Rapid UX Research Cycles

VIRTUAL SEMINAR SERIES 01
Kelly Goto
@go2girl
RAPID UX  
RESEARCH CYCLES
Empower
your
UX research
team

©gotoresearch 2016 all rights reservedtheintentionalmind.com

©gotoresearch 2016 all rights reserved
“Much of consumer behavior involves
everyday routines and practices that
consumers do not actively think about.” 
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander
theintentionalmind.com

©gotoresearch 2016 all rights reservedtheintentionalmind.com
“And when asked, they do not necessarily
come to talk about — or do not even do not
actively think about.— these routines or
patterns.” 
Interpretive Marketing Research: Using Ethnography In Strategic Market Development Johanna Moisander

Every aspect of the experience
including competition for time and
attention is in ﬂux. Data is
overwhelming and lengthy (and
costly!) to process. 
 
CULTURAL FLUX | DATA OVERLOAD
Atlas of Economic Prosperity: Atlas Research Foundation

New perspectives and
movement from traditional
market research to product-
focused UX research methods
are needed to understand real
needs and behaviors with real
people.
CULTURAL FLUX | DATA OVERLOAD
Atlas of Economic Prosperity: Atlas Research Foundation

Governance  
Crisis Point
COMPLEXITY Quantity & complexity
of information
Ability to deal with
quantity & complexity  
of information
Zap Think LLC
COMPLEXITY vs. COPING
MARKET

traditional market
research can
predict trends and
anticipate change
COMPLEXITY
stable
flux
Modified from: EPIC 2013 Proceedings: 2013 American Anthropological Association
simple complex
staticdynamic
MARKET

MARKET
COMPLEXITY
Highly complex
market & dynamic
factors create a
cultural ﬂux
because all areas
are moving
simultaneously.
stable
flux
simple complex
staticdynamic

COMPLEXITY
Due to Cultural Flux,
probing into ‘Areas
of Interest’ reveals
opportunities for
Innovation.
stable
flux
simple complex
staticdynamic
CULTURAL FLUX
MARKET

- Tricia Wang, Ethnographer
People are getting caught up on the
quantity side of the equation rather
than the quality of the business
insights that analytics can unearth.
More numbers do not necessarily
produce more insights.”

unaware|implicit|EMOTION
a w a r e | e x p l i c i t | LOGIC
FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
ETHNOGRAPHY
how
people
live
what
people
think

FOCUS GROUPS
FIELD STUDIES
1:1 INTERVIEWS
ONLINE SURVEYS
BIG DATA
behavioral|attitude
c u r r e n t s t a t e
ETHNOGRAPHYreporting|assumptions
f u t u r e s t a t e

c u r r e n t s t a t e f u t u r e s t a t e
ADD FEATURES
TO CURRENT
PRODUCT
“INNOVATE”

Hypothesis-driven cycles of
research enable business
decisions to be made in 6-weeks
rather than 6-months.

Cycles of hypothesis-driven research
are 5-6 weeks in length and oﬀer jobs-
to-be-done results as well as mental
models or behavioral segments where
speciﬁc needs and opportunities
emerge.
!
Shorter cycles allow for exploration of
needs-based concepts, and pivots as
needed in a rapid and focused manner.
RAPID UX RESEARCH CYCLES

WE DON’T HAVE TIME FOR THIS” 
I believe if they had invested a handful
of weeks in rapid ethnography, they
would have saved themselves years of
misdirected work.
- Ellen Isaacs, PARC Ethnographer

Hypothesis
• Create Research Question
• Create Semi-Structured
Discussion Guide
Plan
Cycle 1
Targeted Recruiting
(N=12)
Determine Key
Characteristics
Recruiting
Remote Interviews
• Create Research Question
• Create Semi-Structured
Discussion Guide
Inquiry
week 1 week 2 week 3 week 4 week 5 week 6 week 8
Output
Deliverables
• Aﬃnity Diagram
• Whiteboard Sessions
• Create Actionable Output
Plan
Cycle 2
Work Session
• Determine Next Steps
• Pivot or Dive Deeper
RAPID UX RESEARCH APPROACH
Rapid
Analysis
Open Coding
• Deconstruct / Analysis
• Interpretation
• Reconstruct / Synthesis

