Guerrilla Research
Methods
Todd ZAKI WARFEL @zakiwarfel
W
eb2.0
NYC
#GRMethods
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#GRMethods | @zakiwarfel
WHY?
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Market research is what you do when
your product isn’t any good.
Edwin H. Land, Polaroid invented instant
photography
“
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What makes
something
guerrilla?
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Guerrilla marketing is a body of
unconventional ways of pursuing
conventional goals. It is a proven
method of achieving pro ts with
minimum money.
Jay Conrad Levinson, Author of Guerrilla
Marketing
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Guerrilla methods are faster, less
expensive, less rigorous versions of
their non-guerrilla cousins. They o er
an acceptable trade-o between rigor
and cost e ective techniques.
Todd Zaki Warfel and Russ Unger, Authors of
Guerrilla UX Research Methods
“
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Faster!
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Less expensive.
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Rigorous enough.
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The Naysayers
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I can’t make multi-million dollar
decisions based on information from
8-12 people.
My Client, a Big Telco and Media Company
“
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Photo by John Morrison
We look for what we call the point
of least astonishment.
Jared Spool, Founder and CEO User Interface
Engineering
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Change the
argument from
people to data
points.
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getreframer.com
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You get what
you pay for.
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Photo by Tim Duckett
The minimum necessary time,
budget and fuss so this kind of
insight is available to pretty much
any client, budget, or timeframe.
Leisa Reichelt, Freelance UX Consultant
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My boss is an anthropologist and she
won’t let me buy your book. She says
guerrilla methods aren’t reliable.
Participant, Guerrilla Methods UX Week
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Many of our current ethnographic
methods were once considered
guerrilla.
Ginny Redish, author of User and Task Analysis
for Interface Design
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• Allow people to check-in/out of their hotel
• Consider audience, knowledge, experience, pain-
points
• Should work with or without a mobile device
ACTIVITY: Hotel Check-in System
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I. Plan
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Start with an activity, context,
and time frame.
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Q: When was the last time you [...] ?
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Q: Can you walk me through how you
did that?
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Don’t ask what
they want.
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• Start with an activity, context, and time frame
• Ask for them to show and tell
• Listen for pain points and seek opportunities
• Don’t lead the user to the “right” path
• Allow for exploration and discovery
• Only build what you need. No more.
I. Planning Tips: Test Scenario / Tasks
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II. Recruit
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II. Recruiting Tips / Resources
• Current customer list
• Mechanical Turk
• Ethnio
• Craigslist
• Facebook
• Twitter
• Friends and family
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Recruiting
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Recruiting
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III. Collect
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insightico.com
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getreframer.com
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Modern day
guerrilla
methods
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• Man on the Street
• Burrito Lunch
• RIPS / RITE
• A/B Testing
• Remote Usability Testing
• Unmoderated Testing
• Mobile Testing
• Body Storming
• Design Studio
• Design the Box
Modern Day Guerrilla Methods
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http://www.flickr.com/photos/csaetre/4645769134/
Man on the street