Data in the Wild: Qualitative Insight Strategies





Blog Date

May 27, 2024


UK, Manchester

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Data in the Wild: Qualitative Insight Strategies

Qualitative Insights: The Thrill of the Hunt

I’ll never forget the first time I dove headfirst into the world of qualitative research. It was like stumbling upon a hidden treasure trove, filled with the most captivating tales and insights I had ever encountered. As a budding user researcher, I was giddy with excitement, eager to uncover the stories that lurked beneath the surface of data.

Qualitative research has a certain je ne sais quoi that just can’t be replicated in the world of numbers and statistics. It’s a chance to truly connect with your audience, to peel back the layers and understand the whys and hows that drive their behavior. And let me tell you, it’s an absolute blast.

The Thrill of the Chase

When I first started conducting generative research, I was practically floating on cloud nine. I couldn’t believe that my job entailed diving into the lives of others, exploring their pain points, and uncovering their aspirations. It was like being a detective, piecing together clues and painting a vivid picture of the user experience.

But, as with any good mystery, the real challenge came in the aftermath. After 10-20 interviews, I found myself drowning in a sea of insights, unsure of how to prioritize and present the “most important” information to my team. Assigning importance felt subjective and disingenuous, and I often struggled to confidently answer the dreaded question: “How do we know this is what we should focus on?”

Enter the Quantitative Sidekick

Determined to find a solution, I knew I had to tap into my previous training in quantitative methods. After all, if qualitative research was the thrill of the hunt, then quantitative analysis was the trusted sidekick – the one who could help me make sense of the clues and present a cohesive story.

Surveys, I discovered, were the key to bridging the gap between the rich, nuanced insights I gathered from my qualitative work and the broader applicability I craved. By reaching a larger population, I could validate my findings and feel confident in the direction I was presenting to my teams.

The Dynamic Duo: Feature Request and Opportunity Gap Surveys

I experimented with two main survey approaches to complement my qualitative insights: the feature request survey and the opportunity gap survey.

The feature request survey was a quick and efficient way to gauge user priorities and get a prioritized list of features to share with my teams. By translating my qualitative themes into user stories and asking participants to rank them, I could quickly identify the most important areas to focus on.

The opportunity gap survey, on the other hand, provided even deeper insights. By understanding both the importance and satisfaction levels of each theme, I could compute an opportunity score and present a clear roadmap for what to tackle next.

Validating and Prioritizing Insights

Whether it was a feature request survey or an opportunity gap analysis, these quantitative tools allowed me to bring a new level of confidence and clarity to my qualitative work. No longer did I have to rely on subjective importance ratings or feel sheepish about the dreaded “sample size” critique.

By combining the rich, nuanced insights from my qualitative research with the broader, more quantifiable data from my surveys, I was able to present my teams with a clear, data-driven plan of action. Gone were the days of struggling to answer the “what do we do next?” question – now, I could confidently guide my colleagues towards the areas that would have the greatest impact.

The Power of Mixed Methods

As I reflect on my journey as a user researcher, I realize that the true magic happens when you blend the best of both worlds – the depth and emotion of qualitative insights, and the breadth and validation of quantitative data. It’s a dynamic duo that has transformed the way I approach every research project, allowing me to uncover insights that would have otherwise remained hidden in the wild.

So, if you’re a fellow researcher struggling to make sense of your qualitative findings, take heart – the solution may be closer than you think. Embrace the power of mixed methods, and let the thrill of the hunt be matched by the confidence of the chase.

Navigating the Wild: A Few Final Tips

Before I go, I’d be remiss if I didn’t share a few final insights to help you navigate the ever-changing landscape of qualitative research:

  1. Embrace flexibility and adaptability – the wild is ever-changing, and your research approach needs to be just as nimble.
  2. Prioritize depth over breadth – sometimes, the most valuable insights come from diving deep with a smaller sample.
  3. Stay curious and open-minded – you never know what hidden gems you might uncover when you step off the beaten path.

So, who’s ready to venture into the wild with me? Let’s go find some data and turn it into the kind of insights that will have your teams begging for more.

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