How to Get Insightful and Useful Audience Input for User Friendly Tools

1. How to Get Insightful and Useful Audience Input forUser Friendly Tools Maritza E. Matheus, Principal AHRQ Annual Conference Monday, September 14, 2009

2. Audience Exercise • Need: paper and pen • On middle of page, write “packing suitcase for business trip” and circle it Packing suitcase for business trip

3. 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

4. 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

5. 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

6. Approaches • Focus group • Dyad/Triad • One on One/In Depth Interviews • Telephone • Online • Blogs

7. Approaches

8. 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

9. 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

10. 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

11. Examples of Eliciting Information • Flip Chart • Easel, markers • Design Team • Visualization • Word Bubbles • Picture Decks • Mind Map

12. WordBubbles • Use: when learning about sensitive, conflicting or politically-charged attitudes • Tools: handout with stick figures with bubbles

13. Picture Decks • Use: need to learn about emotional associations about an experience or an issue • Tools: deck of images

14. Triggers Eating Bad Moods Weight Gain Mind Mapping • Use: when learning more details or more indepth understanding of behavior, situation, or relationship • Tools: paper and markers “Quit Day”

15. Family Childhood Commercialization Fun Mickey Mouse Family vacation Memorable Flying Disney World Kids cranky Florida Long lines Costly Summer Clothes No adult time Save $ Exercise - toning Mind Map • Example of Completed Mind Map Activities

16. 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

17. 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

18. Thank You! • Questions? • Contact: Maritza E. Matheus Matheus Marketing, LLC Oakton, VA 22124 Tel 703 758-7595 Email matheusmarket@aol.com