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As researchers, we employ a variety of data collection methodologies to allow us to answer key business objectives. Longitudinal research allows for collection of rich data on how devices are used in real-life context and how users learn or adapt to an artifact/device/feature over time. This type of research requires detailed planning to ensure a successful project, since few changes can be made once data collection starts. During this webinar, we will highlight 10 tips for conducting a successful longitudinal study and how to avoid common pitfalls relating to planning, recruiting, project management, and data collection. While this methodology can be applied to many different types of stimuli, examples from the mobile space will be provided for each tip. This webinar is intended for those who have at least a basic understanding of research methodology and study design, but do not necessarily need to have previous experience with conducting longitudinal research.
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1© User Centric, Inc., August 2012We Believe Experiences Matter™ Webinar Series
Conducting Successful Longitudinal Mobile Studies
August 21, 2012
PRESENTERS:HeatherRakauskasAssociate DirectorUser Centric, Inc.
Pamela Stoffregen-GaySr. Marketing Mgr.User Centric, Inc.
MODERATOR:
#uxlunch
@UserCentricInc
PiyatidaHaerrSr. User Experience SpecialistUser Centric, Inc.
2© User Centric, Inc., August 2012
About User Centric, Inc.
• User research and design consulting firm; founded in 1999
• Privately held firm with over 50 full time UX research and design consultants
• Headquartered in Chicago
• Approximately 40% of our work is in mobile
3© User Centric, Inc., August 2012
Why are we here today?
• 10 tips for conducting a successful longitudinal study
• How to avoid common pitfalls relating to:
• Step-by-step “how to”
• Study design
• Comparison of methodologies
• Data collection tools
4© User Centric, Inc., August 2012
What is longitudinal mobile research?
• Involves studying the same group of individuals over an extended period of time
• What are some common questions longitudinal research may answer?
• Stimuli, length of the study, sample sizes, and data collection methods can vary
• What are the benefits vs. drawbacks of longitudinal research?
FrequencyEase of Use
Discoverability
Real World UsePerformance
LearnabilityOverall Experience
Satisfaction
5© User Centric, Inc., August 2012
# 1: Plan! Plan Plan!
6© User Centric, Inc., August 2012
# 1: Plan! Plan Plan!
7© User Centric, Inc., August 2012
# 2: Be realistic in your scheduling… timing is everything!
Consider the following when scheduling your study:
• When will devices be ready for testing?
• How will the seasons and holidays impact the schedule?
• When recruiting, ask about prior commitments that may impact participant’s ability to complete part of the study
• Anticipate slippage to your schedule
8© User Centric, Inc., August 2012
# 3: Recruit based on behavior, rather than just demographics
• Who would (NOT) be a good fit for your study?
• Screen for behaviors, not just demographics• Past behavior and experiences
predict performance more accurately than straight demographic profiles
• Ask precise screener questions
9© User Centric, Inc., August 2012
# 4: Recruit motivated participants
• Why motivated participants?• Ensures that you will get good
data in a timely manner• Increases participant retention• Increases the likelihood you will
get devices back
• Motivators for participants:• $$$$• Getting to try out new technology• Sharing feedback
• Time commitments should be reasonable
10© User Centric, Inc., August 2012
# 5: Support participants to be able to use the test device as their own
• Research ahead of time what needs to be done to transfer content• Not just as simple as swapping
out the SIM card!
• Ensure you have allotted enough time to transfer content for each participant
• Make sure the device / application works before participants leave
• Have participants back up their data before receiving and returning the test device
11© User Centric, Inc., August 2012
# 6: Be prepared to troubleshoot (during off hours)!
• Expect that participants will experience some difficulties along the way• However, not all participants will
alert you to problems they are having
• Encourage participants to report anything out of the ordinary
• Monitor data
• Allow enough time for troubleshooting
• You may need to be available to troubleshoot during evenings / weekends
• Have backup devices
12© User Centric, Inc., August 2012
# 7: Conduct a trial run to catch / prevent issues early on
• Be proactive rather than reactive
• Procedure and environment should be same as real study
• Smaller sample size
• Week or more before actual launch of study
Data CollectionPulling data from device
Technical IssuesLogistics and Scheduling
Device Setup
13© User Centric, Inc., August 2012
# 8: Plan for data monitoring
• What to monitor during fieldwork• Technical issues• Task completion• Actual data• Backup
• How often to monitor data• Periodically vs. after tasks /
surveys sent out• Encourage participation, but
don’t bug them
14© User Centric, Inc., August 2012
# 9: Anticipate findings
• Ensure your study design will allow you to collect the right data to answer your objectives
• Will users discover the feature of interest?
• Will the feature be used frequently enough in the time allotted?
15© User Centric, Inc., August 2012
# 10: Think ahead to how data will be used / analyzed
• What questions are you trying to answer?
• Don’t get lost in the weeds!
• What data should you be collecting?
• What methods are you going to use for data collection?
• How often will you be collecting data?
Think now, track later!
16© User Centric, Inc., August 2012
In summary…
1. Plan! Plan! Plan!
2. Be realistic in your scheduling… timing is everything!
3. Recruit based on behavior, rather than just demographics
4. Recruit motivated participants
5. Support participants to be able to use the test device as their own
6. Be prepared to troubleshoot (during off hours)!
7. Conduct a trial run to catch / prevent issues early on
8. Plan for data monitoring
9. Anticipate findings
10.Think ahead to how data will be used / analyzed
17© User Centric, Inc., August 2012We Believe Experiences Matter™ Webinar Series
Questions?
August 21, 2012
#uxlunch
@UserCentricInc
Conducting Successful Longitudinal Mobile Studies
Up Next:Who’s Counting? Using Eye Tracking Measures to Quantify User ExperienceTuesday, September 11, 2012Noon CDT (UTC-4)http://usercentric.com/webinars/
PRESENTERS:HeatherRakauskasAssociate DirectorUser Centric, Inc.
heather@usercentric.com@heatheruc
PiyatidaHaerrSr. User Experience SpecialistUser Centric, Inc.piya@usercentric.com
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