JANANI VENKATARAMAN - What’s in a method?

The biggest challenge for me as a marketing researcher transitioning into the world of user research was simply the methods. As a trained quantitative researcher, I faced a lot of skepticism from colleagues/peers who didn't think it would be a straightforward easy transition into the world of user research which is largely qual. Whilst I fully acknowledge the effort and learning required to transition disciplines, I would like to push back at skeptics who feel qual and quant methods are a domain/discipline of its own.

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1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a W e UX S cceed De T e da , 26 A 2022 Ca i ed b : Be ade e McG ld ick
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 24 ge i g affic he e, e' e g a cha ge he ale fi al, e' e g a e all he e he cha el a d ge hi hal effec a d ge e le clicki g beca e he ' e ee a ad he e a d a ad he e, a d he ee hi e le e ." I did ' a i be ale . Wh ? I j a ed e le i he he f hi g f a li le bi . I a ed eall de a d. Tha a he ca e. The fac ha e be a ac i i e de a d he g f hi g . A d , eah, I g e i a eall he ma e ' deg ee i he PhD, a d he j bei g imme ed i i , 100%, h ma -ce ed de ig , a d ali e ea ch. MAGS HANLEY: OK. I hi k ha ' i . S , ha k m ch, Jea e e, f ime a d f ha de f l e e a i . (APPLAUSE) We ha e me m i g ea he e. If a f ll , I'm e Jea e e ld l e alk e- - e. A d e ha e half a h il e a agai . (MORNING TEA BREAK) MAGS HANLEY: Shall e a ? Ye ? L el . OK. We ha e membe f c mm i h a e g i g be d i g a e e a i f da . A d Ja a i i g i g be fi e. We had a cha ab ha e e e d i g, a d I a fa ci a ed he he a alki g ab a i g a a a i a i e ma ke e ea ch e ea che . A d a d c e ea che . S , da , alk ab ha ' i a me h d. JANANI VENKATARAMAN: Tha k . Hi, e e e. I'm e e ci ed be
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 25 he e beca e hi i m fi i - e e e i l g. Tha a ide, I'm d i g a alk ab m j e . A d he ha Jea e e ha ed i e m f he j e , he e a e a allel a d hi g ha eall ck a ch d i h me m j e . Bef e e begi , I ld like ack ledge he adi i al e f he la d hich e' e mee i g a d a m e ec . S , like I aid, i ' a , m , f h I became - I ill ell a bi m e ab ha I mea b hi i hi e e a i . S , I'll ake back he a f m f c a e k. I a ed i f a e e gi ee i g a a f a e e gi ee i i g e e f c de. The e' me hi g ab ha I did ' i e e j . The fac ha I did ' alk i h a b d babl a a he f he li . B af e a c le f ea f d i g ha , I lef . Pe le i f a e e gi ee i g l d c ea e magic. B f m he eali a i ha i a ' m c f ea. S , I did me d i g i h m ma e ' , a d I h gh , "Wha c ld be fa he f m IT?" A d I h gh , "Oh, ma be I'll d ale ," beca e I had me e le i m c m a h e e i ale , a d he e e al a alki g he e le a d eall flamb a . A d I h gh , "Ma be he e' me hi g f me he e." S , I did ale /ma ke i g i i a d la ched i ma ke i g e ea ch a a di ci li e. N , a i g ff i ma ke i g e ea ch, I a gi e a ch ice. Y k , I a e e ed a i eciali e i a i a i e me h d , a d me hi g ab he a i a i e me h d a ealed me a d I decided ch e ha a m a ea f eciali a i . I a ed i age c la d - babl he be lace a i ch a a ea beca e k i h diffe e clie , diffe e i d ie , diffe e e f b i e blem . I eall ga e me ha i ge m ha d di e d- -e d a , i cl di g ad a ced a i a i e me h d . A c le f a f d i g ha . I had hi i ch hi k, "H ld i be be he he ide f he able?" S , ha '
