做用户研究的大障碍是让利益相关者说服有必要的利益相关者。Aside from concerns that it will cost too much (it doesn’t have to!) or take too long (it can be quick!), people who haven’t experienced the benefits of doing research often raise concerns about how much it will help and whether the results can be trusted.

最后一个问题在小型研究中尤其常见,在小型研究中,人们正确地指出结论无法在统计学上得到“证实”。这种论点很难克服,因为事实是:他们是对的。小样本许多定性可用性研究的限制。相反,缺乏上下文和含义是分析分析数据的定量方法的巨大限制。

全部research methods are limited in some way. But the solution to overcoming these limitations is not to throw up our hands and quit doing research. Instead, the best approach is to use multiple research methods, so the limitations of one method are mitigated by data from another source. This approach of applying multiple research techniques is called三角测量。根据研究设计的百科全书:

Definition:Triangulation is the practice of using multiple sources of data or multiple approaches to analyzing data, to enhance the credibility of a research study.

The term triangulation is borrowed from geometry, where knowing the precise location of 2 points allows you to determine the distance to another object. In social-science research, triangulation does not necessarily mean you need exactly 2 different methods — it just means seeking out alternative viewpoints or verification of results.

Essentially, triangulation means从不同的角度看一个问题, which lets you see part of the answer that wasn’t previously apparent. You’ve probably done this many times in your everyday life — when you asked someone else’s opinion about a situation, hoping that a different point of view will reveal something that wasn’t obvious to you.

用户体验中的三角剖分示例

Triangulation can take many forms. It can be as simple as going to check your existing body of analytics or customer-satisfaction surveys.

代表三角化研究方法和三角测量多元度量的元素的图像
三角测量可以采取多种形式;这里显示了如何将UX研究进行三角化的两个例子。左:通过使用多种方法来研究相同的活动,例如定量研究,定性研究和专家评论。右:通过分析与相同活动相关的几种不同度量,例如满意度评级,花时间和收入体积进行三角化。
代表三角化研究方法和三角测量多元度量的元素的图像
三角测量可以采取多种形式;这里显示了如何将UX研究进行三角化的两个例子。左:通过使用多种方法来研究相同的活动,例如定量研究,定性研究和专家评论。右:通过分析与相同活动相关的几种不同度量,例如满意度评级,花时间和收入体积进行三角化。

Some examples of research triangulation are:

  • Satisfaction metrics decline ⟶ you check revenue and time spent to see if they also changed
  • 定量的可用性测试表明订阅表单的成功率很低⟶你需要做一个定性的研究来了解哪些功能是有问题的
  • Sales team reports that users think the software is hard to use ⟶ you do a usability study to observe problems.
  • 分析数据表示功能具有高误差速率➤您检查客户支持记录以确定此功能是否报告了问题。
  • Interviews suggest a surprising purchase motivation ⟶ you do a survey to assess the frequency of that motivation.
  • 一位研究人员注意到采访中的几个主题⟶另一个研究人员对他们进行了一个单独的主题分析,以检查她是否找到相同的主题

你应该什么时候三角测量?

The more significant the decision, the more it pays to triangulate before making it. In fact, eventually you’re going to get another source of data whether you seek it out or not — it will be data from the market success of your product once you’ve implemented your design. Of course, at that point, it will be harder and more expensive to adjust your product.

Triangulating in advance means you’ll be less likely to be surprised by unexpected reactions from your real users.

问题不应该是'我们可以花多少时间来花在研究中',而是“我们愿意接受多少问题或失败的风险?”

Expensive choices, like redesigning a whole product, warrant robust triangulation with a mix of qualitative and quantitative data collection and analysis, as well as an external, independent analysis.

Simple, easily reversible decisions don’t need so much investment. But experienced teams know that seeing whether other available data supports the favored approach is well worth at least a few hours.

如果您在UX团队中拥有各种灵活的技能,则三角测量更容易。您需要多种不同方法的经验,以便在不放缓决策和开发的步伐时快速实现它们。最终,这种多样性的技能是具有成熟UX练习的重要一步,可以迅速提供有价值和可靠的见解。

参考

Neili J. Salkind(ED)。2010年。研究设计百科全书。Sage出版物。DOI:10.4135 / 9781412961288.n469。