research analysis: getting more from your data
TRANSCRIPT
Research analysisGetting more out of your data
Today we’ll…
Walk through a four-stage analysis process Try out some of the activities
Introduce some bonus options
Analysis: why bother?
1. Organise
2. Absorb the data
3. Discover patterns
4. Work with patterns
ORGANISE
First, consider…
What do you need to get out of it?
How much time have you got?
Who will you work with?
What tasks / activities will you use?
What do you need to get out of it?
Insight vs evidence vs ideas
Who will you work with?
ABSORB THE DATA
DISCOVER PATTERNS
WORK WITH PATTERNS
On your own 2-3 people Research, designer
2+ people Research, designer, product owner …
How much time have you got?
ABSORB THE DATA
DISCOVER PATTERNS
WORK WITH PATTERNS
Min: 1/2 day Max: 2.5 x the duration of your recordings
Min: 1/2 day Max: 2 days
Min: 1/2 day Max: 2 days
What tasks / activities will you use?
ABSORB THE DATA
DISCOVER PATTERNS
MAP ONTO DIMENSIONS
DRAW DIAGRAMS (e.g. MAPS)
THINK REFLEXIVELY
DEDUCTIVE RULES
HIGHLIGHTING / DOT VOTING
THOUGHT EXPERIMENTS
APPLY FRAMEWORK
AFFINITY SORT
ANALOGY, METAPHOR
COMPARE & CONTRAST
CHECK COGNITIVE BIASES
RETHINK THE PRODUCT
RANDOMNESS
EXTENSION
ROLE PLAY
PYRAMID > STORY
WORK WITH PATTERNS
WHO WERE THE PEOPLE
PRIORITISE
TRANSCRIBE
WATCH WHOLE RECORDINGS
CREATE A SPACE
COLLATE
CODE
HIGHLIGHT & NOTE
REFORMAT
TABLECLOTH
REVIEW TIMESTAMPS
PROTOTYPE
TOYBOX
RAINBOW TABLECLOTH
TRIADS
CO-ANALYSIS
Our core process
DAY 2Discover patterns
REVIEW OBJECTIVES
WHO WERE THE PEOPLE?
VISUALISE PATTERNS
AFFINITYSORT
LABEL THEMES
CLUSTER THEMES
DAY 3Work with patterns
THOUGHT EXPERIMENTS
PYRAMID > STORY
DAY 1Absorb the data
PRIORITISE
CREATE A SPACE
GENERATE POST-IT NOTES
DAY 1ABSORB THE DATA
ABSORB
THE DATA
Tables & walls to work on
Mixed media on walls
Plenty of standing space
2 sq m wall space for day 2
Visible to your colleagues
Natural light
NICE TO HAVE:
DAY 1, 9:00
CREATE A SPACE
DAY 1, 9:30
ABSORB
THE DATA
PRIORITISE
1. After each interview, give it a rating out of ten
2. Give a high rating if either a) the interview was very clear, and summarised matters well or b) it was confusing and contradictory
3. Timestamp key events
4. Make particularly good notes on those with lower ratings
1. Return to your interviews in order, from highest to lowest, until you’ve got an hour left
2. In your remaining hour, listen to at least five minutes of each of the other interviews, homing in on timestamps of most interest in your notes
While interviewing In analysis
ABSORB
THE DATA
Lots of time?
PRIORITISE
TRANSCRIBE
WATCH WHOLE RECORDINGS CREATE A SPACE
REMOVE BAD DATA
COLLATE
CODE
HIGHLIGHT & NOTE
REFORMAT TABLECLOTH
Very little time?
PRIORITISE
REMOVE BAD DATA
COLLATE
HIGHLIGHT & NOTE
REVIEW TIMESTAMPS
Middling amount of time?
PRIORITISE
TRANSCRIBE
CREATE A SPACE
REMOVE BAD DATA
COLLATE
HIGHLIGHT & NOTE
REFORMAT
REVIEW TIMESTAMPS
WATCH (SOME) RECORDINGS
DAY 1, 10:00
GENERATE POST-IT NOTES
DAY 1, 10:00
ABSORB
THE DATA
P doesn’t notice the Find My
Address button
P5
“Not being able to find the Find My Address button is driving me mad!”
P5
Find My Address button would be
easier to find if it was next to
postcode field
P5
GENERATE POST-IT NOTES
Observations Quotes Hypotheses
15:36-15:58 15:36-15:58 15:36-15:58
Have a go
ABSORB
THE DATA
How to cook a stir fry
Have a go
ABSORB
THE DATA
Identify themes, by highlighting phrases of interest and writing notes in the margin.
