On marrying quantitative and qualitative research

 

The focus in the commercial world on numbers breeds a huge bias in favour of quantitative research. One of the challenges with quantitative research is that it rarely answers the question ‘why’, and focuses on the ‘what’ (i.e. the ‘what happened?‘).

 

We, as customer/user experience professionals, need to balance this with qualitative research, focussing on uncovering the drivers of behaviour – why are people doing what they are doing? What goal are they trying to achieve? What Core Want are they trying to fulfil?

 

The ultimate goal should be to try and map our qualitative findings to quantitative measures – allowing us to tell the human story, but underpinned by quantitative measures.

 

The work that I have done mapping customer journeys, and experience mapping, has included a process whereby we identified key measures by which we relate qualitative findings to hard numbers – both outside-in, customer focussed (like satisfaction (a.k.a CSat), complaints etc.), and inside-out, business focussed (like trading data, conversion rate, ASP/AOV, returns etc.).

 

This allows you to both understand the psychological process that drives customer behaviour, and articulate it in a meaningful way that highlights and quantifies problems and opportunities.

 

As organisations become more customer centric, this, I believe, is a vital step – an organisation needs to understand customer behaviour and, importantly for the bottom line, understand where to invest in the customer journey to increase sales, loyalty and satisfaction.

 
 

Friday Link Round Up – March 27 2015

Users’ Perception of Product Ratings (New Qualitative & Quantitative Findings)

http://baymard.com/blog/user-perception-of-product-ratings

Ethnographic research drives IKEA’s global success

http://www.experientia.com/blog/ethnographic-research-drives-ikeas-global-success/

John Lewis to trial customer tracking software to speed up collections

http://www.theguardian.com/business/2015/mar/25/john-lewis-customer-software-collections-jlabs-app

Applying Product Thinking to Process Improvement

http://neo.com/2015/02/24/applying-product-thinking-to-process-improvement

The Wearable Web

http://cognition.happycog.com/article/the-wearable-web

Track of the week:

Woke up this morning – Alabama 3 (Exile on Coldharbour Lane version!)

Friday Link Round Up – March 20, 2015

It’s not enough to be fast: how emulating human interaction is key to improving digital communication

http://www.fastcocreate.com/3042288/its-not-enough-to-be-fast-how-emulating-human-interaction-is-key-to-improving-digital-commun

Too much info? Or not enough? Which created a double-digit conversion increase?

https://whichtestwon.com/test/too-much-info-or-not-enough-which-created-a-double-digit-conversion-increase/

Why is Amazon launching a physical store – and what will it mean for retail? (via @leemcivor)

http://www.mycustomer.com/feature/technology/why-amazon-launching-physical-store-%E2%80%93-and-what-will-it-mean-retail/168265

Designing for the Workspace First (via @jackroless)

http://jesseddy.com/blog/2015/03/designing-for-the-workspace-first/

Ikea: 7 Predictions For What Your Home Will Look Like In 2020

http://www.fastcodesign.com/3043407/tech-forecast/ikea-on-7-predictions-for-what-your-home-will-look-like-in-2020

Video of the week:

The Four Horsemen: Amazon/Apple/Facebook & Google – Who Wins, Who Loses?  

https://youtu.be/XCvwCcEP74Q

CX Pyramid2B

Friday Link Round-Up – March 13 2015

The CX Pyramid: Why Most Customer Experience Efforts Fail
http://www.experiencetheblog.com/2015/03/the-cx-pyramid-why-most-customer.html

 
 

Bottling Lightning: How to channel and sustain creativity
http://uxmag.com/articles/bottling-lightning

 
 

Deconstructing Fidelity
http://uxmag.com/articles/deconstructing-fidelity

 
 

The man behind the Apple Watch
http://howtospendit.ft.com/technology/77791-the-man-behind-the-apple-watch

 
 

“Delightful” Interaction Design Needs To Die
http://www.fastcodesign.com/3042849/delightful-interaction-design-needs-to-die

 
 

The lowest price doesn’t mean the price is right
https://econsultancy.com/blog/66173-the-lowest-price-doesn-t-mean-the-price-is-right

 
 

Automating Style Guide-Driven Development
http://www.smashingmagazine.com/2015/03/05/automating-style-guide-driven-development/

 
 

Nudging and Choice Architecture: Ethical Considerations
http://www.experientia.com/blog/nudging-and-choice-architecture-ethical-considerations/

 

 

Friday Funny: Kindle Cover Disasters
http://kindlecoverdisasters.tumblr.com/

Friday Link Round-Up – Feb 27

Infinite Scrolling: Let’s Get To The Bottom Of This

http://www.smashingmagazine.com/2013/05/03/infinite-scrolling-lets-get-to-the-bottom-of-this/

Why did infinite scroll fail at Etsy?

http://danwin.com/2013/01/infinite-scroll-fail-etsy/

Distractions in the lab

https://www.redweb.com/agency/blog/distractions-in-the-lab

Will ‘eye-tracking’ technology go mainstream in 2015?

http://m.bbc.co.uk/news/technology-31654177

10 ways to use colour to capture attention (via @JackRoles)

http://blogs.adobe.com/creativecloud/ten-ways-to-use-color-to-capture-attention-part-1/

http://blogs.adobe.com/creativecloud/ten-ways-to-use-color-to-capture-attention-part-2/

How to manufacture desire

http://uxmag.com/articles/how-to-manufacture-desire

The “I can’t believe he just did that” video of the week:

Man Castrates Reindeer With His Teeth

http://video.nationalgeographic.com/video/earth-new-wild/150212-reindeer-castration