SearchLove London 2019 - Sarah Gurbach - Using Qualitative Data to Make Human-centered Decisions

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Sarah will be presenting a variety of ways that search marketers can acquire and analyze qualitative data to compliment ever-present quantitative data. These methods include customer interviews, on-site recordings, tools and polls and surveys. She'll be showing you how to process all this data and will provide real-life examples of how this has been used with previous clients.

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USING QUALITATIVE DATA
TO MAKE HUMAN-CENTERED
DECISIONS
SARAH
GURBACH

PRIMARY
+
SECONDARY
QUALITATIVE
+
QUANTITATIVE

THE RATIONAL
WORLD OF
ALGORITHMS IS
NOT A
REFLECTION OF
HOW HUMANS
MAKE
DECISIONS.
<<<<<<<<<<

LITTLE BY LITTLE,
THIS SORT OF
SHALLOW
INTERACTION CHIPS
AWAY AT OUR
EMPATHETIC
CAPABILITIES.
<<<<<<<<<<
“
“
- DR. HELEN REISS

WHAT OUR
CUSTOMER
GIVES US.
<<<<<<<<<<
NEEDS
WANTS
BARRIERS
TENDENCIES
VALUES
BIASES

DEFINE
1
<<<<<<<<<<
ASK
2
OBSERVE
3
QUANTIFY
4

DEFINE.
1 Write it as a question.
Keep it specific.
Keep it focused.
Keep it simple.

MINIMAL_
<<<<<<<<<<
<<<<<<<<<<
What does the search journey
look like for our customer?

MINIMAL_
<<<<<<<<<<
<<<<<<<<<<
What does the search journey
look like for our customer?
What content is most important
to our potential customer?

THERE IS NO SUBSTITUTE FOR
TALKING TO YOUR CUSTOMER.

ASK.
2 5 CUSTOMERS.
10 QUESTIONS.
20 MINUTES.

ASK.
2 Take me back to the day
when you decided to search
for ____. What triggered
your decision?

STORIES ARE
AUTHENTIC HUMAN
EXPERIENCES.
THEY CONNECT US.

ASK.
2 What type of information was
most helpful when searching?

ASK.
2 What type of information was
most helpful when searching?
What information would have
been helpful but was missing?

<<<<<<<<<<
<<<<<<<<<<
Negative emotions involve more
thinking. Information is
processed more thoroughly than
positive emotions.

ASK.
2 What concerns, if any, did you
have about purchasing our
product?

<<<<<<<<<<
Cushions are so inviting, but are you really
going to take them all in every night? Are
they OK out all day and night all summer
long? How long do they stay wet after a rain
or the early morning dew?
- JENN
<<<<<<<<<<
“
“

ASK.
2
What nearly stopped you
from purchasing?

<<<<<<<<<<
<<<<<<<<<<
MARKETERS UNDERSTAND
THE INDUSTRY AT LARGE.
SALES UNDERSTANDS YOUR
CUSTOMER.

<<<<<<<<<<
<<<<<<<<<<
AS IF YOU WERE STARTING
YOUR SEARCH, WHAT WOULD
YOU TYPE INTO GOOGLE?

<<<<<<<<<<
<<<<<<<<<<
WHAT GOES THROUGH YOUR
HEAD WHEN REVIEWING THIS
SITE?

IT’S HUMBLING
TO WATCH YOUR
CUSTOMER
STRUGGLE
BECAUSE OF
SOMETHING YOU
DID.

What are you
looking for that
you cannot find?

<<<<<<<<<<
Durability
Dimensions
Material

<<<<<<<<<<
Durability
Dimensions
Material
Material
Dimensions
Durability

<<<<<<<<<<
<<<<<<<<<<
WHAT DO YOU WANT TO KNOW
MOST ABOUT ___?

CLOSE THE GAP BETWEEN WHAT YOU THINK
THEY WANT AND WHAT THEY REALLY WANT.

<<<<<<<<<<
My car would vibrate
when I was at high
speeds. So I searched
for those symptoms.
“
“
1,900 Monthly Searches

Big data can tell
you what people
do at scale,
but only your
customer can
tell you what
they’re thinking
and why they do
what they do.
<<<<<<<<<<

JUST DON’T
FORGET WHO
WE’RE DOING
THIS FOR.
<<<<<<<<<<

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