Mixing quant and qual research for impact

There used to be a time where User Researchers were solely interested in conductive qualitative studies to shed light on the numbers analysts and marketing would point at. While it's great having numerical insights, it doesn't tell us the complete picture and teams need to talk to people to understand the behaviours behind the numbers.

Enter 'Mixed Methods', a combination of quantitative and qualitative data to provide user research insights with more impact.

Joe Frazer (Babylon Health) and Fraser Whitfield (Financial Times) talk us through their experiences of using a mixed method approach to their user research projects in healthcare and publishing.

We're opening tickets for this event in two stages
– 13 Nov
– 27 Nov
Zoom link will be published on the day.

Beyond qualitative research: Gaining confidence using quantitative data
by Joe Frazer

The ‘5 user rule’ has become deeply embedded in the way we approach research - but it hasn’t always been used in the right way. This talk delves into how we can faithfully and honestly represent small scale findings, whilst also discussing how and where we should draw on quantitative research to make these findings more robust (including in particular, using surveys).

Joe Frazer is a User Researcher with 5 years experience hailing from Halifax, West Yorkshire. With a background of behavioural science (BSc Psychology and MSc Human-Computer Interaction), he is particularly interested in mixed methods research, experience benchmarking and putting on zoom-based quiz nights.

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Moving the goalposts with research and data
by Fraser Whitfield

18 months ago my team was given the challenge of helping to grow the business in a key growth region. How we did that was up to us, but like every team we had some ideas passed on through that ever-dependable source - gut feel. It gave us something to work with, but over the 18 months they have evolved and morphed into tools largely unrecognisable from the original ideas. We've used qualitative and quantitative research to get us to a point where we understand the market and audience, and combined this with analytics data to understand on-site behaviours which have enabled us to predict and measure success. This brief talk will take you on the journey from not-so fuzzy front end to where we are today.

I'm Fraser, User Researcher at the Financial Times. I've been in product teams for the past 5 years as product manager and user researcher. I've worked both in-house and agency-side with digital and physical products. What I enjoy about research for product development is looking for motivations, and how we can influence those to change behaviour. I'm always keen to learn, so looking forward to hearing some stories at the Meet Up.

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We are sponsored by Zebra People

Zebra People are a digital recruitment agency who specialise in building digital product and service design teams. Covering all levels from junior through to director we support best-loved brands, government organisations, NFP’s, leading agencies and innovative start-ups as they grow their digital capabilities.

Committed to developing the industry we work within, Zebra People host training workshops and sponsor events across all of our key specialisms helping our network to learn and develop their skills.
We are also very proud of our annual salary survey which provides unique insights by sector, both qualitative and quantitative. Check out www.zebrapeople.com for more information