Everything has changed post-COVID-19- How can fieldwork continue now that researchers cannot simply meet with participants?
That my team — a design team — does research, has at times confused colleagues unfamiliar with design methods. Some expect that customer research is produced solely from the market research team and that any design findings only come out of the usability lab. So, to set the scene on our latest field study I presented an introduction about how ethnography has played a part in the product design and innovation of many brands we are familiar with.
Are you recording enough after customer research encounters?
Noting behaviours, attitudes, and context during research encounters uncovers rich findings and helps to tell compelling customer stories. Just recounting what was said misses important data.
Speaker: George Marcus
25 March 2014
Metcalfe Auditorium, State Library of NSW
Organised by UWS
Earlier this year I was on a project where I had to re-purpose another team’s design research. My job was to make a set of task models. I had the following available to me:
While I was a student I worked in retail. At one store we were encouraged (forgive me if you hate sales assistants) to ask open questions to invite conversation. It’s harder that it sounds. Years later while being trained in user research we were encouraged to ask why. Not only why, but as many whys as we could … and you know why … to get to the root cause, that deep fundamental driver of behaviour. Of course this too is not as easy as it sounds. Unless you’re a charming 5 year old asking why can sound pretty obnoxious and being asked why can make anyone feel quite defensive. I’m guessing advice like this has its roots in the famous 5 Whys, which I take to be a tool of analysis, not a script. If you disagree with anything here, or have more to add please say so in the comments.
Debriefing as soon as possible after your research encounter is vital. Push yourself beyond first impressions with these 10 questions.
I have a BUNCH of notes from books and articles I have read on design research. I had reason to revisit them all recently when I was writing a training course and thought to share them as a set of reference tools for others, you dear reader, and as a memory boost for me on our next field trip.
Ethnography for Marketers: A Guide to Consumer Immersion was recommended to me in 2007, I finally got round to reading it in 2010 and the other day I revisited the copious notes I took. This is a book about ethnography, research, projects and design. But why write a blog post that is a book review? Particular when the subject is essentially a text book?
What are diary studies?
Diary studies, otherwise known as User Research Diaries or “Cultural probes” were pioneered for use in design research by William “Bill” Gaver, Professor at Goldsmiths London. Interestingly he doesn’t analyse diary content, nor does he create scenarios or personas from them instead using them as a base from which to validate other data. He does not create personas, preferring instead to revisit the raw data.