The truth doesn’t cost anything. But a lie could cost you everything.

Transcript

1. The truth doesn’t cost anything. But a lie could cost you everything. Tania Lang Peak XD
2. The UX professional Trainer, Consultant & Principal, PeakXD 20 years UX experience 4 degrees inc Masters of Business by Research (user behaviour) & Human Factors Grad Cert. The person Mum, wife, traveller & adrenalin junkie Tania Lang
3. EXPERIMENT #1 Pair up with your neighbour. Check them out and look into their eyes. Put your hand up if you think you are more attractive than your neighbour.
4. EXPERIMENT #2 Turn and touch hands with your other neighbour. Answer Yes/No to “Have you been to the toilet this week and not washed your hands?” Put your hand up if your neighbour didn’t wash their hands.
5. What we did in the presentation Participants were asked to go to www.slido.com and answer the questions using their own device anonymously
6. The results – audience live Q. Are you more attractive than your neighbour? A. 11 people put up their hands (approximately 5% of the audience) Q. Have you been to the toilet this week and not washed your hands? A. 1 person put up their hand (<1% of the audience)
7. The results – audience online anonymous Are you more attractive than your neighbour? Have you been to the toilet this week and not washed your hands?
8. 60% of people can’t have a 10 min of conversation without lying at least once
9. What I am going to cover today  Why the truth is important  Why people lie  Why lying is hard work  Lie detection technologies & methods  Designing your research to find the truth  Researcher skills – the 3 roles you have to play  A case study – Queensland Government travel survey
10. Why do you think finding the truth in research is important? Imagine your own organisation? What are the implications for your organisation? What about you and your team?
11. WHY PEOPLE LIE
12. #1 To avoid hurting other people’s feelings and to please others
13. #2 Make ourselves look better and deny socially undesirable traits
14. #3 To conceal something we have done (or not done) to save face
15. #4 To influence or achieve a positive outcome for yourself e.g. According to a study by Scientific American, a whopping 90% of people looking for a date online lie on their profile
16. • #1 To avoid hurting other people’s feelings and please others • #2 Make ourselves look better and deny socially undesirable traits • #3 To conceal something we have done (or not done) to save face • #4 To influence or achieve a positive outcome for yourself Summary – why people lie
17. Think about these research scenarios
18. • #1 To avoid hurting other people’s feelings and please others • #2 Make ourselves look better and deny socially undesirable traits • #3 To conceal something we have done (or not done) • #4 To influence or achieve a positive outcome for yourself • #1 To avoid hurting other people’s feelings and please others Testing a high fidelity design that you designed yourself *
19. Image: Martin Kingsley from Melbourne, Australia [CC BY 2.0 (https://creativecommons.org/licenses/by/2.0)] Asking a participant how much they would you pay for a product? • #1 To avoid hurting other people’s feelings and please others • #2 Make ourselves look better /deny socially undesirable traits • #3 To conceal something we have done (or not done) • #4 To influence or achieve a positive outcome for yourself • #4 To influence of achieve a positive outcome for yourself *
20. Discussing smoking during pregnancy • #1 To avoid hurting other people’s feelings and please others • #2 Make ourselves look better /deny socially undesirable traits • #3 To conceal something we have done (or not done) • #4 To influence or achieve a positive outcome for yourself • #2 Make ourselves look better / deny socially undesirable traits • #3 To conceal something we have done (or not done) to save face * *
21. Talking to a researcher about when they did their diary study? • #1 To avoid hurting other people’s feelings and please others • #2 Make ourselves look better /deny socially undesirable traits • #3 To conceal something we have done (or not done) • #4 To influence or achieve a positive outcome for yourself • #3 To conceal something we have done (or not done) to save face *
22. LYING IS HARDER THAN TELLING THE TRUTH Call out the names of each animal based on the picture you see Time how long it takes you
23. 23 Monkey Sheep Hippo Penguin Donkey Rabbit Pig Turtle Zebra Call out the names of each animal based on the picture
24. …ONE MORE TIME Call out the names of each animal based on the picture you see Time how long it takes you
25. 25 Monkey Sheep Hippo Penguin Donkey Rabbit Pig Turtle Zebra Turtle Pig Rabbit Zebra Sheep Donkey Hippo Penguin Donkey Call out the names of each animal based on the picture The Stroop effect – competing mental processes
26. Lying is a complex task that increases activity in the prefrontal cortex 1. Suppress automatic response 2. Fabricate lie
27. LIE DETECTION METHODS AND TECHNOLOGIES
28. Technologies for lie detection  Polygraph  EEG  Voice stress analysis  Functional MRI Hands up if you think these technologies are feasible for us to use as researchers?
