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Understanding Sampling Methods
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Today we will explore two key sampling methods: purposive and snowball sampling. Can anyone tell me what purposive sampling might involve?
Is it when you choose participants based on specific characteristics?
Exactly! Purposive sampling targets individuals who meet certain criteria. And what about snowball sampling?
Maybe it's when one participant refers others?
Right! Snowball sampling is useful in reaching populations that may be difficult to sample otherwise. Remember to use the acronym SP for Sampling Purposes: P for Purposive and S for Snowball.
That helps me remember them better!
Great! Let's summarize: purposive targets specific characteristics, while snowball relies on referrals. These methods ensure we collect relevant data.
Diving into Interview Types
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Next, let's look at the three main types of interviews: structured, semi-structured, and unstructured. Can someone tell me how a structured interview is set up?
It has a set list of questions that don't change.
Yes! Structured interviews ensure that we gather comparable data. What are the advantages and disadvantages of this method?
Advantages include consistency, but it limits the depth of responses.
Exactly! Remember, we can also think of interviews as having a food menu. Structured is like choosing a dish off a set menu, while unstructured is like a buffet where you get to explore various options!
That makes sense! It helps me visualize how flexible the interviews can be.
Wonderful! To summarize: structured for consistency, semi-structured for balance, and unstructured for depth.
Thematic Coding and Affinity Diagrams
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Now, let's discuss analyzing interview data with techniques like thematic coding and affinity diagrams. Why do we code data?
To find patterns and themes in the responses?
Spot on! Thematic coding allows us to categorize responses to identify key themes. What about affinity diagrams?
They help visualize and organize information by grouping similar ideas together.
Yes! Affinity diagrams are great for seeing the bigger picture. Remember the acronym CODING: C for Categorize, O for Organize, D for Display, I for Identify, N for Note, and G for Group!
That's a useful acronym!
Let's conclude by remembering that both coding and diagrams help us simplify complex data.
Understanding KPIs and OKRs
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Finally, letโs talk about KPIs and OKRs. What do KPIs stand for?
Key Performance Indicators!
Correct! KPIs are measurable values that demonstrate how effectively we are achieving objectives. What about OKRs?
Objectives and Key Results?
Exactly! Think of KPIs as mile markers on the road and OKRs as your destination. Can anyone summarize how they relate to user research?
KPIs track progress, while OKRs set broader goals for improvement!
Excellent! In conclusion, KPIs and OKRs help us measure success and drive strategic decisions.
Introduction & Overview
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Quick Overview
Standard
Key terms related to user research and problem definition are defined, including sampling methods, interview types, data analysis techniques, and more. These terms form the foundational vocabulary necessary for understanding and engaging with user-centered design processes.
Detailed
In this section, a comprehensive list of key terms is provided that are essential for conducting user research and defining problems in design. These terms include various sampling methods such as purposive and snowball sampling, alongside interview types like structured, semi-structured, and unstructured interviews. Concepts regarding data analysis techniques such as thematic coding and affinity diagrams are covered, along with empathy mapping, service blueprints, and root cause analysis using the 5 Whys method. Additionally, important metrics like Key Performance Indicators (KPIs) and Objectives and Key Results (OKRs) are defined, as are critical techniques like the emotional journey curve. Familiarity with these terms is crucial for effective communication and application in user-centered design.
Audio Book
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Purposive & Snowball Sampling
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โ Purposive & Snowball Sampling
Detailed Explanation
Purposive sampling involves selecting participants based on specific characteristics that align with the research objectives. This ensures that the data collected is relevant to the study's focus. Snowball sampling, on the other hand, starts with a small group of participants. These participants then refer others, creating a chain of referrals. This method is especially useful for hard-to-reach populations or when there is limited access to potential participants.
Examples & Analogies
For instance, imagine you are conducting research on a niche group, such as people who practice a rare sport. Using purposive sampling, you would directly seek out those individuals who fit this profile. Once you have a few, you could ask them to refer other participants (snowball sampling) who share their experiences in that sport.
Structured, Semi-Structured & Unstructured Interviews
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โ Structured, SemiโStructured & Unstructured Interviews
Detailed Explanation
Interviews can be categorized into three formats. Structured interviews consist of a strict set of pre-defined questions, allowing for easy comparison across responses. Semi-structured interviews combine set questions with the flexibility to explore interesting topics that arise during the conversation. Unstructured interviews, in contrast, are more like guided conversations, allowing participants to share their thoughts freely without a fixed format, leading to rich and diverse insights.
