8 Simple steps to get to the future faster via… RESEARCH
August 2020
We seem to be being asked by more and more companies about how they can quickly leverage research to validate and kick start projects and we’re happy to see our information has allowed many to peek behind the curtain of some valuable approaches to research.
So, by no means exhaustive, or delving into the depths or the complexity of analysis which is where the real value of research happens, this list is aimed at helping those who need it to understand just some of the ways you can think about conducting research which maybe, just maybe, starts that conversation that get things moving faster.
So where's the 8 juicy bits that’ll make me look clever in front of my friends and colleagues?
They’re coming, but first, it’s important to remember one thing: Research is the foundation of any successful Customer Experience project great or small. FACT. It can realign and empower teams offering direction based on cold hard facts and recognised behavioural patterns, regardless of how painful some may be to play back in front of stakeholders. Like I said, good to remember that when you’re looking clever in front of your colleagues. OK, so here’s the juicy bits. Tuck in.
1. WEB ANALYTICS
1. WEB ANALYTICS
Tracks and reports website traffic showing you a data view of where your visitors are looking on your website by measuring where they click, how long they spend on a page and other valuable behavioural metrics.
Why use it:
Helpful links:
Google analytic demo account: https://analytics.google.com/analytics/web/#/report-home/a54516992w87479473p92320289
Udemy (affordable) courses: https://www.udemy.com/courses/search/?q=website%20analytics&src=sac&kw=web%20analy
Usability.gov what and why: https://www.usability.gov/what-and-why/web-analytics.html
2. HEATMAPS
2. Heatmap
Visualises where, and with what frequency, users interact with your website pages by showing ‘hotspots’ of user activity.
Why use it:
Helpful links:
Hotjar tracking tool https://www.hotjar.com/
Crazy Egg tracking tool https://w3.crazyegg.com/overview
Eye-tracking (different, but worth a look) www.businessinsider.com/eye-tracking-heatmaps-2014-7?r=US&IR=T
3. CUSTOMER SURVEYS
3. Survey
Quantitative research based on the questions you want to ask your customers. You even get to choose how many!
Why use it:
Helpful links:
Survey Monkey for quick and affordable surveys: https://www.surveymonkey.co.uk/
YouGov for more in-depth research needs https://yougov.co.uk/
Writing good survey questions by Dr David Travis (a god in user research): https://www.youtube.com/watch?v=_nCGXMK8XQI&feature=youtu.be
4. CUSTOMER INTERVIEWS
4. CUSTOMER INTERVIEWS
Speak directly to your users, even view them using your product. But again, don't always trust their answers.
Why use it:
Helpful links:
How when and why to conduct customer interviews: https://www.nngroup.com/articles/user-interviews/
Another (but equally as good) how to: https://uxdesigntemplates.com/evidence/method/customer-interviews
5. SOCIAL MEDIA & ONLINE REVIEWS
5. SOCIAL MEDIA & ONLINE REVIEWS
A place where you’re customers (both happy and ANGRY!@!*!) will relate experiences giving insights into your service and the emotional reactions thereafter.
Why use it:
Helpful links:
Using Social media for UX research https://www.smashingmagazine.com/2017/03/using-social-media-user-research/
Using Instagram for Customer research https://uxdesign.cc/instaux-a-6-step-guide-to-using-instagram-for-ux-research-5b533604f7a6
6. COMPETITOR ANALYSIS
6. COMPETITOR ANALYSIS
Whatever channels you use to research your own brand, then do the same exercise with your competitors and benchmark against your own results.
Why use it:
Helpful links:
How to https://usabilitygeek.com/how-to-do-ux-competitor-analysis/
Data analytics on your competitors: www.similarweb.com
A brief guide https://www.smashingmagazine.com/2018/08/guide-competitive-analysis/
7. BEST IN (AND OUT OF) CLASS RESEARCH
7. BEST IN (AND OUT OF) CLASS RESEARCH
Take inspiration from market leaders, understand why something works and think outside the box and your own product or service category
Why use it:
Helpful links:
A very in-depth and amazing article https://buffer.com/library/competitor-analysis/
Benchmarking against competitors https://www.userzoom.com/blog/what-is-ux-benchmarking-and-why-is-it-so-valuable/
8. INTERNAL STAFF SURVEYS
8. INTERNAL STAFF SURVEYS
Quantitative and qualitative data straight from the heart of your organisation.
Why use it:
Helpful links:
Writing staff surveys https://www.surveymonkey.com/mp/employee-surveys/Benchmarking against competitors
SUMMARY
SUMMARY
There’s, unfortunately, no silver bullet for success, our cherry-picked list of methods listed above hopefully give insight and inspiration into what’s available and trust us, there are many more methods and ways of analysing the results that they capture which makes research such a powerful tool.
This article does come with the caveat that there is of course great skill and knowledge involved in both acquiring and interpreting both data and research results to their full potential, but we’ve seen even first-timers making discoveries that have gone on to inform change for good. You never know until you give it a go.
For more information or to find out how Nimbletank can
accelerate your business, please contact Paul Vallois, managing director.
paul.vallois@nimbletank.com
020 3828 6440
© 2019 Nimbletank. All Rights Reserved.
For more information or to find out how Nimbletank can
accelerate your business, please contact Paul Vallois, managing director.
paul.vallois@nimbletank.com
020 3828 6440
© 2019 Nimbletank. All Rights Reserved.