Michael Bloom - What They Say vs What They Do

It’s often hard to spot the difference between what people say they want and what they actually do in practice. Sometimes an interview or a user test doesn’t give you the ability to see behaviours over time and in the real working environment. Journal studies can reveal these truths really well, so why don’t they get used more often? They are simple to set up, cost effective and give you rich insights, especially for audiences that can be hard to observe. In this presentation we’ll look at how journal studies could be a great addition to your regular research toolbox.

Transcript

1. What they say vs what they do Michael Bloom Strategy Director, Folk
2. No pressure… Australian student performance in science is in decline 2 Over ¾ of Australian Primary school teachers use Primary Connections teaching resources - UTS report - PISA report
3. What primary teachers told us Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan Plan 3
4. The reality... 4 Navigating a journey. Tracking. Adapting.
5. You can’t handle the truth We answer based on how we think we should answer 5 Our recollections are floored
6. Journal studies Be there without actually being there 6
7. 7 Two powerful ingredients Context Time &
8. Get up close as the action happens 8 Context
9. Context 9 See the full picture
10. Capture the moment: • What: thoughts/impressions, photos, sounds • When: before, during, after 10 Setting up for success
11. Time 11 Watch behaviours change and evolve
12. 12 We built a prototype for our study
13. Setting up for success Mistake #1 Too long How long will it take for a pattern to emerge? 13 Mistake #2 Not reacting Can you build on what you’ve already seen?
14. 14 Susan likes structure
15. 15 Alice likes to discuss and explore
16. When to use a journal study 16 You might want to: see a diversity of experiences, and learn how behaviours or perceptions change
17. When to use a journal study 17 You might want to: know more about what motivates someone to act
18. When to use a journal study 18 You might want to: understand micro-moments and interactions that affect big decision making
19. When to use a journal study 19 You might want to: know about behaviours that happen sporadically
20. When to use a journal study 20 You might want to: reach hard to access groups
21. All you need Recording devices 21 Instructions Sharing platform
22. Bonus Rich, multi media output 22
23. Let’s wrap this up 23 Thank you