These slides are for the following session presented at the UX STRAT Online 2021 Conference: "How to Incorporate Mixed Methods Research" Rina Tambo Jensen

1. How to get
started on Mixed
Methods
Research?
R i n a T a m b o J e n s e n
D i r e c t o r o f D e s i g n & U X R -
S c i e n c e
C h a n Z u c k e r b e r g I n s t i t u t e

2. A Definition
Mixed Methods is a
research design that
incorporates qualitative
and quantitative research
methods.

3. A history of Research
Design
Mixed Methods is a research design method.
Research designs are plans and procedures for
research that span the decisions of questions
design, data collection and analysis. (Crewswell,
2009)
Social Sciences
research design
over time 1800s 1900s 1960s
Quantitative
Research Designs
reign supreme
Qualitative
Research Designs
are introduced
Mixed Method
Research Designs
are introduced

4. Why is this important for UX professionals
today?
Big data has changed a lot, including how we
make decisions and develop products.
We are rediscovering what Social Scientists
learned in the early 20th century - it also
comes with its shortfalls and biases.
Hence - the importance of Mixed Methods.
Source: Analytics Comes of Age, published in
January 2018 Link

5. 3 Types of Mixed Method Research
Exploratory Sequential
Mixed Methods
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods

6. 3 Types of Mixed Method Research
Exploratory Sequential
Mixed Methods
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods
Qual Quant Insights

7. 3 Types of Mixed Method Research
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods
Insights
Qual
Quant
Exploratory Sequential
Mixed Methods
Qual Quant Insights

8. 3 Types of Mixed Method Research
Convergent Parallel
Mixed Methods
Qual
Quant
Insights
Explanatory Sequential
Mixed methods
Insights
Qual
Quant
Exploratory Sequential
Mixed Methods
Qual Quant Insights

9. Building a cheat sheet
Exploratory Sequential
Mixed Methods
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods
Methods
Questions
to be answered
Example Projects
Qual
Quant
Qual Quant
Qual
Quant

10. Why
Exploratory Sequential
Mixed Methods
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods
Methods
Questions
to be answered
Why What
What
Why
What
Example Projects
Qual
Quant
Qual Quant
Qual
Quant
Building a cheat sheet

11. Cheat Sheet
Exploratory Sequential
Mixed Methods
Explanatory Sequential
Mixed methods
Convergent Parallel
Mixed Methods
Qual
Quant
Qual Quant
Qual
Quant
Methods
Questions
to be answered
Example Projects
Audience Segmenta?on,
Need iden?fica?on
Growth-design, A/B
tes?ng, concept
tes?ng.
Strategic opportunity
iden?fica?on,
unmoderated usability
tes?ng at scale.
Why
Why What
What
Why
What

12. Let’s talk real
world
application…

13. An Audience Segmentation
Problem
Statement
• Why do people choose the
products they do for reasons
beyond price / quality (social,
environmental etc)
• How large is the audience?
Research
Design
Interviews,
co-creation

14. An Audience Segmentation
Problem
Statement
Research
Design Survey
Interviews,
co-creation
• Why do people choose the
products they do for reasons
beyond price / quality (social,
environmental etc)
• How large is the audience?

15. An Audience Segmentation
Problem
Statement
Research
Design Survey
Interviews,
co-creation
Impact
• Audience Insights team staffed
• Marketing strategy influenced
• Why do people choose the
products they do for reasons
beyond price / quality (social,
environmental etc)
• How large is the audience?

16. Designing for contributors
Problem
Statement
• Who are in our community?
• How are they engaging with our
tools today?
Source
Research
Design Site
Analytics

17. Designing for contributors
Problem
Statement
• Who are in our community?
• How are they engaging with our
tools today?
• What are their motivations?
Research
Design Site
Analytics
Source
Research
Design Site
Analytics
Remote
Interviews

18. Designing for contributors
Problem
Statement
• Who are in our community?
• How are they engaging with our
tools today?
• What are their motivations?
Research
Design Site
Analytics
Remote
Interviews
Impact • Roadmap for improved
contributor experience
• Investment from management
into support communities.
Source

19. Understanding the state of Contribution
Problem
Statement
• What is the current state of open
collaborations at Mozilla?
• What, if anything, has changed
overtime?
• Why?
Research
Design
Qual
Quant Shared hypothesis &
research questions
Market Research
Competitor Research
& Interviews
Qualitative Research
Staff and Contributor
interviews
Contributor Survey
Data Analysis
Contribution data
across platforms

20. Strategy formulation
Problem
Statement
• What is the current state of open
collaborations at Mozilla?
• What, if anything, has changed
overtime?
• Why?
Research
Design
Qual
Quant

21. Strategy formulation
Problem
Statement
• What is the current state of open
collaborations at Mozilla?
• What, if anything, has changed
overtime?
• Why?
Research
Design
Qual
Quant
C h a r t : c o m m i t s b y n o n - e m p l o y e e s o v e r t i m e , p e r q u a r t e r .
Contribution is growing

22. Strategy formulation
Problem
Statement
• What is the current state of open
collaborations at Mozilla?
• What, if anything, has changed
overtime?
• Why?
Research
Design
Qual
Quant
Impact • Roadmap for improved
contributor experience
• Investment from management
into support communities.
30 projects started to increase
contribu2on to Mozilla.

23. Qual
Together
Stronger
Quant

24. Do’s Don’ts
• Connect with your analytics /
data science team
• Understand the questions they
have around their data, how
could qualitative work build on
that?
• Share your work and challenges
• Create shared language
• Tell yourself you don’t know
numbers or understand data
• Get disheartened about no
shared language and shared ways
of working
• Do not work in a silo

25. Thank
You