ABSORB
THE DATA
Need to feel on top of it
Losing control, chain reaction
i.e. not able to be carefree
Inhibits experimentation
P1
Identify themes, by highlighting phrases of interest and writing notes in the margin.
Have a goABSORB
THE DATA
What to highlight / make notes on
• State the obvious • Look for contradictions, triangulate • Focus on things that confuse you • Look for the emotional consequences • Pay attention to what didn’t happen too
Some tips
• Highlight emotions. What’s causing them?
• Highlight pain points. What’s causing them?
• Highlight the social context. Who’s present / not present / implied?
• Highlight their objectives. What are participants trying to achieve, and why?
ABSORB
THE DATA
“The smoke alarm can go
off, and it sets the dog off,
and it’s chaos”
P1
Needs to feel prepared & in
control
P1Unpreparedness = burning food = losing control = chain reaction
P1
If food was less prone to burn, would she be more likely to try new
ingredients?
P1Reluctant to experiment with new
ingredients
P1
Not able to relax (cf other kinds
of cooking)
P1
Quote Observation Observation
Hypothesis Observation Observation
DAY 2
DISCOVER
PATTERNS
VISUALISE PATTERNS
DISCOVER
PATTERNSDAY 2, 9:00
REVIEW THE OBJECTIVES
DISCOVER
PATTERNSDAY 2, 9.30
WHO WERE THE PEOPLE?
DISCOVER
PATTERNSDAY 2, 10.30
VISUALISE PATTERNS
DISCOVER
PATTERNSDAY 2, 13:00
AFFINITY SORT
DISCOVER
PATTERNSDAY 2, 14:00
LABEL THEMES
DISCOVER
PATTERNSDAY 2, 14:30
HIGHLIGHT OTHER THEMES
DISCOVER
PATTERNSDAY 2, 15:30
CLUSTER INTO THEMES
THEMES
META-THEMES
OBSERVATIONS*
* **
DAY 3
WORK W
ITH
PATTERNS
WORK WITH PATTERNS
WORK W
ITH
PATTERNSDAY 3, 9:00
THOUGHT EXPERIMENTS
• What if cooks didn’t have access to spatulas, what would they use instead and why?
• What would be missing if there was no sound whatsoever?
• What if cooks had someone to help them, what would that person be doing?
• What if cooks were able to build their kitchen specially to create this meal, what would it include / look like?
Can you come up with any other thought
experiments?
WORK W
ITH
PATTERNS
DISCOVER
PATTERNS
OBSERVATIONS
FINDINGS
THEMES
** *
*
DAY 3, 13:00
PYRAMID > STORY
WORK W
ITH
PATTERNSDAY 3, 13:00
PYRAMID > STORY
ETC
ANSWER (CONSISTING OF THEMES)
FINDING
*
EVIDENCE (e.g. VIDEO )
FINDING
OBJECTIVE THEMEONE
FINDING THEMETWO
DAY 2Discover patterns
REVIEW OBJECTIVES
WHO WERE THE PEOPLE?
VISUALISE PATTERNS
AFFINITYSORT
LABEL THEMES
CLUSTER THEMES
DAY 3Work with patterns
THOUGHT EXPERIMENTS
PYRAMID > STORY
DAY 1Absorb the data
CREATE A SPACE
GENERATE POST-IT NOTES
Insight IdeasStoryEvidence
A FEW BONUS TECHNIQUES
BONUS
TECHNIQUES
RAINBOW TABLECLOTH
• Create a ‘tablecloth’, i.e. a spreadsheet with your research questions in rows, and participants in columns
• Apply conditional formatting to the cells to highlight results
• Look for patterns!
BONUS
TECHNIQUES
TOYBOX
• Choose objects or toys to inform insights and ideation
• Get your colleagues to choose objects which they think are relevant to the topic, and explain why
• Or, use them for inspiration, e.g. projecting qualities of your chosen object onto the research topics (e.g. ‘what would be the difference between the way that Spiderman and a robot cooked a stir-fry?”
BONUS
TECHNIQUES
CO-ANALYSIS
• Ask users to explain / make sense of your data
• Hold as a workshop for added stakeholder engagement
• Don’t expect it to do all of your analysis for you!
James [email protected]
07787 425440
Thank you
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