Запис 29. Аналіз якісних даних. Практикум з продуктового дизайну

Practical Product Design

5 Feb 202319:31

Summary

TLDRThe lecture introduces qualitative data analysis in product design, emphasizing the importance of understanding user feedback and translating it into actionable insights. It discusses the need to comprehend the user's world and their needs beyond the product. The speaker compares product designers to anthropologists, highlighting two perspectives: 'emic' (from the user's point of view) and 'etic' (from the observer's point of view). The transcript also covers common pitfalls, such as the misuse of empathy maps, and outlines different types of analysis, including inductive and deductive approaches. It provides a step-by-step guide on analyzing interviews, from transcription to coding and reporting, and stresses the importance of maintaining confidentiality and separating interview recordings from personal data.

Takeaways

📚 The lecture introduces the analysis of qualitative data, emphasizing the importance of understanding customer feedback and the context in which they use a product.
🔍 It discusses the need for product designers to analyze how a product fits into a user's life, especially if it's not a social media platform where users spend a lot of time.
🌐 The speaker suggests that in reality, a product likely occupies a very small amount of a user's life, and it's essential to understand why a user turns to the product when they do.
🤔 The lecture highlights the importance of understanding the user's world and translating their language and worldview into a language that the product team can understand.
👥 It introduces two perspectives for product analysis: 'emic,' which is an insider's view, and 'etic,' which is an outsider's view, and how these perspectives can be adapted for product design.
🧐 The 'emic' perspective involves looking at the world through the user's eyes, trying to understand the product's place in their life from their point of view.
🔎 The 'etic' perspective involves observing the user's behavior from the outside, making conclusions from the perspective of the observer, not the user.
🔑 The lecture explains the process of analyzing qualitative data, which includes switching between the 'emic' and 'etic' perspectives to gain a comprehensive understanding.
📝 It outlines a method for analyzing interviews with users, which involves creating and reading transcripts, coding the information, segmenting, analyzing, and creating a report.
📊 The speaker emphasizes the importance of inductive and deductive analysis in qualitative data, each serving different purposes in understanding user behavior and validating assumptions.
📈 The process of coding transcripts involves identifying key themes and patterns, which can then be used to create a visual representation to understand common and unique responses among respondents.
📑 The final report should include insights, recommendations, and next steps, ensuring that the findings are actionable and can guide future product development.

Q & A

What is the main focus of the lecture on qualitative data analysis?
-The lecture focuses on understanding the user's world and translating their language and worldview into terms that the product team can understand, similar to the role of anthropologists.
Why is it important to analyze user feedback continuously?
-Continuous analysis of user feedback helps product designers to understand how their product fits into the users' lives and why users turn to their product from their world.
What are the two perspectives, Emic and Etic, adapted for the product world as mentioned in the lecture?
-The Emic perspective involves looking at the world through the user's eyes, essentially seeing the product's place in their life from their viewpoint. The Etic perspective is an outside view where observers analyze user behavior from their own perspective, not the user's.
How does the Free Work method help in building the customer journey?
-The Free Work method is useful for constructing the customer journey as it involves studying user behavior during a certain action, allowing researchers to understand the user's perspective and the observer's perspective.
What is the most common mistake demonstrated with the empathy map, and how can it be corrected?
-The most common mistake is formulating questions from the observer's perspective instead of the user's. To correct this, the empathy map should be used by framing questions from the user's point of view, focusing on what the user says, thinks, does, and feels.
What are the two types of analysis mentioned in the script for qualitative data?
-The two types of analysis are inductive analysis, used when creating assumptions and suitable for unstructured interviews, and deductive analysis, used for confirmation of existing assumptions, useful for structured interviews and quality testing.
How can thematic content analysis benefit the understanding of user behavior?
-Thematic content analysis helps in identifying common patterns in respondents' answers and analyzing narratives, which is useful for building a sequence of user actions and creating a customer journey map.
What are the six steps involved in analyzing interviews with users?
-The six steps are: creating and reading interview transcripts, coding the transcripts, segmenting and organizing the information, analyzing it, and creating a report.
Why is it important to pay attention to repeated words or phrases during the interview analysis?
-Repetition of certain words or phrases by respondents can indicate important themes or issues that are central to the user experience and should be considered in the analysis.
How can the analysis of interviews contribute to the development of a product?
-Interview analysis can provide insights into user needs, behaviors, and contexts, which can then be translated into hypotheses and tested to guide product development and ensure it meets user requirements.
What should be included in the final report after analyzing user interviews?
-The final report should include a title or insight about the user need, a system for prioritizing findings, details about who conducted the research and when, analysis of recommendations, and next steps for practical application.