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 26 ha I did. I e ahead a d j m ed he he ide f he able a d became a i -h e e ea che , ill i ma ke i g e ea ch. S , I j i ed he ma ke i g de a me i a ga i a i . Bef e I c i e i h m , I j a ake a ec d alk ab he e c ce . N , he di ci li e f ma ke i g e ea ch i elf eed i d c i . I'm e e' e all familia i h ha di ci li e. B ha ' h calli g , he f c a d f ame k f hi di ci li e, a d h ha ac all e gage i h e e ea ch a a di ci li e. S , he le f ma ke i g e ea ch i all ab e a i de a d e efe e ce . N , i ' ha c llec i e i igh hich mea ha he efe e ce i ma ke i g e ea ch i big- ic e. Y k , e a e al a alki g ab " ha ' he ma ke cie ce, ma ke i , h d e i e he ma ke ?" T a e he e e i , i ' ei he ali a i e a i a i e. If I ca d a a a allel, he e' a bi f cie ce a d he e' a bi f a i he e me h d . S me f he a ic la jec ha I did a a ma ke i g e ea che ki g i a a i a i e ace a e hi g like, k , de a di g game , de a di g he age f li e game . De e mi i g h m ch ill e le a f a e fi d i k? A d al e i g he he he e' a ma ke f a e f d e e a d, if , ha ' he a eal, ha h ld e make he a ge ? A d he e a e jec ha ha e i ce he g e be ac al d c e ice i he ma ke . S , hi i he e f k ha I a d i g i m ma ke e ea ch k. G i g back he , I a a i -h e e ea che i a ma ke i g eam. A d I la ded a ... I l ked i a d c eam, a d I a ld I a g i g be a i -h e e ea che . Thi a e ci i g f me. I'll g i g back. >> I ' f e h ba e ie , ... JANANI VENKATARAMAN: OK! I alked hem ab m ma ke i g
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 27 e ea ch backg d, m kill i a . A d I j ai ed f he jec c me m a a d m akeh lde c me me f hel . B i j did ' ha e . Y k , af e he fi c le f eek , I a ed - I did ' k ha I a g i g be d i g. A d he eek ac all ed i m h . I a eall ge e all c ce ed. I a de i g, ha am I d i g he e? Am I eall i he igh lace a a e ea che ? S , a a e ea che , I decided eak akeh lde fig e ha i i ha he a ? I a bei g i i ed dail a d- . B I e e ac all had a e ea ch b ief c me h gh f m a d c de ig akeh lde . S , ha eall baffled me. A d e f he c e a i I had i h hi c lleag e f mi e, I ha k him f gi i g me ha aha m me . He a a lead i de ig i he ga i a i I a a f. A d he aid, "Y ' e a ma ke i g e ea ch a d d a , ' e a a i." A d me hi g ab ha eall ki d f ck i h me a d ac all - hi i h m akeh lde ee me. Thi i h I alk ab m elf m akeh lde . A d i a me hi g ab hi a d d c e ea ch did ' eall fi . I a a eal lea i g m me f me i m j e . Agai , alk ab me c ce , if ' e e e had he f e f bei g i a ma ke i g ga i a i i h b h ma ke e a d d c e ea ch de a me , I'm e ld ha e had hi b e a i , ha he a e i c i h each he . M f hem, he ' e i c i h each he , he e a e i hei il . Of e a i jec ba e - i ' defi i el ha g i g, eamle hi g. The f ame f efe e ce f i f e ha i di id al e . N , h i ha e ...? The f ame f efe e ce f he ma ke e ea ch di ci li e, i ' diffe e , k ? We' e alki g ab he e i e ma ke a ed ha e e h ' i cha ge f he d c e ice. S , ha mea I a i ble i e m f h I c ld e iall i eg a e m elf i he d c e ea ch eam . S , ha did ha d ? I decided d me f he hi ki g. If hi k
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 28 d c e ea ch, b ade d c e ea ch, i i d mi a ed b a i a i e me h d . Y k , he e f e i ha e a e i e m f acki g he f ame f efe e ce f ha i di id al e . A d ha e i e a ligh l g ea e i f ali a i e me h d c m a ed a i a i e me h d . I ' ha d c e ea ch me a a e ea che a ' iable. S , i a m j b hel hem eali e h he ac all make e f m kill . S , f he e f hi di c i , I j came i h hi fl cha , a d i ' b mea a ce ha I' e de ic ed he cha , all he d c k ledge ec , he i e a i e ce . B if hi k... H ill he make i m e de i able, m e ef l a d m e i able f hem? A d he all ch ce ai