1 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
EXPOSING THE SYNERGY …
Between Market Research & User Experience (UX)
Martin Hicks, Anna Haywood & Ansgar Küpper
User Experience, GfK
2 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Agenda
Introductions
Overview of Market Research & User Experience (UX)
Market Research & UX in Product Development
Request for proposal exercise
Discussion & proposal feedback
3 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
4 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
UX is linked to Behaviour
Market Research is linked to Attitudes & Opinions
5 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Lifecycle of a Market Research project
1.
Define
Objective &
Problem
2.
Determine
Research
Design
3.
Design &
Prepare
Research
Instrument
4.
Sampling &
Data
Collection
5.
Analyse
Data
6.
Visualise &
Feedback
Results
Descriptive
Diagnostic
Predictive
Exploratory
Descriptive
Causal
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Market Research – Primary & Secondary Research
• Primary research:
• Data collection directly from source. Targeted and fit for purpose, but can be time
consuming and costly
• Mix of qualitative (interviews, focus groups) and quantitative (online surveys/polling)
research
• Secondary research:
• Most common type of research, typically entails reviews of published reports and
online information
• More cost effective, can help define problem without need for primary research
• Helps define business need and formulate hypotheses leading to an effective
research design
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Market Research – Primary Research (Research Design)
Population Surveys • Surveys conducted with whole population or
representative sample
Observation Surveys • Online behaviour tracking
• Accompanied shopping/driving
Controlled Studies • Measuring attitudes/opinions in-situ or in
artificial, controlled settings
Technical deduction • Statistical modelling/forecasting
8 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Market Research – Secondary Research
External sources of data
• Government published data (Central Statistics
Office, www.statistics.gov.uk)
• Commercial organisations (Keynote, Mintel,
Data Monitor, Kompass)
• Internet searches, news groups/bulletin boards
• Business Libraries
• Trades Associations
• Universities and Colleges
• Institutes and Professional Associations (MRS,
CIMA)
Internal sources of data
• EPOS
• Customer Databases, loyalty
schemes
• Management information
Systems (reports and accounts,
previous research projects)
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User Experience (UX) – Expectations & Interactions
10 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
If technology
doesn’t work
for me, it
doesn’t work!
We Believe Experiences Matter®
Interactions in the Real World
12 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
High Low
Low
High
Usable
Functional
(Utility)
The Target Quadrant
Objective:
Make things
that are
useful and
usable
Where a lot of
things end up
13 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
High Low
Low
High
Usable
Functional
(Utility)
The Target Quadrant
Objective:
Make things
that are
useful and
usable
Where a lot of
things end up Knowing the features is not enough.
You have to know how to put those
features together to build the overall
user experience.
14 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
TASK-ORIENTED QUALITIES
Learnability / Operability
UX is more than usability
SELF-ORIENTED QUALITIES
Product Fit / Inspiration
AESTHETIC QUALITIES
Look & Feel
15 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Combining UX and Market Research
“The most important thing for user experience professionals to
know is when marketing research is needed, and when user
experience research is needed.
If you understand how these two methodologies work together
through a product lifecycle, you will be able to work effectively
with marketing departments. You can demonstrate the value of
including user experience research in their projects because you
are able to explain how it complements the market research they
are already conducting.”
‘User Experience Research and Market
Research’, Human Factors International, 2012
16 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Problem: Market Research & UX working in silos
• Within organisations, market research and UX research may function in silos, or not have
a good understanding of the other’s approaches and capabilities
• One problem may be the assumption that market research and UX are just too different
• In practice, how much information sharing goes on? e.g.:
• How much do UX practitioners know about customer research or branding studies?
• How easy is it to find these studies?
• How often do UX and market research meet to discuss potential collaboration on:
• Addressing each other’s capabilities and services on proposals
• Satisfying customer experience (online and offline) across a broad range of
communication channels
17 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
UX Market Research
About Behaviour Attitudes
What people.. Do Say
Focused on User experience of a product Marketing & persuasion – product
perceptions
Understand How users relate to technology Customer needs & desires
Digs into Practical, measurable actions & responses Emotional responses
Wants
product to
Achieve specific goals (effectiveness,
efficiency & satisfaction for context of use)
Deliver brand message or promise
leading to a sale
Refers to Users Customers or consumers
Clients IT or technology based Often marketing based
Traditional comparison between Market Research & UX (I)
18 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Qualitative (direct) Quantitative (indirect)
Behavioural
Attitudinal
Approach
Da
ta s
ou
rce
What people do
What people say
Traditional comparison between Market Research & UX (II)
Why &
How to fix
How many &
How much
19 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Research methods used
Data mining analysis
Natural use of product
Scripted (often lab-based) use of
product
De-contextualised / not using product
Combination / hybrid
Key for Context of Product Use during data collection
Phone interviews
Qualitative (direct) Quantitative (indirect)
Focus groups
Participatory design
Ethnography
Usability Lab Studies
Behavioural
Attitudinal
Approach
Data
so
urc
e
Customer feedback (via email)
Message board / Social Media mining
Diary study
Usability benchmarking
Eyetracking
Card sorting
Online UX assessments
(‘Vividence-like’ studies)
A/B (Live) testing
Email surveys
Intercept surveys
20 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Why bring Market Research & UX together?
