Practical Techniques for Field Research

Brad Nunnally - @bnunnallyGIANT CONF 2015
Practical Techniques
for Field Research
The Workshop

Today’s Agenda
• Team Creation & Ice Breaker
• Project Overview
• Section 1 - Planning & Prep Presentation & Activity
• Section 2 - Out in the Field Presentation & Activity
• BREAK
• Section 3 - Finding the Patterns Presentation & Demo
• Wrap Up Q&A

Team creation
• Break Into Pairs
• No Friends
• Mix of Locals
& Out of Towners

Ice breaker
Super Hero Name & Powers

Project Overview
• Mobile App for
Charleston Tourism
• Focus on Discovery &
Exploration
• Sourced by Locals & Past
Tourists

Section 1
Planning & Preparation

Mini-Activity
Empathy Map

–Alan Lakein
“Planning is bringing the future into
the present so that you can do
something about it now.”

Key Benefits
1. Validates initial assumptions and existing research
2. Ensures you cover all the necessary topics
3. Helps sessions flow more smoothly

Workproducts
Tools of the Trade

Test Plan
• Project background
• Overall purpose
• Dictates Methodologies
• Communicates Outcomes
• Template - http://www.usability.gov/how-to-and-
tools/resources/templates/ux-study-overview-
template.html

Recruitment Screener
• Guided Survey
• User Profile Breakdown
• Demographics
• Behaviors
• Scheduling
• Source - http://www.usability.gov/how-to-and-tools/
resources/templates/usability-test-screener-website-
example-1.html

Interview Guide
• Opening Script
• Contextual Sections
• Goal based questions
• Align with project goals
• Challenge assumptions

Introduction Packet
• Pre-introduce yourself
• Provide background and
key contacts
• Send you picture

Travel Logistics
• Map out routes
• Estimate travel time
• Plan breaks and meals
• Avoid over scheduling

Observer Instructions
• Lay down the rules
• Avoid asking questions
• Control non-verbal
reactions
• Stay focused
• Debrief instructions

Notes worksheets
• Key for multiple
research teams
• Aids in synthesis and
analysis
• Allows for backup note
takers to help

Formulating Questions
The hardest part of the job…

Goals
Avoid talking about people want, rather focus on what
problems they have the need to be solved and why they
need to solve them.

Objectives
Identify the key objectives for doing the research. What
outcomes are expected and how will they be used?

Assumptions
Base questions on the assumptions that you have on hand
and what stakeholders think people do or say.

Hypothesis
Frame areas of inquiry around a hypotheses that you can
test while interviewing people. This will change as the
studies progress, but if gives you a strong starting point.

Digging Deeper
• Why do you need to ask
that question?
• Why does this question
matter?
• What else do I need to
know?
• Rinse and repeat…

Recruitment
Finding the right people

Self-
Recruiting
Cold Calling
Live Recruiting
Email Blasts
Screening Surveys

Outsourcing
Recruiting
Market Research Firms
Online User Groups
Client Recruiting

Logistics
Managing the commute

–Chris Gabrieli
Time is a resource, much like
money or autonomy, which can be
invaluable or can be squandered.

In-Person
It’s important to keep in mind that it takes time to travel
between sessions. This can include walking down the hall or
driving across town.
Remote
Technology is not your friend when doing remote sessions.
Plan for some upfront time to train a participant on how to
use any online conferencing tools or systems.

Tech Checks
• Testing technology
before each session
• Have a checklist for
beginning of day, per
session, and end of day

Dry Runs
• Practice
• Practice
• Practice
• Then….
• Practice Some More

1st Activity
Formulate Question

Section 2
Field Research Time

Mini Activity
Interview Dry Run

Introductions
Hi, My Name Is ________

Warming Them Up
• Sets a friendly tone and
context
• Breaks down barriers
• Opens up trust
• Humanizes your team

Small Talk
Master the art of small talk. This is crucial when it comes
to warming up a participant and getting them on your side.

Personal Questions
Notice unique things about the person and inquire. Keep
the topics safe and neutral. Safe topics include - family,
job, obvious hobbies.

Inquire About Environment
Pay attention to photos, art work, knickknacks to learn
more about the person and what types of things they are
interested in.

Commonalities
Everyone has something in common, pointing it out helps
creates a connection.

Managing
Flow
Influencing the peaks and
valleys of a conversation

Order of Questioning
• Simple/Basic Questions
• Topic Based Questions
• Sensitive Areas

– Barbara Walters
When you're interviewing someone,
you're in control. When you're being
interviewed, you think you're in
control, but you're not.

Focus on Behavior
Hints at Barriers & Depth

Body Language
• Non-verbal signals
convey a lot of meaning
• Two-street, your signals
and theirs
• Utilizing mirroring to
encourage people to
open up

Tread
Carefully
Closed Body
Sudden Shallow Answers
Avoidance Patterns

Avoidance Patterns
• Changing the subject
• Calling it quits
• Physically become closed off

Energy Levels
Keeping the tank full…

Two Way
Street
Participant energy is a
direct reflection of your
energy levels.

Music Reading
Meditation

Nightly Debrief
• Team & Client debriefs
• Highlight key observations
- Don’t get into the weeds
• Debrief Template to save time

2nd Activity
Field Research

Section 3
Finding the Patterns

Mini Activity
Research Highlights

Consolidating Data
Looking At The Whole Picture

What’s a Data Point?
A data point is a single thought, comment, idea, or notion
that relates to the area of inquiry.

Pulling Out Data Points
Catalog the data points so that pattern analysis can be
performed. The key here is getting the data in a malleable
format

Team Notes
Gather all the team’s notes together, grab a pot of coffee,
and get to reading…

Transcripts
Send audio recordings off, gather session transcripts, grab
a pot of coffee, and get to reading…

Source - Tomar Sharon via http://www.smashingmagazine.com/2013/04/11/rainbow-
spreadsheet-collaborative-ux-research-tool/

Finding The Story
The Data Is Talking To You

– Johann Wolfgang von Goethe
There is nothing insigniﬁcant in the world.
It all depends on the point of view.

Actionable Data
Getting Some ROI

–Bill Nye
“When you go exploring, two things happen.
First, you make discoveries. The other thing
is you'll have an adventure, and I think we
all want to be part of space exploration.”

New Frontiers
Time To Go Exploring Again

Next Round of Research
Plan for areas that couldn’t be included this round and
what areas require additional discovery.
What’s New Territory?
Document the areas that were discovered that require
focus and discovery in the next round of research.

3rd Activity
Affinity Map Demo

Wrap Up

I like learning stuff. The more
information you can get about
a person or a subject, the
more you can pour into a
potential project.
- Brian Grazer

Using Curiosity
• Wonder…the greatest weapon a researcher can have
• Allows a team to get out of its own way
• Throws assumptions out the window and gets the heart
of the matter

Resources

Positives
What worked well with this workshop?
Deltas
What would you change with the workshop?

Practical Techniques for Field Research

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