Methods for Gathering Rich Behavioural Insight in a World of Remote Research Hayley Camille Morgan June 2020
Introduction 2020 Behavioural Science Users 50 - 70% COVID-19 Researchers, designers & Behaviour over time, Surge in internet hits reported product specialists across the addressing gaps between since pandemic placed a world continue to gather rich intention and actual behaviour quarter of the world’s behavioural insights population in lockdown Source : Forbes 2020
Introduction Impact of Research Impact driven by understanding user behaviour in association with a product and or experience "Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves." - Steve Jobs
Introduction Overview Understanding Drivers eliciting Understanding Drivers eliciting Behavioural Insights Behavioural Insights Application and key Application and key Addressing the Ever Evolving Addressing the Ever Evolving takeaways to put into practice takeaways to put into practice Remote Research Landscape Remote Research Landscape Source : Forbes 2020
Remote Research 5.13 billion people in the world who own mobile devices. Representing approximately 66.5% of the world's population. GSMA Source 2020
Remote Research Communication At the 💠 heart of the remote research landscape we have our methods of communication, but it’s time to optimise the use of the traditional communication methods... “If your mouth is open, you're not learning.” -Buddha
Remote Research Recruitment Recruit early and often. ● Keep your panels alive over time. ● Be crafty in your sourcing. ● - = + ( less is more ) ●
Remote Research Sharing Insight The strength and power that digital communication provides is truly empowering in that it is endless in its nature
Behavioural Insight Generation How much of the research you / your company conducts today is reactively completed without consulting literature published on the topic? Source : Forbes 2020
Behavioural Insights Generation Perspective No matter how urgent the task, in order to obtain rich behavioural insights it is critical to take a step back in order to get perspective on the research question and maximise impact potential & remember: A lot of what people do requires a robust behavioural understanding which is built up over time
Behavioural Insights Generation Social Influence Now in order to gather behavioural insights we must acknowledge the leavers which push and pull user behaviour in different directions. Starting with social influence... Rationality says: If you want to achieve Y, do X Reality is: 😐
Behavioural Insights Generation Key Variables Salience + Context Scarcity Present Bias
Actions + B Optimists (expecting good things) and pessimists (expect bad things) differ in Optimism Source BE the way in which they confront problems, cope POSITIVE! with adversity, and differ in resources!
Actions Consideration of time Behaviour changes Key Takeaways over time, as a a result we must keep up with our users Develop Plantouchpoints ⏲ Benchmark data With key segments in order to Set dates in advance to execute map changes in a reactive follow-up research in line with fashion over time mapped product changes etc.,
Actions Observe, Listen, Learn ‘Everyone you will ever meet knows something you don't.' Bill Nye Key Takeaways Establish Regular Cadence Map the Journey Conduct moderated testing in Create a template and map the a more exploratory manner, emotional volatility with a less stringent script, experienced throughout and flexibility in journey
Actions Pivot & Repeat Key Takeaways Consider landscape Repeat the Process Look left, Look right Acknowledge the cultural and Repeat in order to get a competitor landscape. benchmark over time, and bring others along on this journey with you
On to you... Now is time to put this into practice!
Hayley Camille Morgan Head of User Research @ WorldRemit LinkedIn @ hayleycamille Slides designed by @mariavandoremalen
Recommend
More recommend