Market Research can … UX can …
Understand attitudes and preferences Input into market research to validate
Understand who to recruit for UX Explain perception and attitudes as they relate to UX
Validate UX results on a larger scale Translate customer needs into product design
• Similar goals / similar tools
• Guide the development of best possible experience for customer / user
• Speak for the customer / users’ needs
• Use data, listening, direct observation and problem solving to achieve this
21 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Working hand in hand …
Complimentary
Stronger story
Better represents the end user by serving all needs
More complete picture
Clients & companies want actionable recommendations
(do not care about methodology)
22 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
• Little sharing of relevant information between disciplines
• Can compete for research budget
• Different skill sets/approaches/vocabularies
• Customer experience often treated as a function
• CE resides within disparate departments rather than a
core competency embedded within the organisation
But in practice …
23 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
UX Research
Physical
Digital
Hybrid
Market Research
Brand & Ad
NPD
Satisfaction
UX research expectation and interaction Marketing research performance & ROI
Ultimate
Customer
Experience
Differing POVs but shared purpose
24 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Market Research & UX in Product Development (I)
Surveys to
define the
market
Focus groups to
identify segment
characteristics
Ethnography to
identify needs Interviews to verify
needs & better
understand users
Collaborative
design sessions
& card sort Concept tests
Usability tests Competitive
benchmark
Discovery
Design
25 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
PRICE
OPTIMISATION LOYALTY
MANAGEMENT
INNOVATION
& DIGITAL
SHOPPER &
RETAIL STRATEGY
MARKET
OPPORTUNITY
&
INNOVATION
PROMOTION
& CAUSAL
RETAIL
GEOMARKETING
RETAIL SALES
TRACKING
MYSTERY
SHOPPING
BRAND &
CUSTOMER
EXPERIENCE
TRENDS &
FORECASTING
AUDIENCE
MEASUREMENT
CONSUMER
PANELS
BRAND VALUE
OPTIMISATION
MULTI-
CULTURAL
USER EXPERIENCE
GfK Research Teams
26 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
PRICE
OPTIMISATION LOYALTY
MANAGEMENT
INNOVATION
& DIGITAL
SHOPPER &
RETAIL STRATEGY
MARKET
OPPORTUNIT
Y
&
INNOVATION
PROMOTION
& CAUSAL
RETAIL
GEOMARKETING
RETAIL SALES
TRACKING
MYSTERY
SHOPPING
BRAND &
CUSTOMER
EXPERIENCE
TRENDS &
FORECASTING
AUDIENCE
MEASUREMENT
CONSUMER
PANELS
BRAND VALUE
OPTIMISATION
MULTI-
CULTURAL
USER EXPERIENCE
MARKET
OPPORTUNITY
&
INNOVATION
BRAND &
CUSTOMER
EXPERIENCE
GfK Research Teams
27 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Market Opportunity &
Innovation
User
Experience
Brand & Customer
Experience
Concept
Feasibility
Development
Customer
Needs
Assessment
Customer
Requirement Qualification Launch Growth Maturity
Market Research & UX in Product Development (II)
28 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Innovation looks at evolving
markets and consumers to identify
new products and services with the
best bundle of benefits to capture
opportunities.
User Experience shapes the
detailed interactions users have
with products and services so that
experiences are useful, usable and engaging.
Bringing Innovation and User Experience
together early in the product development
process ensures great opportunities
are not lost because experience
was not an afterthought.
Identifies the white
spaces and brings
compelling ideas
to market.
The What
Shapes the
experience to be
delivered through
research-informed
design.
The How
INNOVATION
THINKING
UX
THINKING
Market Research and UX in Innovation
29 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Market Opportunity &
Innovation
User
Experience
Brand & Customer
Experience
Concept
Feasibility
Development
Customer
Needs
Assessment
Customer
Requirement Qualification Launch Growth Maturity
Market Research & UX in Product Development (II)
30 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Market Research & UX in Product Optimisation
Discover
Begin by assembling
the research and
data you already
have.
