RESEARCH PLAN REVIEW

RECRUITING
DATA COLLECTION
Market Research

Ing. David Havíř, PhD.

RECOMMENDED NEXT STEPS
thorough
what we research research
don’t know critical critical
Impact vs. Impact vs.
challenging
Probability Reversibility
Lean Canvas
what we matrix full matrix research
assume research recommended
mandatory

½ Research plan

• context
• goal
• learning outcomes
• target participants / subject pro le
fi
IMPACT VS. PROBABILITY
⏺ Low Impact ⏺ Medium Impact ⏺ High Impact

Full Thorough
⏺ High Quick
Research Research
Research
PROBABILITY THAT WE DON T KNOW

Probability Mandatory Critical

⏺ Medium Consider Full Full

Research Research Research
Probability
Again in the Future Recommended Mandatory

⏺ Low Research Consider

Skip
Optional Research
Probability Research
(could be useful) Again in the Future

IMPACT OF NOT KNOWING ON OUR BUSINESS (e.g. wrong assumption, not enough information)
’
MARKETING RESEARCH PROCESS

defining
problem preparation of data data
research
definition a research plan collection analysis
objectives

sharing
findings
RESEARCH PLAN STRUCTURE
context (background) What is the reason you are considering research? What have you found out so far? [long-form]
goal How do you plan to use the results of the research? What decisions are you going to make? [long-form]
learning outcomes What do you want to understand? / What questions do you want the research to answer? [list]
target participant / subject profile Who you will ask? / What you will study? [list of characteristics]
method (overview) What approach, methods and tools will you choose? [long-form]
recruiting & screening How do you reach participants/subjects? [list]
pilot How will you test your approach, methods, tools? [short-form]
data collection How will you collect data and how many samples? [short-form]
data analysis How will you analyse the data? [list of steps]
findings & recommendations sharing (audience, form) Who you will report your findings and
recommendations to and in what form?
EXPLORATION VS. VALIDATION

DISCOVERY FEEDBACK
PROBLEM EXPLORATION PROBLEM VALIDATION
UNDERSTANDING CONFIRMATION
DEEP WIDE
SMALLER SAMPLE LARGER SAMPLE
 EXPLORATION VS. VALIDATION
PRIMARY RESEARCH METHODS

in-depth interviews
expert discussions questionnaires and surveys
diaries or diary studies data analytics
observation and shadowing usability testing
customer journey mapping A/B testing
ethnographic research

https://kisk.phil.muni.cz/100metod
EXPLORATION OR VALIDATION
SECONDARY RESEARCH METHODS
desk research

competition analysis
market trend analysis
industry reports
academic journals analysis
literature review
customer reviews analysis
social media monitoring
…
https://kisk.phil.muni.cz/100metod
SAMPLE SIZE
| depends on the
| complexity of the research problem
| homogeneity of the target group

exploratory – qualitative
| interview – 20 respondents 15–30 respondents
| focus group – 5 focus groups / 8 participants 4–6 groups / 6–10 participants
| observation – 18 observations 15-20 observations

validation – quantitative
| survey – 384 respondents 300–400 for small population, 1000+ for large population
 SAMPLE SIZE
| depends on the consider
5–15% response rate for B2B
| complexity of the research problem 10–30% response rate for B2C
10-25% data to be discarded B2C
| homogeneity of the target group ↓
increase the numbers accordingly

exploratory – qualitative
| interview – 20 respondents 15–30 respondents
| focus group – 5 focus groups / 8 participants 4–6 groups / 6–10 participants
| observation – 18 observations 15-20 observations

validation – quantitative
| survey – 384 respondents 300–400 for small population, 1000+ for large population
􀇿
RECRUITING AND SCREENING
screener
| define the profile / characteristics / criteria of your respondents
| country, age, income, edu, maritial status, children, skills, job titles, company
size, industry, experience, responsibiliteies, device requirements (remote)
| build on how you have set up your target participant profile, customer segment,
early adopter (lean canvas)

