Rich Behavioural Insight in a World of Remote Research Hayley - - PowerPoint PPT Presentation

Methods for Gathering

Rich Behavioural Insight

in a World of Remote Research

Introduction

COVID-19

Researchers, designers & product specialists across the world continue to gather rich behavioural insights

50 - 70%

Surge in internet hits reported since pandemic placed a quarter of the world’s population in lockdown

Behaviour over time, addressing gaps between intention and actual behaviour

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

Understanding Drivers eliciting Behavioural Insights Application and key takeaways to put into practice Addressing the Ever Evolving Remote Research Landscape

Introduction

Overview

Understanding Drivers eliciting Behavioural Insights

Application and key takeaways to put into practice Addressing the Ever Evolving Remote Research Landscape

Remote Research

5.13 billion people in the world who own mobile devices. Representing approximately 66.5% of the world's population.

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...

• 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?

Behavioural Insights Generation

Perspective

No matter how urgent the task, in order to

• btain rich behavioural insights it is critical to

take a step back in order to get perspective

• n 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

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...

Behavioural Insights Generation

Social Influence

Rationality says: If you want to achieve Y, do X Reality is: 😐

Behavioural Insights Generation

Key Variables

Scarcity

Present Bias

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Salience

+ Context

B

+

BE POSITIVE!

Actions

Optimists (expecting good things) and pessimists (expect bad things) differ in the way in which they confront problems, cope with adversity, and differ in resources!

Actions

Consideration of time

Set dates in advance to execute follow-up research in line with mapped product changes etc.,

Benchmark data

With key segments in order to map changes in a reactive fashion over time

⏲

Behaviour changes

• ver time, as a a

result we must keep up with our users

Key Takeaways

Actions

Observe, Listen, Learn

Create a template and map the emotional volatility experienced throughout

Conduct moderated testing in a more exploratory manner, with a less stringent script, and flexibility in journey

฀฀

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‘Everyone you will ever meet knows something you don't.'

Bill Nye

Key Takeaways

Actions

Pivot & Repeat

Repeat in order to get a benchmark over time, and bring others along on this journey with you

Look left, Look right

Acknowledge the cultural and competitor landscape.

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Key Takeaways

Now is time to put this into practice!

On to you...

Hayley Camille Morgan

Head of User Research @ WorldRemit

LinkedIn @ hayleycamille