Steve August talks insights with Facebook Researcher Tara Franz

The Quirk’s Event 2016February 24, 2016

Tara Franz, User Researcher, FacebookSteve August, CIO, FocusVision

A F V N N Y T H I N G H A P P E N E D

O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative

Help us keep a ‘digital diary’

@tarafranz @steveaugust

#QuirksEvent #FlexibleMRX

@tarafranz @steveaugust #QuirksEvent #FlexibleMRX

Rigid plans give clear tracks,

but limit our ability to deal with unexpected insights.


Opposite of what you would expect


Deeper problem than originally thought


Connected to another issue


Creative twist on the answer


Surprises can lead to important places.

But do you follow them?


In a fast paced world,

how can you allow for the unexpected?


Agility

Flexibility =

Preparation+


Embrace digital mixed methods1


Pre-load a team engagement strategy2





Package info for max impact3


Embrace digital mixed methods


Pre-load a team engagement strategy


Package info for max impact


PLANNING CREATING MONITORING REPORTING

How do new and savvy advertisers

use Facebook tools to reach their audience?


Sought to observe

global advertisers naturalistically

PLANNING CREATING MONITORING REPORTING


DIGITAL ETHNOGRAPHY

Tasked based activities

Self narrated, videoREMOTE USABILITY

Group Discussion

Diaries

1:1 Interviews

Ideation Exercises

Surveys

Build for responsiveness and reinforcement

Embrace digital mixed methods:1


Allow for confirming conclusions with participants

Embrace digital mixed methods:1


Break information into bite sized stories

Pre-load a team engagement strategy:2

Schedule check-ins between research and


client lead to monitor themes

@uxjulie @sdanzy #ESOMAR #FlexibleMRX


“What’s great is that ANYONE CAN DO IT, FROM ANYWHERE.

It’s easy to advertise on Facebook…

You don’t need a degree or a special title.”


“I’M NOT SURE WHAT ELSE I NEED TO BE

…but not as easy to be sure the right

LOOKING FOR in regards to the success of my ads.”

choices have been made.


“I'M NOT SURE WHAT ELSE I NEED TO BE

LOOKING FOR in regards to the success of my ads.”

“I DIDN’T KNOW IF IT WAS ADEQUATE”

“HOW DO YOU KNOW THAT IT’S WORKING.”

“I'M UNSURE”

and more important user need across experience levels

The digital ethnography revealed a deeper


‘Workshop’ important themes and feed results


back into the study


Engineering

Lists of issues

Product Management

Top level ‘Why’ view

Design

Short user videos

Match the presentation to the audience

Package info for max impact:3


Hold viewing parties to encourage interaction

Package info for max impact:3

and ownership




Package info for max impact3


“To expect the unexpected

shows a thoroughly modern intellect.”

- Oscar Wilde

TARA FRANZ, User Researcher, [email protected]

STEVE AUGUST, Chief Innovation Officer, [email protected]

SHANNON DANZY, Principal, danzy [email protected]

JULIE SCHILLER, User Researcher, [email protected]

A F V N N Y T H I N G H A P P E N E D

O N T H E WAY T O O V RINS IGHTSConfronting unexpected insights in mixed method digital qualitative

Data & Analytics

Steve August talks insights with Facebook Researcher Tara Franz