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Observation -
Research Triangulation
Hello guys
during this chapter we will talk
about research triangulation.
Research triangulation is a type
of research
that helps us to get closer to
the real challenge.
A lot of times we try to understand
what people really want
what they need to understand
and their desires
but we get very far away from
the challenge
because we are looking from one
single perspective.
Triangulation helps us to get
closer to the real challenge
to the real desire.
We then perform interviews
were we listen to what people
want to say
we do observation
researches
were we can understand
what they do
on a daily basis.
And we do the engaging
research
were we place ourselves
on their shoes
to understand the
challenge
the desire or
the context
the person
is living.
For the interview
researches
were we listen to what people
have to say
we must always be very
well prepared.
We must have a script
a previous research
to have a guidance
about the
questions we are
going to make.
There is a difference
between a script
and a questionnaire
At this point we are not making
validation
we want to explore the
opportunities.
At an interview research we
should listen 80%
and we should talk 10 or
20%.
The less we talk
the better.
Now is very important to show
empathy signs.
So if somebody
is talking
we must show that
understand
what is being said
and show interest about
what is being said.
Besides that we
recommend
during interview
researches
in groups of two.
One person take
note of everything
and the other one send the
empathy signs
and will make
the questions.
It is also important to
remember
that during those
interviews
we also use the
five "why" rule.
We already talked
about that
But they work also during
this research moment.
So we ask "why, why, why,
why and why".
We ask that a lot to get to
the essence
of what is being
said.
A lot of times they
don't even know
why they act
that way
and why they
think that way.
With those "why"
questions
we try to get to the
real reason.
Another cool thing
to remember
is that is important to
talk and make
open questions.
Meaning that we can't
make questions
were the answers will
be only yes or no.
If we make those
questions
we must ask
the why.
So instead of making
a question like
"do you like something?"
"do you like that
car model?"
"do you like
this model?"
We as them what do
they think
about this?
And then the
person
will tell
her story.
So with the script
you will influence people
to tell stories.
And with those
stories
you will get some
answers
that were already
on your script.
You don't need
to repeat a question
if you already have
that information.
So during this part of
the research interview
we will listen to what
people do.
It is also very important
to verify
the signs and emotions
sent by people.
Sometimes people can
say something
but are expressing
other feelings.
So, if I'm speaking with a
low voice
showing signs that I'm not
comfortable about
what I'm talking about
maybe I don't want to
say that.
I'm showing a different
emotional sign
that does not follow
what I'm saying.
It is necessary to ponder
over those situations.
Moving over to the
next step
that deals with the
observation research
we are in a completely
different moment
and we must analyze
all the data.
Before we do
the research
we must think about
the research script
and we will talk about it
later on.
With this script we point out
the focus of the interview
and where we will make
the interview
and we also choose where
to make the observation
and the engaging
research.
At the observation
research
we will look with great
attention
to what people are
doing
without making them
any questions.
We will only
observe.
And during those moments
have to
keep our eyes
wide open.
With our eyes wide
open
we will start to notice
how they improvise
their actions that are different
from our expectations
and that's why is important
to be sharp
be open and without any
presumptions
during the observation
research.
Try to place people and observe them
during they normal routine
don't try to place them in
different areas
were they are used
to having their activities
or their work
or their context.
You must insert yourself
into their context
were those people
are.
You will go
after them.
With the observation
research
we follow a lot of rules
of ethnography.
So it is important that you
are able to mingle
and to be almost invisible
on the context
so you don't interfere
on the actions.
It is observation.
We like to remember that you
must register everything.
With photos, videos
and even notes
are important during
this phase.
The last step of Research
Triangulation
is the engaging
research.
It is when you get yourself
on the subject shoes.
So you will need to be
very creative
to place yourself on
that person context.
As an example
if someone tells you
about an experience
when he had a
disease
or when he had a
selection process
one of the ideas is for you to
undergo the same process
so you can see how
does it feel to be there.
Go and look for a
company selection
to understand the anxiety
and how to prepare
how do you feel before,
during and after.
And then you will have the
experience
the challenges, the
pains or the needs.
Do your best to fill
their shoes.
Takes a lot of creativity
and one of the
most hard parts of the
Research Triangulation.
On the next steps we will talk a little
bit more about
the triangulation
of seeing, listening
and feeling.
and Max will tell you a little
bit more about it.
Next Chapter - Research
Triangulation: Seeing