Product Research's Ability: Qualitative Research

Qualitative methods such as interviews, ethnographic field studies, and (to some degree) usability tests are often more exploratory and seek to get a more in-depth understanding of the individual users’ or user group’s experiences, motivations, and everyday lives. In qualitative methods, the researcher accepts that he/she is to some degree a co-creator of research results, so the results are not completely objective and reproducible. The results of qualitative research are usually not expressed numerically, but rather as themes or categories that have occurred during the research.

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can employ this ability with only a small amount of guidance

• Can conduct user tests following a script.
• Can prep qualitative notes for analysis

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can employ this ability, with no assistance as well as being a trusted active or passive mentor to others

• Can create a user testing script to deliver on product discovery and testing goals
• Can work with product managers and designers to execute different kinds of qualitative research
• Execute a user interview without introducing bias
• Can analyze qualitative data with help
• Effectively presents research findings to the squad, communicating the research outcomes

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to multiple squads when wielding this ability, and therefore I would put them in situations where they can employ this ability as well as being considered an expert within this discipline

• Can select the best product research method for research questions to be answered, including strategic product discovery as well as tactical evaluation
• Can create a user testing script that reduces bias, delivers on product questions, and research goals.
• Can lead qualitative data analysis, selecting the best method for the level of analysis needed
• Effectively presents research findings to the product team, communicating the research outcomes
• Can recruit for multiple studies at one time, coordinating with CX on strategy
• Can right-size research strategy based on risk-profile of questions to be answered

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to a squad when wielding this ability, and therefore I would put them in situations where they can not only employ this ability but where they set the tone for this at the company level

• Be a thought leader within the company of how to determine answers to product questions (both generative and summative)
• Can create a research plan for product discovery, partnering with product managers and designers.
• Effectively presents research findings to the executive team, communicating the research strategy, outcomes, and strategic impact on the product
• Can analyze qualitative data using coding via grounded theory, framework, discourse or content analysis.

I have observed this person showing a consistent, comfortable, continuous, and clear positive impact to not just internal teams but the community/industry in general when wielding this ability, and they are recognized by the community/industry as an expert

• You're a community/industry leader in defining qualitative research within product design, seeking to improve it.
• You can conduct qualitative research and analysis to academic publishing standards.