UX Word of the Day: Qualitative Coding

If you’re unfamiliar with the term “qualitative coding”—don’t be intimidated. It has absolutely nothing to do with computer programming, and instead is the art of translating complex human experiences into meaningful, actionable ideas.

You may not realize it, but you’re a natural-born qualitative coder! 

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ESAT & CSAT: A Survey Alignment Love Story

A study* by the Temkin Group found that companies that excel in both employee experience and customer experience are 1.5 times more likely to outperform their competitors.

How might CX teams begin to bring these 2 experiences closer?

When companies align their employee satisfaction (ESAT) and customer satisfaction (CSAT) survey questions, they are able to gain a more comprehensive view of their customer experience. Other benefits include: it is easier to identify root causes and link EX and CX to business outcomes.

For example, putting in the effort to align these 2 surveys can result in the following business performance results:

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UX Research Toolbox: Anatomy of a Compelling Narrative for Your UX Research Reports

Projects and deadlines move fast, and often teams cannot wait for UX researchers to write lengthy, thoughtful research reports.

This time crunch has forced UX researchers to think of new or more creative ways to get findings quickly into the hands of those who need them. 

Is there still value in creating a UX research report today—even after the activation team already has the results? Absolutely!

It’s useful to document research findings in a well-written deliverable for at least 3 critical reasons…

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Data Overload? How to Manage the Flow of CX Insights Effectively

One of the biggest pros of CX insights is also its biggest drawback. CX. Data. Never. Stops. It’s constantly and passively flowing in via social media, transactional surveys, phone call transcripts, chat transcripts, etc.

As a result, it can be extremely challenging for CX teams to prioritize which insights to share with other teams. There also may be explicit or inferred pressure on CX teams to continually uncover and share new insights.

But change management and optimizing customer experiences takes time. It can sometimes take YEARS to see the impact of our work. From insight to statistically significant improved business outcome, a lot of water has flowed under that metaphorical bridge.

While we all practice more patience and wait for change, how might CX teams organize the constant deluge of insights in the meantime—and control the flow of insights back out to leaders and stakeholder teams?

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Bias-Free UX Research: Innovative Approaches to Mitigating Bias in the Research Process

Assuming the budgets and timelines are comparable, which research approach is less risky?

You want to conduct research that helps you determine whether your target customers are interested in your new product idea.

A. Field one large survey with 1,000 customers.
B. Field three smaller studies with 50 customers each.

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The Art of Asking the Right Questions in Usability Studies

Asking follow-up questions during qualitative UX research helps us gather more in-depth information and clarification from the participants about their experiences, perspectives, and attitudes.

Follow-up questions also can help researchers build rapport with the participant and encourage them to share more detailed and personal information. Overall, follow-up questions are an essential tool for UX researchers to gather rich, meaningful data.

When conducting a usability study, what are some potential follow-up questions that you might ask after the participant completes (or attempts to complete) a task?

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From Data to Wellness: How Text Analytics Can Boost Employee Wellbeing

According to a study by Gallup, burned-out employees are 63% more likely to take a sick day and 2.6 times more likely to be actively seeking a different job.

While many companies recognize the importance of employee experience as part of their customer experience programs, there is still room for improvement. When companies prioritize customers at the expense of employee experience, this often leads to employee burnout, disengagement, and turnover. 

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Text Analytics: The Game-Changing Tool for Customer Journey Mapping

Journey mapping is not just about the destination—but the journey itself—and all the moving parts that make it a memorable ride.

Over the past 10-plus years, I’ve built dozens of journey maps—and have always approached each one a little differently. My favorite go-to journey research method is diary studies as they allow me to observe people completing their actions in real-time and over multiple touchpoints.

“[Diary studies are] a way of capturing rich, qualitative data about people’s behaviors, experiences, and attitudes over time.”

Indi Young

My diary tools have run the gamut from no-cost to high-tech/higher-cost like dscout and Indeemo—and have experimented with all formats: mobile, written, and video. (See below for a complete list of what I’ve tried.)

In my most recent journey mapping project, I leveled up my research approach by incorporating text analytics for the first time—and found this new perspective to be incredibly valuable for me professionally and to the overall effectiveness of the journey map. 

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Debunking Myths About Text Analytics

For the past 20 years, I’ve been a qualitative researcher… perfectly content with interpreting meaning from the dozens of interviews, usability studies, or diary studies that I had just conducted.

Until a year ago, I never would’ve dreamed that I would fully embrace text analytics or that it would become an integral part of the way I work every day.

I love text analytics because it enables me to extract valuable insights from billions of data points, such as survey responses, phone calls, and chat logs. Additionally, I now sit significantly closer to the customer experience—observing first-hand how customers interact with customer service representatives, purchase products, and solve their problems. 

If you’re someone who has had a fuzzy understanding of text analytics or has maybe heard conflicting information… this post is just for you!

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