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.

Transcript

1. What’s in a
   method?
   Succeeding in Design | UX Australia | April 26, 2022
   Janani Venkataraman
   

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2. Today, I want to share my story
   the story of how I became a product researcher
   no thanks to methods!
   

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3. Software Engineer
   In the beginning…
   University Student Marketing Researcher
   

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4. The story continues…
   Marketing Researcher
   (Quantitative)
   Agency Researcher In-house Marketing
   Researcher
   

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5. Primary Research Methods
   Marketing Research
   ● Focus: user attitudes & preferences
   ● Frame of reference: market sizing, market opportunity (big picture!)
   ● Quantitative - numerical or statistical data
   ● Qualitative - semi structured or unstructured data
   

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6. Typical projects
   ● Understanding the usage and attitudes of mobile gamers
   ● Determine ideal price point for a fizzy drink product
   ● Concept testing study to evaluate market appeal for a food & wine event
   

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7. Winds of change…
   In-house Researcher
   (Marketing)
   In-house Researcher
   (Product)
   Excited Researcher
   (Product)
   

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8. Stormy seas…
   Bored researcher
   (Product)
   Sad researcher
   (Product)
   Excited researcher
   (Product)
   

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9. “But you are a marketing researcher
   and you do quant”
   - Head of Design / wonderful colleague
   

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10. Transition from Marketing to Product Research
    ● Marketing & Product research silos
    ● Adhoc project based collaboration
    Product (user) Research
    ● Focus: behaviour & interaction
    ● Frame of reference: individual user
    Marketing Research
    ● Focus: user attitudes & preferences
    ● Frame of reference: market sizing, market opportunity (big picture!)
    

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11. Product Research
    The world of Product Research is dominated by qualitative methods.
    The purpose / use of other methods is either not clear or sparsely considered.
    Qualitative Methods
    Quantitative
    Methods
    

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12. Typical Product Development Process &
    Product Research
    Discover Define Design Develop Deploy Feedback
    Product Research
    ● Deep focus on the individual user & their behaviour
    ● What do users do?
    ● How will they interact with the product?
    ● How can we make the product or service more desirable?
    Qualitative
    Methods
    

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13. Typical Product Research Methods
    ● Interviews
    ● Moderated / unmoderated usability studies
    ● Card sorting
    ● Usability benchmarking
    Qualitative
    Methods
    

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14. Marketing Research in product development process?
    Discover Define Design Develop Deploy Feedback
    Product Research
    Marketing Research
    ● Adhoc use of marketing research depending on the context
    ● Sparsely / rarely used
    

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15. Discover Define Design Develop Deploy Feedback
    User Research
    Marketing Research Marketing Research
    ● Broad focus on the market
    ● What people say they will do
    ● Whether a product should be brought to market?
    ● Who is the right audience for a product?
    ● How much will people pay?
    ● How satisfied are people with the product or service?
    Quantitative
    Methods
    Mapping the opportunity using my MR toolkit
    

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16. Typical Product Research Methods + MR Methods
    ● Interviews
    ● Moderated / Unmoderated usability studies
    ● Card sorting
    ● Usability benchmarking
    Qualitative
    Methods
    ● Market sizing / trends
    ● Competitive analysis
    ● Pricing study
    ● Concept testing
    ● Product satisfaction tracking
    Quantitative
    Methods
    

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17. My approach:
    ● Intercept surveys allowed contextual
    feedback gathering from relevant users
    ● Quantitative satisfaction tracker launched
    to gather attitudinal feedback
    ● Follow up in-depth interviews for specific
    areas of feedback
    ● Triangulation with analytics + data
    sciences
    Rising tide…
    Organisational context:
    ● New website launched - everyone
    happy!
    ● Analytics showing drop in
    engagement with key features
    ● Cue frantic music!
    Qualitative
    Methods
    Quantitative
    Methods
    

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18. Catching the wave…
    Product researcher
    (Any / All methods)
    ● Honing my skills in qualitative &
    quantitative methods
    ● Always remaining open to other
    approaches and methods
    

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19. Product
    Research
    Qualitative
    Methods
    Quantitative
    Methods
    Any other
    means
    necessary
    ● Qual <> Quant
    ● In some instances Qual >=Quant
    ● In other instances Quant >= Qual
    ● Product Research = Qual + Quant +
    Any other means necessary
    

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20. Afterall,
    What’s in a method?
    

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21. CREDITS: This presentation template was created
    by Slidesgo, including icons by Flaticon,and
    infographics & images by Freepik
    Thank you!
    Janani Venkataraman
    linkedin.com/in/jananivenkataraman
    

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