily
Flying
Summer Clothes
Kids cranky
Florida
MickeyMouse
Long lines
Save $Exercise - toning
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Tactical Tips Over-recruit Latinos and African-Americans Pay for transportation for indigent or elderly Mail publications in advance for participants
to review before group testing Best not to mix some participants, such as
physician specialties or physicians with other clinicians
Consider on-site interviews when appropriate Ask colleagues and observers for their
insights
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Audience Exercise Need: paper and pen On middle of page, write “packing suitcase
for business trip” and circle it
Example
Take 2 minutes to write thoughts that come to mind when packing a suitcase
When done, circle the most significant branch
Packing suitcase for business trip
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Thank You! Questions?
Contact:
Maritza E. MatheusMatheus Marketing, LLCOakton, VA 22124Tel 703 758-7595Email [email protected]