May 2021
Beginner
295 pages
8h 35m
English
Content preview from 97 Things Every UX Practitioner Should Know
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Chapter 67. Bring Themes to Exploratory Research
Shanti Kanhai
Exploratory research is an exciting stage of a project with many unknowns and new insights to discover. Different from research at later stages of the project, exploratory research requires a more flexible approach to interviewing to allow the conversation to stray from the interview guide. Unstructured interviewing using themes keeps the level of moderator control low and gives participants the freedom to show you what is important to them about the topic at hand.
Degrees of Control
Interview methods differ in the amount of control the moderator exercises over the interview. They range from a low level of control in unstructured interviewing to a high level of control in structured interviewing, with varying degrees of control in between. A popular interview method is to bring a list of standardized questions to the research session. This form of structured interviewing gives the moderator a considerable amount of control over people’s responses by providing the same stimuli to each participant. The benefit of controlling the input is that you can reliably compare output between participants. The downside is that it restricts the range of potential responses from each participant.
In exploratory research, you can keep the amount of control to a minimum by sticking to the unstructured interview method. In this type ...
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