Context chat is a qualitative research method for doing contextual user research by using local mobile chatting platforms. The method is developed by IceMobile. The presentation shows why this method is used, what it is and an easy step by step explanation how you can set up a context chat yourself.

1. Context Chat

2. Emma Haagen
UX Researcher - Data Storyteller
Hi :)

4. Copyright © A. Witteman & R. van den Oever, All Rights Reserved.
• Amsterdam based company (& offices in Hong Kong, Shanghai & Toronto)
• 130 employees
• 30 nationalities
• Either a foodie, code king, design nerd, beer brewer or unicorn
IceMobile Amsterdam

5. Why?
How?
Customer Insights
Data Analysts & Data Scientist
UX Lab
Data Storytellers
Who? What? When?
Where?
How many?
How often?
… What next?
RESEARCH TEAM

6. Context ChatPulse UX Testing
Cultural
relevant research
Experience
Mapping

7. Context Chat
Why?
What?
How?
Do’s & Dont’s

8. Overview of the whole experience
Relevant & reliable answers
Effective data
[why]

9. So we actually wanted many
things at the same time…

11. not just research in a lab environment

12. but in context

13. so not one isolated task

14. so not one place

15. so not one moment

16. so not one channel

17. research in context creates an overview of
all interactions, which take place on
different
moments
different
places
different
channels
motivation

18. We want answers that are relevant and reliable

19. No popular opinions

20. No predefined answers

21. No predefined questions

22. We also want data that is effective

23. So no endless amounts of raw dataSo no endless amounts of raw data

24. No extended reports that no one readsNo extended reports that no one reads

25. No presentations that everyone
nods to and then forgets
No presentations that everyone
nods to and then forgets

26. Not the researcher that learns mostNot the researcher that learns most

27. That was a lot…

28. Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)
Effective data
(quick and easy to process - data that people
remember and pass on to each other)

29. Context Chat

30. Context chat is a qualitative research method for
doing contextual user research by using local mobile
chatting platforms.
[what]

31. [what]
Ask questions
Share experiences via text,
photo & video

32. [advantages]

33. • Low threshold
[advantages]

34. • Always & everywhere
• Low threshold
[advantages]

35. • Flexible questions
• Always & everywhere
• Low threshold
[advantages]

36. • Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
[advantages]

37. • Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
• Trigger to answer
[advantages]

38. • Flexible questions
• Always & everywhere
• Low threshold
• Rich data input
• Trigger to answer
• Close to your end-user
[advantages]

39. • Flexible questions
• Always & everywhere
• Low threshold
• Quick set-up
• Rich data input
• Trigger to answer
• Close to your end-user
1
2
3
[advantages]

40. [limitations]
Pointed conversationsAttract mainly
enthusiasts
Be standby
?
?

41. RECIPERECIPE
INGREDIENTS & DIRECTIONS
FOR A CONTEXT CHAT

42. INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
1
2
3
*Depending on the chat platform

43. INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
*Depending on the chat platform
Who?
How many?
How to recruit?
1
2
3

44. INGREDIENTS
Device (phone+sim card/computer)*
App (WhatsApp, WeChat, Viber, Line etc.)*
Participants
Incentive
*Depending on the chat platform
Who?
How many?
How to recruit?
1
2
3
4

45. DIRECTIONS
Make a research plan1
• Research goal
• Layout of questions (which topics you want to touch)
• Research setup (period, amount of questions, return gift etc.)

46. DIRECTIONS
Make a research plan
Send welcome messages
1
2
• Intro about yourself
• Explain set up
• State what you want from them
(stories about experiences)

47. DIRECTIONS
Make a research plan
Send welcome messages
Send first question
1
2
3
Keep the subject broad
Set the stage

48. DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
1
2
3
4

49. DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
Send next question…
1
2
3
4
5

50. DIRECTIONS
Make a research plan
Send welcome messages
Send first question
Reply
Send next question…
1
2
3
4
5
6 Send return gift

51. DO’s
and
DONT’S
DO’s
and
DONT’S

52. DO’s
• Be informal, like a conversation
• Mention question #
• Give to get
• Ask about the topic, not the research question
• Ask about specifics in the moment or the past
• Always send a reply, give quick replies in the beginning

53. • Don’t be a robot
• Don’t ask things you can measure in another way
• Don’t combine too many questions in one message
DONT’s

54. QUESTIONS THAT WORK WELL…
• Can you show me step by step how you do X?
• Personalised questions: Last time you said X, how is that now?
• What was your most positive and what was your most negative
experience with X?
• Let a friend of the participant take a video interview
• Start selfie & end selfie

55. context
chat wall

56. enjoy
your insights

57. [summary]
Overview of the whole experience
(over different channels, moments & places)
Relevant & reliable answers
(freedom to answer, truthful, and in the moment)
Effective data
(quick and easy to process - data that people
remember and pass on to each other)

58. Emma Haagen
UX Researcher - Data Storyteller
emma@icemobile.com
Thank you :)