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There are two categories of research: Qualitative and Quantitative. In this video we'll review what they mean in regards to your design.
New Terms:
- Qualitative Research - Researching with the intent of understanding the range of behavior for your desired audience as well as the motivations and perceptions that lead them there.
- Quantitative Research - A structured method of data gathering and analysis involving mathematical rigor.
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Before we dive in to the specific methods for valuating your design,
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it's important that we understand the two key categories research,
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qualitative and quantitative.
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Qualitative research methods are common to both the generative and
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tactical phases of research.
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All qualitative research shares the intent,
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to understand the range of behavior for your desired audience,
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as well as the motivations and perceptions that lead them there.
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And what the heck does that mean?
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In the first phase, generative, if you're designing a product for
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surgeons in the operating room, you need to note everything that happens there.
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Why it happens and what the surgeons are thinking in the process?
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In the second phase, tactical,
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you're creating a prototype to keep surgeons more alert during a procedure.
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You need to see how they use this prototype to keep awake, why the do this,
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and what they think along the way?
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And finally, in the third phase, evaluative.
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If you've launched a product,
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keep track of how people are using it in the real world.
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If you observe something you don't understand,
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dig deeper to discover why users are doing things this way and, again,
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what they're thinking along the way.
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Something else that all qualitative research has in common is talking and
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observing people directly.
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It cannot be automated, and often means talking to just a few people for
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each study, usually five to eight is enough.
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Now on to quantitative research, which is, a structured method
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of data gathering and analysis involving mathematical rigor.
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Let's take into what that means in practical terms.
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Unlike qualitative data,
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which can be gathered from in-depth discussions with a small number of people,
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quantitative data involves hundreds or thousands of people.
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Use quantitative methods when you want to understand how people use your product in
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a statistically meaningful way that could be generalized to the entire population.
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Use qualitative methods when you want an in-depth understanding of
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the underlining why behind their behavior.
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Luckily, you don't need to always choose between qualitative and
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quantitative methods.
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In fact, it's often best to combine these methods.
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You can conduct a handful of interviews qualitatively in order to inform
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a survey that will be sent another few thousand people quantitatively.
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Or you can observe a pattern amongst the thousands of people using your service,
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quantitatively.
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And then select a few of them to interview in order to understand why this happens,
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qualitatively.
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Now, let's dive into usability studies,
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a common qualitative method for tactical research.
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