recruiting
| think about where you can reach these people (place, platform, outsourcing)
| think about how you can motivate them to get involved in research (incentive)
| set up a recruiting screener survey
| go through the registered participants and select the most relevant
PROFESSIONAL RECRUITING PLATFORMS
| UserTesting.com, UserInterviews.com, PlaybookUX.com, UXtweak.com, …

incentives approximate, depends on country and professional experience

| options – money, gift card (gift card platforms, e.g. tango card)
| DE, US – 1 participant, 1 hour, moderated interview – 100 USD 150 USD for C-level
| CZ – 1 participant, 1 hour, moderated interview – 1000 CZK Alza gift card
moderated unmoderated
studies studies

https://www.userinterviews.com/blog/research-incentives-report
TOOLS & TIPS INTERVIEWS
tools
| pen & paper
| recording (ask for permission)

tips
| have outline for researcher
| non-verbal communication nod your head, raise eyebrows
| verbal encouragement repeat what they just said and follow up with a question, “mhm”, “why”
| give space to everyone involved
| provide stimuli material e.g. images for participant
| show empathy
|…
BIASES
| sample bias → make sure the sample is representative of your early adopters / customers
| data consistency → ensure uniform data collection method (participants, researchers)
| leading questions → avoid questions that could influence participants' responses
| observer effect → presence of the researcher can influence participants' behavior
| recall bias → participants may not accurately remember past events or feelings
| non-verbal cues → pay attention to non-verbal communication, it can offer additional insights
| social desirability → people might answer what is socially acceptable rather than true
| selective perception → your own biases could affect what you choose to observe
| confirmation bias → be cautious of seeking out information that confirms your existing beliefs
| overgeneralization → avoid making general conclusions from small / non-representative sample
| subjectivity → qualitative methods involve subjective interpretation, which can introduce bias
PILOT TESTING
| prepare a research plan
| review a research plan
| collect data on the first 3 participants (qualitative) or 30 respondents (quantitative)
| after each pilot session, do an evaluation debriefing where you recap how it went
| evaluate the data collection technique
| evaluate what data / answers you are getting regarding what you want to know
| evaluate what data / answers you are not getting
| consider the effect of biases
| propose changes (technique, questions, metrics) to better answer research questions
RESEARCH PLAN STRUCTURE
context (background) What is the reason you are considering research? What have you found out so far? [long-form]
goal How do you plan to use the results of the research? What decisions are you going to make? [long-form]
learning outcomes What do you want to understand? / What questions do you want the research to answer? [list]
target participant / subject profile Who you will ask? / What you will study? [list of characteristics]
method (overview) What approach, methods and tools will you choose? [long-form]
recruiting & screening How do you reach participants/subjects? [list]
pilot How will you test your approach, methods, tools? [short-form]
data collection How will you collect data and how many samples? [short-form]
data analysis How will you analyse the data? [list of steps]
findings & recommendations sharing (audience, form) Who you will report your findings and
recommendations to and in what form?
 RECOMMENDED NEXT STEPS
who we what form where we
target select data we will use select nd them
refine target define
collection recruiting
participants screener
who knows method how we'll spot where we
what we learn from meet them
don't them

how to
select the are we
most nding
relevant what we
ones pilot need?
collect
research
data
what they refinement are we
have in aiming for
common a research
goal?
fi
fi
RESEARCH PLAN STRUCTURE
context (background) What is the reason you are considering research? What have you found out so far? [long-form]
goal How do you plan to use the results of the research? What decisions are you going to make? [long-form]
learning outcomes What do you want to understand? / What questions do you want the research to answer? [list]
target participant / subject profile Who you will ask? / What you will study? [list of characteristics]
method (overview) What approach, methods and tools will you choose? [long-form]
recruiting & screening How do you reach participants/subjects? [list]
pilot How will you test your approach, methods, tools? [short-form]
data collection How will you collect data and how many samples? [short-form]
data analysis How will you analyse the data? [list of steps]
findings & recommendations sharing (audience, form) Who you will report your findings and
recommendations to and in what form?