If you are thinking about quality research, just stop and do it – we are sure you won’t regret it. Research is connected with meeting and talking with the most important people for your company – your clients.
It doesn’t have to involve a long and complicated research process that you have to carry out for several months and pay millions to execute.
Sometimes, a few good conversations or a visit to a shop are enough. It can be also enough to conduct a research workshop based on co-creation. Sometimes, you only need to get into your customers’ shoes and look at your product or service through their eyes or simply let them talk however they want to and feel like.
It is eye-opening, refreshing and very inspiring. Research is like a journey. It is often a journey to the unknown that lets us discover new horizons and solutions. Its goal is something very important to us, service providers, namely, improving user experience.
A discussion sounds better, though. In order to understand hopes, desires and aspirations of people that we design for, we talk with them. It is that simple! The design process focused on people is based on empathizing and understanding needs that our interviewees tell us about in their own words. All words are important, even minute details, that may seem irrelevant, matter. It is a source of priceless knowledge and inspiration.
At FUZERS, we carry out individual in-depth interviews (IDI), focus group interviews (FGI) and, depending on the project, combine these methods or introduce non-standard forms (dyad, mini groups, confrontation groups).
Research workshops help us gather information from a target group that we are interested in relatively quickly while taking into account points of view which are oftentimes opposite. We usually invite 10 people at most so that each person has a space to voice his or her opinion. Inviting people with completely different approaches, e.g. a heavy user and a total hater, is a must. This method of research allows utilizing our training and facilitation skills, and we try to get as much insight as possible because it is essential in the design work.
How is it different from a regular focus groups (FGI)?
First and foremost, interviewees are able to voice their opinion on a given matter as well as do various exercises that aim at developing a particular product: a customer journey map, an empathy map or a persona.
During such workshops, we mix projection techniques, facilitation and creative methods that make participant feel like they really work on a challenge, that is the main driving force of the meeting, rather than are subjected to a study.
It lets us peek into the life of a given community – we can observe, stand by and watch what happens. We usually act as outsiders as it lets us pay attention to details and make notes as we go.
We sometimes decide to choose shadowing as an observation method which is simply following a given research object. It may include e.g. going to work with a representative of a given profession, observing someone shop or becoming a front desk or banking specialist wearing a “I’m new” tag for a day in order to understand the work of people we design our solutions for.
A method that involves immersion in a given situation and experiencing the process that we are trying to improve (e.g. check-in, visiting a garage or doctors’ office). It allows learning about user’s perspective quickly and noticing elements that may need improvement or modification. You can do it in many different spots or even at your competitor’s.
Service Safari allows you to understand the organization of work on a given job position or in a given department. It is also a great source of information regarding behavior of your customers or employees etc. Its goal is to for you to learn about the decision-making or purchasing process step-by-step as well as understand how your service works from the perspective of its end-user.