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RESEARCHBASICS
THE WHY
What is your aim with the research?
Why are you pursuing this question?
RESEARCH QUESTION AND SCOPE...
WWW.EXPERIENCEFELLOW.COM
Version 1.1
RESEARCHBASICSTypes of Methods
SURVEYS INTERVIEWS OBSERVATION AUTO-
ETHNOGRAPHY
CULTU...
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The basics of customer experience research

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Learn more about the basics of experience research on https://blog.morethanmetrics.com/research-basics/

This is a short introduction to the most important methods used in customer experience research – how they work and what advantages and disadvantages they have.

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The basics of customer experience research

  1. 1. RESEARCHBASICS THE WHY What is your aim with the research? Why are you pursuing this question? RESEARCH QUESTION AND SCOPE The starting point of successful research is a clear research question and a defined aim. ▶ You could ask questions like: • Why do my customers rate the restaurant’s service negatively? • How do my customers experience the booking process? • What is the experience like for my employees during the weekend shifts? ▶ Research can also have different scopes: For example: You’ll have a different scope if you look at a service which takes 15 days (e.g., the period from the booking until the flight), than if you look at a specific part of the service that takes 15 minutes (e.g., a customer gets in contact with your customer service in order to solve a problem with her flight booking). State if you want to research a specific point or if you want to zoom out and look at your offering from a higher level. Getting Started WWW.EXPERIENCEFELLOW.COM Version 1.1 THE WHO What does your sample look like? Who will you talk to? SAMPLE Who are the relevant people for your research? Is it users? Customers? Employees? Other stakeholders? Do you want to get information about the interactions between these groups? This decision will make sure that you only get relevant data out of your time and financial resources. ▶ A few aspects to consider: • The number of participants: what’s the right size for my purpose? • The characteristics of participants: Do I only want to focus on certain customers? • Am I mainly interested in people who have used a specific service, during a specific time period? • The type of technology participants use: Are they okay with using a smartphone? • The amount of time participants have. • The way you invite participants: Sometimes people participate together, e.g. one parent fills in reports representing the family. Also, do you even want a random sample or do you want to pick participants manually? How you invite people will influence that. THE HOW How will you address this research question? What methods will you use? TRIANGULATION, TIME FRAME AND METHODS Once you’ve defined your research question and identified who you want to talk to, you can focus on how you want to dig into that question. ▶ Triangulation Triangulation is used in qualitative research to maximize the quality and validity of the research. Triangulating your research means including multiple types of methods, data types, participants, researchers and/or even environment. Ways to triangulate are: • METHODS e.g. interview, survey, and observation • DATA TYPES e.g. text, pictures, and video • PARTICIPANTS e.g. customers, employees, and management • RESEARCHERS e.g. customer service, marketing and developers • ENVIRONMENTAL e.g. different time/day/season ASSUMPTION VS. RESEARCH- BASED WORK ▶ Assumption-based This is where the researcher sketches out what they think the customer journey is like. Assumption-based customer journey maps can be useful as a first draft because they can help plan your research or what you think you want to explore. It also might help you highlight what assumptions you might be making about a problem. When it comes to making decisions - base them on research. ▶ Research-based To create researched-based personas or journey maps draw on the data you have. For example, with a customer based project - chances are you have knowledge about your customer through analytics, order history, CRM databases and so forth. Co-creative workshops with your customer or folks who have profound knowledge or lived experience of the subject matter can also be a way to create research-based personas or journey maps. Of course, research based personas or journey maps need more time and resources. Ulimately tools based on valuable research are better to reference when making important decisions and are much closer to reality. Service A little hint: It’s helpful to write the research question down or post it up in your work space so you can always look back to it and align your research with your aim. ▶ Time Frame Deciding a time frame is necessary in order to get valuable data. The time frame of your research will depend on your research question, the scope of your project, and the resources that you can allocate to the project. A little hint: Qualitative research processes evolve. You might need to dig deeper into a certain area or shift focus once you find a specific user need or problem. ▶ Methods There is a variety of research methods that can be used to collect data. All of them have their pros and cons, such as a certain bias that each method inherits or the specific types of data that it yields. To level out potential biases - triangulate. Choose two or three methods that you think are most promising in collecting useful and actionable data. 1/2
  2. 2. WWW.EXPERIENCEFELLOW.COM Version 1.1 RESEARCHBASICSTypes of Methods SURVEYS INTERVIEWS OBSERVATION AUTO- ETHNOGRAPHY CULTURAL PROBES MOBILE ETHNOGRAPHY DATA COLLECTION TYPES ADVANTAGE DISADVANTAGE RESEARCHER’S CHALLENGE Participants are provided with a questionnaire Participants are asked to talk about specific issues or experiences Researchers watch and take notice of the behaviors of participants in a certain situation Participants observe themselves and reflect on their behavior, thoughts and so forth Participants collect diverse material in the situation of interest Participants use their mobile to report experiences in real-time • paper-based or digital • structured, semistructured, or unstructured • contextual or non-contextual • participatory, non- participatory, or somewhat in between • covert vs. overt • diary studies, photos, videos, audio, artifacts, ... • diary studies, photos, videos, audio, artifacts, ... • open vs. structured approach • mobile device • makes data and respondents comparable • depending on the grade of structure, respondents can express what is important to them • more objective view on behavior • insights into the person’s inner thoughts • abstract descriptions become more comprehensible • recall of information is supported • recall bias minimized through reports in real-time • minimal researcher bias • static • respondents can only answer the questions that are asked • time and cost intensive • interviewer effect: the interviewer influences the situation and consequently could impact the answers • time and cost intensive • observer effect: people might behave in a way they think it is expected • bias caused by researcher’s prior knowledge and experiences • data might be highly subjective or contextual and need direct explanation by the participant • collection might take a lot of effort • effort for participants • asking the right questions • asking the questions right • participant recruitment • being aware of when they are guiding or leading the interviewee • remaining objective • perceiving important information • being aware of the influence she has on the situation • researcher: briefing the participant correctly • participant: conscious reflection and report of situations • collection/report of cultural probes • researcher: briefing the participant correctly • participant: conscious reflection and report of situations 2/2
  • jeketjerrey

    Apr. 28, 2021
  • cunniet1

    Jul. 12, 2018

Learn more about the basics of experience research on https://blog.morethanmetrics.com/research-basics/ This is a short introduction to the most important methods used in customer experience research – how they work and what advantages and disadvantages they have.

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