Onderzoeksmethodes
Tijdens mijn afstudeerproject heb ik diverse onderzoeksmethodes aangehaald. Hier heb ik me ook nog extra in verdiept, daarnaast heb ik een aantal methodes/workshops vanuit IceMobile verkregen.
Summary: When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.
Key insights:
Combi van kwantitatief en kwalitatief onderzoek
Diary study en field observations essentieel omdat doelgroep tijdens interview soms antwoorden geeft die niet overeenkomen met gedrag.
Interviews belangrijk onderdeel voor inzichten.
Doorlopend proces met diverse methoden.
Workshop UX Research
Anna Witteman (Lead UX Icemobile & BrandLoyatly)
SETUP: GOAL - METHOD - SAMPLE - SCRIPT - RESULT
Goal: Business challenge to → Business strategy Business challenge → user questions →user answers → business strategy
Involving Customers
Involving Stakeholders
“If it answers the research question it will lead to the goal” “assumptions” → very important to all stakeholders Most common assumptions
“I don’t know it”
“I don’t need it”
“I don’t believe it”
“I don’t value it”
Reasons why not → good for focus in begin of research
Methods based on:
Type of question
type of knowledge
time
budget
context
course of time
different designs
defferent user groups
iteration
Sample consider
size of sample
direct selection criteria
relevant experience
indirect criteria example
demographics
direct exclusion criteria
culture
type of tasks
comparison
Usability testing [graph] 12 = best results → never 100%, better two test with less people
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