How to Get Insightful and Useful Audience Input for

User Friendly Tools

Maritza E. Matheus, PrincipalAHRQ Annual Conference

Monday, September 14, 2009

Audience Exercise Need: paper and pen

On middle of page, write “packing suitcase for business trip” and circle it

Packing suitcase for business trip

What are we discussing today? When is it useful to obtain audience input? Why conduct formal testing? Approaches Testing mechanics Do’s and Don’ts Examples of eliciting information Useful tactical tips Audience exercise

When is it Useful to Obtain Audience Input?

Developing a consumer product– Planning a product

– Pre-testing of a prototype

– Post-testing of a model

Testing an existing product Testing messages Developing an advertising campaign

Qualitative Research

To gather an in-depth understanding of human behavior; answers the “why”

Provides insights, feedback and information

not gleaned from quantitative approaches

Key: use gleaned information into actionable items and strategies

Approaches

Focus group Dyad/Triad One on One/In Depth Interviews Telephone Online Blogs

ApproachesApproach Participants Duration Pros Cons

Focus Group 8-10 1.5-2 hours Rich in insights, group

dynamics

$

Dyads/Triads 2 or 3 1 -1.5 hours Probe deep Conduct numerous

One on One Interviews /

In Depth Interviews

1 person 1 hour or less Face to face, phone

Delve deep

No group dynamicsConduct

numerous

Telephone 1 person 1 hour or less Good for difficult to schedule

participants

Miss face to face cues, interaction

Online Numerous 1 hour or less Good for difficult to schedule participants

Miss face to face cues, interaction, $

Testing Mechanics Clear Objectives Planning! Appropriate Approach or Combination of Approaches Budget Qualitative Researcher or In-house Venue - field facility or other Recruiting (Demographics; Recruiting Guide or Screener)

Moderating (Topic Areas; Discussion Guide)

Reporting

Do’s Do allow enough time for testing, including approvals Do be inclusive in selecting audience (users, non-users,

clinicians, family, educators, etc) Use tools: flip chart, markers, actual products Do honor time limit set with participants Do provide food Do provide incentives - be creative Do audiotape and video tape Do set time limit on topic areas Do pre and post testing

Don’ts

Don’t allow friends or family in same groups Don’t allow for “seasoned” participants Don’t accept all of the recruited participants (do over

recruit) Don’t ask participants to share their job title or

profession unless necessary Don’t ask “WHY” - use other ways to elicit

information

Examples of Eliciting Information

Flip Chart– Easel, markers

Design Team Visualization Word Bubbles Picture Decks Mind Map

Word Bubbles Use: when learning about sensitive, conflicting or

politically-charged attitudes Tools: handout with stick figures with bubbles

Picture Decks Use: need to learn about emotional

associations about an experience or an issue

Tools: deck of images

Mind Mapping Use: when learning more details or more indepth

understanding of behavior, situation, or relationship Tools: paper and markers

“Quit Day”

Triggers

Bad Moods

Eating

Weight Gain

Mind Map Example of Completed Mind Map

Activities

DisneyWorld

Family vacation

Fun

Memorable

Costly

No adult time

Childhood CommercializationFamily

Flying

Summer Clothes

Kids cranky

Florida

MickeyMouse

Long lines

Save $Exercise - toning

Tactical Tips Over-recruit Latinos and African-Americans Pay for transportation for indigent or elderly Mail publications in advance for participants

to review before group testing Best not to mix some participants, such as

physician specialties or physicians with other clinicians

Consider on-site interviews when appropriate Ask colleagues and observers for their

insights

Audience Exercise Need: paper and pen On middle of page, write “packing suitcase

for business trip” and circle it

Example

Take 2 minutes to write thoughts that come to mind when packing a suitcase

When done, circle the most significant branch

Packing suitcase for business trip

Thank You! Questions?

Contact:

Maritza E. MatheusMatheus Marketing, LLCOakton, VA 22124Tel 703 758-7595Email matheusmarket@aol.com