The Secret to Guerrilla Research

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We will cover:

• Define Guerrilla Research • Explain to you “The Secret” • Walk through examples and details

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Guerrilla research is fast, cheap and dirty. High quality research is expensive (time + cost) The difference is: Rigor, Time, and Cost High quality research has rigor (R=T+C)

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Guerrilla research falls short most in rigor.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Normal Research

•Well recorded &
documented.

•Good process: •Review documentation,
pull out important data, synthesize all of that.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Guerrilla Research

•Often no recording,

poor documentation. formal.

•Not paying people, less •Cameras can make
people nervous.

•Often, startup teams

won’t re-watch footage.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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The Secret

Synthesize your research right after the interview session.

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•Process, analyze, distill •Combination of idea to form a theory
or system. •In research:
“Make sense of the data we’ve gathered to discover what opportunities and implications exist for our design efforts.” -http://uxdesign.smashingmagazine.com/ 2013/09/23/5-step-process-conducting-userresearch/

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Dead simple process. Dead simple tools.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Get your findings out of your short term memory. Fast.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Format your findings: easy to access & quantifiable.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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THE SECRET

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Be the synthesis you wish to see in the world.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Practice safe synthesis.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Carpe di-Synthesis-em.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Synthesis. Just do it!

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Got it, but how?

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Normalize your data with structure: Summarize Person Big take aways Positives Negatives His/Her Process Ideas

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Questions to get your discussion going: “OK, what did you hear?” “What was good, what was bad?” “How did they do they thing they were trying to do?” “What did we learn?”

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Summarize Person Big take aways Positives Negatives His/Her Process Ideas
(Optional: Questions for next time, Actual quotes, Other tools they use)

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Summarize the Person

•Their situation •Their hopes •Your judgements

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Big take aways

•Ah-ha moments •Things that prove or
disprove your current theories •Game changers

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Positives

•Likes •Currently working

well •Things that caught their eye •Things that made them smile

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Negatives

•Dislikes •Things they missed •Broken or painful
parts

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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His/Her Process Capture as much detail as possible about how they navigate the process, tool, service, or flow:

•Steps •Tasks •Tools •Realizations
FI Research & Customer Dev: The Secret to Guerrilla Research Leslie Chicoine Nov 25th, 2013
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Ideas

•Their ideas •Your ideas

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Get your findings out of your short term memory. Fast.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Format your findings: easy to access & quantifiable.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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What do most people ask for?

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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What do most people ask for?

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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Research is best in pairs. Check your bias.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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She said it was “horrible”. She was referring to Craigslist. Oh.

FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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FI Research & Customer Dev: The Secret to Guerrilla Research

Leslie Chicoine Nov 25th, 2013
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The Secret

Synthesize your research right after the interview session.

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Thanks! Questions?

Leslie Chicoine theinfonaut@gmail.com @theinfonaut

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