InnovaAcademy Session 6: Qualitative Research Plan PDF

innovaAcademy Session 6 Any Questions About the Last session?  Let’s Recap Previous Session **Note** 
 The following plan contains some of Qualitative method techniques.. Let’s Take an Example about...

innovaAcademy Session 6 Any Questions About the Last session?  Let’s Recap Previous Session **Note** 
 The following plan contains some of Qualitative method techniques.. Let’s Take an Example about Research Plan Developing a new mobile banking app Objective Objective: Understand users’ current banking habits, challenges with existing mobile banking apps, and desired features in a new app. Participants 10 users who regularly use mobile banking apps, with varying levels of tech-savviness. Interview Guide Introduction Brief introduction and explanation of the interview’s purpose Assure confidentiality and obtain consent for recording. Warm-Up Questions Can you tell me a little about yourself and how you usually manage your finances How often do you use mobile banking apps? Interview Guide Mobile Banking Usage : 
 How often do you use your Security and Privacy : 
 Demographics : 
 User Experience : 
 current mobile banking app?, What types of transactions do How concerned are you about Age, Gender, How satisfied are you with your you perform on your current the security of mobile banking Income Level, current mobile banking app?, mobile banking app? (Select all apps?, Which privacy features Education Level, Ease of Use, Likelihood to that apply), Which features are do you find most important in a Recommend, most important to you in a mobile banking app? mobile banking app? Future Enhancements : 
 Closing Questions : What new features would you like to see in a mobile banking app?, Would you How would you rate your overall satisfaction with your be willing to pay for premium features in a mobile banking app?, If yes, what current mobile banking experience?, Do you have any type of payment model would you prefer for premium features? (Select one), additional feedback or suggestions for improving mobile banking apps? Interview Guide Closing Is there anything else you’d like to share about your experience with mobile banking apps? Thank the participant for their time and insights. Logistics Conduct the interviews via video call for convenience and to reach a wider geographic range. Analysis Transcribe the interviews and identify common themes (Clusters) such as usability issues, desired features, and user motivations Interview Guide Findings Common Likes: Users appreciate features like quick balance check, easy fund transfers, and transaction notifications Pain Points: Users often find the navigation confusing and feel that the app lacks personalization Desired Features: Users want better security features, budgeting tools, and more intuitive interfaces. Recommendations Simplify navigation to enhance usability Implement advanced security measures like biometric authentication Integrate budgeting tools and personalized user experiences. Questions Guide Be Clear and Concise Ensure questionsare easy to understand and free of jargon. Avoid long or complex sentences. Example Bad: How do you feel about the comprehensibility and clarity of the information provided? Better: How clear was the information provided? Avoid Biased Questions Do not influence the respondent’s answer. Example Bad: Why do you think our product is the best on the market? Better: How would you rate our product compared to others on the market? Use Neutral Language Avoid words that could sway responses. Example Bad: How terrible was your experience with our service? Better: How would you describe your experience with our service? Avoid Double-Barreled Questions Do not ask two things in one question Example Bad: How satisfied are you with our product quality and customer service? Better: How satisfied are you with our product quality? Better: How satisfied are you with our customer service? Offer Balanced Response Options Provide a range of options that cover all possible responses. Example Ofte Bad: How often do you use our service? Very Often Neve Rarel Better: How often do you use our service? Sometime Ofte Very Often Before you go live  1 Pretest Your Survey Conduct a pilot test with a small group to identify any issues with the questions.  2 Consider the Order of Questions Start with easy and engaging questions to encourage completion. Group similar topics together to maintain a logical flow.  3 Use Closed-Ended Questions for Quantitative Data Closed-ended questions provide specific, predefined answers that are easier to analyze quantitatively.  4 include Open-Ended Questions for Detailed Feedback Open-ended questions allow respondents to provide more detailed and nuanced feedback.  5 Ensure Anonymity and Confidentiality Assure respondents that their answers will remain confidential to encourage honest and accurate responses. in 20-25 Mins... Apply the comment Let’s Apply Reorganize and cluster
 Practically your file with your tea Prepare to Discuss on the Guide innovaAcademy Session 7 Let’s Discuss
