Introduction to qualitative research
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This document provides an introduction to qualitative research methods for service design. It discusses how qualitative research can help designers fully understand the human experience through open-ended questions and thick descriptions. It outlines different dimensions of human experience, such as feelings, values, and meanings, that qualitative research aims to explore. The document also discusses best practices for asking good qualitative research questions and provides examples of forming points of view to focus qualitative research.
![Forming a Point of View
Source:
http://dschool.stanford.edu/use-our-methods/
[USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT]
¡°A teenage girl needs more nutritious food because vitamins are vital to good
health¡±](https://image.slidesharecdn.com/introductionforqualitativeresearch-170218160132/85/Introduction-to-qualitative-research-14-320.jpg)
![Forming a Point of View
Source:
http://dschool.stanford.edu/use-our-methods/
[USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT]
¡°A teenage girl needs more nutritious food because vitamins are vital to good
health¡±
VS
¡°A teenage girl with a bleak outlook needs to feel more socially accepted when
eating healthy food, because in her hood a social risk is more dangerous than a
health risk.¡±](https://image.slidesharecdn.com/introductionforqualitativeresearch-170218160132/85/Introduction-to-qualitative-research-15-320.jpg)
![Forming a Point of View
Source:
http://dschool.stanford.edu/use-our-methods/
[USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT]
¡°A teenage girl needs more nutritious food because vitamins are vital to good
health¡±
VS
¡°A teenage girl with a bleak outlook needs to feel more socially accepted when
eating healthy food, because in her hood a social risk is more dangerous than a
health risk.¡±](https://image.slidesharecdn.com/introductionforqualitativeresearch-170218160132/85/Introduction-to-qualitative-research-16-320.jpg)
Introduction to qualitative research
- 1. Introduction to Qualitative Research for Service Design Sandjar Kozubaev @sandjar
- 2. Hello my name is Sandjar! Experience Designer, Futurist PhD Student
- 5. How can we fully understand the human experience through words? (so we can design a service)
- 6. Qualitative research can get us very close
- 7. ¡ but we need to understand what we¡¯re aiming for
- 8. Dimensions of Experience Credit: Nathan Shedroff http://nathan.com/making-meaning/
- 9. Dimensions of Experience Credit: Nathan Shedroff http://nathan.com/making-meaning/ Does this fit into my world? Is this me? How does it make me feel? ¡at a price that¡¯s worth it? Does this do what I need?
- 10. 15 Meanings Credit: Nathan Shedroff http://nathan.com/making-meaning/ Accomplishment Beauty Creation Community Duty Enlightenment Freedom Harmony Justice Oneness Redemption Security Truth Validation Wonder WARNING: This is not science, this is design (interpretive, generative, rhetorical)!
- 11. Questions, Questions Based on Creswell: https://masscommtheory.com/2011/05/05/writing-good-qualitative-research-questions/ ? Begin with words such as ¡°how¡± or ¡°what¡± ? Tell the user/customer what you are attempting to ¡°discover,¡± ¡°generate,¡± ¡°explore,¡± ¡°identify,¡± or ¡°describe¡± ? Ask ¡°when was the last time?¡± to jog a memory about a specific situation ? Ask ¡°what happened?¡± to help craft your description ? Ask ¡°how does/did it make you feel?¡± to understand feelings and emotions ? Ask ¡°what happened next?¡± to explore the process over time ? Ask ¡°tell me more?¡± to thicken the description ? Ask ¡°what do you mean by that?¡± to solicit alternative explanations ? Ask ¡°why is it important to you?¡± to get to values and meanings
- 12. Forming a Point of View Source: http://designthinking.tools/design-thinking-tools-shop/point-of-view/ ? Provides focus and frames the problem ? Inspires your team ? Offers criteria for evaluating competing ideas ? Empowers your Team to make decisions independently, in parallel ? Captures the hearts and minds of the people you meet ? Saves you from the impossible task of developing concepts that are all things to all people (i.e. your problem statements should be discrete, not broad)
- 13. Forming a Point of View Source: Laddering Theory, Method, Analysis and Interpretation by Reylnods and Gutman Laddering Theory and ACV Analysis (A)ttributes (C)onsequences (V)alues ¡°These association networks, or ladders, referred to as perceptual orientations, represent combination of elements that serve as the basis of distinguishing between and among products in a given product class¡±
- 14. Forming a Point of View Source: http://dschool.stanford.edu/use-our-methods/ [USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT] ¡°A teenage girl needs more nutritious food because vitamins are vital to good health¡±
- 15. Forming a Point of View Source: http://dschool.stanford.edu/use-our-methods/ [USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT] ¡°A teenage girl needs more nutritious food because vitamins are vital to good health¡± VS ¡°A teenage girl with a bleak outlook needs to feel more socially accepted when eating healthy food, because in her hood a social risk is more dangerous than a health risk.¡±
- 16. Forming a Point of View Source: http://dschool.stanford.edu/use-our-methods/ [USER] needs to [USER¡¯S NEED] because [UNIQUE INSIGHT] ¡°A teenage girl needs more nutritious food because vitamins are vital to good health¡± VS ¡°A teenage girl with a bleak outlook needs to feel more socially accepted when eating healthy food, because in her hood a social risk is more dangerous than a health risk.¡±
- 17. Thank You Sandjar Kozubaev sandjar.kozubaev@sparksgrove.com Twitter: @sandjar /sankoz Source: http://dschool.stanford.edu/use-our-methods/