2. Concepts & Summaries (analysis part one)
About this course
Start date: 10-Feb-21
Summary
Research teams tend to hurry through data analysis, which bends the insights toward their own perspective. In this course you will learn bias-free analysis of transcripts.
Research “insights” are the junk food of product teams.
Most research teams are working within complex contexts, and the people they study are complicated. They do their research in focused chunks to shed light on discrete parts of the situation. But many teams are told, “Give me a couple of good insights.” They’re asked, “What are the highlights?” “Trends?” “Pain points.” Teams end up sharing out answers to those questions rather than letting the data tell the real stories.
Research teams respond by providing a “summary” format of what they found–and literally this set of insights consists of a list of things they heard frequently. When creating this list, it takes a well-trained mind not to fall prey to cognitive bias. When you come at data from a top-down approach, the concepts that you’ve already become interested in get emphasized in what you remember from the data. Bottom-up analysis is the best way to avoid cognitive bias and let the data tell you what it really means. Very few research teams actually conduct bottom-up analysis.
(Here is an example of concepts & summaries from the first part of one transcript, about the purpose of going to a restaurant, or not, during the COVID19 pandemic.)
Learn true, unbiased, bottom-up analysis technique.
If you want to bring rock-solid, reliable information to your organization, you need to know how. This kind of deep analysis is not taught as a part of most user experience coursework. It requires keeping a neutral mindset and looking at the transcripts for types of concepts, not concept meaning. The meaning will bias you toward the things you are already interested in. Types of concepts, however, enables a bit of neutrality. Once you pull those types out and summarize them, you will have a true set of concepts that were actually expressed
You will learn how to:
- Develop cognitive empathy with each participant by thoroughly understanding their transcript
- Set yourself up for easier synthesis of patterns
- Recognize surface from depth
- Pull quotes across a transcript to form a single concept
- Summarize each concept so it makes later comprehension faster
- Prepare data for creating thinking styles and mental model diagrams
- Also use this approach for transcripts from user research
Homework:
- Homework #1: Based on a list of quotes (concepts), list verbs you think represent this concept best. Optionally, try your hand at writing a couple of summaries.
- Homework #2: Based on a list of quotes (concepts), list verbs you think represent this concept best, then write a summary with the key point next and a supporting detail or two.
- Homework #3: Given a transcript, find the concepts (repeated & tangled), prune the quote, list some verbs, then write a summary with the key point and supporting details.
Who is this for?
If you are a researcher, this course is for you! Product managers, designers, and leaders are also welcome, because more and more of you are tasked with conducting research, and you may as well do it correctly, so that the outcome is a reliable foundation for your decision-making.
Learn bias-free analysis of transcripts with a group of like-minded professionals. In the next course you will learn how to synthesize the patterns across participants, from the bottom-up.
Prerequisites
- understanding of listening
- understanding of listening sessions for data collection
Recommended reading
- Chapter 5 in Practical Empathy
- Generating Focused Ideas webinar
How does it work?
Duration
4 classes of 2 hours each. The live version of a course takes about four weeks to complete.
Time Zones
Live courses are taught Wed 10:30am or Friday 5:30pm San Francisco time. here are two helpful tools: 1. Time zone converter 2. Explore your time zone
Homework Review
Students who enroll for the live version of the courses will have Indi review their homework.
Pricing
Several pricing tiers aim to support different budgets and currency rates.
Enrollment options
3 enrollment options give you the choice as to how to complete the course.
Previous start dates
6-Nov-19;9-Jan-19;4-Apr-18
More courses
2. Listening Deeply
Next date: 28-Oct-2020
3. Concepts & Summaries (analysis part one)
4. Cultivating Patterns (analysis part two)
Next date: 24-Mar-2021
Enrollment options
For each course you can enroll in one of the three ways
Live Online Courses
Join a class of 25 or less participants, from around the globe. Classes are taught online live by Indi.
- Live discussions & questions during classes
- Access to slack community
- Access to recordings of the course
- Recordings available for 3 months
- Homework review of your work by Indi & assistant
- Partner for homework with others in your group
Follow-along Option
If you cannot attend class, but still want to follow along with the latest course as it is taught, this is a great option for you.
- Access to slack community
- Access to recordings of the currently underway live course
- Recordings available for 6 weeks (motivation to finish!)
- Homework, but no homework review
- Partner for homework with others currently following-along
Archived Access
If the course you are interested in is not coming up any time soon, this is an option to provide you access to the recordings of the course when it was taught for the last time.
- Access to slack community
- Access to recordings of the last time this course was taught
- Recordings available for 6 months
- Homework, but no homework review
Looking to sign up your team? Contact us about team discounts
Price levels for individuals
Price Level | Live Online Courses | Follow-Along Option | Archived Footage |
---|---|---|---|
Regular | US $776 | US $194 | US $194 |
Out-of-pocket | US $388 | US $194 | US $194 |
Government & military | US $582 | US $145 | US $145 |
Extreme currency exchange* (e.g. Brazil, Ukraine, India) | US $80 | US $40 | US $40 |
Regular price – when your organization will cover the cost
Out-of-pocket – when you will NOT be reimbursed for the cost
Government & military – when you are a government employee , active service member, or veteran
*Extreme currency exchange – when your currency exchange rate is at an extreme difference with the US dollar (your payment must come from an account in a country with a big rate difference, e.g. Brazil, India, Ukraine, Russia, Malaysia …)
Refund Policy
Refunds are possible up until 2 days prior to your course start date.
Team Discounts
If you have a team of three, four, five, on up to 20, there are discounts!