Examples & Analogies
Think of structured interviews like a quiz with multiple-choice questions where everyone answers the same way. In semi-structured interviews, itโs like a classroom discussion where the teacher guides the conversation but can delve deeper into interesting points raised by the students. Lastly, unstructured interviews resemble a coffee chat with a friend where you discuss various topics spontaneously.
Thematic Coding & Affinity Diagrams
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โ Thematic Coding & Affinity Diagrams
Detailed Explanation
Thematic coding is a method used in qualitative research where researchers identify and label themes or patterns within data, such as interview transcripts. This involves reading through the data and noting significant concepts. Affinity diagrams take this a step further; they group related ideas or themes together visually, often using sticky notes. This helps in organizing thoughts and understanding the relationships between different data points.
Examples & Analogies
Imagine you are cleaning out a cluttered drawer. Thematic coding is like sorting through everything to find similar items (like all the pens together or all the receipts together). After sorting, you create sections in the drawer (an affinity diagram) so you can easily find what you need next time.
Empathy Maps
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โ Empathy Maps
Detailed Explanation
Empathy maps are tools used to visualize and understand the feelings, thoughts, and experiences of users. They usually consist of four quadrants: what users say, what they think, what they do, and how they feel. By mapping out these aspects, teams can gain a comprehensive understanding of user needs and pain points, which helps in designing better solutions.
Examples & Analogies
Consider solving a problem for a friend. If you only listen to what they say and not observe their actions or feelings, you might miss important context. An empathy map helps by pulling all that information together, like a puzzle, to see the whole picture of their experience.
Service Blueprint
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โ Service Blueprint
Detailed Explanation
A service blueprint is a visual representation that outlines the relationships between different components in a service process. It typically includes user actions, frontstage interactions (those visible to users), backstage processes (invisible operations that support the service), and support processes. This diagram helps teams identify inefficiencies and improve service delivery by clarifying how all parts work together.
Examples & Analogies
Think of a restaurant. The service blueprint would detail the customer's experience from entering the restaurant (user actions) to interactions with waitstaff (frontstage) and how the kitchen operates behind the scenes (backstage), helping the restaurant identify areas for improvement.
5 Whys Root Cause Analysis
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โ 5 Whys Root Cause Analysis
Detailed Explanation
The 5 Whys technique is a method used to identify the root cause of a problem by asking 'why' multiple timesโtypically five. Each answer then becomes the basis for the next 'why' question, helping to drill down through surface-level explanations to uncover the fundamental issue. This process promotes deeper understanding and leads to more effective solutions.
Examples & Analogies
Imagine a car won't start. The first 'why' might be, 'Why won't the car start?' Answering 'because the battery is dead' leads to the second 'why': 'Why is the battery dead?' By asking why repeatedly, you could discover that the real issue was a faulty alternator that was never charging the battery correctly.
KPIs & OKRs
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โ KPIs & OKRs
Detailed Explanation
Key Performance Indicators (KPIs) are measurable values that demonstrate how effectively a company or team is achieving key business objectives. Objectives and Key Results (OKRs) are a goal-setting framework used to define objectives and track outcomes. While KPIs are metrics, OKRs are broader goals with specific measurable endpoints tied to those goals.
Examples & Analogies
Think of a fitness trainer setting goals for a client. The client's weight loss (the KPI) is tracked daily, while their overall goal to become healthier and fitter (the OKR) will include various tasks they need to accomplish throughout the month. Each KPI informs progress toward achieving that larger objective.
Emotional Journey Curve
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โ Emotional Journey Curve
Detailed Explanation
The Emotional Journey Curve represents how a user's emotional state changes during their interaction with a product or service over time. It typically maps emotions from positive to negative, identifying critical moments of engagement or frustration. By visualizing this journey, teams can pinpoint areas where user experience can be enhanced.
Examples & Analogies
Consider a roller coaster ride. While going up, the excitement builds (positive emotions), but the sudden drop may create fear or anxiety (negative emotions). By mapping these emotional peaks and valleys, designers can identify key moments to enhance the overall experience, such as smoothing out drops or providing reassurances during intense moments.
Definitions & Key Concepts
Learn essential terms and foundational ideas that form the basis of the topic.
Key Concepts
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Purposive Sampling: A sampling method that targets specific individuals based on their characteristics.
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Snowball Sampling: A method where participants refer other potential subjects.
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Structured Interview: An interview format with a fixed set of questions.
