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This presentation goes through all phases of research - planning, data collection and analysis - and show examples of habits you really should avoid unless you want to fake your own research.
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Fake Your Research
Adam Fendrych
Phase 1: Planning
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Pick the Wrong Tool
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Focus Groups
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Card Sorting
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Ask the Right People
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Use Professional Participants
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Overmotivate
Phase 2: Study Design
Framing
Would you like to live in a city?
Ask your neighbor
Do you want to travel around the world?
Ask your neighbor
Ask about Future Behavior
Ask What If
Ask People What They Want
Ask People for Solutions
Stay Shallow
Make It Difficult
Make It Easy
Ask without Context
Ask without Context
Quantitative Resarch Stuff
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Sort Questions Wisely
Which TV channel is on at the moment?
Sort Questions Wisely
What does this remind you of?
Give Them the Options You Want to Hear
Rate my company
Awesome
Cool
Friendly
The Best
Put you desired options to the front of the list
Tell me what type of person you are
Outgoing and friendly
Silent and reserved
Relaxed and cool
Smart and funny
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Ask about Stuff You Can Verify from Other Sources
How often do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Which parts of our website do you visit?
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Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Why do you come to our website?
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Ask about Stuff You Can Verify from Other Sources
Which products are you interested in?
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Ask Several Things at the Same Time
Do you want to be rich and famous?
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Ask Several Things at the Same Time
Do you think women and children should board the safety boat first?
Use Highly Emotional Words
Do you beat your children?
Do you punish your children physically?
Have you ever slapped your child?
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Use Social Proof
Many people protect their family thanks to gun posession.
Would you like to have a gun?
Phase 3: Data Collection
Show Who You Are
Qualitative Resarch Stuff
Scare the Participants
Scare the Participants
Scare the Participants
Welcome to the test. Let‘s start with the first task.
Scare the Participants
What will they want from me?
Scare the Participants
Scare the Participants
Vary the conditions
Vary the conditions
Vary the conditions
Vary the conditions
Vary the conditions
Vary the conditions
Vary the conditions
Pro tip: ask each participant a different set of questions
Ask Closed Questions
Yes or no?
Give Them Options to Choose from
Do you think our product excells in safety, or in great
value provided?
Do Not Let Them Finish
Advise Them
And what do you think this button does?
Mention Interface Elements in Wording
Now, try to add this item to cart
Phase 4: Reporting
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Cherry-Pick the Right Data
Cherry-Pick the Right Data
Management Summary Is Your Friend
Users did not complain too much and did not suggest any major improvements. We can say that our website is really good!
Use Small Type
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that. The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.The users actually really struggled with several important areas of gthe website. They could not find this and that, but that just means they were not the right users. Because our users are smarter than that.
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Use lots of complicated graphs
Do not reveal your study design
Make quantitative assumptions based on low sample size
Our users wear glasses and striped t-shirts
Make quantitative assumptions based on low sample size
Now would you mind filling this SUS form for me?
How many participants did we have? Enough!
Make quantitative assumptions based on low sample size
Final PRO tipNever Test Your Results!