me h d ha a e ali a i e i a e. Thi i b mea a e ha i e li . B he e a e me f he icall ed me h d i he d c de el me j e life c cle. A d a ca ee, he all le d hem el e ali a i e me h d . Ma ke e ea ch i a e , g db eaki g k. I ' defi i el a me h d ha ha bee ed i d c e ea ch i he a . B i ' ce ai l ad h c. If l k a ha life ime, he e' lace i he d c j e f ma ke i g e ea ch. I ' l me hi g ha d c akeh lde ma decide d . The migh hi k, "H m ch h ld e ice ha a ?" Tha ' a lace f a ma ke i g e ea ch jec he e hel hem de e mi e he ice i f he a . S , I had meh fi d h I c ld i jec m elf i hi d c de el me life c cle a d ac all ha e m akeh lde make e f m l ki , all hile killi g m elf i ali a i e me h d . B ha d I d a d da i de e m kill ? S , if hi k f hi life c cle, he e a e e i i he ea l age f he d c de el me he e e d ac all eed ha b ad f c he ma ke , e d eed a e e i a d ha ill e le d , k , he he a d c e ice h ld g ma ke , h m ch ill e le a ? A d I da e a
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 29 ici g i e f he e am le f me h d me h d l gie ha i ' like a c e e f ma ke i g e ea ch ha i e al i he ld f e e ea ch d c e ea ch a g d ici g. A d h i eg a e ha a a f ha d c de el me j e ? A d, agai , ce he d c e ice ha bee la ched, h a i fied a e e le? T acki g. A he e am le f a a i a i e me h d ha ill ac all ha e d c a d de ig . S , I did all hi ma i g, I came i h me me h d ha ld hel d c a d de ig akeh lde . Y k , hi g like c m e i i e a al i a d ici g. The ' e all f m he ld f ma ke i g e ea ch. B if he ill hel m d c de ig akeh lde . S , I k all hi lea i g a d e back m akeh lde a d alked ab h I c ld e iall hel hem. A d ha g me e gageme . M de ig akeh lde a e ac all ki g i h me. A d ha ha e ed i he eek af e , he e a me ac i a d e gageme . I a a iece f k ha he eam had bee ki g f a eall l g ime. B i hi he fi fe da , he e a d i e gageme . A al ic ac all h ed ha me hi g i igh . B ha a igh ? We did ' i e k . S , he a ach i e m f l i g a e i g ha blem, a ca ee, i l ed a c le f diffe e hi g . We decided d me i e ce ge ha feedback. B acki g a la ched ga he ha g i g feedback, a d h a i ha e c ld h he eedle i all f h e ke me ic . F ecific feedback, ali a i e e e ci e e e al d e. Wha d e i mea e gage i h a a ic la ec i f he eb i e? A ali a i e e e ci e. A d eall a e he e i f m a ma e ec i e a e c ld. Tha a f m a ach i e m f hi jec . A d ha defi i el hel ed me ge m e i f ma i f m akeh lde . S , fa f a d da , I c i ed k i d c e ea ch. I' e i ce he ked lel i d c eam a e ea che . I ld call m elf a
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 30 mi ed-me h d e ea che . A mea ece a ge he a e m akeh lde . S , I emai e a a d all me h d ece a . S , if hi k ab he ld f d c e ea ch, he e' a lace f a i a i e me h d , defi i el a lace f ali a i e me h d , a d he e' a lace f a he mea ece a i de ac all a e ha akeh lde e i . S , i ' ha al i im a . I me i a ce , al i g i g be g ea e ha a . I he i a ce, a i g i g be g ea e ha al. B i ' ha c ec i e a ach ha hel a e h e akeh lde e i . Beca e af e all, ha ' i a me h d? I ' ab a e i g ha akeh lde e i i h a mea ece a . S , ha ' eall he ha I came he e ha e i h all f . A d I'd l e hea ake a d e ec i e me h d , a d if ha e a f cce al ie he i c me e ea ch me h d , lea e le ' c i e he c e a i . Tha k m ch. (APPLAUSE) MAGS HANLEY: Q e i ime. Bef e I a k mi e, d e a e a a i h a e i ? Plea e. >> S , i a l f ga i a i , me ime ge me i i ia i e c mi g h gh he e ega i e e ea ch (i di i c ) d c ki d f decided. Wha ' ce if ha ha e ? JANANI VENKATARAMAN: Yeah. A d I hi k i a like h m ch d he al e a e ea che ? A d if he d c ha al ead bee decided, i he e e ide ce ac all gge ha hi i he igh d c f e ? Y k , ha me h d - he he ha ' a al ic a i a i e
