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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