MS3307 Methods

There are four essential activities Project stageDescription Requirements gatheringUnderstanding and specifying the context of use Requirements specificationSpecifying the user and organisation requirements DesignProducing designs and prototypes EvaluationCarrying out user-based assessment of the site resources/white-papers/web-usability-guide.shtml

Methods MethodCostOutputSample sizeWhen to use Focus groupsLowNon-statisticalLowReq. gathering Usability testing HighBothLowDesign and evaluation Card sortingHighStatisticalHighDesign Participatory design LowNon-statisticalLowDesign QuestionnairesLowStatisticalHighReq. gathering and evaluation InterviewsHighNon-statisticalLowReq. gathering and evaluation resources/white-papers/web-usability-guide.shtml

Overview of focus groups as a way of getting to know users

What is a focus group? Qualitative research based on interaction between group members Focus on specific issues relating to usage Designed to learn about thoughts, attitudes, feelings and opinions of users Discover alternatives to existing user experiences A research tool used to answer questions

Three basic uses of focus groups 1.Primary source of data for research 2.A supplement to other data collection methods (used alongside questionnaires, pre-concept testing) 3.Combined with other means of collecting data (part of methodology)

Provides information directly from users Interactions “trigger” the sharing of user experiences Can focus on details found in questionnaires Low cost and efficient way to generate a great deal of information Different from a questionnaire? – More flexibility – More variety in activities – discussion, exercises, stimuli

Disadvantages of focus groups Not a natural social setting Self-report Limited to verbal interaction Less control Less time with each participant The moderator may lead answers Group think vs. individual

Organising a focus group Select Participants – Have something in common (media usage) – 8-12 people per group Approximately two hours Held in a closed and comfortable environment Conducted by a moderator

Participant Selection “Homogeneous strangers” Shared knowledge, insights Consider age, race, gender… Current users and/or potential users?

Participant Selection Try to make the group representative of your target The moderator should not know members Members should not know each other Choose people who can communicate effectively Beware of bias

Identify the Objective What do you need to know about? What are the users’ characteristics, wants or desires What are perceptions of user experience

Planning Overall schedule Number of Participants Budget – Recruiting participants – Incentives – Venue Data capture – audio, video, etc

What makes a good discussion? 1.Make it clear and focus on research question 2.Act professionally 3.Use participant-friendly language, avoid jargon 4.Make it interesting/varied 5.Do not rush, a good pace

Introductions Ease your way in… Direct conversations Sequence naturally, move from general to specific Use mostly open-ended questions (10-12) Sound conversational Use words the participants use Encourage description and depth So how do you feel about that?

Open Questions How – Is this different? – do you use this? – do you feel about this? Where – do you usually use, see, find this? When – do you go? – can’t you? What – do you do when? – do you use instead? Why?

Closed questions – Have their place – For summary and facts Are… you happy with this? Did… you have any problems? Do… you think this is a good idea Is… this your first time?

Probing for responses Acting naïve helps First response rarely tells the entire story Paraphrasing is an effective way to probe… In other words, would you…? “Say more about that” is an invitation to talk more Consider consistency in your probing Prepare probes in advance

Before you begin Read the rest of this presentation…

Starting the discussion Introducing the research Introduce self and any colleagues Thank people for coming Introduce topic of discussion briefly – who it is for & why it is being done Tell them You are impartial They can say positive or negative things No right or wrong answers, just their opinions that count They don’t all have to agree They don’t have to wait for you to ask them before speaking Talk to each other, not just you Only one person speaks at a time The need to respect each others opinions When it will finish (and stick to it!)

Starting the discussion Introducing the dictaphone and purpose You can’t write everything down Want to be accurate Emphasise confidentiality Do they have any questions Starting the Group Get people to introduce themselves Make yourself a table map of people’s names Start simply and easy – general warm up questions Get everyone to speak in the first 10 minutes

Ending the discussion Reflects the entire discussion – “Of all the things we’ve discussed today, what is the most important to you” – “Of all the things we’ve discussed today, what is the one most important thing the council can do to….”