3. Cultivating Patterns (analysis part two)
Live Online Classes
Next course start date: 13-Apr-22
13-Apr-22 to 13-Aug-22
Group A: 20 places left
Group B: 20 places left
About this course
Typical affinity grouping involves sticky notes and intuitive understanding of how concepts fit together. Bias creeps in. This course covers a more accurate method.
Make sure your qualitative data analysis lets other perspectives appear.
Product design is full of decisions. Smart organizations base those decisions on an equal combination of quantitative & qualitative research. Qualitative research seems to be the poor cousin with respect to following an accurate process. We rely on an incomplete picture. For example, folks who grew up with the kids TV show Sesame Street, remember a game called “one of these things is not like the others.” One of the muppet characters would put pictures of four things up on a board, and the other muppets would guess which one was “unlike” the other based on various facets. When I was a kid, the show producers always made the game end with one correct answer. Society now has a better understanding that there can be different answers based on different perspectives.
What doesn’t belong if the four things are:
- sports shorts
- sports socks
- sports headphones
It depends upon the person’s focus of mental attention. If they are training for a marathon, then the sports shorts, socks, and headphones might go together. If they’re at practice for their football/soccer team, then the shorts, socks, and cleats might go together. There are other focuses of attention, too. And there are different ways they could achieve the purpose of marathon training or football/soccer practice based on their physiology, which would require different equipment than these four things. As researchers, let’s make sure we see all the perspectives.
Improve your skill at finding affinities from different perspectives.
One place practitioners go wrong is choosing noun-based affinities. In this course you will learn how to find affinities based on verbs–the action within the context. Synthesis of the concept summaries (from the previous course) across study participants is based on similarity between their states of mind when they thought or felt the concept. This is how you avoid unconscious bias. This is how you allow the data to group together from the bottom-up.
You will learn how to:
- Cultivate patterns based on focus of mental attention
- Avoid cognitive & unconscious bias by avoiding nouns
- Pinpoint the action with in the context
- Feel confident with the groups that you find
- Validate the integrity of your data by whether or not the patterns arise
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. The outcome needs to be a reliable foundation for your decision-making.
Combined with part one of qualitative data analysis, this course will give you the skills needed for accurate pattern synthesis.
Learning paths for different roles
Previous start dates