http://www.socialresearchmethods.net/kb/qualapp.php
https://en.wikipedia.org/wiki/Qualitative_research
Grounded Theory was
developed at a time when
qualitative research
was seen as unscientiﬁc or
non-systematic
Rapid
Analysis
Coding Data
• Deconstruct / Analysis
• Interpretation
• Reconstruct / Synthesis
Inquiry Output
Foundation in Grounded Theory
“Coding is a process for both
categorizing qualitative data and
for describing the implications and
details of these categories. Initially
one does open coding,
considering the data in minute
detail while developing some initial
categories.”

Although often phrased as if
combined, analysis and synthesis
are actually opposites.
!
You can move straight into
synthesis without doing rigorous
analysis but you cannot do analysis
without the synthesis piece.
Analysis!
(deconstruct /
break down)
Synthesis!
(reconstruct /  
put back together)
Analysis vs Synthesis

Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12
EASY 2 hrs 1 hr 0.25 hr 0 hr 2 hrs 2 hrs 7.25 hrs 87
AVG 3 hrs 1 hr 0.5 hr 1 hr 2 hrs 4 hrs 11.5 hrs 138
HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240
N=12 | 1-hour Sessions
SAMPLE HOURS FOR KEY TASKS
Key tasks hours ‘per participant’
Note: This does not include time for project management, meetings, !
hypothesis statement, discussion guide or additional deliverables

Recruiting Inquiry Debrief* Analysis Synthesis Output N=1 N=12
HARD 4 hrs 1 hr 1 hr 3 hrs 3 hrs 8 hrs 20 hrs 240
N=12 | 1-hour Sessions
SAMPLE HOURS FOR KEY TASKS
Key tasks hours ‘per participant’
Note: This does not include time for project management, meetings, !
hypothesis statement, discussion guide or additional deliverables
*We call these debrief or “interpretation
sessions” where two people (always needed)
discuss what they heard and what it actually
meant, what was most important, key insights or
take aways, etc.
!
This can replace the analysis portion and teams
can move straight into open coding.

!
!
!
Is there an opportunity for  
new players with available power
and resources to come to the market
and address these unmet product
and service user needs?
RESEARCH QUESTION
A good research question is based
on market data, and assumptions
around unmet needs created
because of rapid market changes.
!
It should ask HOW or WHY rather
than WHAT.

There are no rules for sample size in
qualitative inquiry. Sample size
depends on what you want to know,
the purpose of the inquiry, what’s at
stake, what will be useful, what will
have credibility, and what can be done
with available time and resources.
[31] Patton, M. Q. Qualitative Research & Evaluation Methods,
Sage,Thousand Oaks, CA, 2002 — quoted in http://iacis.org/jcis/articles/JCIS54-2.pdf

Saturation is reached
when the researcher
gathers data to the point
of diminishing returns,
when nothing new is
being added.
SAMPLE SIZE | HOW MANY
Sample 1
NUMBER OF INTERVIEWS
Sample 2
New Codes Code Modiﬁcations
Thematic Prevalence Poly. (New Codes)
NUMBEROFCODES
0
10
20
30
40
50
60
70
80
90
1-6 7-12 13-18 19-24 25-30 31-36 37-42 43-48 49-54 55-60
Journal of Computer Information Systems (Marshall, Cardon, Poddar, Fontenot)
CRONBACH’SALPHAFORTHEMATICPREVALENCE
1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
0.7
0.79
0.85
0.88 0.88 0.89 0.9 0.91
0.93
Why N=12 Per Study?

DATA ANALYSIS
!
Open Coding: form initial categories of
information about the phenomenon
being studied from the data gathered.
This is “the process of breaking down,
examining, comparing, conceptualizing,
and categorizing data”
Coding procedures in Grounded Theory
Strauss and Corbin (1990)

DATA ANALYSIS
Rigorous analysis and
synthesis can be sped up with
a team who knows the process,
and is led by a knowledgable
moderator (slave-driver) who
pushes the coding process
through.
!
We call this the Eﬀner Method.