Understand &
Map
Research to
understand journey
and visualise using
an experience map.
Measure & Prioritise
Identify the improvement
or re-design
opportunities that will
deliver ‘ultimate’
experience and ROI.
Design Intervention
Understand the “why”
and use to inform the
design changes that will
ultimately improve the
experience.
1. Discover 2. Understand &
Map
3. Measure &
Prioritise
4. Design
Intervention
31 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Discover
Begin by assembling
the research and
data you already
have.
Understand &
Map
Research to
understand journey
and visualise using
an experience map.
Measure & Prioritise
Identify the improvement
or re-design
opportunities that will
deliver ‘ultimate’
experience and ROI.
Design Intervention
Understand the “why”
and use to inform the
design changes that will
ultimately improve the
experience.
1. Discover 2. Understand &
Map
3. Measure &
Prioritise
4. Design
Intervention
Market Research & UX in Product Optimisation
32 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Expert Review
MR & UX methods used in Discover phase
Discover
Stakeholder Interviews Competitor Benchmarking
Call Centre Statistics
Brand & Customer
Satisfaction
Tracking Social Media
Analysis & Google
Analytics MR
UX
33 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Discover
Begin by assembling
the research and
data you already
have.
Understand &
Map
Research to
understand journey
and visualise using
an experience map.
Measure & Prioritise
Identify the improvement
or re-design
opportunities that will
deliver ‘ultimate’
experience and ROI.
Design Intervention
Understand the “why”
and use to inform the
design changes that will
ultimately improve the
experience.
1. Discover 2. Understand &
Map
3. Measure &
Prioritise
4. Design
Intervention
Market Research & UX in Product Optimisation
34 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
In-depth Interviews
UX methods for the Understand phase
Understand
Usability Testing
Contextual Interviews Diaries
Ethnography
Exploratory Focus Groups
MR
UX
35 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Map Connections
and Expectations
UX methods for the Map phase
Map Experience Mapping Blueprinting
Task Analysis
UX
36 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Mapping tells the story captured in the data
37 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Discover
Begin by assembling
the research and
data you already
have.
Understand &
Map
Research to
understand journey
and visualise using
an experience map.
Measure & Prioritise
Identify the improvement
or re-design
opportunities that will
deliver ‘ultimate’
experience and ROI.
Design Intervention
Understand the “why”
and use to inform the
design changes that will
ultimately improve the
experience.
1. Discover 2. Understand &
Map
3. Measure &
Prioritise
4. Design
Intervention
Market Research & UX in Product Optimisation
38 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Experience Point Audit
Methods used in Measure & Prioritise phase
Measure &
Prioritise
ROI Modeling
Customer Satisfaction
Tracking
Competitive
Benchmarking Social Media
Analysis & Google
Analytics MR
UX Testing
39 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Discover
Begin by assembling
the research and
data you already
have.
Understand &
Map
Research to
understand journey
and visualise using
an experience map.
Measure & Prioritise
Identify the improvement
or re-design
opportunities that will
deliver ‘ultimate’
experience and ROI.
Design Intervention
Understand the “why”
and use this to inform
the design changes that
will ultimately improve
the experience.
1. Discover 2. Understand &
Map
3. Measure &
Prioritise
4. Design
Intervention
Market Research & UX in Product Optimisation
40 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Design Workshops
UX methods used in Design Intervention
Design
Intervention
User Interface
Design
Concept Design Design
Strategy
User Centered Design
UX
41 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Group Exercise: Request for proposal
42 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Edward de Bono’s Six Hats – The Green Hat
The Green Hat (one of Edward de
Bono’s ‘six hats’) is the hat of
growth and possibilities.
This is the hat of creativity,
alternatives, proposals, what is
interesting, provocations and
changes.
Everyone has to suggest ways in
which the idea could be adapted or
improved to make it work better.
43 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Green hat discussion for proposals
A green hat session can be run prior to writing the proposal.
• The bid lead should summarise with a green hat invitation the nature of an
opportunity and the background and objectives
• In the invitations, the bid lead should indicate what skill set and domain knowledge
they think is needed in the green hat session
• The bid lead should also be responsible for seeking out the participation and
feedback of domain experts during or after any meeting
• A green hat cannot be a collection of people who just happen to be around and
have an interest. Attendees must have a focus on the client’s domain and
problems, and leverage our knowledge.
44 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
Project brief
Group exercise
45 © GfK 2014 | GfK Synergy between Market Research & UX | UXPA July 2014
THANK YOU
Martin Hicks – [email protected]
Anna Haywood – [email protected]
Ansgar Küpper – ansgar.kü[email protected]