mm Flashcards
Every research effort starts with you needing to know why something happens, what people do in certain circumstances, and how they perform key task.
Research partocopants want to be helpful and want to provide value to your team. Since they are primed to help, if you ask a question that implies the type of answer you want, they are more likely to give you that answer, even if it doesn’t really apply to them.
Why is the golden rule of reasearch is to never ask yes/no question?
When creating questions for an upcoming research effort, you’ll find avoiding these questions is hard. Yes/No questions are harmful because they give participants an easy out. Participants don’t have to think deeply to respond, and they are giving you confirmation that may or may not be useful.
How do you remove personal bias in research?
Remove yourself from the actual research. Develop questions from the point of view of the product, the customer, or even stakeholders of the product.
The less “you” there is in the interview, the better the information that you collect will be.
Our brains make tons of decisions every day, many of which we aren’t aware of. These can be influenced by social norms, personal history, past experiences, or expectations. These biases are hardest to catch
Unconscious bias fail to recognize that others’ perception of a situation is no the same as our own. To avoid this, dig deeper no matter how uncomfortable that might make you feel.
Every question starts with a purpose, or set up. This takes the form of what (description), why (explanation), how (process), when (situation), and where (context). It gives the participant an idea of the type and more importantly, the length of response you expect out of them.
What is Area of Inquiry?
The area of inquiry is what you want to learn about - for example, how your product impacts or influences someone’s life.
What is a Laddering question?
Some responses to your questions will have an automatic “Why?” behind them. Asking for a participant to go into more detail or to explain the rationale behind their response is known as laddering, and it’s an aspect of a question that helps you get to deeper information and potentially impactful stories. The key is to probe enough without being obnoxious though.
What is the best way to make an interview of study session feel conversational?
String questions together so the whole session has a beginning, middle, and end. While it is helpful to think about how each question could set up the following question, it is important to keep the discussion fluid.
Every question in your interview guide should tie back to why you’re doing research in the first place. Every question should target a few key topics or events that relate to your product. If a question won’t, or doesn’t seem to, provide information that helps you understand these goals, it’s vital that you remove it from this line of questioning.
example: Learn about how people determine which photos to share with family and friends
Bad questions: how do you ensure that you get good composition when you’re out taking photos?
Revised question: When you’re out taking photos, how do you know a particular shot is worth sharing with people?