 Session 6 Task How Can we Measure Quantitates Vertical Bar Chart Bars are drawn vertically from the x-axis with heights proportional to the values they represent. Time Series Data, Effective for displaying data over time, such as monthly sales figures. Category Names, When category names are short, vertical charts make it easy to label categories on the x-axis. Horizontal Bar Chart Bars are drawn horizontally from the y-axis with lengths proportional to the values they represent. Long Category Names, Ideal for displaying categories with long names that need to be fully readable. Many Categories, More space for labels, making it easier to compare many categories without overcrowding. Examples Horizontal Vertical  Horizontal x Vertical Comparison Label Length Data Orientation Space and Layout If category labels are long or If you are comparing data over time or Horizontal bar charts can be more numerous, a horizontal bar chart need to emphasize a progression, a compact and fit better in layouts where is often more readable. vertical bar chart might be more vertical space is limited. effective. Pie Chart A pie chart is a circular chart divided into sectors, each representing a proportion of the whole Percentage Distribution, When the focus is on the percentage distribution of categories. For example, the proportion of expenses in a household budget. Limited Categories, When you have a small number of categories (ideally fewer than six) that are easy to distinguish by color or pattern. Donut Chart A donut chart is similar to a pie chart but with a central hole, making it resemble a donut. This central hole can often be used to display additional information. Visual Appeal, They are often used for their visual appeal and to highlight specific segments with labels or icons in the center. Line Chart A line chart is a type of graph that displays data points connected by straight line segments. It is commonly used to show trends over time. Trends Over Time, When you need to display data points over a period of time to show trends, patterns, or changes. Continuous Data, When dealing with continuous data rather than discrete categories. Research Methods Quantitive Qualitative Qualitative UX Research Methods Exploratory method used to understand people's beliefs, experiences, attitudes, behavior, and interactions. It involves collecting non-numerical data through interviews, focus groups, observations, and textual analysis. This approach aims to gain insights into underlying reasons, motivations, and patterns.  Why to Choose Qualitative Method?  1 In-depth Understanding It allows researchers to explore complex situations and gain a deep, nuanced understanding of participants' experiences, perspectives, and motivations.  2 Flexibility The open-ended nature of qualitative research can adapt to new insights as they emerge, making it ideal for exploratory studies.  3 Contextual Insights It provides rich, contextual data that can reveal the social and cultural dynamics influencing behaviors and attitudes, which are often missed in quantitative research.  4 Human Behavior Exploration Test Reactions Firstly , It is particularly effective in studying human behavior, social processes, and interactions, offering insights into the "how" and "why" behind actions and decisions. Qualitative Methods User Interviews involving direct, one-on-one conversations with users to gather detailed insights about their behaviors, needs, motivations, and experiences with a product or service. These interviews aim to understand the user's perspective, uncover pain points, and identify opportunities for improving the design and functionality of a product. By exploring users' thoughts and feelings in-depth, user interviews provide valuable data that inform design decisions and enhance user satisfaction. Interview Types Structured Interview Semi-Structured Unstructured These interviews follow a strict These interviews have a set of prepared Informal and conversational, with no script with predefined questions. questions but allow flexibility for the predefined questions. The interviewer There is little to no deviation from interviewer to explore topics that arise guides the conversation based on the the script. during the conversation. participant's responses. Purpose Purpose Purpose To ensure consistency across To balance the need for consistency To gather in-depth insights and interviews and make it easier to with the ability to delve deeper into explore topics in detail without a strict compare responses. interesting or unexpected areas. agenda. See you in the Next Session... innovaAcademy Session 8 Let’s Discuss
 Session 7 Task Qualitative Methods User Interviews involving direct, one-on-one conversations with users to gather detailed insights about their behaviors, needs, motivations, and experiences with a product or service. These interviews aim to understand the user's perspective, uncover pain points, and identify opportunities for improving the design and functionality of a product. By exploring users' thoughts and feelings in-depth, user interviews provide valuable data that inform design decisions and enhance user satisfaction. Interview Types Structured Interview Semi-Structured Unstructured These interviews follow a strict These interviews have a set of prepared Informal and conversational, with no script with predefined questions. questions but allow flexibility for the predefined questions. The interviewer There is little to no deviation from interviewer to explore topics that arise guides the conversation based on the the