Outlines

00:00

📊 Understanding User Data Analysis

The first paragraph discusses the importance of qualitative data analysis in product design. It emphasizes the need to understand the user's life beyond the product itself, as users typically allocate minimal time to any product in their routine due to their personal needs and routines. The speaker suggests that product designers are akin to anthropologists, translating the users' language and worldview into a language that the product team can understand. Two perspectives, emic (from within the user's viewpoint) and etic (from an external observer's viewpoint), are highlighted for conducting this analysis. The paragraph also illustrates the difference between these perspectives using the example of a 'Free Work' tool that helps in building the customer journey by analyzing user behavior and the observer's questions about the user's situation and practical steps taken.

05:02

🔍 Analyzing Interviews: Inductive and Deductive Approaches

The second paragraph delves into the analysis of interviews, distinguishing between inductive and deductive analysis methods. Inductive analysis is used when there is a need to generate hypotheses, often employed in unstructured interviews or open card sorting to understand mental models. Deductive analysis, on the other hand, is used to confirm existing hypotheses, typically in structured interviews or quality testing of prototypes. The paragraph also provides a step-by-step guide on how to analyze interviews, including creating and reading transcripts, coding and segmenting information, and creating reports. An example is given to demonstrate coding transcripts, where responses are categorized into different thematic buckets based on the content.

10:05

📝 Coding and Analyzing Interview Transcripts

The third paragraph focuses on the process of coding and analyzing interview transcripts. It advises paying attention to repeated words or phrases, comparing experiences with other products, and noting any sarcasm or jokes from respondents, which can provide insight into their true feelings towards the product. The paragraph also highlights the importance of considering information that was expected but not provided by respondents, as it may indicate a mismatch between the researchers' understanding and the users' reality. A method of visualizing the analysis through a bird's-eye view is introduced, where responses are organized into a matrix to identify common and unique patterns across different respondents.

15:06

📋 Creating a Report from User Research

The fourth paragraph outlines the process of creating a report from user research findings. It suggests including nine elements in the report: a title, a prioritization system for findings, the research team and timeline, an analysis of recommendations and next steps, and a note on the separate storage of interview recordings from personal data for privacy. The paragraph emphasizes the importance of formulating user needs in the report, using the etic perspective, and distinguishing between a user need, a valuable proposition, and a job story. It also stresses the need for further validation of these findings to develop a hypothesis that can be tested and potentially lead to a viable business model.

Mindmap

Keywords

💡Qualitative Data Analysis

Qualitative Data Analysis is a research method that focuses on understanding the underlying reasons, opinions, and motivations of participants. In the context of the video, it is used to gain insights into user behavior and feedback to improve a product. The script mentions that by conducting qualitative research, the team aims to understand not only the product but also the world in which the user lives and why they turn to the product.

💡User Experience

User Experience (UX) refers to the overall experience a user has while interacting with a product or service. The video emphasizes the importance of understanding the limited time a user might spend with a product outside of social media platforms. It suggests that designers should focus on the user's personal needs, tasks, and routines to create a meaningful product experience.

💡Empathy Map

An Empathy Map is a tool used to understand the user's perspective by organizing their thoughts, feelings, actions, and needs into four distinct categories. The script points out a common mistake of using an Empathy Map from an external observer's point of view rather than from the user's perspective, which is crucial for truly understanding their experience.