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 31 ali a i e, i hel ac all a , "Ye , hi i defi i el he igh d c f e ." If a d he e' e i , e e a ha age, he h g i g ahead i h d c (i di i c )? S , I hi k I al a hi k f m elf a f he e . If I'm he e f hi d c , i hi he igh d c f me? D ha e he e d f ha hi i he igh d c f me? A d, if , h ? B ha ' j m a ach. MAGS HANLEY: OK, I ha e a e i . Whe e' e l ki g a diffe e e f me h d , i he e e me h d ha ld be ec mme di g f he maj i f , a i a i e, he e e g , "Tha ' a eall g d e ick "? T add me m e a i hei ld. JANANI VENKATARAMAN: If I ca g back hi lide, k , hi ma ke i g i me hi g ha I did he I a ill ggli g i h e gageme f m d c a d de ig akeh lde . Pa ic la l i he ea l age f a d c j e , ha ' he ma ke i g e ea ch, a i a i e me h d , ca eall make a im ac . We ca hel d c akeh lde a d de ig akeh lde de a d he ma ke , de a d he he he e' a i f ha ma ke . A d a e am le - ha c ld be a g ea lace f meb d h ' a a i a hi ki g ab de a di g he ma ke . Y a a d c mi e i ha ga i a i eed . B ha e e ci e ill hel de a d he he he e' a ma ke f hi e ice ffe i g, a d if he e i , h ha ma ke i . I hel ide if i . A d al i e he e ial f he ma ke . A d he e' me hi g ab i g mbe a lide ha j - eah, i b i g j me g f e le. Ea l age de a di g a a l. MAGS HANLEY: S , .... ha k . A d aid - ha a hi g am
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 32 aid e? JANANI VENKATARAMAN: Yeah, a e l i . M f hem ha e e-b il m d le . The ca be a g ea a a . The ' e g a da di ed a i g cale , a da di ed ec i ha e ec ee. Y e ha a a a i g i a d b i l c mi e i i . MAGS HANLEY: A m e e i ? Yeah. >> O lide , he e de ed ha he e le a a , a ma ke e ea che , i e i d c , a d ha a ha m me he e ' e like, "Ha g , hi i h e le ee me, b h d I ee m elf?" Tha eall e a ed i h me. I j a ed hea m e ab ha f d l e? JANANI VENKATARAMAN: Yeah. I hel ed me de a d ha if I a be meb d h k i d c /de ig ld, I eed m akeh lde ee me a meb d h g e he d c /de ig k. A d a ha i i ime, ma be beca e f he a I a jec i g m elf, k , I a alki g ab hi a a ec , i ma ha e bee he fi hi g ha he a ed hea . The a ed hea h I c ld ac all d hi , k ? Like, hi d c j e ha he all g , h ca I hel i hi j e , he me h d. H ca I add m e hi j e a he ha alki g ab m kill i a i a i e ma ke i g e ea ch. Yeah. >> J a c mme , eall , a d I e a hi ki g ab me h d , i c me back all f diffe e de ig ack . Beca e me ime e ha e akeh lde a i g e eed a j e ma , e a e a ,
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 33 a d e ha e a k h a d fig e ha he igh hi g i d . A d I hi k ha ' j h bea i g i mi d. I fall f ha a i e f e . JANANI VENKATARAMAN: Yeah. S me ime he a k f a j e ma , b i ac al fac he j eed a c le f ke i ab he e d e . Yeah. S , eah. MAGS HANLEY: Ye . >> Ama i g e e a i . Tha k f c mi g. I a j de i g, gi e g f c i a , d fi d i diffic l g b ade a d e g he kill , a d h d d i ? JANANI VENKATARAMAN: I ' defi i el a lea i g c e ha I' e had g . The ' e all di ci li e , a d lea ali a i e e ea ch, i ' j ab a di g i h a c me a d alki g hem, i ' ab maki g e e f he da a, a d i ' a l ea ie make e e f c ed da a c m a ed c ed da a. S , he e' a a a d cie ce behi d ki g i a i a i e ace. I a i i g i h m c lleag e a a a lea he j b. I ld a e d di c i ha ha e ed. A he ame ime, I fi ml belie e ha i ' ab ha a ach. S me ime i g al a , (i di i c ). S , eah, l f lea i g he e. MAGS HANLEY: Q e i ? Tha k . JANANI VENKATARAMAN: Tha k m ch. (APPLAUSE)