User Research: Seven Steps to Master User Research

Introduction

1. Clear goals & pull together cognition

  1. Project background research;
  2. Project research objectives;
  3. Disassembly of research ideas and research contents based on research objectives;
  4. The research method and implementation plan set according to the research idea and research content;
  5. Time planning and budget evaluation;
  6. Staff responsibilities.

2. Confirmation of research types and methods

3. Sampling and quota

1. Probability Sampling and Non-Probability Sampling

4. User identification

5. Preparation of qualitative interview outline and quantitative questionnaire

  1. Break the ice and clarify the rules of the game to users: clarify the purpose, explain the rules, and eliminate concerns;
  2. User Insights: Dig deep into the typical characteristics of target users from the aspects of lifestyle, values, leisure and entertainment, consumption concept, social type, brand preference, etc.;
  3. Pan office behavior and needs: daily social, work social and other related habits and tools, work type, rhythm, office environment, etc;
  4. Office behavior / scene / pain points and needs: office scene, use behavior under the scene, functional and emotional needs, use tools, specific feedback and evaluation, use pain points and future needs;
  5. Media habits: daily attention to information and information acquisition channels.

2. Principles of quantitative questionnaire

  • Sociological characteristics: sociological characteristics, marital status, brand usage, etc.;
  • Usage behavior and evaluation: specific usage frequency, regularity, scene and evaluation, etc.;
  • Product demand feedback: functional demand and emotional demand;
  • Judgment of values statement: determine that users belong to a certain group;
  • Leisure, entertainment and social networking;
  • Consumption habits;
  • Media habits.

6. Introduction to interview execution skills

1. Main stages, links and concerns of the interview

  • Make sure you are very familiar with the outline, do not completely separate from the outline, and do not be bound by the outline.
  • When you hear what you think is important, follow them further, even if it means temporarily “out of writing”.
  • Focus on what the interviewee says and be prepared to dig deep at all times.
  • Use reflective questions to confirm what you think you heard, such as “is that what you mean” and “you seem unhappy with…”.
  • Listen more, talk less, listen twice as long as you talk.
  • From general to specific, from large to small.
  • Remember that the most important question you can ask is “why?”
  • Silence for a few seconds, let the respondents collect ideas and encourage them to share more information.
  • Don’t ask guiding questions, you will get the answer you expect!
  • Don’t argue with users or try to convince users.
  • Do not ask questions repeatedly, each question can only be answered once.
  • About: “Tell me more about…”, “What do you think about…”, “What do you think about…?”
  • Accuracy: get more accurate information, such as “how to accurately describe your feelings…”, “what does this compare to?”, “What exactly do you mean?”
  • Suppose: “what would you do if…?”
  • Explore facts and details: e.g. “Why did you choose it? What needs did it meet for you”.
  • Open-ended: Use open-ended questions with many possible answers, not just “yes” or “no.”
  • Don’t be late!
  • Dress comfortably and casually. Don’t wear exposed or fancy clothes, and don’t wear too shabby.
  • No ties, no heavy makeup, no perfume, no exaggerated jewelry.
  • Don’t reveal where you’re from, don’t have a company logo on your clothes, bags, pens, or notebooks to avoid bias.
  • With the help of certain projection techniques.

7. Project output and report writing

1. Quantitative reporting process

2. Qualitative reporting process

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