💡Ethnographic Research

Ethnographic Research involves the study of people in their natural environments to understand their culture and behavior. The video likens product designers to anthropologists, suggesting that they should immerse themselves in the user's world to gain a deeper understanding of their lifestyle and needs.

💡Perspectives: Emic and Etic

The video introduces the concepts of Emic and Etic perspectives adapted for product design. The Emic perspective involves viewing the world through the user's eyes, essentially seeing the product's place in their life from their point of view. The Etic perspective is an outsider's view, analyzing user behavior from the observer's, or designer's, perspective. The script discusses the importance of switching between these perspectives during qualitative data analysis.

💡Inductive and Deductive Analysis

Inductive Analysis is used when little is known and patterns need to be discovered from the data, such as in unstructured interviews or open card sorting. Deductive Analysis, on the other hand, is used to confirm existing hypotheses or assumptions, such as in structured interviews or quality testing of prototypes. The script explains the utility of both approaches in different stages of qualitative research.

💡Thematic Content Analysis

Thematic Content Analysis is a method of identifying, coding, and categorizing patterns or themes within data. The video mentions its use in finding common patterns in respondents' answers to build a client journey map and understand the user's narrative.

💡Interview Transcript Analysis

The process of analyzing interview transcripts involves creating and reading the written records of spoken communication during interviews. The script emphasizes the importance of reading transcripts carefully, switching between Emic and Etic perspectives, and being aware of personal biases that could affect the analysis.

💡Coding and Segmentation

Coding is the process of assigning labels or 'codes' to parts of the data, which represent themes or categories. Segmentation involves organizing these coded data into meaningful groups. The video provides an example of how to code interview transcripts and the importance of recognizing patterns or discrepancies in the responses.

💡Report Structure

A report structure outlines the organization and presentation of research findings. The video suggests including nine elements in a report, such as the title, insights, methodology, analysis, recommendations, and next steps. This structure helps in prioritizing findings and understanding how they can be applied in practice.

💡User Need

A User Need represents a problem or opportunity identified through research that a product or service could address. The video distinguishes a User Need from a hypothesis or a job story, emphasizing that it is a discovery that must be validated and tested against potential solutions. An example from the script involves identifying the need for car owners to rent substitute vehicles while their cars are being repaired.

Highlights

Introduction to qualitative data analysis in product development.

Continuous analysis of user feedback to understand product usage in the user's life.

The likelihood of a product occupying a significant amount of the user's life is low unless it's a social network.

The importance of understanding the user's world and needs outside of the product.

The role of product designers as anthropologists, translating user perspectives into team language.

Two perspectives for product analysis: Emic (inside view) and Etic (outside view).

The Emic perspective focuses on seeing the world through the user's eyes.

The Etic perspective involves observing user behavior from an outside perspective.

Switching between Emic and Etic perspectives during qualitative data analysis.

Practical example of using 'Free Work' for building the customer journey.

The difference between the user's and observer's realities in the context of product interaction.

Common mistake of empathy mapping and how it should be approached from the user's perspective.

Types of qualitative analysis: inductive and deductive analysis.

Inductive analysis for creating assumptions and open sorting of cards for mental model exploration.

Deductive analysis for confirming assumptions and structured interviews.

Interactive analysis for structured interviews and quality testing of prototypes.

Six steps for analyzing interviews with users: creating and reading transcripts, coding, grouping, segmenting, analyzing, and reporting.

The importance of reading transcripts carefully and switching between Emic and Etic perspectives.

Identifying and coding key information from the interview transcripts.

Creating a visual representation (spreadsheet) to analyze responses from a bird's-eye view.

Grouping and analyzing responses to identify common and unique features among respondents.

The importance of including 9 elements in the report: title, insights, methodology, findings, recommendations, next steps, confidentiality, and data storage.

The distinction between user needs, hypotheses, and job stories in the context of product development.

Ensuring confidentiality and separate storage of interview recordings from personal data.