Presentation begins at 6:15 but you can arrive early after 5:30. We will live-stream and record the presentation for viewing here (sorry about the quality): http://www.ustream.tv/channel/chicago-interactive-design-development-cidd
Qualitative Research on a Shoestring for UX or Product Teams
A common question for any UX or Product team is “what are the most important items for our customers?” Quantitative measures, such as total page views and click maps, tell you what your customers are doing. However, these measures do not necessarily tell you why they do it. Qualitative research – research where you talk to your customers individually – can tell you the “why”.
Full-blown ethnographic studies where you visit customers face-to-face in their homes and workplaces can be cost prohibitive. However, money and time should not be barriers to gathering actionable data. This presentation will show you how to recruit, screen, and interview high-value customers. We will review how to document the data, synthesize the findings, and produce actionable recommendations; all within a very modest budget. With simple online surveys, a plain-old telephone, and a little bit of enthusiasm, any team can do qualitative research.
This presentation is for anyone who wants to learn more about their customers. UX practitioners and product strategists will learn concrete techniques. Executives will see that qualitative research can be introduced without breaking the bank. Everyone will walk away thinking about the next question they want to ask their customer.
About Our Speaker:
Gunter Kalogridis joined Tribune Media Services in 2008 as the Director of Product Development for Zap2it.com.
In this role, he is responsible for building audience for the TV Listings product line. Gunter greatly expanded the strategic use of qualitative research at Zap2it to understand the behaviors, expectations and goals of TV consumers when they are making viewing decisions. This research resulted in a sharper understanding of the TV consumer’s decision tree and the data that matters most in TV guidance products. The research is now being applied to designs for next generation guides presented on mobile devices and internet connected TVs.
Prior to his work at TMS, Gunter spent 14 years as a systems integration and human factors consultant focused on government social service systems. In this role he designed, built and usability tested products for use by people applying for governmental programs or services. This included individuals with limited education, little or no computer skills, and English as a second language.
Gunter earned his bachelor’s degree from Northwestern University. http://www.linkedin.com/in/gunterkalogridis