script. during the conversation. participant's responses. Purpose Purpose Purpose To ensure consistency across To balance the need for consistency To gather in-depth insights and interviews and make it easier to with the ability to delve deeper into explore topics in detail without a strict compare responses. interesting or unexpected areas. agenda. Interviews Cheatsheet Normal Follow up Questions Question Open Discovery Questions To keep the conversation going I want to ask open questions. Those questions are questions that require more than a single word answer (like yes/no). Avoid starting questions by “did you” / “have you” / “were you” and replace them by “why”, “how”, etc. Tell me about…? What is/are…? What…do you use/do? Why do you…? How often do you…? How much/many…? Can you describe to me how you…/your experience with…? Example Why do you prefer using this app over others? Understanding User Tasks/Activities Here are a few starter questions that help me understand how people perform tasks and activities. Most of the time I work on digital product, but those can apply to any type of task or activity. How do you…? (direct) Please, describe how you would…? (indirect) Walk me through the steps, how do you [task]? What is the difference between… and…? What are all the things you need to do and know in order to…? Example What is the difference between the old and new versions of this feature? Performing/Showing User interviews don’t have to be limited to questions you can also ask people to perform tasks. Please, show me how you…? Let’s pretend I’m a colleague who knows nothing about this. Guide me so that I could do it myself afterwards. Example Please, show me how you transfer the money. Talking About Problems and Pain Points Part of my job is to understand issues and pain points in order to try to solve them. Here are some questions that help. How does this problem impact you? How did you solve/get around that issue? What’s the hardest/most frustrating part about…? If you had a magic wand, what would you change? Example What’s the hardest part about finding new book? Points of View - Attitude and Expectations Those questions usually help me ask about opinions. Still you need to bear in mind that opinion questions are highly susceptible to some biases. What do you think about…? What do you like/dislike about…? What would your friend/partner/colleague think of that? Some people…, others…, what is your opinion on that? Example What do you like/dislike about this feature? Recalling the Past/Expecting the Future You can ask people about events in the past. Be careful though: any event prior to a few days in the past might be distorted. People are Lazy, Forgetful Creatures of Habit. Also note that people have a hard time projecting in the future so, again, treat the replies to those kinds of questions accordingly. Can you recall a situation when you…, what did you do? How do you think… is going to help you? Tell me about your most significant/memorable experience/interaction with…? Describe to me the ideal product/experience…? Example How do you think this new update is going to help you? Normal Follow up Questions Question Bouncing Back Those follow-ups help me bounce back on what people said and sometimes let met ask for clarification You mentioned [xxx], can you tell me more about it? What do you mean by [xxx]? That’s interesting. Could you elaborate on that/give me an example? Example You mentioned the interface is confusing, can you tell me more about it? Digging Further The beauty of interviews is that you sometimes get nice surprises when people bring up topics you didn’t think about. Those sentences let me come back and dig a little bit further in those topics. Why? How come? You mentioned [xxx], what’s the reason for that? Example How come you stopped using the feature? Asking for Clarification Sometimes I ask for clarification to get more information on a topic. But sometimes I also need more information to understand the context. Especially when the interview is about a complex business process I don’t fully master. What did you mean by [xxx]? Example What did you mean by “the interface is cluttered”? Rephrasing - Mirroring Those sentences help me check if I understood correctly. They also let me give a gentle nudge to again, dig a little bit further a specific topic I am interested in Soooo, you are saying that [xxx]? Repeating part of the sentence with a question mark. Example The new feature is hard to use? Recalling Past Experience In the interview questions I sometimes ask directly to recall past events. But this method can also be used as a follow-up question. Can you give me/think of an example of [xxx]? Can you show me how you did [xxx]? Example Can you give me an example of a time you had trouble with the login ? One Last Thing? After I thank the person, I usually finish the interview with an open question. This the user talks about a topic I might not have thought about when preparing the guide. Is there anything you would like to add? Any questions you would like to ask me about the project? Would you like to talk about a specific topic before we finish? Example Is there anything you would like to add before we finish? 30Mins... Let’s Experiment By Ourselves Create a Qualitative Research Plan For your Idea/Problem See you in the Next Session...