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Semi-Structured Interview: Includes both fixed questions and the opportunity for follow-up.
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Unstructured Interview: An open format with no predefined questions.
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Thematic Coding: Categorization of themes from qualitative data.
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Affinity Diagram: A tool for organizing ideas visually.
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Empathy Map: A tool to represent user feelings and thoughts.
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Service Blueprint: A diagram showing user actions and service processes.
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5 Whys Method: A technique for root cause analysis by asking 'why' repeatedly.
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KPIs: Metrics to measure success.
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OKRs: A framework for setting objectives and measuring outcomes.
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Emotional Journey Curve: A visualization of the user experience emotions through a process.
Examples & Real-Life Applications
See how the concepts apply in real-world scenarios to understand their practical implications.
Examples
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Purposive Sampling: Selecting a group of users that are frequent app users to gain insights on app improvements.
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Snowball Sampling: Asking a participant who is a teacher to refer their student peers for an educational app study.
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Structured Interview: Asking a participant if they find the navigation of an app easy in the same order for every interview.
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Semi-Structured Interview: Starting with the question 'How do you typically use this app?' and allowing the participant to elaborate.
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Unstructured Interview: Engaging a participant in an open conversation about their experiences with various apps without set questions.
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Thematic Coding: Reviewing interviews and identifying common threads like 'ease of use' and 'features needed'.
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Affinity Diagram: Creating a visual layout of user feedback from post-it notes and arranging them into common themes.
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KPIs: Tracking how many users completed an onboarding process in an app.
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OKRs: Setting a goal to increase user engagement by 20% in the next quarter, with key results to measure active users weekly.
Memory Aids
Use mnemonics, acronyms, or visual cues to help remember key information more easily.
๐ต Rhymes Time
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Purposive means pick with care, snowball refers to referrals we share.
๐ Fascinating Stories
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A researcher wanted to learn about app users. She chose participants who used the app purposively. Then, one participant referred her friend, creating a snowball effect that helped her gather rich data.
๐ง Other Memory Gems
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Remember 'SIMPLE' for interviews: S structured, I in-depth (semi-structured), M means many forms (unstructured), P for psychological insights (thematic coding), L for layering ideas (affinity diagrams), E for emotions (emotional journey).
๐ฏ Super Acronyms
For KPIs and OKRs, remember 'GOALS'
- G: for Goals
- O: for Objective
- A: for Analysis
- L: for Linked (to outcomes)
- S: for Success.
Flash Cards
Review key concepts with flashcards.
Glossary of Terms
Review the Definitions for terms.
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Term: Purposive Sampling
Definition:
A sampling method where participants are selected based on specific characteristics relevant to the study.
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Term: Snowball Sampling
Definition:
A sampling technique where existing study subjects recruit additional subjects from among their acquaintances.
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Term: Structured Interview
Definition:
An interview format that involves asking pre-defined questions in a fixed order.
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Term: SemiStructured Interview
Definition:
An interview approach that combines fixed questions with the flexibility to explore topics further.
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Term: Unstructured Interview
Definition:
A free-flowing, open-ended interview format that allows participants to discuss topics at length.
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Term: Thematic Coding
Definition:
A qualitative analysis method used to identify and categorize themes within qualitative data.
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Term: Affinity Diagram
Definition:
A visual tool used to organize ideas and insights into groups for better understanding.
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Term: Empathy Map
Definition:
A collaborative visualization used to articulate what a user says, thinks, does, and feels.
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Term: Service Blueprint
Definition:
A diagram that visualizes the relationship between different service components, highlighting user actions and service processes.
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Term: 5 Whys Root Cause Analysis
Definition:
A problem-solving technique that involves asking 'why' five times to drill down to the root cause of an issue.
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Term: KPIs
Definition:
Key Performance Indicators that measure the effectiveness of a company in reaching its goals.
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Term: OKRs
Definition:
Objectives and Key Results, a framework for defining and tracking objectives and their outcomes.
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Term: Emotional Journey Curve
Definition:
A visual representation of the userโs emotional experience over the course of a process or interaction.
Reference links
- Understanding Purposive Sampling
- Snowball Sampling: What You Need to Know
- Types of Interviews in Qualitative Research
- Thematic Analysis: A Tutorial
- Affinity Diagrams in Action
- Understanding Emotional Journey Mapping
- KPIs and OKRs Explained
- 5 Whys Technique Explained
- Using Empathy Maps to Understand Users