29. Method 1 – Ground Truth Brain Games S02E08 Liar Liar
30. Method 2 – Fake vs Real Duchenne smile YouTube https://www.youtube.com/watch?v=7SqlilB1w3g 1 2
31. Other methods – Lying indicators  Fidgeting – touching face  Stalling – repeating question  Stuttering or hesitations  Overgeneralised or irrelevant responses  Inconsistent and contradictory information
32. • Cue to dig deeper and drill down • Rephrase the question or ask in a different way • Reassure them that you won’t judge What do to when you pick a lie
33. 10 RESEARCH TIPS TO ENCOURAGE THE TRUTH
34. #1 Use behavioural rather than opinion based methods Objective or behavioural (What people do) Subjective or opinion based (What people say) Quantitative Qualitative Moderated usability testing Focus groups User interviews Contextual inquiry Unmoderated remote usability testing Diary studies A/B & Multivariate testing Surveys Journey mapping workshops Site statistics Task analysis Ethnography Eyetracking Enquiry analysis
35. #2 Don’t test or ‘validate’ your own designs and make this clear to participants
36. Alpha Stock Images - http://alphastockimages.com #3 Be transparent and set clear expectations prior to and at the start of the research session about their data
37. #4 Create the right physical environment – everything they see or feel Image source: Flickr Kris Arnold
38. #4 Create the right physical environment – everything they see or feel
39. 39 #5 Encourage anonymity and consider if you really need to record the session
40. #6 Allow bonding time to build trust and rapport
41. Should a smack as part of good parental correction be a criminal offence in New Zealand? (NZ Referendum 2009) 41 #7 Avoid interviewer bias and asking leading and suggestive questions
42. 42 #8 Show empathy & don’t judge participants
43. 43 43 #9 Probe and ask follow up questions
44. 44 44 44 #10 Explore sensitive topics towards the end and/or get users to project
45. RESEARCHER ROLES & SKILLS
46. #3 To conceal something we have done to save face 46 3 ROLES RESEARCHERS HAVE TO PLAY Polygrapher Friend Therapist
47. A CASE STUDY A QUEENSLAND GOVERNMENT TRAVEL SURVEY
48. Pack containing a household survey, instructions and 5 individual surveys. Current paper-based survey experience
49. Approach & methodology: Round 1 – 24 user interviews ​ Interview introduction & rapport building ​Walkthrough of paper based survey responses 2 4 ​Participants sent paper-based survey & given travel date 1 ​Rated paper based travel survey experience 3 ​Discussion re desired digital survey preferences 5
50. Lie# 1: How and when they completed the survey • Most said they completed the survey on the night of travel when they were asked to complete the survey. • Several admitted to lying about this when we laughed about other participants lying about his (then they admitted to completing the survey the night before the research session with us).
51. Lie# 2: Lying about their trips • Not recording all of their trips as less effort. • Not fixing up errors when they realised they had entered trips incorrectly.
52. • Saying their housemate was overseas so they didn’t need to bother them to complete the survey. • Lying about the number of people who lived in the house as less effort completing the survey. Lie# 3: Lying about people in household
53. Lie# 4: Everyone claimed to have read instructions • Evidence of how they completed and observation of behaviour suggested otherwise!
54. How we applied that knowledge • Providing clearer contextual instructions • Greater flexibility to encourage more honest answers • Addressed reasons they didn’t complete survey when they were supposed to • Streamlined the process for entering trips to avoid replication of effort
55. Outcomes and implications • “The preciseness and quality of the spatial data is really good” – Google place look-ups • Higher response rate • Immobility rates (people claiming they didn’t go anywhere on the day) are a lower than in the paper based surveys
56. So what am I saying? Use methods to detect when participants are lying Design your research to encourage participants to tell the truth Be the friend, the therapist and the polygrapher
57. tania@peakxd.com.au Facebook: /peakxd Want to learn more? www.peakxd.com.au/training Note - No humans have been harmed in the creation of this presentation. All participants shown today have agreed to video excerpts being used for training & educational purposes. Questions?