Product Anonymous: After Research - Creating Useful & Well Executed Research Outcomes
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So youve completed your customer interviews - but now what? How do you make sure that youre creating the right insights based on all of your data? How do you advocate for your findings across product development, especially when they conflict with business objectives? In this presentation, Jess will share how to set yourself up for success in the most important part of the user research journey - After Research. Learn how to effectively synthesise your qualitative data, create reusable and actionable insights & advocate your research across your team.
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Product Anonymous: After Research - Creating Useful & Well Executed Research Outcomes
- 1. After Research Jess Nichols Creating Useful & Well Executed Research Outcomes Slido: #afterresearch
- 2. My big f*** up.
- 3. Research is less about the act of research, and more about how you share it.
- 5. Before During After What outcomes do you need to achieve to ensure your research has impact? Are there OKRs or strategy to guide your research outcomes? What knowledge gaps exist?
- 6. Before During Synthesis - Analyse data to create insights Share - Create artefacts and narratives to distribute what you learned. Impact - Ensure research is in f luencing outcomes. After
- 7. Synthesis can be challenging but is worth it.
- 8. If I had asked people what they wanted, they would have saidfaster horses. - (not) Henry Ford
- 9. What peoplesay, what peopledo & whatthey say they do are entirely different things. - Margaret Mead
- 10. Insights are from patterns of behaviours or attitudes.
- 11. I went to a single customer interview and they said we should change this feature so we should change it!
- 12. I went to a single customer interview and they said we should change this feature so we should change it!
- 13. I went to a single customer interview and they said we should change this feature so I attended more research sessions and looked at the existing data & research we have and found that it has been consistently mentioned so I think we should change it!
- 14. I went to a single customer interview and they said we should change this feature so I attended more research sessions and looked at the existing data & research we have and found that it has been consistently mentioned so I think we should change it!
- 15. Focuses on having a structured information architecture and f inding insights that f it within an existing mental model. Having a prede f ined information architecture can constrain you from discovering novel insights. Focused on organic analysis and the a ff inity of data to f ind their insights. An organic process requires a more extended timeframe to conduct your analysis. #TeamSpreadsheet #TeamStickyNote You can also blend these two options.
- 17. Orange Rose Petunia Lime Tulip Emerald Pineapple Ruby Apple Green Lily Lilac Diamond Yellow Daisy Sapphire How would you group these?
- 18. Orange Rose Petunia Lime Tulip Emerald Pineapple Ruby Apple Green Lily Lilac Diamond Yellow Daisy Sapphire Colours?
- 19. Orange Rose Petunia Lime Tulip Emerald Pineapple Ruby Apple Green Lily Lilac Diamond Yellow Daisy Sapphire Fruit?
- 20. Orange Rose Petunia Lime Tulip Emerald Pineapple Ruby Apple Green Lily Lilac Diamond Yellow Daisy Sapphire Flowers?
- 21. Orange Rose Petunia Lime Tulip Emerald Pineapple Ruby Apple Green Lily Lilac Diamond Yellow Daisy Sapphire Gemstones?
- 22. There is no single right way to analyse your data.
- 23. Use OKRs, research questions or journey f lows as your north star.
- 24. Be comfortable with con f lict.
- 25. Groups should be equally MECE.
- 26. Combine the what with the why.
- 27. Use quantitative trends to identify qualitative research opportunities. Quantify what you learn through a survey. Scope Generalize Match behavioural data with your customers perspectives. Validate Qualitative + Quantitative
- 28. Insights are the sticky stories you want to tell about your customers.
- 29. Answer your original research questions. Advocate for your customers needs that may not have been considered. Answer Advocate Make it clear to your teams how to action what youve learned about your customers. Action Creating Insights
- 30. You will always have bias.
- 31. When your participants will agree with everything you say. Friendliness Social Desirability Habituation Bias in your participants Source: https://www.quirks.com/articles/9-types-of-research-bias-and-how-to-avoid-them When participants will try to respond with the right answer rather than what they think. When your participants provide the same answers to questions that are worded in similar ways.
- 32. Bias in your analysis Source: https://www.quirks.com/articles/9-types-of-research-bias-and-how-to-avoid-them When you form a hypothesis or belief and use respondents information to con f irm that belief. Con f irmation Culture Halo Effect When you make assumptions based on your, or your participants cultural lens. When you see something in a positive (or negative) light because of a single data point.
- 33. The f irst time you Share should not be at the end of your project.
- 34. Take teams on your research journey.
- 35. Tell me and I forget, teach me and I may remember, involve me and I learn. - Benjamin Franklin
- 36. Get on your teams level.
- 37. Put yourself in your teams shoes.
- 38. Share early and often.
- 39. Sharing throughout the journey Slack channels for status updates, team visibility and help to unblock. Invitations for stakeholders to join research sessions through shared calendars. Watch Out preview sessions with key stakeholders to remove any controversial insights.
- 41. Advocating for your research Who else in your team is excited about your research and can amplify what youve learned? People Process Platform How can you bring traceability to your f indings through product development processes? How can you store your research in an async, accessible and personalised way? User Stories Requirements Documents References in Designs Designers Marketing & Product Marketing Other Product Managers Researchers Share on Internal Wikis Creating team Looms or presentations Bite sized insights on Slack
- 42. How Ive advocated for my research Different presentations for different teams Loom to summarise f indings async Comments & conversations across the team.
- 43. Creating research Impact is a marathon, not a sprint.
- 44. Direct impact explicitly connects to a business outcome. e.g. quantitative research, evaluative approaches & experimentation.
- 45. e.g. qualitative research, foundational or generative approaches. Indirect impact in f luences decisions for business outcomes.
- 46. Know your lifespan & in f luence
- 47. The outcomes of the research wont change signi f icantly with product changes. E.g. User Needs, JTBD. The outcomes of the research will change signi f icantly with product changes. E.g. Usability Testing, Product Requirements. Evergreen Expiry
- 48. Desirability Feasibility Viability User Research answers this User Research does not answer these
- 49. Desirability Viability Is solved by Understanding the Market (e.g. SWOT analysis, market trends, competitive analysis) Is solved by Understanding our Users (e.g. user needs, JTBD, usability testing)
- 50. Expect Tension. What trade offs can you make that still enable the product experience to meet the user needs you have identi f ied? Desirability Feasibility Viability
- 51. Celebrate your impact, no matter how small.
- 52. TL;DR To create useful & well executed outcomes: De f ine how you want to create research impact at the start of your project. Use OKRs, research questions or journey f lows as your north star - there is no one right way to analyse your data. Your insights should be sticky stories that you want to tell your customers. Take your teams on the research journey - there should be no surprises. Be your researchs biggest advocate - look for people, process & platform opportunities to in f luence.