Day#248: Conducting Research

Day#248: Conducting Research

Hey Uxers and for today I wanted to discuss an article the NN/g the name stands for Nielsen and Norman who are very admired in the UX community and if you have not heard of them before I really would advise you researching them and looking at the various talks and books they have published. For today I will be referring to the article titled “How to conduct Research for customer journey mapping” I am working on building a habit of reading an article from the NN/g daily as it is such a valuable resource of studies and templates etc. In this article I enjoyed learning about field studies and diary studies, I will quote both down below for you to get an exact idea of how it was explained etc

“Field Studies

Interviews are a valuable research method for journey maps; however, because what people say they do is not always what they actually do, it’s best to couple interviews with additional qualitative methods, such as field studies. Field studies can take many forms, from in-home visits utilizing contextual inquiry to “shop-alongs” for retail experiences.

Observing customers in their own element is critical for uncovering blind spots and verifying what customers tell you during the interview process. Take note of any differences in findings from interviews and field studies. For example, during one journey-mapping research initiative, customer-service representatives reported the “correct” protocol for finding answers to customers’ questions who called in with an issue. But during a field study, however, those same customer-services representatives were observed using convoluted workarounds to find answers to customers’ questions.

Diary Studies

Because customer journeys happen over time and across many different channels, diary studies are a particularly useful method for understanding users’ thoughts, feelings, and actions over time. Diary studies are long-term studies: Users are asked to log each and every action they take related to a specific goal (e.g., buying a refrigerator or signing up for a new mobile plan), as well as how they felt during those interactions over many days, weeks, or months. Because the participant’s actions, feelings, and thoughts are captured as close to real-time as possible, the (fallible) memory that interviews rely on is eliminated. Data is also captured from participants at all stages of the journey, rather than just from one phase. Diary studies are inexpensive to set up and can be running in the background while you conduct additional types of research.”

In the many courses I done, I have actually never heard of Diary Studies I quite like them and will certainly try and implement them given the right circumstances and the right type of project. There is a lot more informative content in this particular article, but my goal is to always try and keep my posts short, so will have to share more in another post. Happy researching until next time

Bye for now

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