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Is bad research better than no research? Deidre Kolarick Director of Research & Insights Catalyst Group

January 14, 2014

Lean Research

•  Why GOOB is awesome

•  Why GOOB is sometimes not that awesome

•  The perils of bad research and lean-specific issues

So is bad research better than no research?

1. Don’t test your own designs.

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The case for someone else doing it  

•  IRBs and conflicts of interest

(Turner & Spilich, 2006)

Smoking improves cognitive function

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The case for someone else doing it  

 

•  Confirmation bias

•  Biases are automatic and unconscious

•  The role of emotion •  Awareness isn’t enough (Dasgupta, 2009)

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2. Make a plan - and stick to it.    

 •  Sample size and procedures

•  Write out a script •  Monitor and share results in real-time

•  Review, discuss, rinse, repeat

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3. Observe and be observed.

 

•  Easier to recognize bias in others

•  De-stigmatize bias – talk about it

•  Listen to each other and give feedback (and accept it!)

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4. Treat research as a skill to be developed.    

 

 

 

 

•  Study the craft

•  Think about the questions you’re asking

•  Dunning-Kruger effect

•  Consider hiring a pro

Things to watch out for

•  Explaining intent / correcting users

•  Question types •  Do you like it? •  What if I changed ________? •  Would you…. (share it, come back, etc.)?

•  Don’t ask – let them tell you

•  If you can – GOOW!

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Thank you!    

 

 

 

 

 

 

 

 

   Catalyst Group  

   345 7th Avenue (11th Floor), New York, NY 10001      (212) 243 7777      peter@catalystnyc.com      Link to materials used in this workshop