Daniel Lawton, Lead User Researcher
我们的客户告诉我们，他们经常发现自己被大量的信息淹没. When faced with a myriad of meetings, 演讲, 和报告, 找到思考空间来反思这一切的真正含义是一项挑战.
作为用户研究人员, 我们通过深入研究复杂性并将其提炼成简洁的形式来支持涉众, 可操作的意义. 无论研究有多彻底或多广泛，如果利益相关者没有在他们的脑海中留下清晰的外卖，那就无关紧要了, then the work will never have a significant impact.
The key to effectively communicating research is through providing insight. 在本文中，我们将了解什么是“洞察力”，以及我们可以采取哪些步骤来实现它.
信息vs .洞察
“信息” includes data, user feedback, facts, quotes, and observations. 它是有证据做出明智决定的基础起点.
然而，信息不足的地方在于，其影响并不总是显而易见的. 利益相关者可以收到一份非常翔实的报告，但仍然有问题, “so what does this all mean?”.
回答“那又怎样??”的问题, 我们需要比仅仅提供信息更进一步——我们需要提供洞察力.
顿悟是“啊哈”!“时刻. 它们是可以激发和改变我们思考事物方式的陈述, delivering clear and impactful “nuggets” of understanding. They are also routed in a deep knowledge of the business problem and context.
洞察力 is about taking information, interpreting the implication for the project/organisation, 并在我们已知的基础上为我们应该做什么提供一个方向.
信息
To illustrate, here are some examples of information:
- 70% of users were satisfied with the website.
- 医疗保健 professionals were least satisfied with the website.
- The majority of users are healthcare professionals.
- There are several pain points with the guidance on the website.
洞察力
If we were to draw out the insight from this information, we might say that:
If our goal is to improve overall satisfaction with the website, we should prioritise addressing the needs of healthcare professionals, as they are both the largest user group and the least satisfied. The starting point could be to address their pain points with using guidance.
Six Ways of Transforming 信息 Into 洞察力
- Understand The Stakeholders: To provide insights that resonate with stakeholders, 你需要对他们的观点和他们所处的环境有深入的了解. This means being aware of the challenges they face, 他们的优先级, 他们的约束, and the decisions they need to make. 这样做可以确保研究结果的相关性和针对性，以支持他们发挥作用.
- 了解目标: Research recommendations should be aligned with workstreams across the business. 否则, your insights could cause confusion by recommending steps, which conflict with business goals. It is important researchers consider the desired policy outcomes, 交付方案, and the strategic objectives. 采用这种整体方法意味着您的研究结果可以很容易地结合起来并在整个业务中应用.
- 开发假设: 使研究结果具有洞察力的一个好方法是将其与假设联系起来. It means that when you complete your research, 你最终会对你的问题有明确的答案，并且可以明确地看到你学到了什么. 例如, 而不是详细描述用户发现系统易于使用的程度, 考虑构建对假设的回应:“用户发现系统易于使用”. 与利益相关者合作创造假设也有助于每个人都对研究结果感到投入.
- Know the Users in Their Context: Users are not static data points – they are real people! 您应该始终考虑如何将您掌握的信息应用到与更广泛的环境相关的信息中. You can do this by supplementing your research with contextual evidence, such as literature on cultural trends, 社会经济变化, 新兴技术, 以及行为心理学. 您还可以通过针对相关比较器对服务进行基准测试来了解上下文.
- 使连接: 知识管理对所有大型组织来说都是一项艰巨的任务，但如果做得好，它是非常有益的. An insightful piece of research will look broadly at other relevant evidence, 建立联系, 然后对用户的理解进行叙述. 例如, “我们已经知道X了, then our research uncovered Y, and now there is an opportunity to explore Z, as this has yet to be investigated and would deliver a lot of value.”
- 最后，保持好奇心! 用户研究人员的主要角色是将用户的声音带入对话. Sometimes this means having the courage to challenge the status quo, pose questions to stakeholders, and suggest different ways of doing things. It is not about always coming up with great new ideas. 而, it is about using research to be thought-provoking, introduce a fresh perspective and stimulate conversation.
In a world where we have more data than ever before, it’s not just about what we know, 而是我们如何使用它. By considering and applying the above points, 我们可以确保用户研究提供有价值的见解，并导致提供相关和可行的以用户为中心的服务.
