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Customer / User Research Methods and Practice
Get the insight and understanding into your customers that you need in order to deliver services that drive the behaviours you want.
Course description
Customer / User Research Methods and Practice is an intensive introduction to how to conduct valid and effective research on your customers/users/audiences so you can use the insight gained to:
- Set a strategy
- Input into user models such as personas and mental models
- Produce products and services that drive the customer behaviour you require
It’s fun, it’s interactive and you’ll meet interesting people to exchange ideas and experiences with. During the course, you will practice the methods taught and go back to your desk armed with weapons to improve the insight you have about your customers.
Is it for you?
Have you had to make decisions based on assumption or hunches? Or worse still, made a wrong decision based on poor or inappropriate research? Have you conducted expensive focus groups that left you thinking, “so what”? Are you bombarding your customers with surveys that never seem to deliver the insight you need? If so, this course is for you.
This course is equally for you if you want to learn how to know the best way to spend your time and resources to get the maximum insight to feed into your UX strategy. Doing research is important, but doing the right research is more important still. This course will teach you how to plan a research programme (for you, your teams or 3rd parties to execute) and how to spot and reject bogus research…
What you will learn
Topics covered in the course include:
- The importance of research to customer/user experience
- The essential elements of valid behavioural research
- When to do qualitative vs quantitative research
- Contextual and longitudinal research techniques (such as contextual inquiries, mobile ethnography, diary studies)
- How to plan and conduct effective interviews
- How to plan and conduct effective surveys
- When to use focus groups, and when not to
- An introduction to usability testing (the principles of best practice)
- Other research methodologies to consider
- How to plan a research programme
- How to analyse qualitative data effectively – in principle and practice
- How to exploit the insight gained through research
Learning objectives
After completing the training, you will be able to:
- Describe and discuss the benefits of customer research
- Differentiate between good and bad research techniques
- Be able to specify (and potentially deliver) appropriate research to supply real and actionable customer insight leading to improvements in customer experience
- Draw upon practical experience gained to deliver effective observations, interviews, surveys and analysis
- Be able to utilise qualitative data to inform your strategy and design decisions
About this course
Duration: 1 day
Time: 09:30-17:00
Venue: Remote Training
Price: £495 (excl. VAT)
We will provide course materials and a certificate of completion.
Book your place
Remote training – places available
Tues 27th April 2021
Remote training – places available
Tues 29th June 2021
About your trainer
Jo holds an MSc in Human-Computer Interaction (HCI) from Loughborough University, and has over 19 years’ experience in conducting user-centred design research methods.
Having worked in both agency and client-side roles, Jo has significant experience in leading a variety of UX research methods that include expert reviews, survey design, user testing, focus groups, contextual research, and interviews. She has worked with a range of brands that include: Vodafone, the FCA, Tesco, Plan UK, Sky, Houses of Parliament, Slimming World, HSBC, Royal Mail and the BBC.
Jo is the Lead Trainer for Bunnyfoot’s ‘Customer/User Research Methods’ training course. Having set up and managed UX Research teams in-house, Jo is used to the all too common challenges individuals can face when executing research e.g. little budget, limited access to participants, lack of time, being the sole UX-er, convincing others of its value, and uncertainty over which research method to use. Drawing on her first hand experience, Jo provides practical tips to help delegates deal with these challenges as well as providing a good grounding in the theory behind and practice of the most frequently used UX research methods.
Jo as the facilitator was brilliant and really engaging. I will definitely recommend this course to other people in my organisation. it gave a great overview of everything that I needed/expected.
What has been particularly valuable in the training session was the stories from working in different companies and sectors, and seeing/hearing how the methods have been applied in contexts that I can relate to. I hope to take another course from you soon.
Amy Orr
Business Analyst, Elsevier
The Venue
Bunnyfoot Ltd (London)
54 St John’s Square,
Farringdon,
London,
EC1V 4JL
We’re based in the heart of Clerkenwell, just a 5 minute walk from Farringdon mainline railway and underground stations.
