- Interviews
- Focus groups 
- Diary studies 
- Field studies 

Claremont Graduate University

University of Michigan - Ann Arbor

- Field Study - we can see them do the task and get them to do what we want them to do, see what people do and how they work, including their living and work space and general home environment. The goal of Field Study is to observe people in their natural environment. 
- Ethnographic studies - A form of Field Study where you embed yourself in someone's life and see how they behave. This is rare to do as it is usually done over a long period of time, such as a month or a year. 
- Contextual inquiry -A form of Field Study where while observing you are asking questions, whether it's a set list of questions or clarifying questions.


Field Studies vs. Ethnographic Studies vs Contextual Inquiry

A research method where a researcher in a structured setting asks an individual questions about any given topic for the purpose of collecting data about that topic.  From a UX perspective, interviews are valued insofar as they solicit the real opinions and experiences that users have when interacting with any given site or system, and the information collected can help improve that system. 

User Interviews

A qualitative research method where participants log interactions and information related to a specific context over a period of time. Researchers give participants a device to record their lives related to the studied products. 




Diary/Camera Studies in UX Research

Thematic analysis is a specialized nonstatistical technique used in qualitative research to analyze relatively unfiltered data by focusing on the prominent themes that emerge. Researchers use this method to deeply understand participant experiences rather than relying on numerical statistics.

Thematic Analysis

A focus group is a qualitative data collection method that involves small groups of people participating together in an interview focused on a specific issue or topic. The dynamic interaction among group members can often elicit richer, more detailed information than what might be uncovered in a traditional one-on-one interview. For example, this approach has become a standard technique in business and industry for understanding consumer tastes and preferences. Because these group discussions yield extensive qualitative data, the sessions are typically recorded and transcribed to facilitate thorough later analysis.

Focus Group

Rosala, M. (2019, September 29). How to Analyze Qualitative Data from UX Research: Thematic Analysis. https://www.nngroup.com/articles/thematic-analysis/

References: Thematic Analysis

Common Thematic Analysis Data Collection Types

There are several components to consider ensuring a successful interview:

- Setting a Goal
- Building Rapport
- Question Preparation 

Pre-Interview Preparation

Consider these critical factors to conduct a successful interview when choosing a interview location: 

- Convenience and comfort for both user and research team. Locations should accessible to all parties
- Removing props and examples in the environment that can jog the user’s memory or misguide them
- Recognize potential bias within location which may artificially change the user's response. For example, being interviewed in a police station could affect how a person answers questions about police officers.


Interview Location

Briefly, interviews are useful for eliciting ideas and opinions from a user regarding their experience with a system while a usability test is useful for observing how a user actually interacts with a system.  Below are comparisons between the two methods:

Usability Test vs Interview

Because interviews rely on self-reported data from users, the validity of the information can be compromised in several ways:
-  Because human memory and recall ability is flawed.  
- People are generally limited in their ability to accurately retell experiences as they occurred.
-  Users can become confused by what information the interviewer is looking for, and this may affect their ability to give accurate or relevant data.  

Limitations of user interviews

Components of  User Interviews

- Insufficient Rapport-Building 
- Not Enough "Probing" Questions
- Multitasking and Note Taking During the Interview
- Allowing Observers to Influence the Interview
- Leading the Participant


5 Facilitation Mistakes to Avoid During User Interviews

User interviews can give insights on how they perceive a process, a product, a site, or an application. They can identify what they found notable or significant about the topic and offer ideas or suggestions for improvement. They can be used in a variety of scenarios, including:

- Before having a design/concept
- Refining a contextual inquiry study by making observations and learning how users perceive the topic
- After a usability test, to compile verbal responses in relation to the observed behaviors

Why do user interviews?

- Structured
- Semi-structured
- Unstructured

Types of User Interviews

- Preparation
- Pre-study brief
- Logging period 
- Post-study Interview
- Data analysis 


5 phases of Diary Studies 

- Give incentives that will ensure that participant stays motivated to continue study; can split over different phases as user reaches next milestone.
- Be upfront and make sure users know the extent of their involvement in this long study.
- Organize the data as it comes in.
- May be helpful to run a pilot study so that you can improve the official, larger study. 

Diary Study Tips

- Habits
- Usage Scenarios
- Attitudes & Motivations
- Changes in Behavior & Perceptions 
- Customer Journey


Diary Studies Insights

- 1) Data gathering 
- 2) Read data from beginning to the end 
- 3) New codes that represent a theme

- 4) Summarize codes into themes 
- 5) Break 
- 6) Evaluate if the themes were appropriate 
* Steps 4 to 6 need to be repeated


6 Steps for Thematic Analysis 

The goal of analysis is to see how insights gained could create opportunities for change - to reframe how we see the world and our place in it.

The Goal of Thematic Analysis

- Software (CAQDAS)
- Journaling
- Affinity Diagram Techniques 


3 Common Types of Data Analysis Methods

- Labeled chunk of text as a word or a phrase
- Used as a keyword for as body of text 
- Allows researchers to find similarities, differences, and relationships between texts, which can help researchers land major themes 
- Adding the description of a code is suggested if coding requires more than one person or coding is done overtime 


Code in Thematic Analysis

- Description of beliefs, practices, and needs
- A content that arises from different participants or sources 


"Theme" in Thematic Analysis


What is the primary purpose of using thematic analysis in qualitative research?

User interview questions should elicit information about the user's experience with the environment, brand, etc. under study. They should be simple, neutral, and open-ended to avoid leading questions.

User Interview Questions

The moderator facilitates the discussion between participants. Keep the conversation on track and encourage every participant to share their experience. Refrain from asking leading questions.

Role of Moderator

- observe a variety of user experiences
- identify differences in experiences and meanings behind them
- generate new ideas for research
- work through complex or collaborative features

Value of Focus Groups in UX Research

- For research pertaining to group norms, beliefs, and processes
- For a multi-method design, to examine a topic or collect group language to be used in later stages
- To clarify, elaborate, or dispute data collected through different methods
- To feedback results to focus group


When to Utilize Focus Groups:

- When participants beliefs produces expectations for the outcome of the study to be unachievable
- If participants are uncomfortable to voice opinions or find other members restless to not engage in discussion
- When topic of discussion is not something participants are able to speak on
- If quantitative data is required


When to Avoid using Focus groups:

Key Factors to a Successful Focus Group

In qualitative research, group dynamics—the social and psychological processes that occur within any group—can significantly influence the data collected during focus groups. For example, participants' desire to be liked may lead them to provide inaccurate answers that they believe others will view favorably. Additionally, personality characteristics play a role, as highly extraverted individuals might dominate the group discussions, potentially skewing the results.

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