Designing Conversations for Insightful Testing

Whether you're stepping behind the glass for the first time or revisiting the experience, the benefits of being in a research venue with your team are extensive. There's a ritual to conducting research in-person, a commitment that transcends observation. If you're a road warrior, you know the feeling. Your body is almost programmed to these moments. When you’re sitting on the airplane with your own thoughts, there's a profound connection between the researcher and the journey of discovery.

These moments can lead to unique ideas and directions. When you’re in-person, your attention is dialed in, focused on what's happening on the other side of the glass – fewer distractions, more clarity – something that only being in an environment designed for insights can allow for. How can you maximize your next research project?

“A great way to maximize your next in-person research project is to not only design conversations to help solve your problems, but also incorporate fun ways to test assumptions in your study,” says Abbey Eisenlauer, President Conversate Labs.

“It often isn’t enough just to ask people what they think, but then having them show you can lead to more insights.” A few helpful tips would be to test the product in an environment like their own and asking them to perform a task. Observing the behavior live while asking probing questions can be a helpful exercise. You can also have the participant write or draw about a topic and see what they come up with on their own without any prompts or input. For testing media, having them use their mobile phones and capturing their online behaviors live can be beneficial as well.

 “There’s nothing that replaces human interaction, which is why so many of our clients choose in-person research for their brand and communications projects,” said Eisenlauer.

To read more, visit the Fieldwork Blog. Start a conversation for your next project with Abbey Eisenlauer, President at abbey@conversatelab.com.

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