On Mar 12, 2009, at 11:36 AM, James Page wrote:
@todd
How do you work around that w/Webnographer?
I didn't find a place on the website to try it out.
Yes, you lose some ability to probe, but you gain by having a higher
number of participants.
I've always been a believer in quality over quantity myself, but
realize the value in both approaches.
We advice our clients to always have open ended questions after each
task. You would be surprised by the richness of feedback.
In my experience, open ended questions are less likely to get
answered. Additionally, you lose the ability to "see" things that as a
researcher you would be aware of, but the participant would not.
Prime example. Cheskin (the research firm) was telling a story about
some work they were doing for a beauty care product. They were sitting
at the kitchen table having a discussion with a woman and asked her
what kind of "pampering" or luxury care she does for herself.
Woman responds, "None."
Cheskin looks down at her hands and asks, "What about that French
manicure you have?"
Woman, "Oh, that's not a luxury. That's a necessity."
These are insights that only a human encounter will capture.
When we tested in the Lab vs Webnographer, with 8 participants in
the lab and 60 in the wild both studies came back with the same
number of issues. And the formative answers from Webnographer where
as rich, as from the lab.
Guess it depends on how much and what kinds of things your moderators
are recording.
I think it's another decent tool to have in your chest, but am a bit
skeptical of how valuable the data is. Better than nothing, but I'd
still prefer in person or even watching remotely to automated remote.
Cheers!
Todd Zaki Warfel
Principal Design Researcher
Messagefirst | Designing Information. Beautifully.
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In theory, theory and practice are the same.
In practice, they are not.
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