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Is bad research better than no research?

Deidre Kolarick
Director of Research & Insights
Catalyst Group

January 14, 2014
345 Seventh Avenue 11th Floor New York, NY
Lean Research
•  Why GOOB is awesome
•  Why GOOB is sometimes not that awesome
•  The perils of bad research and lean-specific issues
So is bad research better than no research?
1. Don’t test your own designs.
The case for someone else doing it

	
  

•  IRBs and conflicts of interest
Smoking
improves
cognitive
function	


(Turner & Spilich, 2006)
16
The case for someone else doing it

	
  

	
  

•  Confirmation bias
•  Biases are automatic and unconscious
•  The role of emotion
•  Awareness isn’t enough (Dasgupta, 2009)

16
2. Make a plan - and stick to it.

	
  

	
  

	
  
•  Sample size and procedures
•  Write out a script
•  Monitor and share results in real-time
•  Review, discuss, rinse, repeat

17
3. Observe and be observed.
	
  

•  Easier to recognize bias in others
•  De-stigmatize bias – talk about it
•  Listen to each other and give feedback (and accept it!)

18
4. Treat research as a skill to be developed.

	
  

	
  

	
  

•  Study the craft

	
  

•  Think about the questions you’re asking
	
  

	
  

•  Dunning-Kruger effect
•  Consider hiring a pro
19
Things to watch out for
•  Explaining intent / correcting users
•  Question types
•  Do you like it?
•  What if I changed ________?
•  Would you…. (share it, come back, etc.)?

•  Don’t ask – let them tell you
•  If you can – GOOW!
Thank you!

	
  

	
  

	
  

	
  

	
  

	
  

	
  

	
  
	
  

37

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LeanUX: Is Bad Research Better than No Research

  • 1. Is bad research better than no research? Deidre Kolarick Director of Research & Insights Catalyst Group January 14, 2014 345 Seventh Avenue 11th Floor New York, NY
  • 2. Lean Research •  Why GOOB is awesome •  Why GOOB is sometimes not that awesome •  The perils of bad research and lean-specific issues
  • 3. So is bad research better than no research?
  • 4. 1. Don’t test your own designs.
  • 5. The case for someone else doing it   •  IRBs and conflicts of interest Smoking improves cognitive function (Turner & Spilich, 2006) 16
  • 6. The case for someone else doing it     •  Confirmation bias •  Biases are automatic and unconscious •  The role of emotion •  Awareness isn’t enough (Dasgupta, 2009) 16
  • 7. 2. Make a plan - and stick to it.       •  Sample size and procedures •  Write out a script •  Monitor and share results in real-time •  Review, discuss, rinse, repeat 17
  • 8. 3. Observe and be observed.   •  Easier to recognize bias in others •  De-stigmatize bias – talk about it •  Listen to each other and give feedback (and accept it!) 18
  • 9. 4. Treat research as a skill to be developed.       •  Study the craft   •  Think about the questions you’re asking     •  Dunning-Kruger effect •  Consider hiring a pro 19
  • 10. Things to watch out for •  Explaining intent / correcting users •  Question types •  Do you like it? •  What if I changed ________? •  Would you…. (share it, come back, etc.)? •  Don’t ask – let them tell you •  If you can – GOOW!
  • 11. Thank you!                   37