Summary
So all of a sudden, everyone at your company is interested in going into the field, meeting with clients, and “building empathy.” What could possibly go wrong? At ADP we created a program of ethnographic (lite) research designed to harness this excitement for exploratory research, enable anyone in the org to participate in conducting research, and help stakeholders think outside of their own product or screens. Secretly, our program was carefully designed to also teach our partners what it means to do Research: listen thoughtfully, analyze holistically, and truly understand client feedback before jumping to solutions.
Key Insights
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Democratizing research helps build a culture of empathy within organizations.
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Engaging non-researchers allows for a more holistic understanding of users.
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The 'Come See for Yourself' program enhances collaboration between researchers and non-researchers.
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Structured planning is crucial to avoid assumptions and ensure effective research.
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Multiple data points are necessary for accurate client understanding.
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Non-researchers need training to transition effectively into research roles.
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Empathy training significantly improves the quality of user interviews.
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Reflection and synthesis sessions are essential for deriving insights from research data.
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Research methodologies can be taught incrementally through involvement in phases.
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Encouraging exploration and curiosity among stakeholders leads to better product development.
Notable Quotes
"My mission is to understand the user at a holistic level."
"Democratizing research has two parts: getting folks involved and upskilling non-researchers."
"We don't jump directly into site visits; we break down the research process deliberately."
"Encouraging everyone in your organization to do research is better than flying blind."
"The excitement for research is a good problem to have."
"This type of research exists, and here's how you can do it and act upon it."
"Listening is different than having a conversation; we need to check our assumptions."
"Each interview session is its own independent bit of data."
"We focus on facts rather than interpretation during synthesis sessions."
"It's important to discuss multiple ways to solve one problem, not just one right answer."
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