Qualitative Proof: User Research at PSSIGCHI
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Qualitative Proof: Guerrilla User Research for Content Strategy PSSIGCHI Misty Weaver October 23, 2014
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Qualitative Proof: User Research at PSSIGCHI
- 1. Portent, Inc. Qualitative Proof Guerrilla User Research for Content Strategy @PSSIGCHI #qualproof October 23, 2014 @meaningmeasure Content Strategy Lead
- 2. Scope And Definition Qualitative Proof Guerilla User Research Content Strategy @pssigchi #qualproof @meaningmeasure
- 3. Our Approach It’s All Integrated PPC DISPLAY SEO SOCIAL BLOG CREATIVE PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE Channels Elements @pssigchi #qualproof I teach here @meaningmeasure
- 4. Qualitative: The Interview • Journalism • Anthropology • Library Science @pssigchi #qualproof @meaningmeasure
- 5. Quantitative data is cool. But does it tell you why? @pssigchi #qualproof @meaningmeasure
- 6. Proof @natearcher The 5 whys Validating hand-offs Resource: http://rosenfeldmedia.com/ @pssigchi #qualproof @meaningmeasure
- 7. Gorilla @pssigchi #qualproof @meaningmeasure Bridget Coila
- 8. Guerrilla var. Guerilla (n.) group who uses their knowledge of the terrain to their advantage by ambushing and never engaging in open warfare. @pssigchi #qualproof @meaningmeasure
- 9. Guerrilla When you use it • No Budget • No Timeline • No Buy-in @pssigchi #qualproof @meaningmeasure
- 10. User Research Usability Research These two things are not the same @pssigchi #qualproof @meaningmeasure
- 11. Content Strategy: A plan for content creation, delivery, and governance @pssigchi #qualproof @meaningmeasure
- 12. Content Strategy: Business Goals Audience Needs @pssigchi #qualproof @meaningmeasure
- 13. What do these people want? @pssigchi #qualproof @meaningmeasure
- 14. Why would ever we skip user research? • Budget • Timeline • Buy-in @pssigchi #qualproof
- 15. Proof Why are you doing this research and what are you hoping to prove? @pssigchi #qualproof @meaningmeasure
- 16. Why am I doing this? Instruction and Alignment @pssigchi #qualproof @meaningmeasure
- 17. Empathy @pssigchi #qualproof @meaningmeasure Melodi2
- 18. Personas nForm http://nform.com/cards/personas/ Personas @pssigchi #qualproof
- 19. User Paths http://www.asis.org/Bulletin/Dec- 12/DecJan13_Hert_Carlson_Wessel.html Hert, Carlson, Wessel @pssigchi #qualproof @meaningmeasure
- 20. User Journeys Sanjay Shetty http://www.business2communi ty.com/digital-marketing/3- core-concepts-successful-digital- content-strategy- 0890914 @pssigchi #qualproof @meaningmeasure
- 21. Content Audits Donna Maurer http://uxmastery.com/how-to-conduct-a- content-audit/ @pssigchi #qualproof @meaningmeasure
- 22. Voice & Tone https://blog.gathercontent.com/a-simple- tool-to-guide-tone-of-voice Kevan Gilbert @pssigchi #qualproof @meaningmeasure
- 23. Who am I doing this for? 1. Me 2. Stakeholders 3. Collaborators 4. People @pssigchi #qualproof @meaningmeasure
- 24. Surveys Questionnaire? And the survey says… @pssigchi #qualproof @meaningmeasure
- 25. Interviews In person or asynchronous • Who provides the interviewees? • Where do they take place? • What’s the story? @pssigchi #qualproof @meaningmeasure
- 26. Coffees Or teas… Informal Or personal… @pssigchi #qualproof @meaningmeasure
- 27. Coffeeshops Go ahead and call the cops Watering holes… @pssigchi #qualproof @meaningmeasure
- 28. Card sorts The life of party always brings the sharpie… With friends @pssigchi #qualproof @meaningmeasure
- 29. Taking it to the streets Get your gorilla on In store On campus On main street @pssigchi #qualproof @meaningmeasure
- 30. Embedding Secret Shopper Strategy There’s nothing like being there @pssigchi #qualproof @meaningmeasure
- 31. Talk Listen @pssigchi #qualproof @meaningmeasure
- 32. 0-1-2 No way. Meh. Yay! -Lynn Boyden, Genius @lrb23 Likert Scales Meh. @pssigchi #qualproof @meaningmeasure
- 33. Real People Defy Stereotypes @pssigchi #qualproof @meaningmeasure
- 34. Real People Reject Clichés @pssigchi #qualproof @meaningmeasure
- 35. Awesome People who taught me Paula Land @plland Boon Sheridan @boonerang Lynne Polischuik @lynneux Bram Wessel @bramwessel Lynn Boyden @lrb23 Chris Chandler @chrischandler @pssigchi #qualproof @meaningmeasure
- 36. YOU. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 Misty Weaver @meaningmeasure
Editor's Notes
- Content Strategy Lead – Scoping, Scheduling. Previously contract – Helping people deliver content with a system on a schedule. Wrangling.
- Small scope. Q&A period. My narrow focus is these 5 terms.
- Why I teach CS. 10 week 6 weeks research, 2 weeks design, 2 weeks presentation/instruction Research is a luxury to most people
- My background. Journalism, MLIS. The Interview. How to word questions, listen between words. The 5 whys.
- Also learned quant: census, pew internet, market research, analytics. Useful but doesn’t tell me why.
- I need to know why. Why look for this page? Why made this choice? Purchase? Read all the Rosenfeld Media Books
- Not this kind of Gorilla
- Urban dictionary. It’s all politics.
- When I need these tactics
- There’s a spectrum of research and it’s broad. Research pre-design or concept. Just about people, their needs, pain, passions, behaviors. Later determine if what we have fits this or if we need to build it. I don’t do usability – testing once a product or service is launched. One thing that remains is how user research is a point for validation and testing of assumptions.
- Is user research for content strategy different
- Comes down to matchmaking.
- Relevance, credibility, decision-making, tasks, devices, channels they use. Looking at organization from outside in instead of designing or providing content from the inside out.
- If knowing the audience is necessary, why is user research left out?
- This is my test or validation. Talking to real people about why they think something is happening or wrong or right. An ounce of qualitative goes a long way.
- What will I create from this research. Guerilla – fast. I probably have to do them anyway.
- I am not the user. The CEO is not the user. Your mom is maybe the user. As long as you don’t have any stereotypes about who moms are and what their lives are like.
- Show people who real users are.
- Create scenarios, map content around decision points
- My journeys don’t even look this good – use storyboarding just to tell the story of the user. Totally Low fi.
- Build heuristics about if the content serves audiences. Can’t do my audit without people-based heuristics.
- Quick and dirty.