DATA ANALYSIS

CODING DETAIL
inconspicuousness
The tracker is not intrusive which encourages me
to wear and use it daily
It allows me to wear it 24x7 without feeling like I'm forcing
myself to do it.
easy to sync/devices
I love how easy it is to sync it to any mobile
device through Bluetooth - I use it to sync to my
iPhone and iPad a lot and it's very quick and
simple
I love the ability to dig into my stats/progress and see active
Mounties, steps taken throughout the day - having the
visibility to all of this encourages me to push on/improve
easy to sync/devices/apps
How my
Fitbit syncs with many different apps and also
iOS and android
I can use it with many different programs and different
Fitness incentives
Consistantly motivating/activity
data
I love that it's a Bible to fitness it gives me the
exact numbers I can go into weight loss and
fitness with exact science and I can prevent
weight gain its it's the most important part of my
health and fitness routine there's no way that I
The fact that it tells me what I can do what I can eat when I
need to be more active is very important it's motivating and
make sure that I don't slack off during the day and make sure
that I do everything in my power each day to hit my goal if it
didn't motivate me and remind me I think that I would easily
Consistantly
motivating/encouragements
The silly graphics and :-) encouragements that I
get from my fit bit when I do an extra burst of
energy.
It sounds stupid because they really are the crudest like early
1980s CompuServe style graphics that are just a :-) or a little
you know, bouncing happy cloud or something and for some
reason when I get that I'm like "oh look I did this extra effort
and I got a smiley face!" it makes me very happy and it's so
stupid and I'm embarrassed.
versatility
I love that it has multiple functions, and that it
gets better over time. It isn't a one trick pony.
The fact that it does multiple things keeps me wearing it. At
one point I had a pedometer that I carried with me. It was
good, but only a pedometer. Over time I got bored with it and
decided to stop carrying it. The other features keep me
carrying it, and it keeps me trying to do better with my fitness
goals.
UX (easy to use)
This video is about how I liked the simplicity of
my tracker.
I think it made it easier for me to use. I don't like when things
are over complicated so I feel like this is really nicely
streamlined and it made me want to use it more when i
worked out.
data
My favorite thing about my Fitbit is that by
tracking my steps it keeps me motivated to move
throughout the day. I also like to know my active
steps as well
It moves me to move and adds a sense of competition with
myself to the day
Having some health
problems
!
!
Hard to be different
Diet hard to handle
Withdrawal from social
contacts
Take an active stand
not to adhere
Main problems with
stomach pain before
!
!
Hard to be different
!
!
Hard with gluten-free
food
!
!
Quit eating ing School
Avoid going out to eat
!
!
Quit gluten-free food
Feel mentally better
Can live a normal life
SUBCATEGORIES CATEGORIESCODESTEXT
SOMETHING WAS
WRONG AND THEN
CHANGED TO THE
BETTER
TREATMENT NOT
WORTH THE PRICE
OTHER SUBCATEGORIESOTHER CODESOTHER TEXT SEGMENTS
“It was both fun and boring
to know that I had gluten
intolerance because earlier
I had so many problems
with stomach pain, but it
was also hard to be
different.
!
I thought it was hard with
the gluten free food. It
wasn’t good and there were
so many questions from
everywhere. Finally I quit
eating in school and
avoided going out to eat
with friends.
!
Today I have totally quit
the gluten free food. My
stomach problems have
come back but I feel better
mentally. I can live a normal
life now, except I have a
little stomach pain.”
}
}
}
}
}
}
}
Sample Approach
Balancing health benefits and social sacrifices: a qualitative study of how screening-detected celiac disease impacts adolescents' quality of life.
Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011)

