Challenging Research Norms: Positioning Qualitative Research to Succeed
summary
Argues that exposing the work and using a clear five-phase learning process (align questions, design plan, gather, analyze, apply) raises confidence and connection; uses team listening, activity-based protocols and an 11x17 social graph exercise to surface stories instead of forcing numbers; shows a City of Boston study where deconstructed attributes (timely accurate comprehensive) become actionable design requirements and lead to higher-confidence solutions; cites a recent Veronica Nakib survey of 1,000 across nine markets showing only 33 percent trust in research outputs.
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chapters (9)
- 0:00Start
- 7:48organizations often conflate understanding of people with their use of the product
- 15:44structure and transparency lead to confidence and connection.
- 20:02create language around gathering and socializing human learning.
- 21:04typical solutions would begin by asking designers to increase the trust and confidence characteristics of the website.
- 25:16unpack the confidence in existing knowledge and reveal human story gaps to the team.
- 38:07socialize and leverage the human story to bring meaning to what is created.
- 42:49position qualitative research activities in a way that builds confidence and connection, through structure and transparency.
- 43:45unpack the question. create study design transparency.
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