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Researching User Needs

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Shared Understanding

2:15 with Tomer Sharon

Figuring out what happened during research and what it means is a team effort.

An African proverb says, if you wish to go far, go together. 0:00
I couldn't agree more, especially when it comes to user research, 0:05
analysis, and synthesis. 0:08
Figuring out what happened during research and 0:10
what it means is a team effort for two excellent reasons. 0:13
One, a shared understanding clarifies what 0:18
different people in the team learn from research. 0:21
Sharing those learning bits increases everyone's understanding. 0:24
Two, a shared understanding also means everyone in 0:29
the team is committed to what's coming after reasearch is done. 0:32
If people agree on what's next, they are more committed to making it happen. 0:37
Jeff Patton is visually explaining the concept of 0:42
shared understanding in a brilliant way. 0:45
Let's apply his concept to making sense out of research data. 0:48
First, different team members have different insights from research. 0:52
Yet, since they were all involved in research as moderators, observers, or 0:57
people who go over the data, they think they agree on what they saw and 1:01
what it means. 1:05
As soon as each person's understanding is put into the sketch, or 1:07
some kind of a written form, everybody understands they were seeing, thinking or 1:10
concluding different things. 1:16
The team then shapes their various learnings, understanding and 1:18
insights through a process of analysis and synthesis. 1:22
In the end of the process, the team has reached a shared understanding about what 1:26
happened during research and what should be done about it. 1:31
Shared understanding is the collective knowledge of the team that builds up 1:35
over time as the team works together. 1:39
Shared understanding is the currency of user research. 1:42
The more a team collectively understand what it's doing and why, the less it 1:46
has to depend on second-hand reports and detailed documents to continue its work. 1:50
Your key takeaway is to involve as many team members as 1:56
possible in research in general, and specifically in 1:59
the process of coming to conclusions after data collection has ended. 2:02
Next, we'll introduce the first analysis and 2:07
synthesis technique, the experience sampling classification. 2:10