CODING DETAIL
inconspicuousness
The tracker is not intrusive which encourages me
to wear and use it daily
It allows me to wear it 24x7 without feeling like I'm forcing
myself to do it.
easy to sync/devices
I love how easy it is to sync it to any mobile
device through Bluetooth - I use it to sync to my
iPhone and iPad a lot and it's very quick and
simple
I love the ability to dig into my stats/progress and see active
Mounties, steps taken throughout the day - having the
visibility to all of this encourages me to push on/improve
easy to sync/devices/apps
How my
Fitbit syncs with many different apps and also
iOS and android
I can use it with many different programs and different
Fitness incentives
data
I love that it's a Bible to fitness it gives me the
exact numbers I can go into weight loss and
fitness with exact science and I can prevent
weight gain its it's the most important part of my
health and fitness routine there's no way that I
The fact that it tells me what I can do what I can eat when I
need to be more active is very important it's motivating and
make sure that I don't slack off during the day and make sure
that I do everything in my power each day to hit my goal if it
didn't motivate me and remind me I think that I would easily
Consistantly
motivating/encouragements
The silly graphics and :-) encouragements that I
get from my fit bit when I do an extra burst of
energy.
It sounds stupid because they really are the crudest like early
1980s CompuServe style graphics that are just a :-) or a little
you know, bouncing happy cloud or something and for some
reason when I get that I'm like "oh look I did this extra effort
and I got a smiley face!" it makes me very happy and it's so
stupid and I'm embarrassed.
versatility
I love that it has multiple functions, and that it
gets better over time. It isn't a one trick pony.
The fact that it does multiple things keeps me wearing it. At
one point I had a pedometer that I carried with me. It was
good, but only a pedometer. Over time I got bored with it and
decided to stop carrying it. The other features keep me
carrying it, and it keeps me trying to do better with my fitness
goals.
UX (easy to use)
This video is about how I liked the simplicity of
my tracker.
I think it made it easier for me to use. I don't like when things
are over complicated so I feel like this is really nicely
streamlined and it made me want to use it more when i
worked out.
data
My favorite thing about my Fitbit is that by
tracking my steps it keeps me motivated to move
throughout the day. I also like to know my active
steps as well
It moves me to move and adds a sense of competition with
myself to the day
“The fact that it does
multiple things keeps
me wearing it. At one
point I had a pedometer
that I carried with me. It
was good, but only a
pedometer. Over time I
got bored with it and
decided to stop carrying
it. The other features
keep me carrying it, and
it keeps me trying to do
better with my fitness
goals.”
I love that it has
multiple
functions, and
that it gets
better over time.
It isn't a one
trick pony.
versatility
Text!
(open ended)
Probe !
(clariﬁcation)
Code!
(category)
} }
Speciﬁc Example: Fitness Tracker Research

!
!
Concurrent 1-week or 2-week
diary studies can be used to
gather theme based data. Data
snippets provide written
responses to targeted questions
around behavior and usage.
Grounded Theory: !
Uses a variety of data sources, including
quantitative data, review of records,
interviews, observation and surveys.
CODING DETAIL
Speciﬁc Example: Fitness Tracker Research

Compare attitudes, beliefs and
behaviors between participants to
build a spectrum (spectra) we use
to develop behavioral personas and
groupings of themes and attitudes.
!
These lead to Mental Model and
Journey Maps outlining pain
points, needs and opportunities.
CODING DETAIL
Constant Comparison Methodology

ACTIONABLE DELIVERABLES
Sample Mental Model (generic data)

ACTIONABLE DELIVERABLES

Kelly Goto
@go2girl
kelly@gotoresearch.com
Join our mailing list!
!
Empower
your
UX research
team
Virtual Seminars Series
UX Focus 2016
Targeted | Focused |
Actionable
EMPOWER
YOUR UX
RESEARCH
TEAM
Find out more:
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Appendix
Grounded Theory Research Method
http://www.socialresearchmethods.net/kb/qualapp.php
!
Sample Study: Dental Practice in the AU
https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-11-128
!
Balancing health beneﬁts and social sacriﬁces: a qualitative study of how screening-detected celiac disease
impacts adolescents' quality of life.
Rosén A, Ivarsson A, Nordyke K, Karlsson E, Carlsson A, Danielsson L, Högberg L, Emmelin M - BMC Pediatr (2011)
https://openi.nlm.nih.gov/detailedresult.php?img=3120678_1471-2431-11-32-1&req=4
!
Glaser, B. & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research.
Chicago: Aldine.
!
Strauss, A. & Corbin, J. (1994). "Grounded Theory Methodology." In NK Denzin & YS Lincoln (Eds.)
Handbook of Qualitative Research (pp. 217-285). Thousand Oaks, Sage Publications.
!
Small Sample Size
http://iacis.org/jcis/articles/JCIS54-2.pdf
37

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