qualitative proof: user research at pssigchi
DESCRIPTION
Qualitative Proof: Guerrilla User Research for Content Strategy PSSIGCHI Misty Weaver October 23, 2014TRANSCRIPT
Portent, Inc.
Qualitative ProofGuerrilla User Research for
Content Strategy @PSSIGCHI
#qualproofOctober 23, 2014
@meaningmeasure
Content Strategy Lead
ScopeAnd Definition
Qualitative ProofGuerillaUser ResearchContent Strategy
@meaningmeasure@pssigchi #qualproof
Our ApproachIt’s All Integrated
PPC DISPLAY SOCIAL BLOGSEO CREATIVE
OWNEDPAID EARNED
CONTENT
ANALYTICS
INFRASTRUCTURE
Channels
Elements
@meaningmeasure@pssigchi #qualproof I teach here
Qualitative:The Interview
• Journalism
• Anthropology
• Library Science
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Quantitative data is cool. But does it tell you why?
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Proof
@natearcher
The 5 whysValidating hand-offs
Resource: http://rosenfeldmedia.com/
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Gorilla
Bridget Coila@meaningmeasure@pssigchi #qualproof
Guerrillavar. Guerilla
(n.) group who uses their knowledge of the terrain to their advantage by ambushing and never engaging in open warfare.
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GuerrillaWhen you use it
•No Budget•No Timeline•No Buy-in
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User Research
Usability Research
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These two things are not the same
Content Strategy:A plan for content creation, delivery, and governance
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Content Strategy:Business GoalsAudience Needs
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What do these people want?
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Why would ever we skip user research?
• Budget• Timeline• Buy-in
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Proof
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Why are you doing this research and what are you hoping to prove?
Why am I doing this?
Instruction and Alignment
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Personas
nForm
Personas
http://nform.com/cards/personas/
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http://www.asis.org/Bulletin/Dec-12/DecJan13_Hert_Carlson_Wessel.html
User Paths
Hert, Carlson, Wessel
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User Journeys
Sanjay Shetty
http://www.business2community.com/digital-marketing/3-core-concepts-successful-digital-content-strategy-0890914
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Content Audits
Donna Maurer
http://uxmastery.com/how-to-conduct-a-content-audit/
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https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice
Voice & ToneKevan Gilbert
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Who am I doing this for?
1. Me2. Stakeholders3. Collaborators4. People
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SurveysQuestionnaire?
And the survey says…
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InterviewsIn person or asynchronous
• Who provides the interviewees?
• Where do they take place?
• What’s the story?
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CoffeesOr teas…
InformalOr personal…
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CoffeeshopsGo ahead and
call the cops
Watering holes…
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Card sorts The life of party always brings the sharpie…
With friends
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Taking it to the streetsGet your gorilla on
In storeOn campusOn main street
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EmbeddingSecret Shopper Strategy
There’s nothing likebeing there
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Talk Listen
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0-1-2No way. Meh. Yay!-Lynn Boyden, Genius
@lrb23
Likert Scales Meh.
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Real People Defy Stereotypes
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Real People Reject Clichés
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Awesome People who taught me
Paula Land @plland Boon Sheridan @boonerangLynne Polischuik @lynneuxBram Wessel @bramwesselLynn Boyden @lrb23Chris Chandler @chrischandler
@meaningmeasure@pssigchi #qualproof
ThankPortent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU.
Misty Weaver@meaningmeasure